“People have cars because you need a car to get places. You don’t need a bike, people have bikes because they love bikes.”
This seems to be the inspiration behind BMW’s new G 310 R promotional video. Fitting that the video was filmed in Brazil where they are to be locally assembled.
The basis of the promo is a day in the life of Chris Northover, the deputy editor for SuperBike Magazine, as he takes us on a journey with the G 310 R. We get to see him maneuver around the city streets like butter to pick up his friend for a day of longboarding on the downhill roads of Brazil.
Clearly, BMW is aiming at a specific demographic with this ad. Those who are young or young at heart and they’re also aiming for the riders who commutes though the city but still likes to have a bike that performs well for fun suburban rides.
They’re aiming for the emotional side of motorcycle buyers and they’ve hit the nail on the head with this one.