Things are slowly heating up ahead of the market debut of BMW's first-ever small-displacement bike, the cute G310R. There's something in the spring air that tells us that BMW will barge into the emerging markets with a very aggressive campaign before the bike reaches the dealerships around the world.
After offering some details about the machine during the fall and the winter, we see BMW integrating the G310R in their "Make life a ride" comprehensive marketing concept. Instead of telling the people how good the G310R will be and rely on the classic German technology cliche, BMW is trying to play a different tune, the emotional one.
Even though to most of the seasoned riders, the entire story is still a cliche and is full of platitudes, we can't deny that BMW managed to strike an entirely different set of strings this time.
BMW playing the urban biker card has great odds of appealing to the right ears and eyes, and mixing the riding part of life with modern sports that also have a strong urban component is even smarter. If you wish, BMW is trying to integrate motorcycles into the lifestyle of the young demographic instead of promoting it as a separate way of life.
It may turn out that the customers BMW envisages for the G310R have preferences that differ quite a lot from those of the traditional motorcycle rider. The new small-displacement bike is not aimed at separating these young fellows from their non-riding peers, but simply offering them a different perspective on life.
Without singling them out, BMW is now preaching a philosophy that makes the motorcycle a part of the daily routine, usable for both tackling the urban jungle and for weekend getaways. We can't wait to see what's next from Zie Germans on the G310R front.
.
