While BMW motorcycle sales rocketed to €2 billion last year, the average age of BMW customers has decreased by four years over the past four years.
BMW Motorrad Australia general manager Andreas Lundgren says the average age of their customers is now 46, down from 50 four years ago.
That’s pretty significant considering BMW is a premium brand and out of reach for many young buyers, says Andreas.
Grandpa brand image
BMW used to be known as the grandpa brand selling mainly touring bikes in 50 shades of grey or the odd Camry maroon.
But over the past 20 years, the blue propellor brand has been entering new, more dynamic segments and this year introduces its G 310 R and G 310 GS learner-approved bikes.
Andreas says the bikes are expected to attract a much younger buyer when they arrive in mid-year starting at an attractive $5790.
“They are extremely attainable,” he says. “It’s a very fair price for a premium-end product in that segment. Its purpose is to bring new riders into the brand.”
New models, new buyers
BMW has been introducing new riders to the brand in recent years with the introduction of the S 1000 RR and the R and XR derivatives as well as the super-hip R nineT and its four variants.
Andreas says the much-awarded S 1000 RR is a premium product with high technology that may not be effecting a drop in the average age of their customers, but creates a more youthful and vigorous image of the brand.
However, he says the R nineT is definitely attracting a “younger hipster” customer.
“Apart from the fact that it’s a very cool and attractive bike, it’s also a very capable motorcycle,” he says.
“Where we have a real edge over competitors is that apart from looking fantastic, the way it performs, it is a top-notch motorcycle.”
Andreas says the youthful image of the brand is also served by the growing popularity of their GS models.
GS means adventurous
“We now see three generations coming along on our GS Safaris,” he says. “There’s the new guy aged about 18 or 19, his father and even his grandfather are riding together.”
Andreas also believes the advanced technology of the brand is attracting younger tech-savvy customers.
BMW has been at the forefront of technological advances in braking, traction control, electronic suspension, adaptive headlights and other safety and performance features.
Andreas says being part of the BMW Group gives the motorcycle arm the advantage over their competitors in technological research and development.
While BMW Motorrad increased global sales last year by 5.9% to 145,032, a sixth consecutive record year, BMW motorcycle sales in Australia were down marginally.
Andreas says sales were affected by the running out of the G 650 GS learner-approved model.
In Australia, LAMS bikes are a big segment and not having a bike in that segment affected the company’s performance.
However, the new LAMS G models should be a volume seller for the brand, Andreas says.
Other new models coming this year are the R nineT Pure, Racer and Urban G/S and the K 1600 B bagger.