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By transforming old bikes and scooters into a genuine product line, BMW Motorrad Italy aims to give these vehicles a new lease on life and highlight their unique stories and adventures. Alessandro Salimbeni, the General Manager of BMW Motorrad Italy, emphasized that these pre-owned motorcycles, regardless of their age and date of first registration, have already accumulated a significant history worth sharing. This approach by BMW Motorrad Italy adds character and nostalgia to the motorcycles and provides an opportunity for enthusiasts to own a bike with a rich backstory. It celebrates the notion each vehicle carries unique journeys and experiences. “Una moto BMW che ha già fatto un po’ di strada è una moto che ha già vissuto delle avventure, con una storia da raccontare. Ogni BMW Timeless ha viaggiato, visto paesaggi e superato sfide ed è pronta a farlo ancora insieme al suo nuovo proprietario. E se il valore di una moto è proprio la sua storia, noi di BMW Motorrad abbiamo il compito di supportarlo nel tempo. Con BMW Timeless il marchio BMW Motorrad diventa ancora più inclusivo, rendendosi di fatto ancor più accessibile. Oggi consideriamo l’usato BMW con lo stesso pregio del nostro prodotto nuovo, dedicandogli oltre a servizi esclusivi, come i pacchetti di manutenzione BMSI o specifiche soluzioni finanziarie d’acquisto, anche una vera e propria campagna di brand. Credo fermamente che nell’attuale scenario di mercato l’usato BMW rappresenti un’interessante alternativa a prodotti nuovi, anche di altre marche, soprattutto per quei motociclisti più esigenti che sognano di guidare una moto dai grandi contenuti tecnologici e capace di regalare un impareggiabile piacere di guida, senza tralasciare il non trascurabile dato del prezzo d’acquisto.”) When translated into English, the statement highlights BMW Motorrad's approach to their pre-owned motorcycles through their BMW Timeless program. According to this statement, BMW Motorrad recognizes and appreciates the value of a motorcycle's history and aims to nurture and support that value over time. They consider pre-owned BMW motorcycles on par with their new products, offering exclusive services such as BMSI maintenance packages and tailored financial solutions. The BMW Timeless program aims to make the brand more inclusive and accessible, emphasizing that pre-owned BMW motorcycles can provide an intriguing alternative to new products, even from other brands. By treating pre-owned motorcycles as valuable assets and incorporating them into their brand campaign, BMW Motorrad aims to showcase these vehicles' unique qualities and appeal. The BMW Timeless program, launched by BMW Motorrad in Italy, aims to create a more meaningful pre-owned program that preserves the brand's legacy. Instead of simply selling pre-owned bikes as they are or slightly fixed up, BMW Timeless focuses on the brand's legacy models, appealing to customers who love the classics. By offering these vintage models, BMW Motorrad taps into the nostalgia and desire for well-maintained motorcycles sold directly by the original equipment manufacturers (OEMs). This program caters to customers who appreciate these bikes' historical significance and craftsmanship. It allows enthusiasts to own a piece of BMW Motorrad's history and experience the joy of riding a vintage motorcycle. Expanding the BMW Timeless program to other countries could be a viable option, given the number of customers worldwide who yearn for vintage motorcycles. By capitalizing on its brand heritage and offering well-preserved legacy models, BMW Motorrad can cater to this niche market and create a unique selling proposition. In addition to providing customers with a chance to own a classic motorcycle, BMW Timeless also contributes to preserving the brand's legacy. By reviving and showcasing its historical models, BMW Motorrad reinforces its reputation as a manufacturer with a rich heritage and a commitment to quality. The availability and expansion of the BMW Timeless program would depend on various factors, including market demand, logistics, and the feasibility of sourcing and refurbishing vintage models. Therefore, BMW Motorrad needs to assess these factors and carefully plan any future program expansion to ensure its success. Moto.it and Ruetir
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