Let BMW R 18 enter your life and start your cycling life

[Autohome Brand Activity] The new BMW R 18 was officially launched in China on December 16. As BMW Motorrad's first luxury retro cruise model, the new BMW R18 opens a new chapter in the luxury cruise segment with extremely emotionally appealing driving pleasure. In August this year, BMW Motorrad officially upgraded its "3T strategy". During this period, BMW Motorrad continued to use digitalization as the driving force, embraced new user circles with innovative retail models, and continued to explore more consumer touch points to The ever-expanding boundaries bring rich cycling cultural experiences and promote the continuous development of Chinese motorcycle culture.

1. The new BMW?R?18 series: transcending classics and reborn legends

The first cruise motorcycle in the successor series of BMW Motorrad marks the official entry of BMW Motorrad into cruise motorcycles car market segment.

Launched vehicle model information: This time the new BMW R 18*** releases two models and three versions; R 18 Pure Edition: 249,900 yuan; R 18 Founder Edition: 279,900 yuan; R?18?CLASSIC?Foundation Edition: 299,900 yuan

Configuration differences:

R?18?Pure Edition?: Based on the standard configuration, it can Optional fuel tank cap locking, hill assist, and reverse gear equipment simplify vehicle configuration and leave more room for modification while ensuring driving pleasure and safety.

R?18? Founder Edition: Only available in the first year of production. Compared with the R?18 Pure Edition, it can be equipped with adaptive headlights, a locking fuel tank cap, hill assist, and heating. Handlebar, reverse gear. The optional Founder's Edition package includes chrome-plated decorative parts and white trim strips throughout the car. The First Edition nameplate on the car body indicates the limited edition status and is valuable for collection.

R?18?CLASSIC? Founding Edition: It is only available in the first year of production and has collectible value. The Founding Edition set is optional. Compared with the R?18 Founder Edition, the R?18?CLASSIC? standard equipment adds a travel saddlebag, passenger rear seat kit, standard goggles, and LED fog light set. The travel kit is more suitable for long-distance motorcycle travel.

1. Classic design interprets mechanical aesthetics

The elements of BMW motorcycles represented by the iconic "boxer" engine shape show a perfect tribute to legendary classics. The double cradle frame is decorated with swooping flying lines to outline the knight's posture of retro riding, recreating the domineering figure of the knights galloping on the streets in the 20th century. The modern and complicated line design is removed, and the teardrop-shaped fuel tank painted in black glossy paint with white double pinstripes is the same as the legendary R?5. The unique open drive shaft design perfectly combines the "boxer" engine with pure driving pleasure, conveying the most original mechanical beauty.

2. The most powerful "Big Boxer" engine in history

The newly developed horizontally opposed twin-cylinder "Big Boxer" engine has a displacement of 1802cc and high torque distributed in The wide-range low-speed platform and abundant acceleration allow you to get whatever cruising power you need. The "Big Boxer" engine delivers the iconic "vibration" that represents the original driving impulse and unmodified riding passion.

3. Integrate innovative safety technology into riding life

The automatic stability control system ASC maintains the stability of the vehicle body and reduces safety hazards caused by excessive tilt of the vehicle body. The engine traction torque control system MSR prevents the rear wheels from slipping due to sudden downshifts or decelerations. Three driving modes, Rain, Roll and Rock, provide the highest guarantee of driving pleasure and safety under different road conditions. The innovative LED system, combined with adaptive LED turn lights, effectively enhances lighting at the inner corners of the turn, thereby enhancing driving safety. The unique reversing assist system in the market segment makes manual reversing more convenient.

4. A variety of personalized customizations to create exclusive styles

More than 20 body parts can be modified, including Roland Sands Design, Vance & Choose from more than 100 quality accessories from brands like Hines and Mustang Seats.

2. Successor Series: One of the driving forces of the BMW Motorrad brand

The Successor Series is the most emotional product series in the BMW motorcycle product array. One of the important driving forces for brand development.

1. Evolution of classic BMW motorcycle models

In 1923, the first BMW R 32 model manufactured by BMW was born, equipped with the "Boxer" engine design concept Become a classic in motorcycle design.

In 1925, the BMW?R?37 was launched, which opened the road to racing for BMW motorcycles. From 1924 to 1929, BMW motorcycles won all 500ml displacement class championships in Germany.

In 1936, the legendary model BMW? R?5 was launched with the "Boxer" engine, and the legend of the times was born.

In 1937, the R37 equipped with an improved 750ml "Boxer" engine drove at a speed of 216km/h and maintained this record for 14 years.

In 1947, the BMW R 24 equipped with a modern single-cylinder engine became a new starting point for BMW motorcycles after the war and helped BMW motorcycles regain their prestige in the market.

In 1969, the BMW R 69S became the fastest mass-produced motorcycle in Germany and was exported to the United States, establishing its status as a top motorcycle brand.

In 1993, the BMW R 1100 RS, the first sports touring motorcycle equipped with a new generation of "boxer" engine, was launched. The valve train was changed from two valves per cylinder to four valves.

In 2013, the BMW R nineine T was launched as the first model of the successor family, opening a new chapter in the successor series and enriching the product array of BMW motorcycles.

In April 2020, the BMW R 18 equipped with the new "Big Boxer" made its world premiere, opening a new chapter in luxury cruise motorcycles.

2.? The booster of the spiritual culture of "making riding a life"

Since the birth of the first BMW motorcycle successor series BMW?R?nineT in 2013 , has won the favor of a large number of motorcycle enthusiasts and media. Each successor series product is a free expression of pure driving fun and riding life.

3. Continue to deepen the "3T strategy" and build a comprehensive service system

Driven by digitalization and customer-centered, we will continue to deepen motorcycle sales, motorcycle driving training and The three modules of BMW Motorcycle Legend Journey create high-end and reliable service guarantees for riders. In order to better cope with consumption upgrades in 2020, BMW Motorrad used innovative retail concepts to embrace different circles in the sales field, bringing exclusive, immersive and diversified consumer experiences to Chinese users.

1. Use digitalization as the driving force to expand online channels

Relying on the in-depth strategic cooperation with Tmall, using the BMW Motorrad Tmall official flagship store as the platform, let more BMW Motorrad fans know and love the innovative products of BMW Motorrad.

The BMW Motorrad JD flagship store was opened, and the new BMW?R?18 was officially launched for sale.

2. The retail method of "physical cultural experience" strengthens the offline experience

The House of Machines Shanghai store with the theme of retro lifestyle is for knights A free communication platform has been opened up.

Opening Hainan Ruide, an authorized BMW motorcycle dealership featuring motorcycle driving training, and Tibet Yitu, a dealer with the theme of motorcycle travel, breaking the traditional domestic motorcycle retail model.

4. Innovate marketing experience and promote motorcycle culture

Use extremely diverse experiential marketing activities to provide many riders and motorcycle enthusiasts with a two-wheeled life within reach way to experience.

1. A benchmark for innovative experiential motorcycle marketing activities

BMW Motorcycle Culture Festival: introduced to China in 2013. Held for six consecutive years, with nearly 20,000 people participating, the BMW Motorcycle Culture Festival has become the largest gathering place for riders among luxury motorcycle brands.

GS Trophy International Challenge Camp: A world-class cross-country event created for cross-country motorcycle fans, providing a stage for all cross-country enthusiasts to display their professional skills and challenge themselves.

BMW Motorcycle Tour Experience Day: held in 20 cities across the country throughout the year, with more than 5,000 participants each year.

Official track driving training: Members of the China Road Motorcycle Racing Team guide BMW motorcycle consumers in track driving training.

2. Cross-field brand cooperation to promote motorcycle culture through multi-cultural integration

Recently, BMW Motorrad’s first road short film "The Summer of the Wild" was jointly produced with the band Joyside The theme song "Song of the Knight" created for the movie and the cooperation with the famous e-sports game "Kart Racing" represent a new upgrade of BMW Motorrad's experiential marketing.

5. One of the most successful luxury motorcycle brands in the Chinese market

Continuous sales growth demonstrates strong brand vitality and product strength.

1. Sales rose against the trend, leading the large-displacement luxury motorcycle market segment

From January to October 2020, BMW motorcycle sales in the Chinese market achieved a year-on-year growth of more than 30% , maintaining strong growth momentum and continuing to lead the market segments.

2. Powerful luxury motorcycle product array

BMW Motorcycles has an insight into customer needs, and is guaranteed by concept and technological innovation. With a product matrix of 6 series, more than 30 models are available in detail. Divided into products, it provides Chinese consumers with cycling solutions and leads the market consumption trend.

In May 2020, the new BMW?F?900?R/XR was released

In July 2020, the new BMW?R?18 started pre-sales in China

In December 2020, the new BMW?R?18 will be officially launched in China

In 2021, the latest four-cylinder engine series will be launched

3. The most extensive luxury motorcycle Dealer Network

BMW Motorcycles has 57 dealer stores in 40 cities. It is the most extensive dealer network among Chinese luxury motorcycle brands, covering not only Beijing, Shanghai and the major markets on the eastern and southern coasts as well as major In provincial capital cities, dealer stores have also been opened in popular places for motorcycle travel, such as Yunnan and Tibet, to provide motorcycle travel enthusiasts with motorcycle travel products and after-sales guarantees.

New BMW?R?18 Chinese launch media interview shorthand

Mr. Zhanfei, Director of BMW Motorrad China

Question 1: For all companies in 2020 It has been a year full of challenges. How did BMW Motorrad face it? Can you share with us the results of BMW Motorrad this year?

Zhanzong: The epidemic hit very suddenly, but BMW Motorrad quickly took measures to respond. As for dealers, we quickly adjusted policies to provide them with support and guidance. In terms of customers, we also quickly adjusted our strategies. The first adjustment was through online channels, so that we can effectively reach customers even when the showroom is closed. This is all due to the "3T strategy" we launched in 2019. In the "3T strategy", we continue to use digitalization as the driving force to maintain efficient communication with customers. We had actually started the layout before the outbreak, including WeChat mini programs, APPs, online exhibition halls, WeChat, Weibo, etc. A series of channels. Therefore, when the epidemic suddenly strikes, we can effectively apply these channels to interact with customers. Therefore, even during the epidemic, our communication with customers was not greatly affected.

Second, we (BMW Motorcycle China) also quickly adjusted our product strategy. Although affected by the epidemic this year, we have not relaxed the pace of introducing new products to the Chinese market. You may have participated in our F?900 series activities in August, as well as the launch of R?18 this time. Active product strategy represents our confidence in the Chinese market and customers. With these measures, we have also given a satisfactory answer to the market. In terms of sales, from January to October 2020, BMW motorcycle sales in China achieved an increase of more than 30% compared with last year. At the same time, in terms of customer experience, BMW Motorrad has launched many cross-border attempts, which have been recognized by customers and further improved customer experience.

Question 2: As a luxury cruiser with retro heritage, what is the positioning of the new BMW R?18 in the Chinese market compared to competing products?

Zhanzong: In fact, there are many products of luxury cruisers on the market, but for BMW, this is the first luxury retro cruiser motorcycle we have launched. Therefore, the launch of R?18 first enriches our product array. In addition, R?18 is different from ordinary cruisers, it is more about emotional expression. Many people like motorcycles not just because they are a convenient means of transportation, but more because of a feeling and the retro, gentlemanly feeling that the product brings. Our target customers are more of the elite group, so in addition to being a functional motorcycle that meets transportation needs, the R?18 can also spiritually complement the needs of customers and satisfy some of their imaginations about their spiritual home. While showing their individuality, they also make their lives more colorful, just like our slogan "Let cycling become a life".