BMW enjoys sales boom

Added on Wednesday, February 2nd, 2011 by Carole Nash Editor | No Comments

BMW has hailed the success of its S1000RR Superbike after posting record sales figures for 2010.

Sales at BMW Motorrad were up 12.2% on the previous year, with 6,703 new registrations made last year.

The company attributed the increase to the success of its well received S1000RR, which BMW claimed has “brought an entirely new customer demographic” to the brand, although sales in BMW’s core Adventure Sports and Touring motorcycle also grew. The S1000RR, which was featured on BBC Top Gear two weeks ago, has already claimed some notable awards, including MCN’s ‘Machine of the Year’ and the ‘International Masterbike’ title.

Sales of the R1200GS and R1200 GS Adventure combined to make the model the best selling motorcycle in the UK, with 2,240 units sold in 2010 – a year-on-year increase of 13.3%. The company also reported that its market share has almost doubled in the three years since 2007 from 5.9% to 10.2%. In the over 750cc sector, BMW is now the market leader with 21% market share, up from 16.2% last year.

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.”

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