
BMW Motorrad posted record sales in 2024 with a total of 210,408 bikes—a new record for the prestigious brand.
Crediting its strong product portfolio as well as numerous new model introductions, BMW Motorrad head Markus Flasch said: “I would like to extend my heartfelt thanks to our customers and community around the world for the tremendous trust they have placed in us once again in 2024. With the strongest sales result in company history, BMW Motorrad remarkably claims the first place in the global premium motorcycle segment. Our market leadership in numerous segments and markets is based on our claim to innovation leadership, our highly attractive product offering as well as the consistent strategic focus on brand strength. Based on these success drivers, BMW Motorrad is well-positioned for the future, and so I approach the year 2025 with a very positive outlook.”

The biggest contributor to BMW Motorrad sales was Europe with 118,727 units. Germany recorded an 8% increase over 2023 sales with 26,177 units. France accounted for 20,693 units, Italy with 16,618, and Spain with 13,009. Central Europe sold 11,411 bikes for a 12% increase compared to 2023.
In other regions, several markets also recorded impressive sales such as the United States (17,272), Brazil (15,267), China (13,872), and India (8,301).
Strong sellers worldwide were the R1300 GS, the R1250 GS Adventure, and newly introduced R1300 GS Adventure, accounting for more than 68,000 units. Bucking the trend in declining sales for sport bikes, the BMW S1000 RR was the market leader in the supersport segment with 11,610 units sold. BMW Motorrad’s four-cylinder models, including three M models, were also popular with 27,147 units sold.

Meanwhile, the parallel-twin-engine F-series also did well for BMW Motorrad with a total of 40,890 units. These models include the F800 GS, the F900 GS, the F900 GS Adventure, the F900 R, and the F900 XR. The small-displacement G310 GS/R/RR continued to sell, too, with 22,339 units.
Finally, BMW Motorrad’s Urban Mobility segment—which includes the C400 GT, the C400 X, and the fully electric CE 04 and CE 02—contributed with more than 20,000 units.
According to Stephan Reiff, head of sales and brand: “Our sales record in 2024 is a definitive receipt for the strong global radiance of BMW Motorrad and our attractive product portfolio. We at BMW Motorrad will spare no effort to expand our top position in the global motorcycle premium segment, with numerous new and innovative models and products for our customers in 2025. Again, this year, our customers and fans can look forward to numerous world premieres, highlights, events, and sentiment-focused offers—all about motorcycles.”

Meanwhile, according to figures from MotorCycles Data, Ducati languishes in the premium motorcycle segment. Its 2023 global sales were just 57,199, and while the 2024 figures have not yet been published, its January-August sales were at just 41,727—a -4.5% rate compared to the same period in 2024. It was projected to peak at 55,000 for 2024.
On the other hand, Triumph Motorcycles registered a fifth all-time record with a total of 133,677 units sold in 2024, a 33.6% increase from the previous year. 54,000 of these bikes were in the 250-500cc category, a class which Triumph has done well in with its Speed/Scrambler 400 X bikes.
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