Despite pandemic-related challenges in 2020, BMW Motorrad was able to hand over 169,272 motorbikes and scooters to customers, thus achieving the company’s second-best sales result ever. The best year’s sales were in 2019, with 175,162 vehicles sold, showing a 3.4% drop for 2020. This sales result underpins BMW Motorrad’s successful growth strategy.
BMW Motorrad credits their 2020 success to the strong product portfolio – which included 13 new models during the year – and its worldwide dealership network, which despite the most difficult circumstances were able to make 2020 a success thanks to their tireless efforts.
Dr. Markus Schramm, Head of BMW Motorrad, said, “Following difficult months from March to June, the entire BMW Motorrad team was able to turn the tide by applying a high degree of pragmatic flexibility and great personal commitment. In addition to arguably the best BMW Motorrad product offering ever, it was this team effort, of which I am very proud, that made the second best sales result ever possible in 2020. [Additionally, the] market launch of the BMW R 18 was certainly one of the highlights in 2020. The long-awaited big boxer has been very well received by both the specialist press and customers worldwide.”
Stable sales in Europe with local fluctuations
The pandemic affected the main European markets differently. Sales in Germany increased 1,224 vehicles to 27,516 units, improving on 2019 and remaining the largest market for BMW Motorrad. While France was also up on the previous year with 17,539 units (+1.4%), Italy (13,918 units), Spain (11,030 units) and Great Britain/Ireland (7,315 units) recorded slightly lower sales figures. This results in a slight volume decline of -5.3% for the European region as a whole.
Positive developments in China and Brazil continues
BMW Motorrad continues to grow in China and Brazil. With 11,788 motorbikes and scooters sold (previous year: 8,818 units), BMW Motorrad achieved +33.7% growth in China. A similarly positive development occurred in Brazil; with 10,707 vehicles sold (+6.4%), the South American market was among the top seven BMW Motorrad markets in 2020.
No mention of US sales for 2020
BMW Motorrad continues to leave US sales out of its periodic press releases on sales figures. The last reliable information on US sales is from BMW’s 2019 Annual Report, when US sales were set at 7.6% of BMW Motorrad’s figures, trailing Germany, France and Italy and coming in barely ahead of Spain. Previous annual reports show US sales figures of approximately 13,000 motorcycles per year, with a slow downward trend over the last five years or so.
The boxer still leads the pack
With a total of almost 80,000 units sold, boxer-equipped models continue to form the backbone of BMW Motorrad’s success. The traditionally strong position of the hallmark BMW Motorrad drive was further strengthened in 2020 with the launch of the 1802cc R 18 engine.
Strong performance in the segment up to 500cc
The single-cylinder BMW G 310 R and GS models enjoyed continuing popularity in 2020. In order to be fit for the future, both models underwent extensive revisions in looks and technology announced in the autumn. With over 17,000 motorbikes sold worldwide, these two agile all-rounders are a permanent fixture in the BMW Motorrad portfolio and contributed to the overall success in 2020.
Confident debut of the new BMW Motorrad mid-range models
BMW Motorrad hit the bull’s eye with the market launch of the new F 900 R and F 900 XR models. With 14,429 models sold, BMW Motorrad further expanded its strong position in the middleweight segment. Together with other models such as the BMW F 750 GS, BMW F 850 GS and BMW F 850 GS Adventure, the total share of the parallel-twin series already exceeds 35,000 units.
Looking ahead at 2021
Despite the fact that the general conditions worldwide remain unpredictable, Timo Resch, Head of Sales and Marketing at BMW Motorrad, is quite positive about the year 2021. He said, “First of all, my special thanks go to our BMW Motorrad dealership partners who, despite great challenges, were able to make 2020 a successful year with creativity, flexibility and tireless commitment. We will again deliver a variety of strong new products to our customers in 2021 together with our strong partners. The M 1000 RR, one of the most spectacular sports bikes, is waiting to be released onto the racetracks of this world. As a relaxed counterpoint, we are sending the R 18 into its first full season with a rich range of accessories. With the S 1000 R, we are launching a highly emotional and uncompromising power roadster featuring super-sporty riding dynamics. We will also present one or two surprises with regard to e-mobility this year.”