BMW Capitalizing: Making Moves to Lead the Motorcycle Industry

For the first time in a decade I do not own a motorcycle.  It is not something I am happy about, but it was just the outcome of a series of life events that caused me to postpone riding for this year.  In the interim, I scratch the motorcycle itch by watching ungodly amounts of motorcycle racing (BSB is the best, if you have not seen it you are missing out), participating in online forums, and reading motorcycle magazines.

Given the dismal global economy of the past few years, the motorcycling industry has taken a beating.  Sales are down, participation in motorcycling events (track days, racing, rallies, etc) are down, and in general the discretionary sport is hurting.  However through this all I found myself constantly bumping into articles and information in regards to the booming expansion of BMW in the motorcycle industry.

BMW built its first motorcycle in 1923, so they are by no means new to the industry.  However for many years it seems they were just happy to have their niche mainly in the sport touring category.  Recently however while other manufacturers are pulling back and closely managing their production activities BMW is actively moving to increase their presence in the industry through introductions of new motorcycles and technologies.

BMW S1000RR

BMW made their first big splash with the introduction of their S1000RR beast of a sport bike in 2009.  The S1000RR was designed to compete in the World Superbike  racing series and it has done just that as Leon Haslam currently stands 5th with one round to go in the 2011 season.  The S1000RR also replaced the BMW R 1200 GS as BMW’s best selling model in 2010.

Other additions to the BMW line up have included new sport touring models (K 1600 GT and K 1600 GTL) and also several models in subsidiary Husqvarna.  Besides full-on street motorcycles, BMW is also looking to introduce a new electric scooter that seems to be the first step towards a full size production electric motorcycle.  While electric motorcycles are not new, there is currently no manufacturing offering a street savvy everyday electric ride.

 

BMW’s S1000RR also pushed the limits of technology coming into the game with more electronic gadgets than the batmobile, but BMW is not stopping there.  One of the exciting new technologies, especially for track riders is the progress BMW is making with their Dynamic Damping Control (DDC).  DDC is aimed at automatically adjusting damping and rebound of the front and rear suspension based on key information collected from the motorcycle.  This would help riders of every skill level take the guess work out of trying to dial in their suspension which is a mystery

BMW Dynamic Damping Control

only solved by a select few.

BMW was not immune to the economic downturn as they also saw decreases in motorcycle sal

es.  However it seems the management at the German company is recognizing a unique opportunity to invest in this awesome industry and take a lead going forward.  By expanding into different model lines, innovating and crea

ting superior technologies, and making a concerted efforts when other manufacturers have seemingly abandoned their followers, BMW seems poised to lead the industry into the next decade and be a leader for years to come.