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A New Chapter For BMW Motorrad In North America: Celebrating 50 Years Since Transition From Butler & Smith
BMW of North America took over U.S. motorcycle sales from Butler & Smith in 1980, after a legal battle with Dr. Peter Adams, the head of Butler & Smith. This transition marked a significant change in how BMW motorcycles were distributed and marketed in the United States.
Butler & Smith had been the official importer of BMW motorcycles since 1954, initially handling operations on the East Coast while Flanders Company managed the West Coast. By 1969, Butler & Smith controlled distribution nationwide and established a new headquarters in New Jersey in 1970.
In the mid-1970s, BMW saw declining export volumes to the U.S., with numbers dropping from 10,553 units in 1974 to 7,539 units by 1976. Despite this decline, Butler & Smith was selling around 2,500 motorcycles annually when BMW NA took over in 1980.
After taking control, BMW NA modernised operations and reduced the number of dealers from about 300 to 150. This move aimed to improve service quality and align dealerships with corporate standards for signage, inventory, and facilities.
A new advertising campaign was launched by Ammirati & Puris, which previously created "The Ultimate Driving Machine" tagline for BMW cars. For motorcycles, they introduced "The Legendary Motorcycles of Germany," targeting upscale customers through ads in publications like the Wall Street Journal.
The introduction of new models also played a crucial role in BMW's success. The R 80 G/S model gained popularity among adventure-touring riders after its release in 1980. Additionally, the launch of K bikes with water-cooled engines expanded BMW's offerings beyond its traditional boxer twin lineup.
Continued Growth and Innovation
Today, BMW Motorrad USA offers a diverse range of motorcycles catering to various segments such as touring, urban riding, and adventure biking. Their factories produced over 209,000 bikes globally in 2023, with significant sales in Germany, France, and the U.S.
The U.S. remains an important market for BMW Motorrad despite accounting for only a small fraction of total motorcycle sales there. Enthusiastic riders continue to choose BMW for their reliability and performance on long-distance journeys.
This strategic shift has allowed BMW Motorrad USA to thrive by offering innovative models that appeal to different rider preferences while maintaining high standards across its dealership network.
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