This is the perspective of BMW on the Ricardo Engineering development work on the K1200 engine to produce the K1300. Again, it is plagiarised from the Ricardo Engineering quarterly review newsletter of Q2 2009.
The BMW Motorrad perspective
Dr Christian Landerl, executive vice president of development and model lines, BMW Motorrad, on the K 1300 programme and the company’s strategy to develop its brand in new market sectors
Given BMW’s expertise as an engine designer, what first prompted you to outsource this work?
"Nowadays it is quite common to outsource engineering work to cover peak load. What exactly you outsource will depend heavily on the situation and on your own expertise. The obvious thing would of course be a technological revision of an existing concept, while core activities such as the completely new development of an engine would normally be carried out by BMW Motorrad itself."
Why did you choose Ricardo to work with you on this project in particular?
"We choose our partners by tender on a project-to-project basis according to expertise, capability and not least cost effectiveness. In this case, Ricardo made us the best offer and was awarded the contract."
What were the main reasons for upgrading the K 1200?
"To make the motorcycle even better and more desirable than it already was and thus offer the customer significant added value. And of course this creates a purchase incentive, too. Customers also expect model revisions to be carried out on a regular basis."
What did you see as the main technical challenges?
"I would say increasing output while at the same time improving rideability, even in the bottom part-load range, combined with low fuel consumption and outstanding exhaust emission levels, as well as a perceptible improvement in comfort in the powertrain and improved shifting."
Will this approach (outsourcing to Ricardo) extend BMW Motorrad’s development capacity?
"Of course, the capacity which was freed up in BMW Motorrad’s own development department was used for the development of the engine for the S 1000 RR which recently had its press debut."
BMW appears to have a very aggressive new product strategy for its motorcycle products. Can you describe the way in which you see the BMW motorcycle brand developing? What new market sectors are you targeting?
"With our core models in the enduro, touring bike and sports touring bike areas we are addressing our traditional customers – there won’t be any change here. In addition to this we want to attract new and especially younger customers who we have not been able to reach with our existing product portfolio. We are deliberately expanding our range to include market segments which are new for BMW Motorrad. With the S 1000 RR we are moving into the superbike segment for the first time, and with the G 450 X and our second brand Husqvarna we are covering the segment of sports- oriented off-road bikes."
What are the major market trends affecting the BMW motorcycle brand? Do you see it as developing in a distinctly different manner to the BMW automotive brand or are the two very closely related?
"In comparison to the competition, BMW Motorrad has been highly innovative for years. Now the sporting component is being clearly emphasised with new models and developments. In this way, the image of BMW Motorrad is being moved much more towards that of BMW automobiles. BMW Motorrad is being perceived as more sporty and dynamic than before."
You work with a number of manufacturing partners in Asia and elsewhere – is this collaborative approach a major enabler of your expansion? How do you see this changing in the medium and
longer term?
"BMW Motorrad operates internationally in terms of its markets. And the same applies to material purchasing, of course. This enables us to secure access to the best technologies available worldwide.
At the same time it allows us to stay closer to the markets and protect ourselves from currency fluctuations. What is more, this approach means that even in very price-sensitive vehicle categories we are able to maintain an attractive and high- quality BMW Motorrad range.
The trend towards internationalisation will continue – but a BMW will always remain a BMW with its characteristic core values, “built by BMW Motorrad.â€
End.
