On July 11, BMW Motorrad announced a new touring product based on the luxury retro cruiser model of the BMW R 18 – R 18 Legendary Tour family that is about to officially launch. Since its launch, the BMW Legend Tour has led riders to experience an immersive driving life with highly personalized motorcycle touring routes with local characteristics. This year, the R 18 Legendary Tour will include two locations and a total of four experiential activities will be launched, from leisurely cycling in the coconut groves of Hainan Island to the unique cycling life of Hainan Island. Bashi in Chengdu, discover the unique charm of yachts. motorbikes with motorcyclists.
In addition, BMW Motorcycle also incorporated the concept of “Motorcycle travel without walking” for the first time, advocating that riders should pay attention to environmental protection at the center of motorcycle tourism and transmission. Sustainability concept load with innovative brand experience. As an important product camp for BMW Motorcycles, the BMW R 18 family has won the hearts of the majority of riders thanks to the strength of its products.
In the first half of 2022, its sales in the Chinese market hit an all-time high, with a 123% increase year on year, making it the second largest market in the world. Perhaps it can be ranked with BMW Motorcycle Philippines and other markets. Monthly sales in June have outstripped other markets in the world, ranking first in the world, which strongly supports the growth of BMW Motorrad’s business in China.
Mr. Zhan Fei, Director of BMW Motorrad China, said: The BMW R 18 family car has performed well in the market since its launch. With successive launches of five families, the extensive product line fully meets the diverse driving needs of the market. , has gradually become a powerful driving force behind the strong growth of BMW motorcycle sales in general. Now, the launch of the R 18 Legendary Tour has, from the product’s idiosyncrasies, created a new form of motor travel and created touchpoints with rich brand experiences. Let riders enjoy the unique cultural charm of BMW motorcycles in their driving life while feeling the brand spirit of “turning life on”.
The BMW R 18 family innovates through its heritage, embodying brand strength and strong products dedicated to classic nostalgic design and cutting-edge technology of its kind while keeping the monopoly position in the market.
The BMW R 18 family pays homage to the legendary BMW R 5 of the 1930s with an overall design language that incorporates five classic design elements: triangular frame, teardrop-shaped fuel tank, road white double rim, exposed drive shaft and transverse motor.
The remodel once again embodies the freedom, passion and high-end classic mechanical aesthetics of BMW Motorcycle, while also demonstrating BMW Motorcycle’s confidence in creating classic products. of the era with bold brand essence.
For BMW motorcycles, classic and innovative styles are not incompatible. As a result, the BMW R 18 family is also equipped with a range of advanced and comprehensive technological configurations, including a multitude of electronically controlled auxiliary functions, and three unique standard driving modes in its class. and a 10.25-inch TFT LCD color screen with a digital connection. The display is designed to provide the driver with a safer classic cruiser driving experience.
Today, with the consecutive registration of 5 members, the complete BMW R 18 family has been established in the Chinese market. The members’ official Chinese names are R 18 Dreamer, R 18 Boxer, R 18 Inheritor, R 18 Ranger, and R 18 Intercontinental Traveler. The 5 members have very different personalities. They are building a strong product line with 5 main product segments. While meeting the diverse needs of the market, they demonstrate the strength of the BMW Motorcycles products and brands.
The legendary journey of the BMW R 18 is about to begin. At the same time, BMW Motorcycles spares no effort to create a customer-centric 360-degree cycling service ecosystem that creates multiple consumer touchpoints with an optimized brand experience. continuous modernization and promote the development of motorcycle culture in China.
This year, BMW Motorcycles continues to innovate, combining features from the BMW R 18 family to create the exclusive R 18 Legendary Tour, focusing on a classic driving experience and planning to launch a total of four events. exclusive events in Hainan and Chengdu, with a high level of emotion Unique motorbike travel experience, has a deep emotional connection with customers, realizing a spiritual resonance between brands and people use. In addition, with the opening of the R 18 Legendary Tour, BMW Motorcycles also introduced the concept of “motorcycle travel without travel” for the first time, encouraging riders to pay attention to protecting the natural environment. while enjoying the fun of motorbikes. traveling.
By prioritizing equipment that can be reused, recycled, and properly disposed of self-generated waste, and without destroying natural resources, we can achieve “no trace of driving” and minimize the impact on the natural environment. The promotion of the concept of “motorcycle-free travel” shows BMW Motorcycle’s latest exploration of the continuous creation of 360-degree driving services, as well as thinking about the concept of sustainability, opening a new chapter on innovative brand experiences.
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