BMW GS Dominance: A Challenge for BMW That Could Change Everything
The BMW GS, this iconic model that turns heads, is today the undisputed star of motorcycle sales. In 2024, in France, it’s nothing short of a phenomenon, representing over a third of the brand’s registrations. However, such success raises a question: could this dependence on GS sales become an issue for BMW? Let’s delve into this intriguing situation and what it means for the future of the German brand.
The GS: The Model That Dominates All
The BMW GS, particularly the R 1300 GS and R 1250 GS Adventure models, continues to dominate the motorcycle market in France and even globally. In 2024, the GS accounted for nearly 40% of BMW’s sales in France, with no less than 7,953 units sold. A striking figure, especially when you consider the global sales. Of the 210,408 motorcycles sold by BMW last year, the GS was a big hit, with over 68,000 units. Quite the feat! It’s hard to ignore the significance of this model for the brand.
Other models in the range, like the BMW F 800 GS or F 900 GS, haven’t had the same impact, with much more modest sales. But the GS continues to shine. BMW even refreshed this model a little over a year ago, adding enhancements that further boosted sales. The 145-horsepower flat-twin engine and its adventure bike look continue to attract an increasingly broad audience. The numbers speak for themselves: BMW is the third-largest motorcycle manufacturer in France, thanks to this bestseller.
Why the GS Dominates the Market?
The GS has found its audience, and it’s no accident. This model combines several qualities that make it a preferred choice for many riders: a powerful engine, exceptional comfort, impeccable handling, and brand reliability that reassures. But beyond these technical qualities, it’s also the GS’s image that attracts. The motorcycle has become a symbol of adventure, freedom, and premium quality, in line with BMW’s image.
The success is even more impressive given the increasing competition in the adventure bikes sector. Yet, despite this competition, the GS remains the favorite among motorcyclists. A feat that places BMW in a position of strength. But caution is needed, as there is a risk of becoming overly dependent on a single model.
BMW’s Other Models Face Challenges
While the GS thrives, some other models of the brand don’t enjoy the same success. Take the R 18 range, for example. This elegant yet imposing cruiser has struggled to captivate enthusiasts. Although BMW had hoped it would become a staple of its sales, the R 18 remains well behind the GS in sales figures. The brand has even had to rethink its strategy to reinvigorate this model, but without much success thus far.
Even more concerning, the BMW CE04 scooter, which seemed promising, is in steep decline in 2024. It only sold 1,555 units this year, far less than the 2,838 sales in 2023. Interest in this model seems to have waned, and the prospects aren’t particularly hopeful.
The “450” Version: A Bet for the Future?
To prevent over-reliance on the GS, BMW has announced the release of a more accessible version of the GS in 2026, a 450 model. The idea is to broaden the base of riders interested in the brand by offering a model at a more attractive price point. However, this version may challenge the GS’s dominant position. If BMW succeeds in making this model another bestseller, the brand can diversify without losing its core audience.
However, the classic GS, in its 1300 and 1250 versions, will remain a focal point. In 2025, the brand will need to maintain its success despite losing its “newness” status. It will be a decisive year to see if the GS can continue to dominate or if competition will finally start affecting its performance.
