Shouldn’t more people be buying these things?
When it came out in 2020, the R 18 was almost universally regaled as a beautiful bike. Even riders who weren’t familiar with the R5 of the 1930s that inspired it loved the styling of the new R 18, and could probably recognize some historical heritage in the hardtail-looking frame, pinstriped gas tank, and big, honking cylinder heads poking out sideways from the case.
Globally, Harley did not sell as many motorcycles as BMW. The Motor Company, as it’s known, shipped only 193,500 Harleys to BMW’s 202,895 sales. Sales and deliveries are different things, and BMW is ahead. But while BMW offers a wide variety of motorcycles, Harley specializes in cruisers. BMW’s challenge with the R 18 was to crack the cruiser market that Harley has owned for seemingly ever.
“Three of our big sales/finance team here are ex-Harley employees, so we’ve got people that can talk that turkey and explain it, go, ‘Hey, this is going to have everything that your CVO does, and it costs $10,000 less, and you’re gonna be able to keep it on the road for a lot cheaper,” said Reynolds.Then there’s another thing BMW offers over its American competitor.
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