BMW Motorrad UK: Record 2010 Sales

2010 Motorcycle Sales

Although 2010 sales fell 15.9 percent across the UK motorcycle market, BMW Motorrad continued to sell, the only manufacturer to show double-digit growth. Sales of the famed German BMW motorcycles were up 12.2 percent for 2010.

This was BMW’s most successful year of sales in the UK, and it’s fourth consecutive year as the most successfully sold motorcycle over the pond.

The Motorcycle Industry Association (MCIA) says the 2010 registration data shows BMW Motorrad UK sold a record-breaking 6,703 new bikes last year.

BMW Motorcycle UK Sales highlights:

  • 2010 was BMW Motorrad’s most successful year ever in the UK – with 6,703 bikes registered.
  • BMW Motorrad sales rose 12.2 per cent in 2010, in a market that saw motorcycle registrations drop by 15.9 per cent during the same period.
  • 2010 was the fourth year in a row that BMW Motorrad UK has achieved record-breaking sales.
  • BMW Motorrad’s motorcycle market share has almost doubled in just three years – rising from 5.9 per cent in 2007 to 10.2 per cent 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 per cent 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 per cent 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 per cent.
  • The R 1200 RT and K 1300 GT were the two best-selling bikes in the Touring category with 37.5 per cent market share. The R 1200 RT alone accounted for 27.5 per cent 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) says: "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.

"Since its launch in January 2010, the S 1000 RR has shaken the foundations of the 1000cc supersport sector with its benchmark setting power and ground-breaking traction control system. The RR has been lauded by press, being voted ‘Machine of the Year’ by Motorcycle News and ‘Sportsbike of the Year’ by Fast Bikes – and also won both the BSB-EVO and National Superstock championships in its debut year. Most importantly, it has attracted new customers to the BMW brand. Not bad for our first attempt at a superbike.

"But 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.

"Also, our dealer network continued to focus on industry-leading customer service which ultimately also leads to repeat custom and higher sales. Two of our flagship dealers, Allan Jefferies BMW and Balderston BMW, have expanded into state-of-the-art custom built new premises in 2010 to further improve the customer experience.

"Looking forward, 2011 will be another exciting year for BMW Motorrad. On 19 March we will be launching four new models. The rejuvenated G 650 GS will make a welcome return to our range. This popular entry level single will offer customer and even more affordable entry to the BMW brand. The R 1200 R roadster variant will now be powered by the new DOHC 1200cc boxer engine.

"We will also be launching the revolutionary six-cylinder K 1600 GT and GTL. These two new machines will not just lead their respective classes. They will set new benchmarks in the "gran turismo" and luxury touring categories with their blend of six-cylinder power, advanced technology and riding sophistication. 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."


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