autoX Awards 2024: BMW Interview

The GS is one of the most recognisable bikes in the world. Has it become equally recognisable in India as well?

The BMW GS is often referred to as the ‘King of Adventure Bikes.’ It’s a global icon, and it’s also become the top choice of India’s adventure bike scene as well. The 310 GS made the GS family more accessible and sparked the increasing acceptance and popularity of the GS or the adventure bikes among Indian riders. GS ownership offers a blend of rugged performance, mighty presence, and status appeal. Therefore, it’s one of the most sought-after bikes, not just globally but also in India now.

The 1300 GS, with this generation especially, has got a thorough makeover. It’s become a lot sportier than it used to be. Do you have any folks who miss the slightly less sporty feel of the previous generations?

I would say that the new 1300 GS has the fresh, sporty feel of the GS. It’s lighter, sleeker, and offers better performance. It’s also more nimble when it comes to riding. So, it’s appealing to all our adventure riders. It’s seen as an evolution of the typical GS riding experience as well. So, in short, it’s a bold evolution that’s appealing not just to the classic adventure riders, but also to the modern GS riding community as well.

At the EICMA Motor Show recently, the F 450 GS was unveiled. It’s a concept at this stage, but how quickly can we see it in India?

It’s quite heartening and thrilling for us to see that the 450 GS concept, which was showcased at EICMA 2024 in Milan, has generated a lot of excitement and a positive response not just from enthusiasts, but also the media as well. However, as you rightly pointed out, it’s just in the concept phase. BMW Motorrad keeps evaluating every market for demand generation and also for future products. But we’ll come back to you at an appropriate time with more information on the 450 GS.

Give us a rundown of your current lineup popularity-wise.

The GS family is the most popular. The 310 GS, 1300 GS, 900 GS, and GSA are the more popular models. Of course, the S 1000 RR is the most successful litre-class bike in the Indian market. It’s got a huge fan following among superbike fans and racetrack enthusiasts. Apart from that, we offer products across categories. So, we also have the R 1250 RT, for example, appealing to people who are into touring. We have the R 18, which attracts people who look at heritage and classics. We have the new R 12, R 12 nine T, and now the EVs as well.

Speaking of the EVs, the CE 02 and CE 04 are really unique looking and quite impressive visually. So, who’s the intended customer for them and what’s the use case?

BMW Motorrad happened to be the first premium manufacturer to bring in EVs. So, the CE 02 and CE 04 have received a very warm welcome in the Indian market, which is exciting for us to see. It has generated interest in the urban and eco-conscious riders looking forward to an innovative concept. The target audience includes young professionals, existing BMW owners, and other premium car and bike customers, and people who are drawn to innovative design and sustainable mobility.

You’ve been with BMW for 18 years, so you’ve seen the evolution of this entire market, the luxury space, both on the car side as well as the bike front. How has this market changed and what is the customer today looking for?

As far as the premium segment is concerned, we‘ve seen strong growth over the past two decades – coming from a very low base. Now, we’re talking about 50,000 plus units for cars in this segment. For motorcycles, in the 300cc and above segment, we’ll see over 100,000 units this year. So, we’ve come a long way as far as product offerings are concerned, and the consumer expectations are changing as well. A lot of young enthusiasts are coming into motorbiking. So, it’s an exciting space and I firmly believe, as a brand, we see it growing even more in the future as well.

What does the BMW badge stand for in India – what does it mean to people?

BMW has always stood for joy! Cars stand for sheer driving pleasure, while Motorrad wants to make sure it brings a smile to every rider who sits on the saddle of our motorbikes. And that’s clearly the vision and the motto that we have.

Motorrad in India, for lack of a better phrase, has been sort of slow and steady. What is the way forward and what is the ambition for the brand in India?

At BMW Motorrad, we have continuously grown since our inception in 2017-18, and now are close to 9,000 units – inching towards the 10,000-unit mark. Having said that, it’s important for us to have sustainable growth for the brand, and for our dealer partners, and that would remain our focus going forward as well.

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In the premium segment, we’re taking about 50,000+ units for cars and over 100,000 units for motorcycles in the 300cc and above segment. So, the industry has come a long way