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BMW sells off Husqvarna

2013-02-01 12:00

HUSQVARNA SOLD OFF: Even though the popular dirt-bikes have new owners, it won't affect South Africa

 
MUNICH, Germany - The BMW Group has set the ball rolling with a major sale in terms of their new Motorrad business plan, at the expense of their legendary Husqvarna motorcycles.

Husqvarna represented BMW’s dirt-bike market but it hasn’t been doing too well since the recession in the US. During September 2011 sales figures were down by 59.5% and a further 28% by the end of that same year.

The future of Husqvarna Motorcycles has been up in the air for some time and rumours were buzzing abut who would buy it. The BMW Group has confimed that Pierer Industrie, the holding company of KTM CEO Stefan Pierer, will be the new owner.

This comes as quite a surprise since Husqvarna took a huge knock in sales due to rival KTM sales doing so well. However, details of the sale were kept to a minimum.

NEW FOCUS

The BMW Groups says: “Our focus will now be on urban mobility and e-mobility. By restructuring the segment, we will concentrate on expanding and using the resources of the BMW Motorrad brand.”

Since their new strategy, BMW Motorrad achieved a new sales record in 2012 with the motorcycle business and plan on maintaining the steady growth. The current core business consists exclusively of premium vehicles in the Tourer, Enduro, Sport, Roadster and Maxi-Scooter from 650 to 1600cc segments.

The group saw its debut in the urban mobility segment only in 2012 with the C 650 GT and C 600 Sport maxi-scooters. Next up will be the series launch of the C evolution electric scooter in 2014.

“Further innovative vehicle concepts are also under consideration. Drive trains will include both environmentally-friendly combustion engines and pure electric drives,” says the group.

NO CHANGE FOR SA

Fred Fensham, general manager of CMH Marine, said the sale to Pierer Industrie would not affect the South African market. Husqvarna had its debut in SA in 2012 and has been very well received.

“It’s a very exciting brand and the future looks good if sales are anything to go buy. We’ve just launched the dual sport TR650 Terra, as well as the TR650 Strada,” says Fensham.

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