The U.S. motorcycle market continued to struggle as it declined 36% in February 2010 compared to the same month last year. Against this challenging backdrop, BMW Motorrad USA posted a 52% increase in retail sales in the same period.
The spike in February retail sales is largely attributed to the long-awaited availability of the production version of the BMW S1000RR Superbike, the most powerful and sophisticated sport bike ever produced. Dealers had confirmed deposits on over 600 bikes and deliveries to customers began in late January and continued through February. Other top-selling models included the R1200GS and R1200GS Adventure as well as the popular R1200RT.
BMW Motorrad USA’s strong February sales continued the company’s industry-leading performance in this difficult market. Despite a U.S. motorcycle market that declined 41% and lost nearly 360,000 units last year, BMW motorcycle sales only declined 22%. This followed on the heels of 2008 when BMW Motorrad USA was one of only two motorcycle manufacturers to post positive growth.
“Superior products in all segments of the market, a dedicated and expanded dealer network, and attractive financing programs from BMW Financial Services will help keep the positive momentum going in 2010,” commented Mac McMath, BMW Motorrad USA Sales Manager.