ContraMoto wrote:The final category...the urban hooligan bike...Streetfighter and Speed Triple segment. Is that really BMW's customer?
It is actually one of BMW's target demographics.
Really interesting talk this past Saturday night at Morton's Spring Fling rally by Lawrence Kuckendel (spelling is obviously wrong..) He presented the slide show that BMW-Motorrad US gave to the BMW board about 5 years ago about where the market is going, and how BMW Motorrad might survive.
The Cliffs note version is - the only growth market BMW-Motorrad has is the US market. And to really grow in that market - they must broaden the range of people the bikes appeal to. He did make the point that they'll continue making the BMW "standards" - such as our much-loved Roadsters, because that is the heritage of BMW, and those of us buying them still are a viable market base.
Europe didn't have a Baby-Boomer generation (which was pegged at 77,000,000 people roughly). The US did - and that's primarily BMW-US's current customers. Problem is - we're all getting older, and for many of us - the next bike we buy may well be the last bike we buy.
Gen-X wasn't near as large - and the feeling was they didn't present a good demographic because they can't afford a new BMW, they're too busy building careers and paying mortgages and college tuition off (for themselves, and saving for their kids.)
That left Gen-Y - the Baby-Boomer-Result generation. This groups presented a second "boom" - about (from memory) 37,000,000 people. This is the group younger then 35 or so - and this is BMW's potential growth market.
The other market they presented as possible growth markets are the conquest market - grabbing buyers from other makers.
Lawrence also discussed the devaluing of the Yen as a big factor - prices on "comparable" Japanese bikes are now nearing the prices on a basic BMW bike (size for size and features.) BMWs don't seem so out of reach or excessively priced to the potential conquest buyer.
So - the outcome of the talk they gave to the BMW board was the new bikes we see them releasing now. It takes this long to design and get things into the pipeline. The S1000RR has been a stunning success for them - sales continue strong, demand is still high, and it's taking them into markets they never anticipated (like the drag-bike market.) The new 1600 has also been a remarkable success - they are sold out for this year's production, and the reception by potential buyers has been spectacular (as have been the magazine reviews.)
So - hooligan bikes, super-motards from BMW-Motorrad - wouldn't surprise me a bit. You can expect to see them start to really push the Husky's as an alternative for KTM.
Lawrence was asked about the water cooled boxer - his reply was along the lines of "Next question?.."
Oh - one interesting note was the amount of money BMW spends for R&D on motorcycles. I forget the exact number - but it's a good percentage of the cost of a BMW, and the absolute dollar amount was more then Honda spends with bike sales roughly 10x that of BMW.