Customers power BMW Motorrad into record sales territory
BMW Motorrad bike registrations hit all-time high in 2010
For the fourth year in succession, more customers than ever before have chosen BMW
Motorrad. With a record 6,703 new bike registrations in 2010, BMW’s award-winning
range of motorcycles is leading the industry, with sales up 12.2% on 2009.
Alongside growing sales in BMW’s traditionally core areas of Adventure Sports and
Touring motorcycles, the now-iconic S 1000 RR supersports bike has brought an
entirely new customer demographic into the BMW Motorrad brand. The success of the
S 1000 RR, both in showrooms and on the race track, has been matched by domestic
and international awards and acclaim, including MCN’s ‘Machine of the Year’ and the
‘International Masterbike’ title.
The range of BMW Rider & Motorcycle Equipment has expanded and grown to provide
clothing and accessories suitable for the entire spectrum of BMW Motorrad bikes and
World of BMW activities. The BMW dealer network is also constantly evolving to
further improve the customer experience. Allan Jefferies BMW and Balderston BMW,
two of BMW Motorrad’s long-standing dealers, have moved into brand new, custom-
designed buildings, looking to push customer service even further.
BMW’s strong showing in the highly-respected annual ‘Rider Power’ survey has
reflected the high levels of customer satisfaction delivered by BMW Motorrad’s
motorcycles, clothing and dealer network. Five of the top ten bikes - including the
winning K 1300 S - are BMWs and BMW Motorrad won the overall ‘Best Brand’ award
in 2010, which combines satisfaction across the board, reliability and dealer
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The growth in showroom sales has been matched by a sensational debut season for
the S 1000 RR. Title victories in the National Superstock 1000 and BSB-EVO
Championships, and a thrilling supercar v superbike race on globally-viewed BBC
series ‘Top Gear’ have helped propel the S 1000 RR to iconic status, while the
unstoppable R 1200 GS’s appearance on motoring show ‘Fifth Gear’ has further
fuelled the GS legend.
In an overall motorcycle market that fell 15.9% in 2010, BMW Motorrad was the only
volume motorcycle manufacturer to show double-digit growth in the UK, with sales up
• 2010 was BMW Motorrad’s most successful year ever in the UK - with 6,703
• BMW Motorrad sales rose 12.2% in 2010, in a market that saw motorcycle
registrations drop by 15.9% during the same period.
• 2010 was the fourth year in a row that BMW Motorrad UK has achieved record-
• BMW Motorrad’s motorcycle market share has almost doubled in just three
years – rising from 5.9% in 2007 to 10.2% in 2010.
• Sales of the R 1200 GS and R 1200 GS Adventure combined make the R 1200
GS the best-selling motorcycle in the UK, with 2,420 bikes sold – an increase of
13.3% from 2009.
• Overall, BMW Motorrad was the fifth best–selling motorcycle brand in the UK -
up from sixth in 2009.
• In the over 750cc sector, BMW Motorrad was market leader with 21% market
share - up from 16.2% in 2009.
• In the over 125cc category BMW was the third most popular bike marque, just
24 units behind second place.
• BMW Motorrad dominates the Adventure Sport category with 34% market
share - the R 1200 GS and Adventure account for 26%.
• The R 1200 RT and K 1300 GT were the two best-selling bikes in the Touring
category with 37.5% market share. The R 1200 RT alone accounted for 27.5%
of all touring bikes sold in 2010.
• The S 1000 RR was the second best-selling supersports bike (over 125cc).
• In the UK, four of the top six best-selling bikes over 125cc were BMWs.
Adrian Roderick, General Manager of BMW Motorrad UK, said: “2010 was another
fantastic year for BMW Motorrad. In a motorcycle market that is sadly continuing to
decline we have increased our sales and share of the market. Not only have we
continued to lead the sectors that are core to the BMW brand, such as Touring and
Adventure Sport, but we have also attracted new customers to Motorrad with the
introduction of pioneering products, such as the now iconic S 1000 RR.
“It is not just the S 1000 RR that has been responsible for our success in 2010. We
also continued to show growth in our traditional core markets of Adventure Sport and
Touring. The uprated boxer engine powered the 2010 R 1200 GS, Adventure and R
1200 RT to the top of their categories, with sales of each model showing significant
growth on 2009. Our dealer network should also take great credit for the industry-
leading customer service they continue to provide.
“Looking forward, 2011 will be another exciting year for BMW Motorrad. On 19 March
we will be launching four new models like the revolutionary six-cylinder K 1600 GT and
K 1600 GTL. BMW Motorrad will continue to bring innovation and unparalleled
technology to the motorcycle market in 2011, which we are confident will bring
continued sales success.”