BMW Motorrad can look back on 2010 as a successful motorcycle sales year. As we mentioned last week when we brought you the BMW Group sales numbers for December, 98,047 motorcycles were delivered worldwide to customers in 2010. That’s a growth of 12.3% compared to the 87,306 units delivered in 2009. In a challenging economic market, BMW Motorrad has recorded the strongest growth by far compared to other brands. And this growth came in virtually every country.
Hendrik von Kuenheim, Head of BMW Motorrad said, “The 2010 motorcycle season was a delightful year for us. Our range of innovative models met with great customer interest all over the world. Not only could we sell 10,741 more motorcycles than in the previous year, but at the same time we were able to considerably strengthen our market position in a highly discouraging market environment. Our market share rose to an all time high, and by December BMW Motorrad was the volume leader on 11 markets.”
In Germany, again their largest single market, 17,816 BMW motorcycles were registered (previous year: 15,833), a growth of 12.5%. BMW Motorrad maintained its lead in both the total market and the 500cc-plus segment. Their share of the total market was 21.5% by December (up from 17.7%), and 23.2% (up from 19.0%) on the 500cc-plus segment. In other words, almost every fourth new motorcycle over 500cc registered in Germany originated from the BMW Motorrad plant in Berlin.
Italy continues as the second largest market for BMW Motorrad. There, 14,386 BMW motorcycles (previous year: 13,089) were registered, a growth of about 10%. The BMW Motorrad share on the 500cc-plus segment rose to 18.4% (up from 14.3%). BMW Motorrad expects to continue this growth and possibly take over as motorcycle volume leader.
The next most important sales markets are the USA, France, Spain, and the UK, followed by Brazil. The latter emerging market is gradually becoming one of BMW Motorrad’s strongest sales markets. BMW Motorrad will continue to expand its local motorcycle production facility in Manaus, Brazil, which started production at the end of 2009.
The most successful model in sales overall was the R1200GS (selling 18,768 units—up from 15,864), followed by its sister model, the R1200GS Adventure (selling 11,648 units—up from 8,803). Following closely in third was the R1200RT, with 11,132 vehicles sold.
BMW Motorrad also experienced success with the S1000RR. In the first full year of sales, 10,209 units were delivered to customers. It also leads in motorcycle sales in Europe. More than 90% of the orders for these vehicles opted for the innovative “Race ABS” and the dynamic traction control DTC.
Excellent sales figures were also seen for the F800GS (9,669 units), the F800R (7,805 units), and the F650GS (6,951 units).
BMW Motorrad outlook for 2011
BMW expects to continue its sales success into 2011 and take over lead positions in other markets. Early in 2011, BMW will begin deliveries of the new DOHC R1200R, the R1200R Classic and the updated G650GS. But perhaps the biggest news will be the first half of the year launch of the K1600GT and GTL. The big touring motorcycles, with their six cylinder inline engines, are a first of their kind in the history of BMW Motorrad and are expected to be well received.
The model range from BMW Motorrad is now extended and well represented in more markets than ever before. This bodes well for sales in 2011.
Husqvarna Motorcycles in 2010
Against the backdrop of a heavily declining international market in the field of off-road sports motorcycles, Husqvarna Motorcycles was able to sell 12,066 units in 2010. This is down 7.6% compared to the 13,052 it sold in 2009 but compared to the competition it did well enough. This is in part due to a new model offensive started last year—the next generation 450cc engine is available in the enduro, motocross and supermoto motorcycles for the full sales year. These new core models with their new engine are expected to generate growth in 2011.