If the GS Stumbles, Does BMW Motorrad Stumble With It?
BMW Motorrad is more successful than it has ever been – and that is exactly why it is worth looking beneath the polished surface. More than 200,000 motorcycles a year, a premium image, option sheets packed with expensive extras, and the R 1300 GS, a motorcycle that has long since become more than just a bike. It is a status symbol, the heart of the brand, and a money-printing machine all at once. But that is precisely where the risk lies: What is left of BMW Motorrad if the big boxer GS ever stops overshadowing everything else?