Join Date: Jul 2002
Location: Wheat Ridge, CO, USA
Its not the number of dealers driving the sales wagon
Here in Colorado's Front Range, we have four dealers for about 3 million folks. Houston, Dallas, Atlanta, with two to four times that population have half as many dealers.
None of the CO dealers are getting rich. They all could if they were getting more than 1.3 % of the market share. (It is more than that in CO, but not a lot.)
There is a ready made market for 1 million bikes per year...that is there are a million sales of something, but only 13k BMW's.
Therefore, unless BMW mounts the mother of all advertising campaign, gets a bite of the existing market, enlarges the total market, and services those sales, it will remain stagnant in sales. It already has good product, but who knows?
They should be embellishing the myths of why BMW riders ride. The adventure. The far away places. The freedom. The self sufficiency. The glory of it all. Hallelujah! Hallelujah!
Creating their own "lifestyle" works for HD...we don't know if it would work for BMW.
CCR 02, 03, 04, 08, 10