Yesterday’s announcement from BMW Motorrad tells us that they are saying goodbye to Husqvarna Motorcycles. Husqvarna is a 110 year old famous offroad motorcycle company from Sweden. BMW’s press release goes on to say that this move is intended to allow the company to focus more on the growing scooter market.
The BMW Group is realigning its BMW Motorrad business. In the context of changing motorcycle markets, demographic trends and increasing environmental demands, BMW Motorrad will expand its product offering to exploit future growth potential. The focus of the realignment will be on urban mobility and e-mobility. By restructuring the segment, the BMW Group will concentrate on expanding and utilising the resources of the BMW Motorrad brand. Therefore the BMW Group signed a purchase agreement with Pierer Industrie AG (Austria) for the acquisition of Husqvarna Motorcycles. The acquisition will proceed subject to approval by anti-trust authorities. Both companies have agreed not to disclose the purchase price.
While the scooter market is massive globally, it is also typically filled by riders more concerned with purchase price rather than performance. The notable exception being those who are loyal to the Vespa brand, which have a devotion to their scoots in the same way as most owners of Harley Davidsons. This is a very interesting move by BMW, a company that has typically figured out where the market will go far ahead of most riders or writers. They basically created the big adventure market, and thousands of riders jumped on. Maybe extremely well built scooters are the future after all?