In the first half of 2022, sales of the R 18 family in China increased by 123% year-on-year, and sales in June ranked first in the world. The five models of the BMW R 18 family have formed a powerful product array, consolidating the leading position in the luxury motorcycle market, and the BMW motorcycle advocates? BMW Motorrad is advocating the concept of "Traceless Motorcycle Travel". BMW Motorrad is the world's largest motorcycle manufacturer and the world's largest motorcycle manufacturer in the world. Innovative technologies and applications, green and sustainable.
( Beijing ) July 11, BMW Motorrad announced a new touring product based on the luxury vintage cruiser BMW R 18 family exclusive customization? The R 18 Legendary Tour is about to officially kick off. Since its launch, the BMW Legendary Tour has always been a personalized motorcycle touring route with in-depth local characteristics, leading riders to experience an immersive riding life. This year, the R 18 Legendary Journey will cover two places and ****total four experience activities, from leisure riding in the coconut grove of Hainan Island to the unique riding life in Chengdu, exploring the unique charm of cruising motorcycle travel with riders***. In addition, for the first time, BMW Motorrad will ? No Trace Motorcycle Touring? concept, advocating that riders should pay attention to environmental protection during motorcycle travel, and delivering the concept of sustainability through innovative brand experiences. As an important product camp under BMW Motorrad, the BMW R 18 family has won the favor of the majority of riders with its strong product power. In the first half of 2022, sales in the Chinese market hit a record high, with a year-on-year growth of 123%, and became the world's second-largest market, in which the single-month sales in June exceeded the rest of the world's markets and ranked first in the world, which has strongly promoted the development of BMW Motorrad's business in China.
Mr. Zhan Fei, Director of BMW Motorrad China, said: "The BMW R 18 family of models has gained good market performance since its launch. With the successive launch of five family members, the rich product array fully meets the diversified riding needs of the market, and has gradually become a strong and favorable driving force behind the strong growth of BMW motorcycle sales. Now the launch of the R 18 Legendary Journey creates a new form of motorcycle travel from the product's own characteristics, creating consumer touchpoints with an immersive brand experience, allowing riders to appreciate the unique cultural charm of BMW motorcycles in their riding lives, and at the same time, to feel that riding has become a way of life, and that riding is a way of life. Let riding become a life? s brand spirit.
The BMW R 18 family innovates within its heritage, demonstrating strong product and brand strength.
As the strongest representative of BMW motorcycle's 100-year brand history, the BMW R 18 family, with its retro design style that pays tribute to the classics and its class-leading innovative technology, is regarded as the benchmark product of modern luxury retro cruisers, and occupies a unique position in the market.
The BMW R 18 family pays full tribute to the legendary BMW R 5 model of the 1930s in its overall design language, reinventing one by one the five classic design elements of the triangular frame, teardrop fuel tank, white double trim, exposed driveshafts and horizontally opposed engine, once again demonstrating BMW motorcycles' sublime expression of freedom, passion and classic mechanical aesthetics, and at the same time highlighting the strong brand essence of BMW motorcycles. It also demonstrates BMW Motorrad's confidence in creating classic products of the era with its strong brand essence.
For BMW motorcycles, retro and innovation are not mutually exclusive. Therefore, the BMW R 18 family is equipped with a series of advanced and comprehensive technological configurations, including a wealth of electronic assist functions, three riding modes as standard, and a 10.25-inch TFT color LCD screen with digital connectivity, aiming to provide the rider with a safer vintage cruiser motorcycle driving experience.
Now, with the successive launch of the five members, the complete BMW R 18 family has been fully established in the Chinese market, and the official Chinese names of the members are: R 18 Dream Maker, R 18 Boxer, R 18 Inheritor, R 18 Ranger and R 18 Intercontinental Voyager. 5 members have different personalities, and build a strong product lineup with 5 major product segments, which meets the diversified market needs and demonstrates the BMW motorcycle's ability to meet the market's needs. The BMW Motorrad R18 Heritage Ranger and the R18 Intercontinental Tourer are all very different from each other.
The BMW R 18 Legendary Journey is just around the corner and will continue to build a 360-degree riding service centered on the customer.
The powerful product array provides Chinese consumers with high-quality riding solutions, and at the same time lays a solid foundation for BMW Motorrad to lead the Chinese luxury motorcycle market segment. At the same time, BMW Motorrad is sparing no effort to build a 360-degree customer-centric riding service ecosystem, creating more consumer touchpoints and promoting the development of China's motorcycle culture through continuous optimization of the brand experience.
This year, BMW Motorrad continues to innovate, combining the characteristics of the BMW R 18 family of products to exclusively create the R 18 Legendary Journey, focusing on vintage riding life experience, and plans to launch four exclusive activities in Hainan and Chengdu*** to generate in-depth emotional linkages with the customer circle by means of the highly emotive motorcycle travel experience and to realize the spiritual***songs between the brand and the users. In addition, with the opening of the R 18 Legendary Journey, BMW Motorrad has also for the first time launched the "Traceless Motorcycle Journey" program. The concept of "Traceless Motorcycle Touring" has been integrated into it. concept, advocating riders to enjoy the fun of motorcycle travel while paying attention to the protection of the natural environment. By prioritizing reusable equipment, reasonably recycling and disposing of waste generated by itself, and not destroying natural resources, BMW Motorrad has achieved the concept of "Ride Without Trace". Ride without traces? and minimize the impact on the natural environment. The concept of "Ride Without Trace" is a clear demonstration of BMW Motorrad's commitment to the environment.
The powerful product array focusing on market demand and the highly emotional brand experience of continuous innovation are the unchanging cornerstones of BMW Motorrad's leadership in the luxury motorcycle market. In the future, BMW Motorrad will continue to focus on the customer, and continue to focus on both product and brand experience to create the best experience for every BMW rider, and at the same time, continue to expand the influence of motorcycle culture in the consuming public, and truly make riding a way of life.
A hundred-year multinational group, the oldest brand store in East Guangdong
Sime Darby Group-BMW Shantou Boyue/Boyue Dehong
Sime Darby is a Malaysian multinational company with a long history, founded in 1910, with its headquarter set up in the Malaysian capital - Kuala Lumpur, and is mainly engaged in the sale of automobiles, agency and repair services, real estate development, and real estate development and maintenance. Mainly engaged in automobile sales and maintenance services, real estate development and management, heavy machinery agency and distribution, engineering energy, rubber planting, etc., the economic strength is very strong.
Sime Darby people devote themselves to the economic development of the Asia-Pacific region, relying on ? Ten perfect, the pursuit of excellence? The concept of products and services to the world, today's Sime Darby has more than 300 branches around the world, more than 100,000 employees, respectively, in Malaysia and other Southeast Asian region successfully listed. Group in China mainland Shanghai, Shenzhen, Guangzhou, Panyu, Hainan, Shantou, Chengdu, Changsha, Yunnan and other places have branches.
Shantou Baoyue Automobile Trade Co., Ltd. is one of the subsidiaries under Sime Darby Automobile Group. Since the establishment of the store in 2005, it is also the earlier established BMW 4S store in the eastern part of Guangdong Province, and is the authorized franchised dealer of BMW Brilliance Automotive Ltd. and BMW Motorrad in Shantou, Guangdong Province. It provides automobile sales of the whole line of BMW products, as well as original spare parts, after-sales service, information feedback and other services. Innovative technologies and applications, green / sustainable.
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