umhlanga Car Review
BMW Mottorad
cleaves a new path
Words Richard Webb
To the casual observer, BMW in South Africa is mostly about luxury sporting saloons and coupes, and suave SUVs with a sprinkling of twoseaters thrown in.
T
he reality is different though as BMW long ago introduced bahn-storming, fuel injected fours with chain drive, heaven forbid, as well as a good sprinkling of dual-purpose machines powered by a range of water-cooled twins, some of which are belt-driven, not to mention maxi scooters. The blue and white roundel that represents a rotating propeller, has the lion’s share of the plus 500cc market south of the Limpopo. That means no less than 36.4% of that segment, the highest in BMW’s portfolio anywhere in the world.
springboard to further enhanced returns for BMW and their dealers. The evidence is there for all to see at Donford Motorrad situated right in the heart of Cape Town at 112 Buitengracht Street. What’s more, this sparkling new Donford Lifestyle Centre, unveiled on 26 November, represents a world first for BMW Motorrad which boasts no fewer than 1000 dealers/importers spread across 90 countries.
Older readers will have visons of shaftdriven, air-cooled horizontal twins in their minds, many ridden on weekends by jaded executives living out a hobby that refreshes mind and soul.
The presence at the launch of Stephan Schaller, President of BMW Motorrad and of Executive vice-President and Head of Sales & Marketing, Heiner Faust, tells you all you need to know about this pioneering venture by Donford who have invested no less than R40 million in a concept which is set to spread globally over the next 16 months or so.
In one fell swoop, most of the formula is set to change in the interests of expanding the brand’s appeal while providing a
As Schaller explained, BMW Motorrad is riding into new territory on the back of the new communications campaign, “Make life
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a ride,” which projects a more youthful, energetic customer profile to project an altogether more dynamic image which is encapsulated in the new showroom features and in recent and upcoming product ranges. Faust was quick to talk in terms of an “enhanced riding experience” that’s linedup for bike enthusiasts but the process has already begun as BMW Motorrad’s marketing guru spoke enthusiastically of the reception accorded recent new models such as the R 1200 R, R 1200 RS, S 1000 RR as well as S 1000 XR and F 800 R. The trick will be for BMW to ensure that the existing and loyal customer base is retained and kept happy with product that enhances BMW’s technical prowess. The new Donford flagship store is a good start as it offers fresh appeal but it still provides plenty of space to show off the kings of the show, those BMW motor cycles.