BMW Motorrad Plans Sales Growth in America

BMW Motorrad Plans Sales Growth in America

BMW Motorrad reported their September 2016 sales figures and with 116,044 deliveries, they achieved their highest global sales figures for a third quarter. As compared to the already strong previous year’s figures, BMW Motorrad increased sales by a further 3% in the same period. In September alone the number of deliveries grew by 10% to 12,215 units. Based on this solid growth, BMW Motorrad is expecting a new sales record for the entire year – the sixth record in a row. “We will continue to grow sustainably and profitably and want to increase motorcycle sales to 200,000 units worldwide by 2020,” says Peter Schwarzenbauer, Member of the Board at BMW AG, responsible for MINI, BMW Motorrad, Rolls-Royce and Aftersales.

But as has been the case since June, BMW Motorrad USA didn’t release their sales figures. This comes after reporting declines in sales for four of the first five months of the year, leading to speculation about problems with sales in the US market, which BMW says is an important element to achieving the 200,000-unit sales goal. Meanwhile, BMW Motorrad Canada says it achieved its best-ever September with 160 retails, an increase of 23.1% compared to September 2015 but year-to-date sales are down 8.6% to 1,637 units.

BMW Motorrad says it is looking to double its market share in the North and South American markets in the next three years. The company wants to gain new customers by introducing new models specifically tailored to the market.

“We want to remain the benchmark in the premium motorcycle segment,” states Peter Schwarzenbauer. The BMW Motorrad dealer network will also be extended in line with the planned expansion worldwide. The number of dealerships in the USA is to increase from 150 dealerships today to 200 by 2020 in accordance with the growth in sales. BMW Motorrad plans to expand its global dealer network to 1,500 sites.

Stephan Schaller, President of BMW Motorrad says, “After Germany, the USA will remain the second most important market for BMW in the coming years, too. This is where we see great potential. In the US alone we want to double our market share to ten percent in the next three years.” Schaller continues: “We will lay the foundation for outstanding growth with new products specifically tailored to the needs of the market and by expanding our sales base.”

BMW K1600B “Bagger”

The first model focusing on the US-American market, the Bagger K1600B, premiered in Los Angeles recently. BMW says, “It translates the idea of ‘The Spirit of the Open Road’ as expressed in the 2015 BMW Motorrad Concept 101 into an emotional series production motorcycle. The Bagger stands for cruising on endless highways and for the dream of freedom and independence, the epitome of ‘American Touring.’ It is the perfect symbiosis of supreme six-cylinder performance, high-level touring qualities and the laid-back attitude and unique driving feel of power and elegance.”

BMW R nineT Pure (left) and R nineT Racer

BMW Motorrad also sees great potential for the USA in its new “Heritage” family which builds on the backbone of the successful R nineT and its air/oil-cooled boxer engine. Earlier this year, the model family was expanded to include the R nineT Scrambler and then last week the R nineT Pure and the R nineT Racer were introduced. That’s four R nineT-based models but a total of five Heritage models are planned. It is above all the wide range of individualization options which make the Heritage family so desirable for customers in the USA, the “cradle” of customizing, says BMW.

In the future, BMW Motorrad will also be entering new displacement segments to an increasing extent. “The motorcycle market in the 125 to 500 cc displacement range offers an excellent basis for our growth plans. With the recent launch of the BMW G310R we have taken a first important step in this direction. As a real BMW in the under 500cc segment, it opens up completely new market potential for us,” explains Schaller. “We will also be continuously expanding the Urban Mobility World of Experience in the coming years. The midsize scooter segment is especially interesting in this regard.”

BMW Group posts new September sales record

On the automobile side, the BMW Group achieved a worldwide double-digit sales increase in September, continuing the company’s long-term upward sales trend and securing a new record for the month. A total of 237,973 vehicles were delivered to customers around the world, an increase of 10.5% on the same month last year. This result brings the year-to-date sales total to 1,746,638 – up 6.2% compared with the same period last year and the company’s best ever sales result for the first three quarters of the year.

In September, a total of 197,419 BMW brand vehicles were delivered to customers, an increase of 9.4% on the same month last year. Sales of BMW’s electrified models continue to grow, especially in Europe and the USA. More than 40,000 BMW i and BMW iPerformance vehicles have been sold so far this year, with the trend clearly increasing. More than 7,000 electrified BMW models were delivered to customers worldwide in September. Sales of MINI brand vehicles increased by 16.1% in September with a total of 40,164 delivered to customers worldwide. Rolls-Royce Motor Cars announced the best ever third quarter sales performance in the history of the company, up 12.7% on the previous year.

Combined monthly sales of BMW and MINI in Europe totalled 121,583 in September, up 12.1% compared with the same month last year. The region’s two largest markets both achieved significant sales increases: registrations of new BMW and MINI vehicles increased by 13.2% in Germany (28,891) and by 12.0% in the UK (45,714); this strong growth trend was also reflected in most markets in the region. Year-to-date sales in Europe are up 10.4% with a total of 806,917 vehicles delivered.

Sales of BMW and MINI vehicles in Asia also achieved considerable sales growth in September with a total of 71,237 (+16.5%) vehicles delivered to customers. In Mainland China, a total of 49,204 BMW and MINI vehicles were delivered to customers (+19.6%); double-digit growth was also achieved in Japan, where sales totaled 8,531 (+12.7%). In the first three quarters of the year, a total of 548,014 BMW and MINI vehicles were sold in Asia, an increase of 9.2% compared with the same period last year.

Sales of BMW and MINI in the Americas decreased 2.7% in September compared with the same month last year, with a total of 38,258 vehicles delivered to customers in the region. Monthly sales in the USA totaled 29,413, a decrease of 5.2% compared with the same month last year. Meanwhile the strong upward sales increase in Mexico continued, with a total of 3,223 BMW and MINI vehicles delivered to customers, an increase of 18.1%. Year-to-date sales of BMW and MINI vehicles in the Americas total 337,079, down 6.5% compared with the same period last year.

BMW Group sales in / ytd September 2016 at a glance

  In September 2016 Compared with
previous year
ytd 09/2016 Compared with
previous year
BMW Group Automotive 237,973 +10.5% 1,746,638 +6.2%
BMW 197,419 +9.4% 1,479,936 +6.0%
MINI 40,164 +16.1% 264,077 +7.2%
Rolls-Royce Motor Cars 390 +15.4% 2,625 +0.8%
BMW Motorrad 12,215 +10.2% 116,044 +3.2%


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