In a shrinking market, he who shrinks less wins. Or at least that’s the logic behind BMW’s recent claim to be the “best performing motorcycle company in America.”
BMW is banking the new S1000RR Superbike will further improve its claim to be the "best performing motorcycle company in America."
announced the news on Monday, January 11, touting sales data from the Motorcycle Industry Council. According to BMW (MIC annual report not yet available for confirmation), the US motorcycle market dropped 41%, to the tune of almost 360,000 unit sales lost. BMW sales dipped 22%, “which was the smallest decline among all motorcycle brands.”
This news follows last year’s sales results, when according to the press release, “BMW Motorrad USA was one of only two motorcycle manufacturers to post positive growth.” And BMW anticipates a return to growth for 2010, with sales of the new S1000RR Superbike, as well as revamped versions of the Boxer Twin GS line.
Says BMW Motorrad USA Marketing Manager Todd Andersen: “We expect significant sales growth in 2010, on the strength of the launch of the production version of the S1000RR Superbike, the most powerful and sophisticated sportbike ever produced. Our dealers have confirmed deposits on over 600 bikes and deliveries to customers will begin January 26.”
BMW credits its dealer network for the relatively strong performance, compared to its rivals.
“Our dedicated dealers were the key to our success this past year,” continued Andersen in the press announcement. “Despite the tough market, they continued serve our customers well and promote our new products like the K1300S and the K1300GT. They were supported by attractive financing programs from BMW Financial Services. While many other dealers struggled to finance their customers’ purchases, BMW dealers never lost access to good financing, and this will continue for 2010.”
