directions at BMW Motorad:
with even a casual interest in BMW
Motorad has probably noticed that a very
definite wind of change has been blowing
over their corporate headquarters in
recent times. This new wind is markedly
influencing strategic direction.
Product directions that
seemed to be evident just 3 or 4 years
ago are now seemingly reversed.
The new crop of
motorcycles clearly attest to this.
Though each model targets a different
market segment, they all have one thing
in common. They offer perceptibly
increased levels of refinement and
performance along with decreased weight.
The new motorcycles not
only weigh less (a desired trait when
compared to the tendency which had weight
creeping up in recent years) but they
seem to wear this weight differently.
This further adds to the perceived weight
reduction. Mass centralization is
currently a hot design parameter and BMW
has not ignored it.
It was only a short three
years ago that I was wishing for lighter
weight, increased performance, and a
higher level of refinement. To my mind,
BMW has delivered.
The new motorcycles
represent marked improvements over their