About BMW Motorrad Bikes
BMW Motorrad , BMW’s motorcycle division, entered the Indian market in 2017 and has quickly become a leader in the premium motorcycle segment. The brand offers various motorcycles, including adventure, touring, roadsters, and sport bikes. BMW Motorrad’s success in India is due to strategic partnerships, innovative products, and a focus on the changing preferences of local motorcycle enthusiasts.
TIMELINE OF BMW MOTORRAD IN INDIA
1990s – Early 2000s: Initial Engagements
In the late 1990s, BMW Motorrad first attempted to enter the Indian market by introducing the F650 Funduro, which was developed in partnership with Hero Motors. However, the high pricing limits its success.
2007-2016: Pre-Official Entry Phase
2007: BMW Motorrad motorcycles became available in India through imports by enthusiasts and third-party dealers but without an official operational presence.
2013-2016: Strategic Partnership and Preparation
April 2013: BMW Motorrad signed a long-term strategic partnership with TVS Motor Company to manufacture sub-500cc motorcycles for global markets.
2016-2017: Official Entry and Establishment
- Last Quarter of 2016: BMW Motorrad officially announces its entry into the Indian market.
- 2016 Auto Expo: The BMW G 310 R is showcased, marking BMW Motorrad’s entry into the sub-500cc segment in India.
- April 2017: BMW Motorrad officially launches its operations in India as part of BMW Group India.
- The initial product lineup includes premium models like the R1200GS, R1200GS Adventure, S1000RR, S1000XR, and R Nine T, imported as Completely Built Units (CBUs).
2018-2019: Product Expansion and Network Growth
- July 2018: The BMW G 310 R and G 310 GS were launched and manufactured at TVS’s Hosur plant in Tamil Nadu.
- BMW Motorrad expands its dealership network across major Indian cities, including Delhi, Mumbai, Bengaluru, Chennai, Hyderabad, and Kolkata.
2020-2021: Adapting to New Norms and Growth
- 2020: Introduction of BS6-compliant models, including updated G 310 R and G 310 GS versions.
- 2021:
1. Unveiling of the M 1000 RR, BMW’s first M-branded motorcycle in India.
2. Expansion of the touring lineup with models like the BMW R 1250 RT and R 18.
3. BMW Motorrad India records its highest-ever annual sales with 5,191 units sold.
2022-2023: Record Growth and Market Expansion
- 2022:
1. BMW Motorrad achieves significant sales growth, with the G 310 series emerging as a best-seller.
2. Sales reach 7,282 units, marking a 40% increase from 2021.
- 2023:
1. BMW Motorrad India achieves record sales of 8,768 units, a 20.4% year-on-year growth.
2. The G 310 series accounts for 88% of total sales.
3. Launch of limited edition models BMW R nineT 100 Years and BMW R 18 100 Years to celebrate BMW Motorrad’s centenary.
4. Production of the BMW CE 02, BMW Motorrad’s first e-scooter, begins at TVS Motor’s Hosur facility.
2024 and Beyond: Future Outlook
- BMW Motorrad plans to expand its product lineup, focusing on electric vehicles (EVs) and new models.
- The partnership with TVS Motor Company is set to explore future technologies and expand manufacturing networks beyond India.
- Introduction of the Retail. The NEXT concept allows dealers to sell BMW, MINI, and BMW Motorrad products under one roof.
Manufacturing and Distribution Strategy
BMW Motorrad’s manufacturing strategy in India centres its partnership with TVS Motor Company. The collaboration began in 2013 and focused on producing sub-500cc motorcycles for Indian and global markets. The manufacturing occurs at TVS’s Hosur plant in Tamil Nadu, which has been crucial in making the G 310 series, including the BMW G 310 R, G 310 GS, and G 310 RR.
The distribution strategy involves an expanding network of dealerships across major Indian cities. BMW Motorrad has also introduced the Retail. The NEXT concept integrates the sale of BMW, MINI, and BMW Motorrad products under one roof, enhancing customer experience and streamlining the purchasing process.
Market Position and Performance
BMW Motorrad has established itself as a leader in the premium motorcycle segment in India. The brand’s sales performance has been impressive, with consistent year-on-year growth. In 2023, BMW Motorrad India sold a record 8,768 units, marking a 20.40% year-on-year increase. This performance contributed to 4.19% of BMW Motorrad’s global sales, highlighting India’s growing importance in the company’s international strategy.
Future Outlook
BMW Motorrad’s future in India looks promising, with plans to:
- Expand its product lineup, mainly focusing on electric vehicles (EVs).
- Strengthen its partnership with TVS Motor Company, exploring future technologies and sustainable mobility solutions.
- Enhance its manufacturing capabilities and distribution network to cater to growing demand.
- Continue focusing on the premium segment while offering more accessible models to broaden its customer base.
In summary, BMW Motorrad has successfully established itself in India through strategic partnerships and innovative products. With the brand’s ongoing evolution, it is well-equipped to take advantage of the increasing demand for premium motorcycles in the country.
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