BMW Motorrad can look back on a successful year in 2009 in spite of a very difficult market environment marked by the global financial and economic crisis. Last year 87,306 (previous year: 101,685) BMW motorcycles were delivered to customers which is equivalent to a comparatively moderate drop of 14.1%. BMW Motorrad has thus not only reached the target it set itself, but also achieved the second-lowest decline in sales amongst the competition.
While the world market for motorcycles above 500 cubic centimetres was still approximately 1.5 million vehicles in 2007, it shrank to about 900,000 units in 2009. This corresponds to a market drop of around 40% in two years. In the crisis year of 2009 alone the world market declined by more than 30%.
Despite these downward tendencies in the motorcycle markets, BMW Motorrad was able to grow in the European markets Great Britain and Eastern Europe, in the Asian markets of Korea, Thailand, Malaysia, as well as in the Middle East and Brazil.
Due to its continued powerful product offensive, the white and blue brand performed outstandingly on other export markets, often expanding its market share considerably. In the seven important motorcycle markets of Great Britain, Italy, France, Spain, the USA, Japan and Germany, BMW Motorrad increased its market share throughout.
This was achieved even though market sales dropped by 32% in the segment above 500 cubic centimetres. Compared to the competition, which lost between 20% and almost 50% of its sales, BMW Motorrad sales dropped by only 16%.
In Germany, which is still the biggest market for BMW Motorrad, 15,833 (previous year: 18,112) BMW motorcycles were registered, representing a drop of 12.6%. In spite of this environment BMW Motorrad was able to defend its market leadership in the once again shrinking overall market (-14.5%) as well as in the segment above 500 cc. The BMW share in the overall market was 17.7% in December (previous year: 17.3%). In the segment above 500 cc the market share was 19.0% (previous year: 18.1%).
Italy continues to be the second largest for BMW Motorrad. Here a total of 13,207 BMW motorcycles were registered (previous year: 15,342), a decline of 13.9% (market as a whole: minus 20.0 %). The market share of BMW Motorrad in the segment over 500 cc increased to14.3 % (previous year: 13.0 %).
In the USA, too – BMW Motorrad’s third largest market – the market as a whole decreased by 41.6 %. Here 9,168 (previous year: 11,831) BMW motorcycles were registered, a drop of 22.5 % as compared to the previous year. However, it was possible to increase the market share over 500 cc by 2.0% to 2.6%.
In 2009 once again, the most successful model overall was the large travel enduro BMW R 1200 GS (15,864 units) along with its sibling model, the R 1200 GS Adventure (8,803 units). Outstanding sales figures were also achieved by the F 800 GS (10,974 units) and the F 800 R (5,828 units), where the conquest rate was especially pleasing.
BMW Motorrad in 2010 – a look ahead.
The prospects for 2010 look promising: this is because BMW Motorrad was able to extend its market share across the board and take on market leadership in several instances, thereby creating an excellent basis for future growth.
With the new S 1000 RR, BMW Motorrad has a supersports volume model in its program for a full season for the first time, with some 2,300 orders already having been placed by the time of the market launch on December 6th 2009.
From February 6th 2010 BMW customers will benefit from the model revision of the new BMW 1200 GS / Adventure and BMW R 1200 RT which are to be launched with the new DOHC flat twin engines.
In addition to this, the BMW Motorrad model program is in excellent shape generally for 2010. In the worlds of experience Enduro, Tour, Urban, Sport and HP there are fascinating motorcycles to suit virtually every taste. The model range is supplemented by an extensive program of accessories and innovative BMW Motorrad rider equipment.
Husqvarna Motorcycles puts in a powerful sales performance.
Husqvarna Motorcycles, the second motorcycle brand of the BMW Group, achieved worldwide sales figures of 13,052 units (previous year: 13,511) – a decline of just 3%. And in the seven major motorcycle markets the drop in sales was only 2%.
Sales in Australia, Germany and France developed very positively, with the previous year’s figures being far exceeded in each case. Husqvarna Motorcycles even increased its performance in the heavily declining US market (- 41.6%).
Now that the new model TE 250 has been so well received by the market, a model offensive is planned for 2010: in spite of a difficult market environment, this provides hope of a positive sales development.