Page Overview: Straight eight: BMW Motorrad sets new sales record for the eighth time in a row in 2018
Jan 16, 2019

Straight eight: BMW Motorrad sets new sales record for the eighth time in a row in 2018.

BMW Motorrad continues profitable growth

BMW Motorrad continues profitable growth. Focus on new markets and new segments and ongoing model initiative.

BMW Motorrad sold more motorcycles and maxi-scooters in 2018 than ever before. Sales increased by another 0.9% over the strong previous year. A total of 165,566 units (PY: 164,153) were delivered to customers as of December 2018.

Dr. Markus Schramm, Head of BMW Motorrad: “2018 was another very successful year for BMW Motorrad. For the eighth time in a row, we were able to set a new sales record. I would like to thank our customers all around the world for the great trust they placed in us again in 2018.”
This new sales record is big leap for BMW Motorrad toward achieving its planned sales target of 200,000 units in 2020.

Schramm: “The 2018 result clearly shows that our motorcycle growth strategy is working. The drivers of another record year were the market launches of six new models and the strong BMW Motorrad product portfolio. We also have a lot in the pipeline for the coming years. Our model initiative in the premium segment will be continued systematically. In 2019, we will strengthen our product lineup with highly emotional and innovative new products. On top of that, we will significantly step up our involvement in motorsports. In the 2019 season, the new BMW Motorrad WorldSBK team with the BMW S 1000 RR will compete in the FIM World Superbike Championship (WorldSBK)".

Strong sales in Europe and the USA

The successful performance in 2018 was primarily due to the positive development of the major European markets and the USA. The most important sales markets were France (16,615 units), Italy (14,110 units), Spain (11,124 units) and the UK / IE (9,224 units) as well as the USA (13,842 units), which once again reported high sales.

At 23,824 units sold, Germany was again the largest single market for BMW Motorrad, which confidently defended its lead as the most successful motorcycle manufacturer in the German market.

Significant growth in China, Brazil and India

BMW Motorrad is also growing in China and Brazil. With 7,561 BMW motorcycles and scooters sold and an increase in sales of some 35%, China, together with Brazil (7,361 units / +11%), is one of the fastest-growing markets for the brand. Newly founded in 2017, the BMW Group’s National Sales Company (NSC) In India successfully established BMW motorcycles in the market with sales of 2,187 units in 2018.

There is no stopping the GS models

For the first time in the history of BMW Motorrad, the brand sold over 51,000 units of the R 1200/1250 GS and GS Adventure travel enduros alone. The traditionally strong R Series once again strengthened its lead in the overall portfolio with a total of just under 84,500 units sold. A strong contributor to this result in 2018 were the R nineT models.

18,773 motorcycles from the BMW S Series, including the super sports bike S 1000 RR, the power roadster S 1000 R and the adventure bike S 1000 XR, were delivered worldwide. These three models continue to be an important sales pillar in the diverse BMW Motorrad portfolio.

Segment of up to 500ccm among top-five models

Of the G 310 R and G 310 GS models launched in 2017, a total of 24,363 units were delivered to customers by the end of 2018. The two easy-to-handle all-rounders are among the top-five best-selling models of 2018 and are now very popular all around the world.

Luxury tourer in the fast lane

The six-cylinder models also developed nicely. The K 1600 Bagger, which has been customized to the US market, in particular attested to the unbroken trend towards touring motorcycles with high capacity and emotional appeal in its second year of sales.

Timo Resch, Head of Sales and Marketing at BMW Motorrad: “At 8,306 units sold and a sales increase of just under 25%, our six-cylinder models are again among the big winners in 2018. The USA in particular is an important market for these models. To strengthen BMW Motorrad’s position in the USA, we will continue to increase our commitment to this market in the future.” Resch continued: “We will respond to the unique market requirements of the USA with another highly emotional and very authentic product range made by BMW.”

Outlook for 2019

BMW Motorrad is in great shape with the strongest product portfolio of all time in 2019. Timo Resch: “We forecast sales of our motorcycles to continue to grow in 2019. We expect good things from our new products in the R 1250 Boxer model range, the highly anticipated new S 1000 RR, and the addition of the F 850 GS Adventure to BMW Motorrad’s mid-range lineup. The expansion of the urban mobility product range with the market launches of the C 400 X and C 400 GT scooters will also have a positive impact in 2019.