BMW The Ultimate Driving Machine

Long before the World Superbike circus arrived in Phillip Island, a whole series of events was being planned behind the scenes so that BMW customers and fans – and even the factory team – would have an experience to remember.

If you only get one visit a year from one of the most exciting race series in the world, you have to make the most of the occasion, so the BMW Motorrad Australia team were determined to put on a show for sports bike fans ‘Down Under’. Trackside corporate hospitality was arranged on the start/finish straight, with a private viewing area for guests, live TV coverage and food and drink. Special paddock and team garage tours were also organised for guests.

BMW Motorrad also had a presence at the ‘Expo’ – a small motorcycle show about 200 metres from the track, where the new S 1000 RR and other machines from the BMW model range were on show to the public. With the hugely successful Australian press launch of the S 1000 RR having taken place two weeks previously at the very same circuit, interest in the new Superbike has never been higher, according to Miles Davis, marketing manager for BMW Motorrad Australia and New Zealand.

“Prior to the launch we had an S 1000 RR machine travelling around Australia and New Zealand visiting all our BMW dealerships, as well as motorcycle shows and events. The media support for the S 1000 RR right from the beginning has been amazing and it’s great to carry that on with a successful launch and lot of consumer interest. Uptake since the launch has been unbelievable and we are struggling to meet the level of demand.”

One of the fans that came to Phillip Island to enjoy the opening round of the Superbike World Championship was Clive Bolger, who rode to the circuit on a BMW F 800 GS with a friend all the way from Brisbane in Queensland.

“We are both BMW fans and came on the BMW F 800 GS,” said Clive, who joined the party at the trackside hospitality. “We wanted to do a tour on our new bikes and decided the perfect end for our journey would be the World Superbike event at Phillip Island. Our journey has taken 18 days as we have come via Tasmania and we have covered just over 4,500 kilometres so far. There is no doubt that since Troy got involved with the S 1000 RR project the profile of BMW Motorrad in Australia has rocketed, and now the S 1000 RR has launched to the public I think we will see a lot more BMWs out on the road.”

Having both Corser and Xaus as riders and brand ambassadors has had a tremendous impact on the public perception of the S 1000 RR – especially with Troy being a cult hero in Australia. As such, a special dinner was organised in Rhyll, a coastal town close to the circuit, where journalists were invited to meet the team in a relaxed setting. Introducing the riders, team manager Davide Tardozzi and head of motorsport Berti Hauser to journalists helps build relationships and communication about this very important Superbike – especially when it’s on sale to the public for the first time.

In fact, with Troy Corser’s profile and fan base, and Australian double World Supersport Champion Andrew Pitt also riding an S 1000 RR for Team Reitwagen BMW, their association with the brand is having a significant impact Down Under. Even amidst a global recession, this new machine is outperforming the market – both in Australia and the rest of the world – and according to Miles Davis, the whole weekend couldn’t have gone any better.

“It was a great weekend for BMW, our hospitality marquee and grandstand provided the perfect vantage point to see all the track action. In fact, many of the superbikes were lifting their front wheels just in front of us at around 300 km/h just before they dove into turn 1, so it was amazing to see! Our staff at the Expo were swamped by prospective customers, eager to find out more about the RR. The position of the S 1000 RR in relation to its rivals couldn’t be better; the series production model is competitively priced, and has unique features that no other manufacturer can currently offer – it’s basically selling itself!”