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2012 BMW R1200GS

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Making effective market communications in the motorcycle industry should be a relatively straight-forward and easy task. After all, motorcycles in North America and Europe have a strong personal component that revolves around self-expression and a rider personal identity. Making things easier, the motorcycle industry is littered with enthusiasts who themselves ride on a daily basis, and should understand this concept first-hand.

The idea that an ad or campaign should reach out and grab the intended consumer is not a novel concept, and motorcycle marketing professionals have their job simplified since they need only to develop and publish creative that would speak to them personally, in order to be successful. For whatever reason though, motorcycle industry marketers, by-in-large, were absent the day they taught marketing in business school…and it shows.

It is a subject I rail on about far too often, probably because it just simply baffles me how it occurs in the first place. How a motorcycle enthusiast fails to connect with people just like himself or herself boggles my mind, and yet it routinely happens in the motorcycle industry. However, every now and then, an OEM puts together something that renews my faith in the establishment, and for a split-second I have a vision that this whole two-wheeled thing isn’t going to hell in a hand basket. Such is the case with this promo video done by BMW TV.













Our friend Luca Bar did these renders for Infomotori that shed some light on what the 2012 BMW R1200GS could look like once the German manufacturer takes the duct tape and camouflage off the water-cooled boxer-twin adventure bike. With emission standards putting increased pressure on air-cooled motors, and the adventure bike segment becoming more competitive, BMW has finally had to tinker with the good thing it has going, updating the big boy GS to a water-cooled power plant for the 2012 model year.

With spy shots of the 2012 BMW R1200GS already hitting the interwebs, we have at least a basic understanding of what the new R1200GS will look like, and it would seem that BMW hasn’t moved too far from its best-selling design. As such, Bar had plenty to work from in the spy photos and current GS to create a series of renders that show what the new GS could look like at its unveiling later this year. As always it is top-notch work, check out Luca’s work after the jump.