First, the new BMW? r？ 18 series: beyond the classics, the legend is reborn.
The first cruise motorcycle of BMW motorcycle successor series marks that BMW motorcycle has officially entered the cruise motorcycle market segment.
Listed model information: this new BMW? r？ 18*** released two versions and three versions; r？ 18? Pure version: 249,900 yuan; r？ 18? Founding edition: 279,900 yuan; r？ 18? Classic? Founding edition: 299,900 yuan
Configuration differences:
r？ 18? Pure version? On the basis of standard, you can choose fuel tank cover, ramp assist and reverse gear. On the premise of ensuring driving pleasure and safety, simplify vehicle configuration and leave more room for modification.
r？ 18? Founding edition: limited release only in the first year of production, compared with R? 18 pure version, optional adaptive headlights, fuel tank cover with lock, ramp assist, heating handle, reverse gear. The optional starting set includes chrome-plated decorative parts and white decorative strips, and the first one? Version? The nameplate indicates the identity of the limited edition and has collection value.
r？ 18? Classic? Founding edition: only sold in the first year of production, with collectible value. You can select the original version set. Compared with r? 18 first edition, r? 18? Classic? Standard equipment includes travel side box, passenger back seat kit, standard goggles and LED fog lamp set, and travel kit is more suitable for long-distance motorcycle travel.
1.？ Classic Design Interprets Mechanical Aesthetics
The elements of BMW motorcycle represented by the iconic "boxer" engine model show a perfect tribute to the legendary classics. Under the decoration of dive flying line, the double cradle frame outlines the knight posture of retro riding, and reproduces the domineering figure of knights riding the streets in the 20 th century. In addition to the modern complex line design, the drop-shaped fuel tank painted with black bright paint is also equipped with white double pinstripes, which is different from the legendary R? 5 is the same. The unique open transmission shaft design perfectly combines the boxer engine with pure driving pleasure, conveying the most primitive mechanical beauty.
2.？ The strongest "big boxer" engine in history
The newly developed horizontally opposed two-cylinder "Big Boxer" engine has a displacement of 65,438+802 cc, high torque is distributed on a wide range of low-speed platforms, and abundant acceleration makes cruise power available. The "Big Boxer" engine conveys the iconic "sense of vibration", representing the original driving impulse and unadorned riding passion.
3.？ Integrating safety technology into cycling life
The automatic stability control system ASC maintains the driving stability of the car body and reduces the potential safety hazards caused by excessive tilting of the car body. The engine traction torque control system MSR can prevent the rear wheels from slipping due to sudden downshift or deceleration. Rain, rolling and rock provide the highest guarantee for driving pleasure and driving safety under different road conditions. Innovative LED system, equipped with adaptive LED turn signal, can effectively enhance the lighting of turning corners, thus enhancing driving safety. The unique reversing auxiliary system in the market segment makes manual reversing more convenient.
4.？ A variety of personalized customization to create a unique style.
Can modify more than 20 body parts, including Roland? Sands? Design? Vance. & amp？ Hynes and the Mustang? More than 100 kinds of high-quality accessories, including brands such as seats.
Second, the successor series: one of the driving forces of BMW motorcycle brand
Heir series is the most emotional product series in BMW motorcycle product array and one of the important driving forces for the development of BMW motorcycle brand.
1.？ Evolution of classic BMW motorcycle models
1923, the first BMW made by BMW? r？ With the birth of model 32, the design idea of "boxer" engine has become a classic of motorcycle design.
1925, BMW? r？ 37 was launched, which opened the road of BMW motorcycle racing. 1924- 1929 BMW motorcycles all won the championship in the 500ml displacement class competition in Germany.
1936, the legendary BMW? r？ 5 equipped with "boxer" engine, the legend of the times was born.
1937, R37 with an improved 750ml opposed engine was driven out at a speed of 2 16km/h, and this record was kept for 14 years.
1947, BMW with modern single cylinder engine? r？ 24 became a new starting point for BMW motorcycles after the war, helping BMW motorcycles regain their reputation in the market again.
1969, BMW? r？ 69S became the fastest mass-produced motorcycle in Germany, exported to the United States, and established its position as a top motorcycle brand.
1993, the first sports travel motorcycle BMW equipped with a new generation of "boxer" engine? r？ 1 100? With the appearance of RS, the valve train has changed from two valves per cylinder to four valves.
20 13, BMW? r？ As the first model of the successor family, nineT opens a new chapter in the successor series and enriches the product array of BMW motorcycles.
In April 2020, BMWR was equipped with a brand-new "big boxer"? 18 world premiere opens a new chapter in luxury cruise motorcycles.
2.？ The Booster of Spiritual Culture of "Let Riding Become Life"
Since 20 13, the first BMW motorcycle has inherited the series BMW? r？ Since the birth of nineT, it has won the favor of a large number of motorcycle enthusiasts and the media. Every successor series product is a free expression of pure driving interest and riding life.
Third, continue to deepen the "3T strategy". Construct an all-round service system
Driven by digitalization and customer-centered, we will continue to deepen the contents of three modules: motorcycle sales, motorcycle driving training and BMW motorcycle legend tour, so as to create for knights. High-end reliable service guarantee. In 2020, in order to better cope with the consumption upgrade, BMW motorcycles will embrace different circles with innovative retail concepts in the sales field, bringing exclusive, immersive and diversified consumption experiences to China users.
1. Expand online channels with digitalization as the driving force.
Relying on the deep strategic cooperation with Tmall, with the official flagship store of BMW Motorcycle Tmall as the platform, more BMW motorcycle enthusiasts can understand and fall in love with the innovative products of BMW motorcycles.
Open a BMW motorcycle flagship store in JD.COM, a brand new BMW? r？ 18 officially listed.
2. The retail model of "physical object+cultural experience" strengthens the offline experience.
The theme of retro lifestyle? House? Yes? Machine? The Shanghai store has opened up a free communication platform for the knights.
Hainan Ruide, a BMW authorized motorcycle dealership featuring motorcycle driving training, and Tibet Yilu, a motorcycle dealership with motorcycle travel as the theme, have opened one after another, breaking the traditional domestic motorcycle retail model.
Fourth, innovate marketing experience and promote motorcycle culture.
With colorful experiential marketing activities, it provides a two-wheeled lifestyle experience at your fingertips for many knights and motorcycle enthusiasts.
1. Innovative experiential motorcycle marketing activity benchmark
BMW Motorcycle Culture Festival: 20 13 introduced to China. Held for six years in a row, * * * has nearly 20,000 participants, making BMW Motorcycle Culture Festival the largest gathering place for knights among luxury motorcycle brands.
GS？ Trophy? International Challenge Camp: a world-class cross-country race for cross-country motorcycle enthusiasts, providing a stage for all cross-country enthusiasts to show themselves professionally and challenge themselves.
BMW Motorcycle Tour Experience Day: held in 20 cities across the country, with more than 5,000 participants each year.
Official venue driving training: BMW motorcycle consumers are instructed by members of China Road Motorcycle Racing Team to conduct venue driving training.
2. Cross-domain brand cooperation to promote motorcycle culture through multicultural integration.
Recently, the first road micro-movie of BMW Motorcycle, Summer between the Wild and the Wild, the theme song "Knight's Song" jointly created by Joyside Band, and the cooperation with the famous e-sports game "Go-karting" represent a brand-new upgrade of BMW Motorcycle experiential marketing.
Verb (abbreviation of verb) is one of the most successful luxury motorcycle brands in China market.
The continuous sales growth shows strong brand vitality and product strength.
1. Sales rose against the trend, leading the segment of luxury motorcycles with large displacement.
From 1 to 1 in 2020, the sales volume of BMW motorcycles in China market increased by more than 30% year-on-year, maintaining a strong growth momentum and continuing to lead the market segment.
2. Powerful luxury motorcycle product line
BMW motorcycles have insight into customers' needs and are guaranteed by concept and technological innovation. With six series product matrices and more than 30 sub-products, BMW Motorcycles provide riding solutions for China consumers and lead the market consumption trend.
In May 2020, the new BMW was released? f？ 900? R/XR
In July 2020, a new BMW? r？ 18 opens domestic pre-sale.
65438+February 2020, brand new BMW? r？ 18 officially listed in China.
202 1 will launch the latest four-cylinder series.
3. The most extensive luxury motorcycle dealer network.
With 57 dealers in 40 cities, BMW motorcycle is the most extensive dealer network among luxury motorcycle brands in China. It not only covers the major markets and major provincial capitals in Beijing, Shanghai and the eastern and southern coastal areas, but also opens dealerships in popular motorcycle travel places such as Yunnan and Tibet to provide motorcycle travel products and after-sales guarantee for motorcycle travel enthusiasts.
Brand new BMW? r？ 18 China listed media interview shorthand.
Director of BMW Motorcycle in China? Zhanfei xiansheng
Question 1: 2020 will be a challenging year for all enterprises. How to face BMW motorcycles? Can you share with us the achievements of BMW motorcycles this year?
Mr. Zhan: The epidemic came unexpectedly, but BMW motorcycle quickly took measures to deal with it. For dealers, we quickly adjust our policies and give support and guidance. On the customer side, we also quickly adjusted our strategy. The first adjustment is to effectively contact customers through online channels even if the exhibition hall is closed. This is all due to our "3T Strategy" launched on 20 19. In the "3T Strategy", we continue to take digitalization as the driving force to maintain efficient communication with customers. Before the outbreak, we actually started layout, including WeChat applet, APP, online exhibition hall, and a series of channels such as WeChat and Weibo. Therefore, when the epidemic suddenly comes, we can effectively use these channels to interact with customers. So even during the epidemic, our communication with customers was not greatly affected.
Secondly, we (BMW Motorcycle China) also quickly adjusted the product strategy. Although affected by the epidemic this year, we have not relaxed the pace of introducing new products to the China market. You may all have participated in our F? 900 series activities, and this R? 18. A positive product strategy represents our confidence in the China market and customers. Then under these measures, we also handed over a satisfactory answer to the market. In terms of sales volume, from June 1 to June 10 in 2020, the sales volume of BMW motorcycles in China increased by more than 30% compared with last year. At the same time, in terms of customer experience, BMW motorcycles have launched many cross-border attempts, which have been recognized by customers and further enhanced the customer experience.
Question 2: New BMW? r？ 18, as a luxury cruise ship with retro heritage, how is its position in the China market compared with competing products?
Director Zhan: Actually, there are many luxury cruise cars on the market, but for BMW, this is our first luxury retro cruise motorcycle. So, r? The listing of 18 first enriched our product array. Besides, r? 18 is different from ordinary cruise cars, and it is more an expression of emotion. Many people like motorcycles not only because it is a convenient means of transportation, but also because of a feeling, and the retro and gentleman feeling brought by the products. Our target customers are more elite groups, so r? 18 is not only a motorcycle that can meet the traffic demand in function, but also can supplement customers' needs in spirit, satisfy their imagination of spiritual home, and make their lives more colorful while showing their individuality, just like our slogan "Let cycling become a kind of life".