AdAge reports that BMW Motorcycles has " ... selected Concept Farm, New York, as its new agency of record for its estimated $2 million motorcycle account." On-line marketing of expensive low volume motorcycles makes a lot of sense.
"The brand plans to boost its online presence, because word-of-mouth among riders is more effective and more efficient than advertising, he [Laurence Kuykendall, the marketing communications manager at BMW Motorrad USA] said. 'Not that we are anti-advertising,'"
BMW has long had a strong on-line presence and its good that they recognize its success and plan to expand.
The AdAge story includes a picture of the soon to be discontinued BMW F650 motorcycle.