In 2024, BMW Motorrad achieved a global sales record, delivering 210,408 motorcycles and maxiscooters to customers worldwide. Its German domestic market was the largest individual contributor, accounting for 26,177 of them. And more than 68,000 units sold worldwide were boxer-powered GS models.
However, a repeat performance in 2025 wasn’t on the cards, as weakening worldwide premium motorcycle demand challenged the outcome. Total Motorrad annual headcount fell by 7845 units to 202,563. While BMW’s overall European registrations still dominated with 118,814 units, the margin was just slightly higher versus 118,727 in 2024 – a difference of only 87 bikes. And key German domestic performance in 2025 was a disappointment, shrinking by 661 to 25,515 units sold on home turf. Cash-cow R1300 GS and R1300 GS Adventure models also struggled to maintain their momentum, with combined tallies adding up to 66,125 units, but dropping behind the 2024 global result.
Of course, BMW Motorrad chief executive Markus Flasch defended his corner. “In a demanding market environment, we played to our strengths and performed better than ever in many markets and segments,” he said. “We owe this to our commitment to technological leadership, a consistent strategic focus on brand strength and an attractive product offering. BMW Motorrad will continue to build on these success drivers, which is why I look to 2026 with confidence.”
Well, he would say that…