Writing about BMW Motorrad’s quarterly sales announcements is starting to become an exercise in mad libs, and I really should just create a template that is full of praise and positive comments, leaving blank only the spots where the figures of units sold and percentage growth should go. Since I have no such template at my disposal, here we go again with the back-slapping about BMW’s sales juggernaut. Read onward for more sales news from Zie Germans.
For the past day I have been plunking away at a spreadsheet, adding in values found in several years’ worth of press releases. You see, while most motorcycle manufacturers go out of their way to hide sales information in their media communications, they still leave enough clues that allow one to decipher these pieces of information in their entirety. A monthly figure here, a quarterly result there, a percent gain over last year mentioned, and you’ve got your self five or more months of sales data extrapolated.
That being said, there is no need to go through this much work to know that Husqvarna has been having a rough couple of years. Even by just taking a straw poll from any of the BMW Group’s many glowing sales reports, you’ll find a three to four sentence paragraph outlining the continued disappointment that the Italian-based Swedish brand has brought the German company. Often not even cracking four-digit monthly sales figures, Husqvarna has been on a sales decline that has spawned BMW Motorrad’s decision to push the once dirt-only brand into the street bike scene.
In its most recent media communication, the BMW Group has praised Husqvarna’s sales success over the past two months. With the subsidiary posting a 50% gain in January, and a 2% gain in February, Husqvarna has thus far this year posted a 15% gain over the first two months of 2011. All is well for Zie Germans, no? You know the setup, continue reading for the take-down.
BMW Motorrad released yet another glowing sales report, as the German brand continues to build steam and market share in an otherwise luke warm and uncertain marketplace. Boasting a 1.8% worldwide sales increase in February and a 5.6% year-to-date (YTD) sales increase, BMW Motorrad has sold 12,078 motorcycles worldwide thus far in 2012. While the gains are modest at best, the news that BMW has found a way to grow despite the economy is something we have talked about ad nauseam. As such, I almost skipped this press release all together for our coverage, but then I saw a quote from Hendrik von Kuenheim, BMW Motorrad’s General Director.
After serving 18 years in the ranks of the BMW Group, Pieter de Waal will be stepping down as head of BMW Motorrad USA in March and formally retiring from BMW. Replacing de Waal will be Hans Blesse, who will leave his position as VP of Sales and Marketing at BMW Motorrad Germany, and take on the role of Vice President of BMW Motorrad USA. With 25 years of experience working for the BMW Group worldwide, Blesse has served in the company’s Canadian, Spanish, and German offices with roles in sales, marketing, and after-sales.
We already told you that 2011 was BMW Motorrad’s best sales year ever, and that the BMW S1000RR topped the Bavarian brand’s charts here in the United States. Zie Germans must be feeling rather pleases with themselves right now (and rightfully so), as BMW has released more details about its all-time motorcycle sales record. Pushing out 104,286 units in 2011, BMW Motorrad was up 6.4% in 2011 over 2010, with each of the 2011’s twelve months outselling its 2010 counterpart. Toppling its previous sales record from 2007 (the height of the world economy), it says something about BMW’s current business strategy that it can best that figure in an economy that is still exceedingly weak in comparison.
It is interesting to note in which markets, and in which segments, BMW is finding this growth, because the answers are not necessarily our usual suspects. Basically doubling its worldwide 500+cc market share over the past four years, BMW now accounts for 12% of the worlds “big” displacement motorcycles by units sold per annum. This goes counter to the trend that we’ve seen, where small-displacement are being cast as the sales leaders for large brands (namely the Japanese Four).
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.
The BMW Group has released its 2011 sales numbers, and the results for BMW Motorrad are very impressive indeed. Posting its best yearly sales figures ever in the brand’s nearly 90-year history, BMW Motorrad surpassed its previous high-water mark, set in 2007, of 102,467 units by selling 104,286 units in 2011 (Q1, Q2, & Q3).
Accordingly, sales for 2011 were up 6.4% over 2010, which saw the brand sell 98,047 units last year. Helping spur that sales growth was BMW Motorrad’s strong performance in December 2011, as the German motorcycle manufacturer delivered 4,232 units worldwide in the last month of the year alone, a 12.4% increase over sales in December 2010.
BMW Motorrad’s November sales numbers are in, and they show that the German company is still chugging away at a very strong sales year in 2011. Already surpassing the company’s figures from 2010 by 6.1% (which was no slouch of a year for BMW, we might add), BMW has 100,054 units already under its belt for this year. Moving 6,112 units in November, BMW’s sales are up 3.9% over those from November 2010, which continues the German brand’s strong growth in 2011.
BMW Motorrad, along with most of the European motorcycle brands, have enjoyed relatively positive figures throughout 2011 and in the previous recession. One of the more glaring exceptions to that statement however is Husqvarna. Selling 1,181 units last month, Husqvarna is down 28.4% when compared to November 2010. And for the year as a whole, Husky is down 22.5% compared to 2010, selling only 7,956 units YTD.
Taking the “anti-lock brakes don’t work off-road” mentality head-on, Husqvarna has debuted an anti-lock braking system (ABS) package designed specifically for off-road use. Derived from BMW’s extensive experience with the technology (BMW Motorrad was the first OEM to fit ABS to a production motorcycle), Husqvarna has taken the lessons learned by its German parent company, specifically BMW’s Race ABS from the S1000RR superbike, and adapted the technology for its dirt models for off-road racing.
Continuing to prove our “electronics are the new horsepower” hypothesis and fitting the flagship Husqvarna TE 449 with the new off-road ABS technology, Husqvarna hopes to make a statement not only about the use of ABS in off-street conditions, but is taking things a step further by putting anti-lock brakes on a race-bred dirt bike. The key to the off-road ABS technology from Husqvarna is two-fold. First, Husqvarna’s dual-channel ABS still allows for the rear tire to be locked-up while under heavy braking (this can also be achieved on the S1000RR’s ABS package under the “slick” mode setting). Second, the system, like its road-going counterpart, is extremely light, and only adds 1.5kg (3.3 lbs) of weight to the bike.
Troy Corser announced today on Twitter his retirement from motorcycle racing, formerly ending the 40-year-old’s illustrious career in motorcycles. Coy with his words though, Corser’s brief statement hinted at a continued career in racing, likely of the four-wheeled variety. “Retirement is not a word I would normally use. Finishing my bike racing career and starting a new career at 40 sounds better. Racer forever,” the message said.
Marco Melandri will join Leon Haslam at BMW Motorrad for the 2012 World Superbike season, leaving Troy Corser presumably out of the factory team. The Italian’s maiden season this year at Yamaha proved to be an excellent one, as he his Championship battle with Carlos Checa come down to this penultimate race weekend. Over the 2011 season, Melandri won one pole out the twenty-three races run so far this season, and has three race wins to his credit. Earlier in his career, Melandri won the 2002 250GP Championship, and seemed to find a home in WSBK this season. However, he and fellow WSBK rookie rider Eugene Laverty were left in the cold when Yamaha announced that they were shelving their WSBK effort in 2012.
“We are really looking forward to working with Leon and Marco. I am convinced we will have arguably the strongest rider’s line up in the Superbike World Championship field,” said Bernhard Gobmeier, BMW Motorrad Motorsport Director. He continued, “We are delighted to have two riders who are both hungry and experienced for the coming season. That is the next important step for our team.” There is no word yet on where current BWM rider Troy Corser will land, nor Laverty.