BMW Is Serious About Sportbikes

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BMW recently announced that the new S1000RR superbike would be available for sale to the public in January, at a price that makes it very competitive with Japan’s Big 4.  Now, it appears that this was part of an intentional strategy to go after the Japanese market share in liter-bikes. And they’re confident enough in the new bike to predict a 20% increase in sales–even in this shaky economy–and to let the Japanese know that the Bavarians are taking aim at them.

“We are going to take the Japanese head-on,” said Pieter de Waal, vice president of the company’s U.S. motorcycle operations, at an event last week in Woodcliff Lake, New Jersey.

The motorcycle’s introduction puts BMW into a niche — informally known as “crotch rockets” — dominated by Honda, Suzuki, Yamaha Motor Co. and the Kawasaki brand owned by Kawasaki Heavy Industries Ltd. The four Japan-based companies have 88 percent of U.S. market share in the superbike category, De Waal said. BMW’s offering will be priced at $13,800, close to the four most popular competing motorcycles.

While it’s always good to see Germans in a buoyantly confident mood, some observers say, “Not so fast”.

“For BMW, which has always had a reputation of being a very high-priced motorcycle, it’s certainly a lot closer to the Japanese bikes in price,” said David Edwards, Cycle World magazine’s editor in chief. “That may be for some people a reason to consider it, especially if its performance lives up to expectations. But I don’t think you are going to see a mass exodus of Japanese sportbike riders going to BMW.”

2010 BMW S1000RR Superbike
2010 BMW S1000RR Superbike

Perhaps, but a lot of the liter-bike guys are crazy for motorcycle racing, and if BMWs race version can show up the Japanese bikes on the track, it can’t do anything but help their sales. And releasing the bike for public sale here in the US allows them to meet the homologation rules for AMA Superbike, so I’d bet very good money that we’ll see a BMW race team hitting the tracks next season.  If you really want to take on the Japanese–and the Italians, by the way–that’s the way to do it.

Although, having said that, Buell proved a few weeks ago that, while the AMA may have rules about homologation, they aren’t, you know, fanatics about them.

Author: Dale Franks

Dale Franks is the former host of The Business Day, ”a daily, four-hour business and financial news program on KMNY Radio in Los Angeles. From 2002-2004, he was a contributor on military and international affairs for TechCentralStation.com. Currently, he a publisher and editor of the monthly political journal The New Libertarian, as well as an editor of the popular web log, Q and O. Dale served as a military police officer in the United States Air Force from 1984 to 1993, in variety of assignments both in the United States and Europe, where he also was assigned to the staff of the Headquarters of Allied Forces Central Europe. In addition to broadcasting, writing, and speaking on various topics, Dale has also been a long-time technical training instructor on a variety of computer software and technology subjects. Dale has also long been involved with information technology as an accomplished web designer, programmer, and technologist, serving as the corporate knowledge specialist for Microsoft Outlook at SAIC, the nation's largest employee-owned corporation. Additionally, he is the author of a number of software user guides used for classroom training by one of Southern California’'s premier computer training and consulting firms. His book, SLACKERNOMICS: Basic Economics for People Who Find Economics Boring, is available from Barnes & Noble.