BMW Motorrad knows that excellent marketing is key to holding its spot at the top of the motorcycle market and earning high margins on its relatively low volume products. Their web presence has always been deep, broad, artful, informative and current. And they just made it better.
For six new models, BMW Films has created engaging videos designed to convince the viewer that its time to write a check never mind that there's no money in the account.
While the Japanese compete head to head with largely indistinguishable sport models; while the cruiser crowd hangs leather, chrome and billet on their trophy bikes; while manufacturers compete with specials and sales in big box showrooms with hundreds of bikes, BMW turns away from the crowd. In the video A journey through Norway, the R 1200 RT is presented as (artfully, not directly) the antithesis of a Harley Davidson -- a first rate freedom machine for the thinking man. And woman.
Unfortunately, the videos are displayed in postage stamp sized windows that would work well on a cell phone but look tiny on a standard monitor and silly on the large LCD display that someone who can afford a new BMW motorcycle is likely to use. But even small, they're worth watching. Several times. Someday bandwidth will be cheap enough that BMW will send us some full sized movies. Soon I hope.
BMW Motorcycles. Click on "Media Gallery."