nytrashman
New member
I think the future of both the BMW brand and the BMW MOA need to reach out to each other in order to not only survive these tough economic times but to thrive and grow over the next 5 + years.
I will start with the BMW brand:
I think BMW is missing a large segment of the market by not targeting the returning rider as well as the female rider. There are lots of people out there that stopped riding early in life due to work, family commitment etc. these people are now a bit older, perhaps approaching retirement and have some free time on there hands. The days of retiring and buying a big motor home to travel the country are pretty much over. Between the large initial financial out lay for the motor home there is the high cost of gas/diesel fuel & insurance. Buying that big boat to cruise around on is quickly loosing its appeal for the same reasons, large initial cash outlay as well as dock feeÔÇÖs, maintenance and rising fuel costs. A motorcycle on the other hand is relatively cheap, gets good fuel mileage and it doesnÔÇÖt cost an arm and a leg to insure.
The female rider is a segment long overlooked by many motorcycle manufactures. Woman today are just as inclined to want to spend there free time in pursuit of an activity that offers a low initial cash outlay, as well as the fun and excitement only riding a motorcycle can offer. Harley offers lots of various functions aimed solely at the female rider and I think BMW should follow suit and do the same thing. Offering free seminars showing woman how to work on there bikes as well as specific rides or events that are geared toward woman are just two examples of ways BMW can embrace and welcome the female riders out there.
So now you have the returning riders and the female riders interested in the BMW brand what bike should they buy? If BMW made a new 650 boxer designed for the returning rider/female rider at a low initial cost I think they would have a big hit on their hands. It would combine the retro look and feel of old without all the problems and pitfalls the older bikes had. look at the success Triumph is having with the new Bonneville. Of course the new BMW would have to be very reliable, the last thing a new rider wants is a bike that is constantly in the shop for repairs. That is a sure fire way to have them abandoning the brand and running straight to the nearest Harley dealership.
Speaking of dealerships BMW needs to expand its dealer network. Offering a nice new 650 boxer, or any other bike designed toward a new or returning rider may sound appealing to you but if the nearest dealer is 3 + hours away your not going to go and check it out, not when there is a dealership right down the street selling a brand that everyone recognizes, some friends and co-workers may ride and offers models geared toward the new or returning rider as well as the female rider. The cold hard reality is there are not enough BMW dealers in this county to make owning a BMW a viable option to most people.
Another bike I think BMW needs to develop is a mini RT, something along the lines of an 800cc with belt drive and good wind protection. Kind of sounds like a few changes to a F800ST would make this happen relatively quickly. Once you get someone riding a mini RT the next logical step up for them is the 1200 RT. Harley has long known one of the secrets to success is getting customers to not only buy there first bike but to continually want to upgrade to a larger model.
So now we have the new/returning rider and the female rider in the dealership and buying there first bike. This is where BMW and BMW MOA come together. The dealership needs to give a free 1 year membership to the MOA to each and every one that buys a new bike. Once they start receiving the ON mag they will see a whole new world of motorcycling out there they may not have know about. Let them read about the rallies, the rides and the tech articles. Let the see the vast amount of accessories offered by various vendors for there bikes, but most importantly let them see there are lots of other people just like them in the MOA who will welcome them with open arms just because of the brand of bike they ride. Remember people want to belong to a group, whether it is the local church group, the firehouse or the local softball team, everyone wants to feel they belong and have something in common with others. I think a lot of the new riders will look forward to reading the Owners News each month and when there free 1 year membership expires they will gladly renew it. This will easily allow the MOA to expand its membership. The problem is getting BMW and the dealerships to work hand in hand with the MOA. To me, this is a win-win situation for everyone involved. BMW will be getting new customers and promoting the sport of motorcycling, the MOA will increase its membership and the dealerships will increase there sales of not only motorcycles but of apparel and accessories as well. Remember these new riders will need all new gear and what better place to buy it then at your friendly BMW dealer.
I am sure this little scenario I have laid out is full of potential problems and pitfalls but in the long run I honestly believe it is in the best interest of not only BMW NA but BMW MOA as well. A partnership between these two entities, if done properly can only be beneficial to both parties. In order for the brand to survive they need a loyal customer base as well as attracting new customers and in order for the MOA to survive and grow we need to support of the manufacture, thus ensuring both parties will prosper and grow into the foreseeable future.
I will start with the BMW brand:
I think BMW is missing a large segment of the market by not targeting the returning rider as well as the female rider. There are lots of people out there that stopped riding early in life due to work, family commitment etc. these people are now a bit older, perhaps approaching retirement and have some free time on there hands. The days of retiring and buying a big motor home to travel the country are pretty much over. Between the large initial financial out lay for the motor home there is the high cost of gas/diesel fuel & insurance. Buying that big boat to cruise around on is quickly loosing its appeal for the same reasons, large initial cash outlay as well as dock feeÔÇÖs, maintenance and rising fuel costs. A motorcycle on the other hand is relatively cheap, gets good fuel mileage and it doesnÔÇÖt cost an arm and a leg to insure.
The female rider is a segment long overlooked by many motorcycle manufactures. Woman today are just as inclined to want to spend there free time in pursuit of an activity that offers a low initial cash outlay, as well as the fun and excitement only riding a motorcycle can offer. Harley offers lots of various functions aimed solely at the female rider and I think BMW should follow suit and do the same thing. Offering free seminars showing woman how to work on there bikes as well as specific rides or events that are geared toward woman are just two examples of ways BMW can embrace and welcome the female riders out there.
So now you have the returning riders and the female riders interested in the BMW brand what bike should they buy? If BMW made a new 650 boxer designed for the returning rider/female rider at a low initial cost I think they would have a big hit on their hands. It would combine the retro look and feel of old without all the problems and pitfalls the older bikes had. look at the success Triumph is having with the new Bonneville. Of course the new BMW would have to be very reliable, the last thing a new rider wants is a bike that is constantly in the shop for repairs. That is a sure fire way to have them abandoning the brand and running straight to the nearest Harley dealership.
Speaking of dealerships BMW needs to expand its dealer network. Offering a nice new 650 boxer, or any other bike designed toward a new or returning rider may sound appealing to you but if the nearest dealer is 3 + hours away your not going to go and check it out, not when there is a dealership right down the street selling a brand that everyone recognizes, some friends and co-workers may ride and offers models geared toward the new or returning rider as well as the female rider. The cold hard reality is there are not enough BMW dealers in this county to make owning a BMW a viable option to most people.
Another bike I think BMW needs to develop is a mini RT, something along the lines of an 800cc with belt drive and good wind protection. Kind of sounds like a few changes to a F800ST would make this happen relatively quickly. Once you get someone riding a mini RT the next logical step up for them is the 1200 RT. Harley has long known one of the secrets to success is getting customers to not only buy there first bike but to continually want to upgrade to a larger model.
So now we have the new/returning rider and the female rider in the dealership and buying there first bike. This is where BMW and BMW MOA come together. The dealership needs to give a free 1 year membership to the MOA to each and every one that buys a new bike. Once they start receiving the ON mag they will see a whole new world of motorcycling out there they may not have know about. Let them read about the rallies, the rides and the tech articles. Let the see the vast amount of accessories offered by various vendors for there bikes, but most importantly let them see there are lots of other people just like them in the MOA who will welcome them with open arms just because of the brand of bike they ride. Remember people want to belong to a group, whether it is the local church group, the firehouse or the local softball team, everyone wants to feel they belong and have something in common with others. I think a lot of the new riders will look forward to reading the Owners News each month and when there free 1 year membership expires they will gladly renew it. This will easily allow the MOA to expand its membership. The problem is getting BMW and the dealerships to work hand in hand with the MOA. To me, this is a win-win situation for everyone involved. BMW will be getting new customers and promoting the sport of motorcycling, the MOA will increase its membership and the dealerships will increase there sales of not only motorcycles but of apparel and accessories as well. Remember these new riders will need all new gear and what better place to buy it then at your friendly BMW dealer.
I am sure this little scenario I have laid out is full of potential problems and pitfalls but in the long run I honestly believe it is in the best interest of not only BMW NA but BMW MOA as well. A partnership between these two entities, if done properly can only be beneficial to both parties. In order for the brand to survive they need a loyal customer base as well as attracting new customers and in order for the MOA to survive and grow we need to support of the manufacture, thus ensuring both parties will prosper and grow into the foreseeable future.
