On February 16, the 7th BMW Motorrad GS Trophy International Challenge Camp came to a successful conclusion. The event lasted for 8 days and covered more than 2,500 kilometers. 22 teams from more than 40 countries participated in the competition. They experienced the unique and beautiful scenery of New Zealand and completed a practice of integration with nature. The riders, rain or shine, “go to the sky” and challenge New Zealand’s diverse terrain, including sandy beaches, gravel and rocky roads and rivers. With its excellent off-road performance and road characteristics, the special model for this year’s competition, the BMW F 850 GS, helped the drivers overcome every difficulty and obstacle and fully enjoy the wonderful journey.
Gather heroes from all over the world to create a benchmark for experiential marketing
There are many single-brand events in the field of luxury cars, but there is one and only BMW Motorrad GS Trophy International Challenge Camp in the field of luxury brand motorcycles. This competition is not an ordinary off-road event. Competing riding skills on rough off-road roads is only one part of it. It also tests the participants’ field adaptability and teamwork spirit. Whether it is exciting adventures, rich exotic cultures, encounters with new friends, or struggling in gravel and mud, the BMW Motorrad GS Trophy International Challenge Camp exudes an irresistible charm. Because of this, since it was first held in 2008, it has successfully developed into one of the most important motocross events in the world, and it can be called the “World Cup” of the motorcycle industry.
From the initial participation of only 5 countries to the participation of more than 40 countries in 2020, the scale of the biennial BMW Motorrad GS Trophy International Challenge Camp has grown from strength to strength. In 2016, Chinese knights participated in this event for the first time. During the race, Chinese BMW GS fans who could not attend the race in person formed a special team and traveled 4,300 kilometers to the event site in Chiang Mai, Thailand to cheer for the Chinese team. As of this year, the Chinese team has qualified for the BMW Motorrad GS Trophy International Challenge Camp for three consecutive times. It is reported that in the eighth tournament in 2022, the Chinese representative team will directly advance with the wild card and continue to write the style of Chinese knights.
BMW F 850 GS, consistent on and off the field
The BMW F 850 GS model as a racing car performed exceptionally well both on and off-road. In the current domestic market, BMW Motorrad has brought the BMW F 850 GS Adventure with richer configurations to Chinese riders in June 2019. Inheriting the orthodox GS gene, this motorcycle is equipped with a newly developed water-cooled in-line twin-cylinder engine with strong power. At the same time, the height-adjustable large travel windshield, standard comfortable rider’s saddle, 23-liter large front fuel tank, original engine protection bar, stainless steel luggage rack, etc. provide reliable protection for every journey to meet the needs of wild riding . In addition, it also comes standard with intelligent “Rain” rain and “Road” road riding modes, ASC automatic stability control system and slipping clutch, which is conducive to improving riding safety in various road environments.
For 40 years, “BMW GS” has been synonymous with adventure, with the courage to take risks and not be afraid of any difficulties. Among the 6 major product series of BMW motorcycles, the GS series (Adventure Series) has always been popular among riders with an adventurous spirit. As the mainstay, the BMW F 850 GS Adventure with pure GS blood flowing in its body is a new interpretation of sports off-road mid-displacement rally vehicles.
Comprehensively upgrade the brand strategy, explore the heart to meet the challenge
As a benchmark for innovative experiential motorcycle marketing activities, BMW Motorrad has also created a series of marketing activities with great brand appeal in the Chinese market. Introduced to China in 2014, the BMW Motorcycle Culture Festival has attracted nearly 20,000 people to participate in the past six years, becoming the largest gathering place for fans of luxury motorcycle brands. In January 2020, BMW Motorrad signed a cooperation agreement with the Chinese road racing team to fully support the development of Chinese motorcycle sports and at the same time bring national track training services to BMW motorcycle users, making the passion and charm of the track become within reach. Based on rich and exciting innovative experience activities, BMW Motorrad continues to promote the in-depth development of motorcycle riding culture, safe riding, and two-wheeled lifestyle in China.
In addition, the BMW motorcycle brand adheres to the concept of customer-centricity, puts forward the “3T strategy”, and makes full efforts in three aspects: product sales (Trading), driving training (Training) and BMW Legendary Tour (Traveling), and constantly creates consumers. contacts to create an exclusive life circle for motorcycle fans. With the opening of the THoM (The House of Machines) Shanghai store, BMW Motorrad once again brought innovative experience retail offline after the brand e-commerce festival. At present, BMW Motorrad has also established a comprehensive social media network, and its official WeChat, Weibo, app and other small programs have been launched to create a convenient online message channel for consumers and motorcycle enthusiasts. The all-round brand strategy makes the brand essence of “Make Life a Ride” form a strong influence and promote the healthy development of Chinese motorcycle culture and market.
The strongest product offensive in history in 2020, going forward bravely without fear
In 2019, the global sales of BMW motorcycles reached 175,000 units, setting a new high for 9 consecutive years. In the Chinese market, BMW motorcycles also grew steadily, with annual sales growth of 17% year-on-year. It is the leader in the market above 500cc and continues to maintain a strong growth momentum.
Currently in the Chinese market, BMW motorcycles has launched the most powerful product array in history for consumers, and nearly 30 models in 6 series fully meet the diverse needs of Chinese riders. In 2020, BMW Motorrad will continue to enrich its product lineup. The new F900 model and the new S1000 model will enter the Chinese market this year, and the exciting new R18 model will also meet Chinese consumers this year. As a customer-centric brand, BMW motorcycles will continue to accompany riders to conquer challenges time and time again, making riding a way of life.
