New BMW Motorrad Brand flagship store launches in Cape Town.

Cape Town – For more than 90 years, BMW Motorrad has created innovative products to provide novice and experienced riders with sheer riding pleasure. On 26 November 2014 BMW Motorrad, the motorcycle division of the BMW Group, launched a new BMW Motorrad concept store at Donford Motorrad Cape Town. The launch also includes BMW Motorrad’s new brand positioning campaign MAKE LIFE A RIDE.

As part of its future retail strategy the new BMW Motorrad concept store will now offer a 360 degree premium lifestyle and retail experience for motorcycle customers and enthusiasts. The R40-million investment at Donford Motorrad Cape Town (by owners Mr Leon Potgieter and Mr Mark Philp) will include a lifestyle centre with a coffee shop, clothing store, sales area as well as a workshop to service and customise motorbikes. It also represents the first of its kind in South Africa and will pave the way for future BMW Motorrad flagship stores around the world.

“With the launch of this new concept store, we are striving for a consistent premium retail experience across our customer touch points. We are creating new and more inspiring opportunities for our customers to experience our products and our brand. Our aim is to set new standards for retail experience in the motorcycle industry,” says Mr Stephan Schaller, Global President of BMW Motorrad.

“Customers are changing the way they inform themselves and communicate with us. Therefore, it means we also have to continuously challenge ourselves to think and uncompromisingly act from the customer’s perspective,” adds Schaller.

Mr Leon Potgieter says he and Mr Mark Philp were encouraged to invest in Donford Motorrad Cape Town by the global strength of the BMW Motorrad brand and the loyalty of its customers.

“There is very strong brand awareness of BMW Motorrad in South Africa. Mark and I believe in the products, and from an investment perspective we also believe that the BMW Motorrad product line expansion plans give us an opportunity to maximise our investment. The fact that BMW Motorrad is also focusing on the lifestyle aspect of riding just as much as engineering excellence also makes this venture exciting,” explains Potgieter.

In addition to the opening of the new concept store at Donford Motorrad Cape Town BMW Motorrad also launches its new brand positioning campaign titled “MAKE LIFE A RIDE”. This new positioning represents all the values of the BMW Motorrad brand, which strives to illustrate a more optimistic and active attitude towards life and riding. An attitude characterized by optimism, self-confidence and responsibility.

“We want to make the BMW Motorrad brand a part of an aspirational lifestyle, because it is more than just a motorcycle brand. We want our existing and prospective customers to forge new paths and pursue personal happiness through riding,” says Mr Heiner Faust, BMW Motorrad’s Global Head of Sales and Marketing.

Heiner Faust also highlighted that motorcycle enthusiasts can look forward to an enhanced riding experience with the new range of BMW motorcycles set to launch globally and in South Africa in 2015. “A few weeks ago BMW Motorrad presented three highly innovative products at the INTERMOT motorcycle show in Cologne with the R 1200 R, the R 1200 RS and the S 1000 RR. Thereafter, two more new products were the centre of attention at the EICMA in Milan:  the new S 1000 XR and F 800 R,” says Faust.

With the S 1000 XR BMW Motorrad is expanding its product portfolio to include a genuine all-rounder in the Adventure Sport segment. The fourth member of the family of high-powered sporty BMW motorcycles with four-cylinder in-line engine unites dynamic touring qualities, sporting performance, great comfort and superior everyday performance.

The over 550,000 visitors to the EICMA show were equally interested in the new BMW F 800 R. The sporty roadster with liquid-cooled 2-cylinder engine offers improved all-round qualities and a new design.

The launch of the flagship concept store coincides with BMW Motorrad’s continued growth and increased market share. BMW Motorrad has retained its strong position in the premium segment worldwide, recording the best third-quarter and ten-month sales volume figures in its entire history. “As of October this year, worldwide sales reached an all-time high of 109,052 units delivered to customers, up 7.4 % from the previous year’s 101,530 units delivered to customers,” Schaller added.

For more information, please visit www.bmwmotorrad.com or www.bmwmotorrad.co.za

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If you have any queries regarding this press release, please contact:

Mr Tim Diehl-Thiele
Head of Motorcycle Communications

Corporate and Governmental Affairs Division
BMW AG
Tel: +49 89 382 57505
Mobil: +49 151 601 57505
Email: tim.diehl-thiele@bmw.de

Mr Edward Makwana

Manager: Group Automotive Communications

BMW Group South Africa (Pty) Ltd

Tel: +27-12-522-2227

Mobile: +27-83-717-3184

Email: edward.makwana@bmw.co.za

Ms Thando Pato

Manager: Product Communications (BMW Motorrad, BMW i and MINI)

BMW Group South Africa (Pty) Ltd

Tel: +27-12-522-2070

Mobile: +27-72-232-5624

Email: thando.pato@bmw.co.za

The BMW Group

With its three brands BMW, MINI and Rolls-Royce, the BMW Group is the world’s leading premium manufacturer of automobiles and motorcycles and also provides premium financial and mobility services. As a global company, the BMW Group operates 30 production and assembly facilities in 14 countries and has a global sales network in more than 140 countries.

In 2013, the BMW Group sold approximately 1.963 million cars and 115,215 motorcycles worldwide. The profit before tax for the financial year 2013 was €7.91 billion on revenues amounting to approximately €76.06 billion. As of 31 December 2013, the BMW Group had a workforce of 110,351 employees.

The success of the BMW Group has always been based on long-term thinking and responsible action. The company has therefore established ecological and social sustainability throughout the value chain, comprehensive product responsibility and a clear commitment to conserving resources as an integral part of its strategy.

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