In 2021, 16 exciting BMW motorcycles followed, and at the Guangzhou Motor Show in November, the BMW Motorcycle Successor series luxury retro cruise models - the new BMW R 18 Bagger and the new BMW R 18 Transcontinental were unveiled on the same stage. On December 10, two new cars began pre-sale, the new BMW R 18 Bagger pre-priced at 365,000 yuan, and the new BMW R 18 Transcontinental pre-priced from 425,000 yuan.
As a new member of the BMW R 18 family, they have fully integrated classic elements with modern aesthetics, becoming a new model for luxury cruise models, while also providing consumers who love cycling life with a highly mechanical aesthetic and retro charm.
Mr. Zhan Fei, Director of BMW Motorcycles China, said: "2021 is a big year for BMW motorcycles. The new BMW R 18 Bagger and the new BMW R 18 Transcontinental, two luxury retro cruise models, are more extreme expressions of personalization and high emotion, further complementing our powerful product array while bringing an unprecedented riding experience to Chinese riders. Combined with the most extensive dealer network among luxury motorcycle brands, 360-degree motorcycle riding ecological services, and rich experiential circle marketing, BMW Motorcycles has always been committed to 'making riding a life'. ”
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A strong product lineup is the cornerstone
Since entering the Chinese market in 2013, BMW Motorcycle has introduced more than 30 models from 6 major product lines.
In 2021, the entire product lineup has been updated to varying degrees, including 12 upgraded models and 4 new replacement models, including the fascinating bmw S 1000 RR of the publicly upgraded supercar, the new BMW S 1000 XR that opens up a new dimension in the field of sports adventure vehicles, the new BMW S 1000 R that allows knights to enjoy the fun of public upgraded sports street car riding with zero pressure, and the BMW R nineT that gives knights a broad customization space and highlights the unique personality. The new BMW C 400 series models that make the radius of knight life larger, the new BMW R 1250 RT that brings comfort to the galloping journey, and the 40th anniversary edition of the Adventure Series.
In 2022, BMW Motorcycles will bring the new BMW R 18 Bagger, the new BMW R 18 Transcontinental, the new BMW K 1600 GTL, the new BMW K 1600 Bagger and the new BMW CE 04 for pure electric motorcycles to better meet the needs of Chinese cycling enthusiasts.
As of November, BMW Motorcycles delivered a total of 13,555 motorcycles to Chinese consumers, exceeding the full-year 2020 sales figure and achieving a 25% year-on-year increase. Among them, the five hot-selling models are urban travel series and adventure series, accounting for nearly 50% of total sales. It is worth mentioning that in the two months of "Golden Nine Silver Ten", the monthly sales volume of the Chinese market exceeded that of other markets in the world.
By the end of the year, BMW Motorcycles will have 64 authorized dealers and 5 service centers nationwide, covering 49 cities from 41 last year, the widest range of cities in the same class. The service sales network has not only entered the third, fourth and fifth tier cities, but also distributed in famous motorcycle cities such as Tibet and Yunnan.
Create a highly emotional brand experience
As the most attractive core soul of the BMW Group, BMW Motorcycle also spares no effort to optimize the brand experience through comprehensive customer demand-centered service and engaging online and offline innovative experiential marketing, and continues to promote the rapid formation and development of Chinese motorcycle culture.
During the year, BMW Motorcycle and mobile phone brand OnePlus joined forces to create the micro-film "Memory Rider" to pay tribute to every knight. At the same time, the film "Four Seas" co-launched by BMW Motorcycle and director Han Han will also officially land in major theaters on the second day of the Chinese New Year in 2022.
In the offline field, BMW Motorcycle has also created a three-dimensional and sustainable BMW motorcycle service business cluster for Chinese cycling enthusiasts. For example, in the mature offline retail end, innovation introduces an exclusive experience store model, and shifts motorcycle consumption from products to "product + cultural experience" retail mode.
In June this year, The House of Machines Chengdu officially opened, unlocking a new car buying and lifestyle experience for local cycling enthusiasts. At the same time, BMW Motorcycle also provides users with a 360-degree cycling ecology through new cars, riding equipment, vehicle accessories, in-house and mobile after-sales service, used car certification services, vehicle leasing, premium logistics, insurance, helicopter rescue and other content.
BMW Motorcycle has joined hands with the China Road Motorcycle Racing Team to explore the training model of Chinese motorcycle sports racers; the BMW Cycling Academy has organized 148 trainings across the country this year to help 1396 cycling enthusiasts improve their riding skills; and the GS Trophy International Challenge provides a professional stage for skilled riders to show and challenge themselves. In September this year, the 2022 BMW GS Trophy China Selection Camp was held, and the winning team will represent China in the eighth international competition together with the champion team produced in 2019.
In addition, in 2014, the introduction of China's BMW Motorcycle Culture Festival, the wonderful BMW Motorcycle Legend Tour, the Cycling Life APP and the WeChat Mini Program also created the largest offline rider gathering place and exclusive online sharing platform among luxury motorcycle brands for consumers who love cycling lifestyle. Next year will still bring the wonderful BMW Motorcycle Culture Festival, the R 18 Legend Tour, and a wealth of online and offline events.
Classic design with innovative technology
The new BMW R 18 Bagger and the new BMW R 18 Transcontinental are available in five versions, providing consumers with a variety of configurations to provide free choice, and also demonstrate BMW Motorcycle's concept of consumer-centric and continuous market benchmark products.
The five classic elements that accompanied the BMW R 32 were also displayed one by one on the new model. The mechanically pleasing exposed drive shaft and cross-gimbal, the throbbing 1802cc "Big Boxer" heart, the same teardrop fuel tank as the BMW R 5, the white double pinstripe outline with emotional brushstrokes, and the triangular double cradle frame are the perfect homage to the legendary classic. The exclusive Bagger style and the iconic design of the luxury station wagon also make the new car stand out among the many feature-oriented station wagons, making the knight show his personal unique style.
The new BMW R 18 Bagger and the new BMW R 18 Transcontinental also add the essential elements of modern riding, including a wide range of electronic control systems, three riding modes and a range of advanced technologies including a 10.25-inch TFT color LCD display.
Thanks to its deep insight into the Chinese market and unremitting efforts, BMW Motorcycles has always adhered to the customer-centric approach, continuously expanded the influence of motorcycle culture among the consumer public through highly emotional products, services and experiential marketing activities, and is committed to truly making cycling a life.
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