THE THREE TENOR
When the crew at BMW aim their sights on a new market, they rarely miss. Take for instance the GS series and its place in the adventure market, the R Nine T models in the retro segment, or even the S1000 range in the supersports category. These bikes became big players, right from the start.
The Bavarians see an emerging market, and then tackle it by releasing “premium” highlyengineered models to suit, giving riders from each fold an upper-market option. This strategy has worked well for BMW, but it’s not so easy when it comes to the beginner market. Why? Because beginners demand cheaper pricing.
Perhaps this is why it’s been so long since BMW built a sub-500cc motorcycle, and in turn why the German manufacturer has largely been missing from the
