BMW Sells Husqvarna Motorcycles to Pierer Industrie AG

BMW Sells Husqvarna Motorcycles to Pierer Industrie AG

BMW has announced an agreement to sell Husqvarna Motorcycles to Austrian-based Pierer Industrie AG. Husqvarna started 110 years ago in Sweden but was owned by the Italian Cagiva MV Agusta group when it was purchased by BMW in 2008. Pierer Industrie AG is headed by Stefan Pierer who is also KTM’s managing director and a principle shareholder of the motorcycle manufacturer.

The sale is a surprise given the money spent to updated the production of Husqvarna motorcycles in Italy and BMW’s engineering and technology found in recent Husky models. BMW’s purchase of Husky came amid the global economic crisis which saw sales of off-road motorcycles decline sharply. Husqvarna sales have only recently started to pick up with a 15.8% increase last year after new model introductions including several street bikes. The 10,700 motorcycles sold last year are still far lower than their high of 15,000 a few years back, however.

Husqvarna Nuda 900R
Husqvarna Nuda 900R

BMW says it’s restructuring its BMW Motorrad division to focus of their new urban mobility and e-mobility lines. “The BMW Group is realigning its BMW Motorrad business. In the context of changing motorcycle markets, demographic trends and increasing environmental demands, BMW Motorrad will expand its product offering to exploit future growth potential. The focus of the realignment will be on urban mobility and e-mobility. By restructuring the segment, the BMW Group will concentrate on expanding and utilizing the resources of the BMW Motorrad brand.”

“BMW Motorrad achieved a new sales record in 2012. With the realignment of its motorcycle business, BMW Motorrad aims to maintain profitable and sustainable growth over the coming years. Its current core business consists exclusively of premium vehicles in the categories ‘Tourer’, ‘Enduro’, ‘Sport’, ‘Roadster’ and ‘Maxi-Scooter’ from 650 to 1600 cc. BMW Motorrad entered the urban mobility segment for the first time in 2012 with the C650GT and C600 Sport maxi-scooters. The next step in the expansion of the product line-up in this segment will be the series launch of the ‘C evolution’ electric scooter in 2014. Further innovative vehicle concepts are also under consideration. Drive trains will include both environmentally-friendly combustion engines and pure electric drives. This move by BMW Motorrad reflects the BMW Group’s overall focus on early identification of trends, such as megacities and traffic density, as well as environmental issues. Corresponding products and services are already available for the Automobile segment.”

Terms of the sale were not released and still must be approved by anti-trust authorities.

One Response to BMW Sells Husqvarna Motorcycles to Pierer Industrie AG

  1. Oh please… this is awkward!

    Sign for a better economical situation for Husqy ist there… by increasing sales by 15% in 2012.
    With Husqvarna, BMW had the possibility to widen out the model palette and grow in areas, where BMW model do not fit.

    I cannot imagine a radical stretch of the model structure by developing smaller, beginner-friendly classes with the brand “BMW”.
    In addition, the are definitly possibilities in the supermoto, enduro and MX area, where BMW does not really has its strength.

    To be considered:

    1.) the biggest producer of motorcycles in europe is not BMW anymore, but KTM! BMW delivered a bit more than 106.000 bikes, KTM delivered a bit more. This was only possible by developing the smaller “Duke” models, as accepted and “cool” bike for the masses for beginners, also and especially for countries like india – produced in india as well. Could that be done with the BMW brand? I do not think so.

    2.) Why did BMW not strengthen the sales for Husqy? In every showroom or store of BMW, there should have been Husqvarna models as well!

    3.) Well, BMW produced MX, Enduro and Supermoto models as well… and failed.
    Let’s think about the XCountry models… or better not… not really premium class.
    I do not even want to think about the costs for developing and producing these bikes.

    All in: what a shame. If they did it right, BMW had a huge range of possibilities with Husqvarna.
    What about bikes for beginners in smaller classes?
    And didn’t Husqvarna wanted to develop a smaller sports bike, e.g. with 450 ccm supermoto engine, in order to create a racing series, that could be place together with the WSBK?

    That is the way to gain business volume. And not buying a company, wasting a lots of money, and selling it… for how much money, by the way?

    KTM increased sales by 32%…in one year? Did they do it with e-Bikes or scooters? Should that be the future of our beloved brand BMW? C’mon!!!

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