BMW Motorrad Posts 2010 Sales Growth

January 19, 2011
Bart Madson
By Bart Madson
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Bashing away at the MotoUSA keyboard for nine years now, Madson lends his scribbling and editorial input on everything from bike reviews to industry analysis and motorcycle racing reports.

BMW Motorrad USA has announced a near 4% sales growth for 2010. While the Bavarian marque’s increase is modest, it sharply contrasts the overall market trend, with BMW citing a “continued double digit downturn in the U.S. motorcycle market.” The Motorcycle Industry Council (MIC) year-end sales data, presumably BMW’s source for the double-digit claim, is still forthcoming. (UPDATE: the MIC reports Motorcycle Sales Down 15.8% in 2010)

The BMW S1000RR doesnt serve up the same level of agility as the Honda.
With the rest of the market still suffering double-digit losses, BMW Motorrad claims a near 4% growth in 2010 sales fueled by its best-selling S1000RR.

The BMW S1000RR garners most of the credit for the sales trend. The new literbike “quickly surpassed” the flagship R1200GS as the brand’s best-selling model of 2010. Winning numerous industry accolades, the S1000RR also earned Motorcycle-USA’s Motorcycle of the Year and Best Sportbike of 2010 awards, as well as sweeping both the Street and Track portions of our 2010 Superbike Smackdown comparison reviews.

The stalwart Boxer lineup may have been upstaged by BMW’s new Superbike, but the company claims its R1200 line “posted strong sales, as well.” The 2010 R1200GS, GS Adventure and RT models all received engine updates for the model year, with a new dual-overhead cam configuration. (The R1200GS earned our selection at Best Touring Motorcycle of 2010).

“BMW dealers did a tremendous job in 2010, despite the headwinds they faced with a tough economy,” said BMW USA National Sales Manager Mac McMath, in a company press announcment. “While many dealers in the country struggled last year, BMW dealers remained committed to the job at hand and worked tirelessly to capture every sale they could.” 

BMW expects sales for its S1000RR to continue to grow through 2011, with demand for that particular model still high. Also figuring to anchor 2011 sales is the much-anticipated Inline-Six-powered K1600 touring bikes, with BMW citing strong interest from the pre-sale program.

“The new K 1600 GT and K 1600 GTL should give motorcyclists a compelling reason to head down to their local BMW dealer this spring,” continues McMath. “We expect strong sales from these bikes as nearly 400 customers have placed deposits for them since we kicked off our pre-sale program in late December.”

It is unclear if the U.S. motorcycle market is beginning a recover, or has even found the bottom, as MIC quarterly updates continued to show sales declines from an already abysmal 2009. Isolated pieces of positive news are filtering in. The BMW positive sales trend is one. Another came at the press introduction for the 2011 Yamaha FZ8, where Corporate Communications Manager Bob Starr claimed Yamaha sales for December 2010 posted gains over December 2009.

Stay tuned for more 2010 market analysis when the MIC releases its year-end report later this month.

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