S1000RR Still BMW’s Top-Selling Bike in the USA

01/13/2012 @ 3:33 pm, by Jensen Beeler7 COMMENTS

BMW Motorrad crushed it last year by posting its best sales year ever, and finishing in sales 6.4% over 2010. With the United States being one of BMW’s largest motorcycle markets, it comes as no surprise then that the German brand posted strong sales here in the US. Up 7.4% over last year, BMW Motorrad USA continues to weather the rough economy for the Bavarians, which is perhaps unsurprising considering how zie Germans have faired the past few years.

What is surprising though is which model topped BMW’s sales sheets, and in case you are blind and didn’t see this story’s headline, it was not the venerable GS. Taking the superbike fight straight to the Japan’s backyard, the BMW S1000RR again dominated sport bike sales again in 2011, and was BMW’s top-selling model across its whole motorcycle line-up (I’d love to see the profits per model on this though). Proof that when German engineering is coupled with Japanese pricing a consumer hit is born, the S1000RR should continue to be a potent bike in 2012, as BMW Motorrad has given the liter bike a mild update for its third year of production.

This statement comes from the consideration the the S1000RR’s biggest competition, the superbikes from Honda, Kawasaki, Suzuki, and Yamaha, were either only mildly updated as well, or remain unchanged from their 2011-spec trim. Meanwhile the more premium-oriented superbike market will heat up as Ducati’s 1199 Panigale hits dealer floors. While BMW has always been like Ducati, in that the Bavarian brand enjoys a robust lifestyle component to its marketing image, we have yet to see if BMW can apply the same polish to the S1000RR, and resonate more than just a tw0-wheeled vehicle to its consumers.

I chastised Honda a few weeks ago for failing to leverage any sort of meaningful brand communication to its riders, picking specifically on its sport bike movements and failed opportunities with the RC51 v-twin superbike. I wonder if anyone at BMW was listening to that argument, because I can see the S1000RR at a critical juncture in time where BMW can really set themselves apart and beat the Big Four at their own game, or follow Honda et al down the same dark winding road to sport bike commoditization. Hmm…chewy.

Photos of the 2012 BMW S1000RR:

Source: BMW Motorrad USA

  • marty

    The large area of the exhaust on the bottom is ugly…

  • MikeD

    YUP, sport bikes(specially 1000’s) ain’t selling at all…just ask BMW…albeit not by Japanese OEM Numbers…but still…(^_^)

    Is any one from “The Land of Hello Kitty & Bukkake” taking notes or listening ? Update/Sharpen more often your tools if u don’t want to go the way of the Dodo…the economy is not going to improve tomorrow anyways…and those who linger and become stagnant won’t be ready when/if it comes around once again.

  • John Magnum

    With reference to the last paragraph, i will speak my opinion with no fear of assault…….A toast to BMW for coming into the market with a when you look at it, not the prettiest of bikes, though has smashed sales and reviews for its first ever production superbike.
    Honda had its market share / fan base and lost it by turning generic. Dont all say economic / Tsuanami (respect) we have seen the R&D electric sportbike / Vtec / flash gear box. Where is the V4 for a start….and dont say the new blade does not need TC, it will be on it next year or soon enough, thats just marketing bullshit.
    S1000rr, straight up great bike with a great electronic pakage and now they have listened and just made it better.
    my .02 cents

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  • Smitch

    At the end of the day, it’s currently the FASTEST production bike you can buy. That statistic has sold bikes for decades, ya’ll. Pretty simple to understand.

  • MikeD

    And it will be doing so to the end of times… bragging rights and hot blooded young males go hand by hand…Hell, im not even that young anymore and i still get bike wood by some frilly models…LOL.

  • Alex

    Good points at the end there Jensen… BMW really is at that crossroads where they risk falling into commoditization like the japs. They need truly inspiring design for their next iteration, AND some unique brand attribute to set themselves apart…. Trying to beat the Japanese at their own game is a losing battle of constant one-upmanship