BMW bet big on going small
BMW bet big on going small | MCN
-BMW investing big in sub-500cc bikes
-provides massive opportunity to enter new markets with lower ASP bikes
From a business perspective this is perfectly logical;
-lower-displacement, lower-cost compact bikes enable BMW to generate unit sales in developing countries (India, for instance) where their current high-ASP lineup doesn't work
-the same bikes can be sold alongside their more premium products in developed countries as a mechanism to bring additional riders into their showrooms. This would broaden the brand's appeal to more riders and create a natural upgrade path to (eventually) get younger/newer riders into the brand's more premium products
I love this and will be watching it very closely....