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February 7, 2011-BMW USA posts growth for 2010

February 8, 2011
Filed under Features

BMW Motorrad USA posted a nearly 4 percent growth in sales in 2010, despite a continued double digit downturn in the U.S. motorcycle market, the company announced.
BMW sales were bolstered by the February launch of the BMW S 1000 RR superbike. The most powerful production 1000cc sport bike in the world, the S 1000 RR quickly surpassed the BMW R 1200 GS to be the best-selling bike in BMW’s model lineup for 2010.
In its debut year, the BMW S 1000 RR earned numerous awards from the U.S. media. Other popular core models in BMW’s lineup — the R 1200 GS, R 1200 GS Adventure, and R 1200 RT — benefitted from the introduction of a new engine and posted strong sales as well, the company said.
BMW executives credited the company’s sales performance to a stable of leading-edge products as well as to a strong dealer network.
“BMW dealers did a tremendous job in 2010, despite the headwinds they faced with a tough economy,” Mac McMath, national sales manager of BMW Motorrad USA, said in a press release. “While many dealers in the country struggled last year, BMW dealers remained committed to the job at hand and worked tirelessly to capture every sale they could.”
According to McMath, BMW is anticipating another strong year in 2011 as supply improves to meet continued demand for the S 1000 RR and as the new six-cylinder touring bikes make their debut.
“The new K 1600 GT and K 1600 GTL should give motorcyclists a compelling reason to head down to their local BMW dealer this spring,” McMath added. “We expect strong sales from these bikes as nearly 400 customers have placed deposits for them since we kicked off our pre-sale program in late December.”
McMath also predicts continued growth in 2011 from strong consumer interest in new and re-launched models, such as the F 800 R naked bike, G 650 GS dual-sport and R 1200 R.
Ducati North America achieves record market share
Ducati North America posted a positive close to 2010, recording retail gains of 35 percent in December over the same period in 2009. The company also announced retail sales growth of 8 percent in the third quarter and 9 percent in the fourth quarter of 2010, defying the trend of an industry that declined 15 percent and 14 percent in each respective quarter. Ducati closed the year with record market share in North America, the company said.
“We are very satisfied with Q3 and Q4 results, with a solid growth from 2009 and a record market share,” Cristiano Silei, CEO of Ducati North America, said in a press release. “These achievements mark the turning point for Ducati in North America.
“We are extremely excited about our potential for 2011 with the arrival of the Diavel complimenting our outstanding product line-up and our marketing and dealer-support programs coming into full fruition.”
In 2010, Ducati introduced a host of new products that contributed to the company’s retail success in North America, including the Hypermotard 796, Hypermotard 1100EVO and EVO SP, Monster 696 ABS, Monster 796, 848EVO Superbike, 1198S Corse Superbike and the Multistrada 1200 family.
The Ducati Performance department, which oversees accessories, apparel and spare parts, followed the positive trend set by unit sales. In 2010, spare part sales were up
7 percent, accessories up 5 percent and apparel sales increased 24 percent. The company said it has more innovative programs set for this year in hopes of delivering a further increase in these sales.
Ducati credited its marketing programs for one reason for the brand’s 2010 successes. Ducati raced and won the Pikes Peak International Hill Climb with the versatile Multistrada 1200 and re-signed American MotoGP rider, Nicky Hayden. Perhaps the most exciting was the addition of Italian icon, Valentino Rossi, to Ducati’s MotoGP racing team. Ducati prominently appeared in a number of high-profile movies, including Wall Street: Money Never Sleeps, Knight & Day and Tron Legacy. PSB

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