How BMW Motorrad Explores the Future of the Global Motorcycle Market

The global mobility markets are changing: electro mobility, autonomous driving, new mobility needs and services and a variety of geopolitical distortions to only name few of many challenges. BMW's motorcycle division is no exception when it comes to facing these new market conditions. As part of its "Strategy 2030", BMW Motorrad therefore wondered what changes are to be expected and how shifts in market segments and market environments can be continuously monitored.

In a joint project with the ScMI and the IZT, various scenarios were considered and initial consequences for BMW were derived. In addition, it was evaluated which scenarios are already shaping the market in different regions today – or will probably do so in the future. It is also shown how continuous market observation and monitoring can be achieved by means of a repetitive scenario assessment.

This paper was the basis for a speech at the 54th Congress of German Market Research in Hamburg on May 20–21 2019. The lecture was awarded the Ulrike Schöneberg Award, the audience prize for the best lecture. If you are interested in a presentation or a lecture as well, please do not hesitate to contact us.