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解剖BMW摩托车背后的销售领地  

2012-01-18 13:56:51|  分类: 國際車壇動態 |  标签: |举报 |字号 订阅

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解剖BMW摩托车背后的销售领土 - ar.long - 三咪重型機車貿易organization

                      The Anatomy Behind BMW Motorrad’s Sales Dominion 

 Mon, January 16th, 2012 @ 6:03 pm, by Jensen Beeler10 COMMENTS 

    We already told you that 2011 was BMW Motorrad’s best sales year ever, and that the BMW S1000RR topped the Bavarian brand’s charts here in the United States. Zie Germans must be feeling rather pleases with themselves right now (and rightfully so), as BMW has released more details about its all-time motorcycle sales record. Pushing out 104,286 units in 2011, BMW Motorrad was up 6.4% in 2011 over 2010, with each of the 2011′s twelve months outselling its 2010 counterpart. Toppling its previous sales record from 2007 (the height of the world economy), it says something about BMW’s current business strategy that it can best that figure in an economy that is still exceedingly weak in comparison.

    It is interesting to note in which markets, and in which segments, BMW is finding this growth, because the answers are not necessarily our usual suspects. Basically doubling its worldwide 500+cc market share over the past four years, BMW now accounts for 12% of the worlds “big” displacement motorcycles by units sold per annum. This goes counter to the trend that we’ve seen, where small-displacement are being cast as the sales leaders for large brands (namely the Japanese Four).

    “This outstanding sales result shows that we are on the right track in terms of our product and market strategy,” touted General Director of BMW Motorrad Hendrik von Kuenheim in the most German way possible. “We have achieved yet another sales record within a persistently challenging market environment. At the same time we have been able to take on market leadership and strengthen our market position in over 15 countries. In business performance terms we anticipate an all-time high in fiscal 2011 for both turnover and revenue. I would like to take this opportunity to thank our customers worldwide most sincerely for the trust they have placed in BMW Motorrad.”

    So where was BMW Motorrad’s market of choice? Why in Germania of course. The backbone of the soon-to-be-in-shambles eurozone, BMW Motorrad found the most sales traction in its home market, selling 20,0002 motorcycles in Germany alone. That number is nearly double the volume done in the United States (10,203 units), but what is more astounding is that nearly one in four “large displacement” motorcycles (500+cc) sold in Germany last year was from the Bavarian brand. In 2011 alone, BMW’s motorcycle sales in Germany went from accounting for 1.7% of motorcycles sold in the that market, to 24.9% (boom goes the dynamite). Certain to be partially due to the decline of other brands’ sales figures, that staggering change in percentage still carries with it a certain astonishing weight.

    Further fueling BMW Motorrad’s sales in Europe, Italy stood as BMW’s second-best motorcycle market worldwide, though the boot-shaped country saw an overall decline in yearly sales (-4.5%). Posting 13,600 units (down from 14,234 in 2010), the Bavarians were still able to gain market share in Italy, as the Italian two-wheeled market continued its post-recession tailspin. Accounting for 19.9% of all bikes sold in Italy that were over 500cc, BMW Motorrad Italia grew from its previous position of having 18.4% of the relevant Italian market.

    France rounded out BMW’s third top-spot in Europe, with 9,850 units and a 15% sales growth over 2010. Similarly, BMW Motorrad was up 7.4% in the United States, with the BMW S1000RR leading sales here domestically, a change from the usually show-stopping R1200GS, which continues to be the best selling 500cc+ bike worldwide. With no real surprises in the numbers from France and the US, what is interesting is to see the growth in developing countries.

    Before you get your Southeast Asia flags waving, BMW Motorrad reports that it found its second-best growth by market in Brazil, not Asia. Up 55.2%, the Brazilian market accounted for only 5,442 units sold, but shows strong potential to grow further in the coming years, as the South American country’s economy continues to gain steam. To side-step tariffs, BMW builds the G650GS, F800R, and F800GS locally in Brazil, and presumably as more models get local assembly in Manaus, BMW’s sales trend will continue with those models. BMW reports that sales in Latin America, Eastern Europe, and Asia all grew positively across the board, but declined to mention at what rate or volume those markets faired in 2011.

    As far as model go, the BMW R1200GS series still reigns supreme, accounting for 28,866 units in total worldwide (18,413 units for the R1200GS, 10,453 for the R1200GS Adventure). The GS dominance continues with the F800GS selling 9,829 units worldwide, and was followed closely by the BMW R1200RT (9,540 units) & BMW S1000RR (9,044 units). Meanwhile, the recently launched K1600GT/GTL accounted for 8,019 units, while the rest of the line-up broke down as follows; F800R (7,986 units), R1200R (7,310 units), and the F650GS (6,145 units). All very interesting indeed.

Source: BMW Group

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  4. BMW Motorrad Sales Up 6.5% for Q3 2011
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解剖BMW摩托车背后的销售领地 - ar.long - 三咪重型機車貿易organization

 

google 提供的翻译:

                                        解剖BMW摩托车背后的销售领地

       我们已经告诉过你,2011年BMW摩托车销售最好的一年,宝马S1000RR在美国突破巴伐利亚品牌的图表。 Zie德国人必须与自己的感觉,而为所欲为现在(这是理所当然的的),宝马已经发布了其所有的摩托车销售记录的更多细节。宝马Motorrad将在2011年的104286单位,同比增长6.4%,2011年比2010年与2011年的十二个月销量超过其2010对口。推翻其以前的销售记录,从2007年(世界经济的高度)说,对宝马公司目前的业务战略的东西,它可以最好的,在经济极其薄弱,仍处于比较图。

       有趣的是,在哪个市场,哪些段,宝马是发现这种增长,因为答案不一定是我们一贯的犯罪嫌疑人。基本上其遍布全球的500 + CC的市场份额增加一倍,在过去四年,宝马现在占12%的世界“大”排量摩托车,每年出售的单位。这正好计数器的趋势,我们已经看到,小排量(即日本四)大品牌的销售领导人正在投。

       宝马Motorrad亨德里克冯Kuenheim总署署长“吹捧”这种优秀的销售结果显示,在我们的产品和市场战略方面,我们在正确的轨道,尽可能在最德国的方式。 “我们已经取得了持续具有挑战性的市场环境内的又一销售纪录。与此同时,我们已经能够利用市场的领导地位,并加强我们在超过15个国家的市场地位。在商务性能方面,我们预计在2011财年的营业额和收入的新高。我想借此机会感谢我们的全球客户对他们的信任,在宝马Motorrad最真诚的。“

       那么,宝马Motorrad的首选市场?为什么在日耳曼当然。骨干即将欧元区的烂摊子,宝马Motorrad发现在其国内市场的大部分销售的牵引,仅在德国就销售20,0002摩托车。 ,这一数字几乎是在美国(10203单位)所做的体积增加一倍,但更重要的是惊人的是,近四分之一的“大排量”摩托车(500 + CC)去年在德国销售,从巴伐利亚品牌。仅在2011年,在德国宝马摩托车的销量就从会计在该市场出售的摩托车为1.7%,24.9%(BOOM去炸药)。一定要“等品牌的销售数字下降的部分原因是由于,在百分比的惊人变化,仍然带有一定的惊人重量。

       进一步助长BMW摩托车的销量在欧洲,意大利站在宝马的第二个最好的全球摩托车市场,引导形的国家虽然看到在每年的销售整体下滑(-4.5%)。发帖13600个单位(从2010年的14234),拜仁仍然能够获得在意大利的市场份额,两轮意大利市场后继续衰退推向深渊。会计,宝马Motorrad意大利在意大利销售的所有自行车,超过500cc的19.9%增长从它以前的位置有关意大利市场的18.4%。

       法国杀进了宝马在欧洲的第三个顶级现场,与9850个单位和15%的销售额比2010年增长。同样,宝马Motorrad在美国的7.4%,与宝马S1000RR国内领先的销售,通常会显示停止R1200GS,这仍然是最畅销的500cc +自行车全球变化。在来自法国和美国,有趣的是的数字没有真正的惊喜是看到发展中国家的经济增长。

       在你挥舞着东南亚标志,宝马Motorrad的报告说,它发现在巴西,亚洲第二最佳市场增长。同比增长55.2%,占巴西市场的只有5442售出单位,但显示出强大的潜力进一步增长,在未来几年中,这个南美国家的经济继续获得蒸汽。侧步关税,宝马建立本地G650GS,F800R,和F800GS在巴西,想必更多的车型在马瑙斯地方议会,宝马的销售趋势将继续与这些模型。宝马的报告,在拉丁美洲,东欧和亚洲的销售增长都积极一刀切,但他拒绝透露更何况在这些市场在2011整流率或卷。

       至于模型去,宝马R1200GS系列仍然至高无上的全球总28866单位(18413单位的R1200GS,R1200GS冒险10453),会计。 GS的主导地位继续与全球9829个单位的销售F800GS,其次是宝马R1200RT(9,540单位)和宝马S1000RR(9,044单位)的密切合作。同时,最近推出的K1600GT/GTL占8,019个单位,而其余的行打破了如下; F800R(7986单位),R1200R(7,310单位),和F650GS(6145单位)。一切都非常有趣。

资料来源:宝马集团


解剖BMW摩托车背后的销售领地 - ar.long - 三咪重型機車貿易organization
 
解剖BMW摩托车背后的销售领地 - ar.long - 三咪重型機車貿易organization
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