Is BMW Motorrad Trying to Take a Piece of Harley-Davidson’s Base?
BMW Motorrad has made efforts to take more of the U.S. motorcycle market, and we’re starting to see a lot on the road. What’s it all mean?
The concern that BMW Motorrad could take a bite out of Harley-Davidson’s market has been spoken about here at Harley-Davidson Forums. While we are not overly worried, it’s hard to avoid the fact that we’ve been seeing BMW motorcycles on the road a lot lately. Particularly the BMW S 1000 RR, which can be found sometimes three or four abreast in parking spots in our homebase of L.A.. Then there’s the celebrity factor as people like Ben Affleck are spotted driving them.
Of course, BMW’s S 1000 RR is not a direct competitor to any Harley Davidson model. It’s a superbike and breaking records in a territory normally dominated by Japanese pocket-rockets; an area Harley hasn’t toyed with since the legendary VR1000.
Fast & Furious, or Flat & Overrated? BMW’s S 1000 RR
The S 1000 RR is currently stealing market shares from all the sport bike manufacturers. Indirectly, it’s working as a halo model and reminding people that BMW can make a great motorcycle. The BMW model that gets closest to Harley is BMW’s K 1600 B (B is for bagger). It’s clearly their first actual bike aimed squarely at the American market. Their intentions have become even more obvious with the Grand America version. BMW Motorrad even describes it as “The American way of traveling.”
BMW’s bagger needs 4 extra cylinders to get to Harley-Davidson-levels of smooth torque. And those extra cylinders only make for an extra 18 ft-lb of torque over the Milwaukee-Eight Big Twin.
It’s hard to argue that the K 1600 B isn’t an excellent bike, especially on paper. It’s 1600 cc inline-6 makes 160 horsepower with 129 foot-pounds of torque. However, it falls into the category of sport touring and definitely has the very BMW sporty feel to it when the throttle is opened wide. To us, it absolutely feels like a bagger designed for people that usually ride sport bikes. The base MSRP is $19,995 and puts the K 1600 B and variants in the same price bracket as Harley-Davidson’s Glide models.
However, BMW’s bagger needs 4 extra cylinders to get to Harley-Davidson-levels of smooth torque. It’s also worth noting that those extra cylinders only make for an extra 18 ft-lb of torque over the Milwaukee-Eight Big Twin. BMW’s sport tourer has a higher top speed, but the sport part of touring is a field Harley isn’t playing on. After all, a Harley is about enjoying the journey, not racing to reach a destination.
Cool Rider: Harley-Davidson Road Glide
The K 1600 B also has electronically controlled suspension and a host of car-like features as standard. Whether all of that makes it something to cross shop with Harley-Davidson’s baggers is very debatable. From afar, they look like they are comparable bikes. But in reality, they approach their mission in different ways and are two very different animals to actually ride. Particularly when you feel the difference in vibration and remember how awesome a Harley V-Twin is.
When it comes to touring & cruiser machines, what people tend to look for isn’t gizmos, speed, or price. It’s about heritage with an emotional connection. That’s why we love a Harley.
This is equally so if we look at BMW’s Heritage models. The R Nine T Pure is, according to BMW Motorrad, “Born to be customized.” Its base price is $11,995, just a few hundred dollars more than a Harley-Davidson Roadster. Both feature air-cooled engines, but the BMW is polished to very modern standards. The engines are comparable in that the BMW has 86 ft-lb of torque compared to the Roadster’s 76 ft-lb. However, the BMW is known for a comfortable but firm ride and good handling, whereas the Roadster is a rawer ride and the engine has real character. Much like the K 1600 B and the Street Glide, they are comparable on paper, but one the road they aren’t playing in the same game. The BMW has the aesthetic of a heritage bike, but the Harley-Davidson delivers the experience.
King of the Road; Harley-Davidson Roadster
That’s where we find the bottom line: BMW Motorrad isn’t actually directly competing with Harley-Davidson. The only brand really doing that is Indian Motorcycles. However, it is clear BMW is taking a market share from everyone by doing what it does best and making sure their name is prominent.
We’re sure the Japanese and European brands should be concerned about their market shares. However, we believe Harley will continue to exist in the same way other classic brands, such as Levis, do. Fashions come and go, but people always come back to the continually-evolving classics. When it comes to touring and cruiser machines, what people tend to look for isn’t gizmos, speed, or price. It’s about heritage with an emotional attraction and connection. That’s why we love a Harley-Davidson, and that’s why we believe they will continue to endear and endure.
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