Why Do BMWs Command a Premium Price?

[roadscholar]

Wise beyond your years.

[RonStewart]

I think that the Japanese and the Germans are on par for attention to detail. Germans (good golly, this is politically incorrect) have a tendency to tell you what you want instead of asking you what you want. The stupid turn signal switches that have been confusing multi-brand riders for 30-odd years come to mind.

 

I bought my very-late-model R1150RT first for the looks, second for the chance to really "belong" to this forum, and third for marque mystique. I got an excellent deal thanks to the introduction of the 1200. There is no current BMW model calling out to me, and most of them repel me aesthetically. Despite its looks, I might consider an LT if it proves to be the most comfortable bike for the back seat and if my wife's health allows 2-up touring in the next few years; but I am more likely to go with a Gold Wing.

 

I intend to own this bike until I die of old age.

[GrafSpee]

Germans (good golly, this is politically incorrect) have a tendency to tell you what you want instead of asking you what you want.

 

I think that's because if it's going to do a certain job well, it has to look and perform a certain way. Everything I've ever learned and observed about the German worker (vs. the American or Japanese workers) says that they're focused on the small stuff, whereas the latter two are more goal oriented, more into looking at the big picture. The latter two are not prepared for the level of detail required to work on a German team. I've been studying this stuff closely because I'm an American engineer with aspirations of moving to and working in Germany.

[dmk]

Germans (good golly, this is politically incorrect) have a tendency to tell you what you want instead of asking you what you want.

 

I think that's because if it's going to do a certain job well, it has to look and perform a certain way. Everything I've ever learned and observed about the German worker (vs. the American or Japanese workers) says that they're focused on the small stuff, whereas the latter two are more goal oriented, more into looking at the big picture. The latter two are not prepared for the level of detail required to work on a German team. I've been studying this stuff closely because I'm an American engineer with aspirations of moving to and working in Germany.

 

I have been working with Japanese engineers a lot in my current job and I have to disagree somewhat. Japanese engineers are very detail oriented, as much or more than the Germans. They can be frustrating to work with at times because they like to design from the bottom up and dive right into details before understanding the big picture.

 

One thing different about motorcycle culture in Japan is that motorcycles are mostly used for commuting and basic transportation there, so the domestic market is focused on inexpensive bikes with retro standard styling. For export models, the engineers in Japan design according to what the American and European marketing people tell them will sell, so they are somewhat further removed from their market than European motorcycle engineers.

 

That brings me to what I most like about BMWs, they are designed seemingly by enthusiasts for real world riding rather than appealing to some fanstasy image of motorcycle dreamt up by a marketing department. The comment above describing BMW motorcycles as decathletes hits the nail on the head. They're not designed to out-spec the competition on paper or to excel at one thing.

 

Dave

[Lets_Play_Two]

"they are designed seemingly by enthusiasts for real world riding rather than appealing to some fanstasy image of motorcycle dreamt up by a marketing department."

 

How does this explain the K1200S, R and R Sport? And the F800 series? I think every manufacturer has an ear to the marketing ground or they wouldn't exist long, even BMW.

[russell_bynum]

How does this explain the K1200S, R and R Sport?

 

The K1200R Sport is exactly the kind of bike I want. I don't need an IronButt bike, I just want something fun and sporty that's comfortable enough and has enough weather/wind protection to do consecutive 400-600 mile days without wearing me out.

 

My Tuono fills that roll well. A K1200R Sport would do very well also.

 

The F800 series looks really good for folks who don't need/want a ginormous bike but they want the features that you normally only get when a big bike. Older people with strength issues, and women riders who typically have lower upper body strength come to mind.

[Lets_Play_Two]

How does this explain the K1200S, R and R Sport?

 

The K1200R Sport is exactly the kind of bike I want. I don't need an IronButt bike, I just want something fun and sporty that's comfortable enough and has enough weather/wind protection to do consecutive 400-600 mile days without wearing me out.

 

My Tuono fills that roll well. A K1200R Sport would do very well also.

 

The F800 series looks really good for folks who don't need/want a ginormous bike but they want the features that you normally only get when a big bike. Older people with strength issues, and women riders who typically have lower upper body strength come to mind.

 

Ahhhh so it is about responding to markets and not because of the attention to detail of the German engineers!!! And recognizing that the market is made up of a lot of different interests, one of which may simply be wanting that roundel on the side panel. Too bad that many times we feel we have to "justify" our decisions on some intellectual level. I guess "I'm not strong enough to muscle a 1200GS" or "I'm a BMW snob" does not ring the right bells.

[Silver Surfer/AKAButters]

"How do you justify the premium price?"

 

 

I don't. I buy used.

 

However, if money was no object, I would buy new as well. I just love the feel of German stuff. I've had plenty of high end Japanese bikes and cars, and they are awesome. Just a little sterile and removed from the driving experience for me, and IMO they do add a level of prestige at the same time. A guy in my building parks his Connie 14 next to me every day, and it don't bother me a bit. The 1150 holds it's own nicely.

[russell_bynum]

I guess "I'm not strong enough to muscle a 1200GS" or "I'm a BMW snob" does not ring the right bells.

 

[RichEdwards]

On of my favorite things about BMW is that it's a bike made for tall people. Just check out all the posts about from the horizontally challenged about lowering seats, shrinking shocks, etc. Many of the other brands out there are cramped and uncomfortable for those with long legs. BMW's work great for folks over 6 feet.

[dmk]

"they are designed seemingly by enthusiasts for real world riding rather than appealing to some fanstasy image of motorcycle dreamt up by a marketing department."

 

How does this explain the K1200S, R and R Sport? And the F800 series? I think every manufacturer has an ear to the marketing ground or they wouldn't exist long, even BMW.

 

Sure they pay attention to their market. My point is that it's largely a different market that cares about practicality, thoughful design, all-around competence, and usable features and performance.

 

I'll change my mind when I start seeing BMW underwear and hot pants with roundels, or BMW riders cruising the strip on Saturday night after beers, or having their "bitches" flash the crowd at bike week, or showing off their stunting skillz, or installing straight pipes, fender eliminators, lengthened swingarms, or chromed wheels, etc.

 

Also, I don't get your point regarding the particular models you mentioned. I think the best examples of impractical, "image" marketed bikes in the BMW lineup are ones you haven't mentioned: the HP2 and G650 series.

 

Dave

[fourteenfour]

On of my favorite things about BMW is that it's a bike made for tall people. Just check out all the posts about from the horizontally challenged about lowering seats, shrinking shocks, etc. Many of the other brands out there are cramped and uncomfortable for those with long legs. BMW's work great for folks over 6 feet.

 

Funny you say that because of all the sport tourers in the same league of the R1200RT were too tall for me and the RT was the only one (I have owned a R1100RT and R1150RT) I could get a seat low enough to be comfortable while stopped and still comfortable on the ride.

[bvaughan]

I've twice waited in excess of 30 minutes to get an oil filter and belt even AFTER the parts guy deigned to acknowledge my presence at the front of the line, and where the service department now has a 3 week waitlist to get your bike in for routine maintenance.

you might try brown's in pomona or siever's in orange if you're unhappy with the westside service you're getting

[jfremder]

I too enjoyed the first three payments courtesy of BMW Finance, plus $1500 off MSRP when I bought my '04. It made the OTD price <$14k

 

More than 30k mi later, mostly 2-up, I can say we have bonded. My wife got her own ride this year, and we should hopefully wear out TWO sets of tires!

 

...So, why did you choose a BMW? How do you justify the premium price?

Simple...

 

1. They let me test ride and I really liked the bike. No escort, no prescribed route. BMW sales guy Jim said "Take it for a long test ride. Let me know what you think. See me later this afternoon." Other dealers would squawk if you even sat on the bike (and try even FINDING an FJR to buy let alone test ride).

2. They almost gave it away (below list) with 0.9% financing, and made the first 3 payments.

 

Seemed pretty simple to me.

 

Mike O

[St0nkingByte]

On of my favorite things about BMW is that it's a bike made for tall people. Just check out all the posts about from the horizontally challenged about lowering seats, shrinking shocks, etc. Many of the other brands out there are cramped and uncomfortable for those with long legs. BMW's work great for folks over 6 feet.

+1 on this one. My RT fit me perfectly the day I bought it. I haven't had to add heated grips, cruise control, forward pegs, peg lowering kits, handlebar risers, custom windshield or anything to make it perfect, it just was. All that stuff is worth at least $3000 plus labor. To this day my bike is still purely stock and working great for me.

[Stir]

Ahhhh so it is about responding to markets and not because of the attention to detail of the German engineers!!! And recognizing that the market is made up of a lot of different interests, one of which may simply be wanting that roundel on the side panel. Too bad that many times we feel we have to "justify" our decisions on some intellectual level. I guess "I'm not strong enough to muscle a 1200GS" or "I'm a BMW snob" does not ring the right bells.

 

I would disagree. I think my K1200GT is generally better made. I ride up the Ramona grade everyday. I pass by several memorials and burn marks where motorcycle riders have met their end. I've heard that they weren't going that fast. I breeze up that hill with nary a pucker. I feel that the bike performs much better than many other bikes. I've had bikes where that hill would have produced a constant pucker. So for me, the BMW was worth the price because I can ride aggressively confidantly.

 

There is a saying that popped into my head...

 

Why are divorces expensive? Because they are worth it. I think the same applies to BMWs.

[Stir]

I'll change my mind when I start seeing BMW underwear

 

LOL! This is of course a dig at Harley. So, do you see alot of Harley Branded underwear? Are there people in them? Where do you live?

[gahboo]

I dunno, you would think that a guy who gets monthly residual checks from Star Wars might be able to afford a $14k bike on his own. Just a thought...

 

No joke. I thought that whole freaking thing was a joke. Riding across Mongolia... With a pack of chase vehicles. Tough work....

 

I think I accomplished more in my 5 week tour of Mexico aboard my F650GS.... At least I did it alone, and actually pitched my own tents and made my own food.

 

Don't get me going about Long Way Round....

[Lets_Play_Two]

"My point is that it's largely a different market that cares about practicality, thoughful design, all-around competence, and usable features and performance."

 

Nice group of which to be a part. Rather than those underwear-wearing riders. My BMW dealer does sell underwear. Of course it is practical and thoughtfully designed.

[ghaverkamp]

I'll change my mind when I start seeing BMW underwear

 

LOL! This is of course a dig at Harley. So, do you see alot of Harley Branded underwear? Are there people in them? Where do you live?

 

People in glass houses... BMW underwear. More BMW underwear Even more BMW underwear. Still more. "An active breathing motorcycle suit can only be as good as the underwear beneath it . . . ."

[dmk]

I'll change my mind when I start seeing BMW underwear

 

LOL! This is of course a dig at Harley. So, do you see alot of Harley Branded underwear? Are there people in them? Where do you live?

 

Harley and Ducati. And I guess I'll have to include BMW now too.

 

As to where I see branded underwear, my wife has some H-D and Ducati stuff. Drives me freaking nuts. Lifestyle marketing is a real turnoff for me, but as long as they keep building motorcycles the way they do, I'll still like them.

[dmk]

People in glass houses... BMW underwear. More BMW underwear Even more BMW underwear. Still more. "An active breathing motorcycle suit can only be as good as the underwear beneath it . . . ."

 

Doh! I guess we're going downhill faster than I thought.

[Matts_12GS]

 

Doh! I guess we're going downhill faster than I thought.

 

At least you'll have ABS when you bottom out....

[blkvelvt]

I'll change my mind when I start seeing BMW underwear

 

They don't make underwear because the heating element messes up the Canbus wiring.

[SageRider]

I'll change my mind when I start seeing BMW underwear

 

They don't make underwear because the heating element messes up the Canbus wiring.

Actually.......

BMW does sell branded underwear.

Check out http://www.bmwmotorcycles.com/

Gear section, for cold weather...

[GrafSpee]

I'll change my mind when I start seeing BMW underwear

 

LOL! This is of course a dig at Harley. So, do you see alot of Harley Branded underwear? Are there people in them? Where do you live?

 

People in glass houses... BMW underwear. More BMW underwear Even more BMW underwear. Still more. "An active breathing motorcycle suit can only be as good as the underwear beneath it . . . ."

 

Those all appear to be functional, useful pieces of apparel. When riding in the summertime, I wear Underarmor HeatGear, when it's cold, I go with ColdGear. When it's cold and I'm sitting in a field waiting for a deer, I wear coldgear in camo print This is no different. It's useful, it's thoughtful, it's comfortable. Like their bikes.

[russell_bynum]

Those all appear to be functional, useful pieces of apparel. When riding in the summertime, I wear Underarmor HeatGear, when it's cold, I go with ColdGear. When it's cold and I'm sitting in a field waiting for a deer, I wear coldgear in camo print This is no different.

 

Yep.

 

Just like all the other rugged individualists riding BMW's.

[RussL]

I wouldn't say BMW's command a premium as that implies they are the most expensive bike around. That couldn't be farther from the truth. There are plenty of bike makes that are as expensive or more expensive than BMWs. Harleys, Ducatis and MV Agustas come to mind. Aprilias and KTMs can be pretty pricey, too. Then there are all the custom cruiser bikes. In the big picture, BMWs are generally more expensive than Japanese bikes, but that's about where it ends.