GC: I think the consumer is quite mature in the high displacement segment. Today BMW Motorrad has a market share within the high displacement motorcycle segment of 47% at the end of July And in that participation the client has a highly developed level of maturity. We are trying to add new customers to the brand, we have some actions aimed at adding women. Today they accompany our riders and what we want is that they also handle and we are trying to look for rideres youths. Sometimes the price situation is a bit complicated in Argentina in terms of dollars in dollars and for the purchasing power of young people, but we are looking for those two new customers.
Q: The customer of a high -end motorcycle BMW is not looking for only something that takes it and brings it, but an experience. Does this distinguish the rest of the market?
GC: We always say that our products are worth the same as a car. No one with pure logic would like to invest what invests in a car and be open to rains, inclement and noise. There is something behind experiences, differentiating, beyond what brands can offer at the product level.
Q: How do you work this from the dealers and from the brand?
GC: The “Claim” ours is “Make Life A Ride” And we basically want all our customers to live the motorcycling world and live above the motorcycle. Specifically, two years ago that in a regional strategy we develop the concept of “Experience genius”which in many other brands is known as “Product Genius”, which are the specialists in marking the product indicated for each one. Now we have an “Experience Genius” in 100% of our dealers that create a menu of experiences and is in charge of all the rolling. I suppose that all those who see bikes over the weekend see him in groups, rolling, and they are all activities created by them that are giving us very good results.
Q: I understand that the Premium client looks for very personalized experiences. How is it working?
GC: It is part of the responsibility that these “Experience Genius” have in the concessionaires. They are developing it very well. I think the leisure space in general was transformed a bit. While we talk postpandemics, customers in general for what is leisure and entertainment usually have very heterogeneous the difference of how they want to entertain. Some one day, another two and others for a month. For all that we have offers. From our concessionaires, they are shot on Saturdays, with a nightstand of one night and going to the maximum end that is Motorrad Dayswhich we participated in a few months ago in Germanywith more than 10/15 days rolling for the Alpsthere is a very large offer of experiences according to what the client wants to take.
Q: How is that experience?
GC: BMW Motorrad Days It is an event that has history. Every year in July all the world’s riders converge, owners and lovers of BMW Motorrad’s passion. Specifically, each Argentine concessionaire assembles a group to go there. This year we went, beyond the internal colleagues of the brand, more than 200 clients in Garmisch. It was amazing, with curves, mountains, landscapes and community. That is something that is priceless.
Q: Is a community concept created among the clients of high -end motorcycles and BMW as a brand?
GC: Generate community and friendships will be the differentiator. In terms of technology and product, there is a very large offer on motorcycles. The difference will not be there, but in creating community, feeling comfortable with the brand that receives you and having a good after -sales.
Panel 4 Tourism
Q: You mentioned these trips to Europe and also one sees the situation in Argentina, where perhaps it is not so easy to go out with a high -end motorcycle due to safety. What differences in use are between Argentina and the most developed markets?
GC: There is a very big chance on how it is filled, not only in Argentina but in Latin America. A few years ago the group began to analyze the amount of kilometers shot by each of the motorcycles, data that is obtained every time a customer passes through a service. In Latin America, a motorcycle rolls around 4,500 kilometers per year. In Europe, or even in the United States, they are filming almost 5,000 or 6,000 kilometers. The point is that in the northern hemisphere you can almost roll six months, because the other six for climatic reasons cannot. Here in Argentina, except for some minimal climate differences, we have 12 months to roll, with a country and incredible routes. There is a big difference, today the European and the American roll a little more than the Latin American and that is why this strategy of continuing to generate shot and see if we can get that in Latin America it is reborn a little more.
P: You also worked on your professional career in the BMW’s car division, what values are shared as a brand in the Universe cars and motorcycles?
GC: I was indeed in other departments of the company. Innovation is always in account of the day. Always overcome and look for new technologies. There are two very clear examples, one recent and one not so much. In BMW Motorrad, when the concept of GS is born, which are our multipurpose motorcycles in the ’80s, it was unthinkable to think that a brand develops a motorcycle for both utilities and Today the GS are undisputed as leaders in the Adventure segment. At that time BMW Motorrad kicked the board in some way. And I relate to what a few days ago appeared, In the case of cars, an M5, which is an extremely sports DNA, plug -in hybrid, something that would have been unthinkable many years ago. Then I think the group in general is always behind innovation and continuous improvement. That is the common denominator that we have as a challenge that we work in the brand.
Q: How does this electrification reach the motorcycle market?
GC: Today there are two electrical products, CE 02 and CE 04which already began to market in Latin America. We have plans to analyze it and see if we finally launch it in Argentina, for now they are two input products, of low displacement. We will be analyzing it to see if we can incorporate it.
Q: Is the load infrastructure similar to that of cars or is it easier on motorcycles?
GC: It is easier, it is urban loading and with much less requirements As for the electric. From that perspective, the incorporation into the market could be easier.
Q: What models do you stand out today from the BMW range and what are the favorites of the Argentines?
GC: 80% of our sales are GS models, basically multipurpose route and out of the route, with all the displacements we offer within the segment, which are 800, 900 and 1,300. Nor do we stop focusing on what are the other segments of our brand. In Sport Two weeks ago we launched the new S 1000 RR and S 1000 XR For sportsmanship lovers. Next Tuesday we launch urban mobility in Argentina with a scooter after some years. And for November we have some novelties in the segment Heritage. While the focus and core of our business is put in GS, we always serve all segments.
Q: With this opening and a contained demand for previous years allowed them to grow, being a brand that imports products, especially high -end and sold in dollars, do they see a positive context for the business?
GC: Yes, in fact the growth of the high displacement segment of more than 60% also has to do with the arrival of new brands. There are very marked growth from 2024 to 2025 and beyond healthy competitiveness, I always talk about motorcycling culture. In Argentina there was a more established a little culture, then it went down and now the arrival of other brands is promoting it again. There is demand, there is growth and I think it’s a good time.
Q: How is a brand like BMW prepared that points to a more aspirational audience to the possible competition of China?
GC: I think that in motorcycles it has already happened. Today is on the table the impact it can have on the car industry, but in motorcycles we have already received the arrival of Chinese brands two or three years ago. Honestly, it makes me very happy to start seeing more motorcycles on the street, even if they are from other brands. It does this culture well. How many more people are above the motorcycle, will be in each brand offer the best product. We are confident that we have it and I have a positive perspective regarding that.
P In terms of innovation, what new technologies will arise in the motorcycle market in the short or medium term?
GC: The difference in technology I do not know if it has to do so much with the aggregates that there can be in terms of innovations, but with the quality offered by each innovation and each brand. Except for the autonomous driving that today is unthinkable by an extremely logical issue, today everything that is seen as technology in the cars segment, motorcycles have it. Traction controls, stability, super developed suspensions, cruise controls with braking function, adaptive lights, change assistants… I always say that I have a 1300 and it is a motorcycle for those who don’t know how to drive motorcycles. Today motorcycles do everything for one and it is a pleasure. I don’t know how much more there is to develop. Yes, surely, the brands that differentiate are those that offer a better product within that technology.
Q: How is the advancement of sustainability in BMW Motorrad reflected?
GC: It is not specific to BMW Motorrad, I think it is a very important pillar for BMW Group in general. Many years ago the brand is behind this recycling, reusing and making a circular economy within what production is and there is a commitment established to reduce emissions until 2030. Today the components in production lines are increasingly efficient, cars too. Next week, a 400 displacement scooter is launched and is a successor of a 650. There are in terms of displacement a trend of what is called Downsizing, that is, lowering the displacement and improving performance. Today many parts are being optimized for many products, which may not be normal before. Today we have products that apply to many others, not only of BMW Motorrad, but of BMW and Mini. The entire circular issue is very established in the group and developing year after year.
Q: If you had to project the brand and the premium motorcycle segment and the customer experience here at 5 or 10 years, what changes do you imagine there may be in Argentina?
GC: I think there will be much higher competitiveness, that brands will have a very important challenge to offer, in terms of products, but it is not the most important thing, excellent technologies and overcome each time. But experiences as differentiators will be the most important in the industry. The products of all brands are at some point excellent. Those who can achieve greater experiences and offer a better supply menu to all clients, generate community and after -sales confidence will be the ones that give the quality jump.
Source: Ambito
I’m a recent graduate of the University of Missouri with a degree in journalism. I started working as a news reporter for 24 Hours World about two years ago, and I’ve been writing articles ever since. My main focus is automotive news, but I’ve also written about politics, lifestyle, and entertainment.
