BMW re-focuses racing strategy -- on customers

Publish Date: 
May 31, 2014
By Bruce Steever

For riders looking to take things to the next level, BMW has also introduced a new worldwide racing competition, the BMW Motorrad Race Trophy.

Announced in Assen by Udo Mark and Bertie Hauser of BMW Motorrad Motorsport, the numbers are staggering: four categories, six continents, 15 racing series, 26 rating classes, 19 countries, 63 race tracks, 95 race meetings and 143 races. Using a shared scoring system, racers around the world will be able to enter national and international races to earn points toward becoming the best BMW racer in the world and winning a share of a 100,000 Euro prize money pool.

While nominally open to all, it would take otherworldly efforts to race WSBK, the Isle of Man TT and several national level racing championships in a single season, thus the points are balanced enough to allow a strong winning season in a single series to put a rider in the running for first place. (Higher prestige events, such as WSBK, WSTK, and the German and Spanish international series, are weighted more heavily, however.)

Finally, to support owners and build brand loyalty, BMW will offer a wide variety of track-based options offering riders enhanced experiences aboard BMW sport motorcycles. These include events like the BMW RR Fest events, where riders can benefit from brand-specific support and bike set-up, and have the opportunity to ride with BMW’s “RR Ambassador” and factory test rider Nate Kern. In addition to trackday instruction directly from Kern, BMW also supports Keith Code’s California Superbike School and its fleet of S1000RR training machines. There, students have the opportunity to try BMW’s class-leading literbike as well as experience the bike’s advanced electronics firsthand. And finally, a range of trackdays will benefit from both OEM and BMW dealer support for local BMW owners.

BMW intends to support their powersports-inspired customers directly with its new motorsports strategy, and in closing his presentation, Hernandez hinted that new support programs will be unveiled along with new models in the coming years.

Press images courtesy BMW