[kocook]

Good interview with Hendrik von Kuenheim (GD of BMW Motorrad) in Bike, Feb'09 (if you don't get Bike, you are really missing out). On the S1000RR, Herr Kuenheim states that BMW is after the sportbike rider to bring younger riders into the showroom.

The target market has little brand loyalty and high unit turnover. Their buying decision rests on three factors: peak HP, weight, and race wins. Basically, BMW is building a squid bike for squids. Hey, it works for me!

They first decided on the race venue. WSB. Why? Because MotoGP is all about the rider and WSB is all about the bike ('We don't sell Rossis and Stoners. We sell bikes'). That venue determines 90% of the 'package' (form of the bike). BMW gets to play with less than 10% of that package (the heads?).

He also made it clear that BMW know what they are up against. He is certainly a realist--and he expressed that realism with a very German sense of humor. I have a lot of respect for them and the chances they are taking. I certainly wish them well.

May pick up one of those scooters, too. Could be a lot of fun on the track.