Bmw Motorcycles

Name

Bmw Motorcycles

Legal name

BMW North America, LLC

Website

https://bmwmotorcycles.com

Company type

Private

Founded year

1923

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Premium Motorcycles

NAICS

Motorcycle, Bicycle, and Parts Manufacturing (336991), Motorcycle, ATV, and All Other Motor Vehicle Dealers (441227), Automotive Parts and Accessories Retailers (441330)

SIC

Motorcycles, Bicycles & Parts (3751), Motor Vehicle Parts & Accessories (3714)

akta.pro primary industry

Dirt Bike / Motocross / Enduro Motorcycle Manufacturing (IMACAEAH)

akta.pro secondary industry

Electric Motorcycles & Electric Scooters Manufacturing (IMACAEAB)

Keywords

• Premium motorcycles
• Motorcycle manufacturing
• Adventure motorcycles
• Sport motorcycles
• Electric urban mobility

Headquarters

HQ city

Oklahoma City, Oklahoma

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Technology or R&D, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Motorcycle Sales: Primary revenue from selling new BMW Motorrad motorcycles across Sport, M, Tour, Roadster, Heritage, Adventure, and Urban Mobility segments. Models range from entry-level G 310 R to premium M 1000 RR superbikes.
2. Financial Services: BMW Financial Services offers flexible financing options, payment plans, and protection products for motorcycle purchases, generating revenue through interest and service fees.
3. Accessories and Parts: Revenue from genuine BMW Motorrad accessories, Original Parts, M Performance Parts, and Option 719 customization items.
4. Apparel and Rider Gear: Sales of BMW Motorrad branded rider equipment, apparel, and protective gear through online shop and dealerships.
5. Service and Maintenance: Revenue from scheduled maintenance, repairs, warranty services, and BMW Motorrad Ultimate Care service packages through authorized dealers.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels10 records

Core offering

BMW Motorrad designs, manufactures, and sells premium motorcycles across seven segments — Sport, M, Tour, Roadster, Heritage, Adventure, and Urban Mobility (electric scooters) — supplemented by genuine parts, accessories, branded apparel, and financing services. Production is anchored by signature boxer engines and ShiftCam four-cylinder technology, with advanced electronics such as radar-based riding assistance and Dynamic ESA electronic suspension. Distribution runs through a global network of authorized BMW Motorrad Retailers with an online configurator for custom orders.

Product overview

BMW Motorrad offers a comprehensive portfolio of motorcycles across seven distinct categories: Sport (S 1000 RR, R 1300 RS, S 1000 XR, F 900 XR), M high-performance models (M 1000 RR, M 1000 R, M 1000 XR), Touring (K 1600 GTL, K 1600 GT, K 1600 B, K 1600 Grand America, R 1300 RT), Roadster (R 1300 R, S 1000 R, F 900 R, G 310 R), Heritage (R 18 family, R 12 nineT family), Adventure (R 1300 GS family, F 900 GS family, F 800 GS, G 310 GS), and Urban Mobility (CE 04, CE 02 electric scooters). The lineup is unified by advanced boxer and inline engines, BMW ShiftCam technology, and connected features including the BMW Motorrad ConnectedRide system. The company emphasizes motorsport-derived technology transfer from M models to production bikes, with comprehensive digital services through My BMW Motorrad portal.

Differentiator

Problem solved

Functional benefit

Products and services

• S 1000 RR High-performance superbike with 205 hp four-cylinder ShiftCam engine, aerodynamic winglets, and quick action throttle with Pro riding modes including Race Pro 1-3 settings. Targeted at performance riders and track use.
• R 1300 RS Sport tourer with boxer engine delivering 145 hp and 110 lb-ft torque, featuring Sport suspension, DTC-Shift traction control, and optional Automated Shift Assistant. Targeted at riders seeking sport performance with touring capability.
• S 1000 XR Sport touring motorcycle offering 170 hp maximum output with long-distance capability. Features M Carbon wheels option and optimized comfort for extended rides.
• F 900 XR Long-distance corner-chaser with 105 hp and 895 ccm displacement. Features lightweight rims, adjustable upside-down fork, and USB-C charging port.
• M 1000 RR Race-homologated superbike with 205 hp, 189 mph top speed, and ShiftCam engine. Features M Winglets Evolution 3.0 generating up to 66 lbs downforce, M Brake Ducts, and M Motorsport frame.
• M 1000 R Hyper roadster with 205 hp four-cylinder engine and M Carbon winglets generating 24 lbs front-wheel load at 136 mph. Accelerates 0-60 mph in 3.2 seconds.
• M 1000 XR Lightest and most powerful production crossover bike with 201 hp ShiftCam engine. Features M Competition package with carbon parts reducing weight by over 6 lbs. Named Best Sport-Touring Motorcycle of 2024 by Motorcycle.com.
• K 1600 GTL Luxury touring motorcycle with legendary six-cylinder 1,649 cc engine producing 160 hp and 132.7 lb-ft torque. Features 10.25" TFT display with integrated navigation and adaptive headlight.
• K 1600 GT Dynamic touring motorcycle with 160 hp six-cylinder engine and enhanced engine control unit. Features 10.25" TFT color display and Dynamic ESA for optimum damping.
• K 1600 B Bagger-style touring motorcycle with elongated dynamic design. Features 160 hp six-cylinder engine, full LED headlight with adaptive headlight, and 10.25" TFT display.
• K 1600 Grand America Premium touring motorcycle with six-cylinder engine, footboards, top case with backrest, and high windscreen. Features 132.7 lb-ft torque and comprehensive comfort equipment.
• R 1300 RT Touring motorcycle with 145 hp boxer engine and 110 lb-ft torque. Features Dynamic Chassis Adaption (DCA), Riding Assistant with radar-based ACC, and Audio Pro sound system.
• R 1300 R Dynamic roadster with 145 hp boxer engine and 110 lb-ft torque. Features optional sport suspension, Riding Assistant, and DTC-Shift for traction control customization.
• S 1000 R Naked roadster with 170 hp and superbike DNA. Features Splitface LED headlight, torque-optimized power delivery, and optional M forged wheels.
• G 310 R Entry-level roadster with optimized engine and Ride by Wire. Designed for intuitive, agile riding for daily commutes and city use.
• R 12 G/S Retro enduro inspired by the legendary R 80 G/S, designed for adventure and off-road exploration with classic styling and modern boxer performance.
• R 18 Heritage Family (R 18, R 18 Classic, R 18 Roctane, R 18 B, R 18 Transcontinental) Icon cruiser family with Big Boxer engine representing heritage design based on BMW's classic motorcycles, with variants spanning classic cruiser, touring, bagger, and aggressive riding styles.
• R 12 nineT Customization-focused roadster with revolutionized frame concept. Celebrates heritage with modern performance.
• R 1300 GS Adventure Family (R 1300 GS, R 1300 GS Adventure) Adventure flagship family with powerful boxer engine for on and off-road capability, with the Adventure variant adding extended range and touring features.
• F 450 GS Lightweight adventure motorcycle with 48 hp two-cylinder engine weighing only 393 lbs, designed for light and playful adventure riding.
• CE 04 Electric maxi-scooter for urban electromobility with intelligent connectivity solutions and emissions-free drive.
• CE 02 Electric urban mobility vehicle designed for city transportation with fully electric drive and compact design.
• BMW Motorrad Financial Services

Quantifiable outcome

• BMW Motorrad achieved World Superbike Championship titles in 2024 and 2025, validating racing technology transfer to production bikes.
• +2 more outcomes

Named customers7 records

Segments7 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability8 records

Feature9 records

Partnerships

Nine partnerships are on record, tiered minor.

• LEGO GroupminorStrategic or Co-development Partner · 1 January 2024Collaboration to create the LEGO Technic M 1000 RR - a 1:5 scale model featuring maximum precision with functional front wheel suspension and auxiliary stand. First M motorcycle LEGO model ever created.
• California Superbike SchoolminorImplementation/ SI/ Consulting PartnerOfficial BMW Motorrad partner providing track training courses on S 1000 RRs across various tracks in the United States.
• RawHyde AdventuresminorImplementation/ SI/ Consulting PartnerAdventure riding training and expedition provider offering off-road training programs on BMW GS models.
• Motorcycle Safety FoundationminorImplementation/ SI/ Consulting PartnerProvides Basic RiderCourse for new and returning riders through MSF-certified instructors.
• Shinya KimuraminorStrategic or Co-development PartnerJapanese custom bike builder created 'R 18 The Wal' - a bespoke custom motorcycle exploring harmony and Japanese aesthetics using R 18 platform.
• Roland Sands DesignminorStrategic or Co-development PartnerAmerican designer created R 18 Dragster - a drag racing-inspired custom build reducing the cruiser to essentials for maximum speed on drag strips.
• Kingston CustomminorStrategic or Co-development PartnerDirk Oehlerking's studio created 'R 18 Spirit of Passion' - a mega custom project embodying total passion and craftsmanship.
• Revival CyclesminorStrategic or Co-development PartnerCustom builder Alan Stulberg created 'The Birdcage' - a titanium masterpiece featuring a prototype opposed-twin boxer engine, displayed at Handbuilt Motorcycle Show.
• Custom Works ZONminorStrategic or Co-development PartnerJapanese custom workshop created 'Departed' featuring a completely new type of opposed-twin boxer engine prototype, displayed at major custom bike events.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Harley-Davidson: Harley-Davidson is an American heritage motorcycle manufacturer competing in the cruiser and touring segments that overlap with BMW Motorrad's R 18 and K 1600 lines. Both brands emphasize lifestyle branding, premium pricing, and large-displacement engines targeted at enthusiast riders.
• Ducati: Ducati is an Italian premium motorcycle manufacturer owned by Volkswagen Group, competing directly with BMW Motorrad across sport, adventure (Multistrada), and heritage segments. Both brands target affluent enthusiasts with motorsport-derived technology and similarly positioned MSRPs in the $15K-$40K+ range.
• Aprilia: Aprilia (owned by Piaggio Group) is an Italian sport motorcycle manufacturer competing in the supersport, adventure (Tuareg), and naked segments that overlap with BMW Motorrad's S and F-series lines. Both brands leverage Italian/European motorsport heritage for premium positioning.
• Triumph Motorcycles: Triumph is a British premium motorcycle manufacturer competing directly across sport (Daytona), adventure (Tiger), heritage (Bonneville), and roadster segments. Triumph matches BMW Motorrad's premium positioning and broad model portfolio serving enthusiast buyers.
• KTM AG: KTM AG (including Husqvarna and GASGAS brands) is an Austrian premium motorcycle manufacturer competing directly with BMW Motorrad across sport, adventure, and off-road segments. Both brands emphasize motorsport DNA, premium pricing, and adventure-touring capability.
• Indian Motorcycle: Indian Motorcycle (owned by Polaris Inc.) is an American heritage motorcycle brand competing directly in the cruiser and bagger segments that overlap with BMW Motorrad's R 18 family. Both brands target premium American cruiser buyers with lifestyle-oriented marketing.

Emerging players

• MV Agusta: MV Agusta is an Italian boutique motorcycle manufacturer focused on premium sport and naked segments, overlapping with BMW Motorrad's M and S 1000 lines. Both brands target affluent enthusiasts with limited-edition, design-forward motorcycles at ultra-premium price points.
• Royal Enfield: Royal Enfield is an Indian heritage motorcycle brand expanding into mid-range retro and adventure segments that intersect with BMW Motorrad's Heritage and entry-level Adventure offerings. Both brands emphasize classic styling and motorcycling heritage narratives.

Broad incumbents

• Yamaha Motor: Yamaha is a major Japanese motorcycle manufacturer competing across sport (YZF-R1), adventure (Ténéré), touring, and heritage segments. As a broad incumbent, Yamaha overlaps with BMW Motorrad in multiple categories with broader dealer reach and lower price points.
• Honda Motor Company: Honda is the world's largest motorcycle manufacturer, offering broad product coverage from commuter to sport (CBR series) and adventure (Africa Twin) segments. As a broad incumbent, Honda competes with BMW Motorrad at scale but lacks BMW's premium-only positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/bmwmotorradusa
• YouTubeyoutube.com/bmwmotorradusa
• Facebookfacebook.com/BMWMotorradUSA
• Instagraminstagram.com/bmwmotorradusa
• LinkedInlinkedin.com/company/bmw-motorcycles

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Bmw Motorcycles