BMW Motorrad partners with ”The House of Machines” in Shanghai.

München / Shanghai. On January 16, “The House of
Machines” (THoM) opened its first cooperative outlet in Asia in
Shanghai. As the exclusive THoM partner, BMW Motorrad will have an
exclusive space dedicated to motorcycle enthusiasts in China. As a
bold move by BMW Motorrad in retail innovation, THoM Shanghai will
advance BMW Motorrad’s leading position and pacesetter image in the
motorcycle industry.

“BMW Motorrad has always been a major driver of motorcycle
culture worldwide and The House of Machines, like BMW Motorrad, has a
great passion for the motorcycle lifestyle, so this makes them natural
partners,” said Dr. Markus Schramm, the Head of BMW Motorrad, at the
opening ceremony of THoM Shanghai. “Looking forward, BMW Motorrad will
continue to take root in the Chinese market focusing on customer
centricity and working with our dealer partners to promote innovative
motorcycle experiences and drive the sustainable development of the
motorcycle culture in China.”

“THoM Shanghai is an important step by BMW Motorrad in retail
innovation and is part of our commitment to enriching the motorcycling
experience of China’s motorcycle enthusiasts,” said Timo Resch, BMW
Motorrad Head of Sales and Marketing. “Through THoM Shanghai, BMW
Motorrad will bring customers even closer to motorcycle culture,
allowing more customers to experience the passion of motorcycle spirit
and culture.

Partners join forces to create an exclusive space for
The success story of “The House of
Machines” started in Cape Town in South Africa in 2013, followed by
Los Angeles in 2017, providing a free space where motorcycle
enthusiasts meet to enjoy motorcycle culture and experience the
lifestyle embodied by BMW Motorrad. THoM Shanghai, with the
collaboration of BMW Motorrad, China Grand Auto and Alliance Brands
Limited, is a motorcycle lifestyle space including a bar, café, music
and, of course, motorcycles. Here visitors can not only enjoy
top-notch delicacies and cocktails but also experience the classic
charm of the BMW Motorrad Heritage Series. In addition, THoM Shanghai
features LNLA (Limits No Longer Apply), a fashion brand inspired by
BMW Motorrad, which allows visitors to experience the unfettered mind
and free spirit of motorcyclists expressed through fashion.

New customer-centric retail drives motorcycle culture development.

Since its entry into the Chinese market in 2013, BMW Motorrad
has been committed to bringing China’s motorcycle enthusiasts
thrilling products and brand experiences with customer centricity.
Through THoM Shanghai, BMW Motorrad will bring customers even closer
to motorcycle culture and allow more customers to experience the
passion of motorcycle spirit and culture.

Besides pursuing sales, BMW Motorrad – as an industry leader in
China’s motorcycle industry – has made continuous efforts to promote
motorcycle culture in China through a diversity of innovative
experiential marketing activities. In 2014, it launched the BMW
Motorrad Day China, which has since attracted nearly 20,000
participants and developed the largest fan base among premium
motorcycle brands; and the BMW Motorrad GS Trophy has provided a stage
for all off-road motorcycling enthusiasts to engage in competition and
set themselves a challenge. Adhering to the principle of putting
experience and customers first, BMW Motorrad will continue to promote
motorcycle culture among Chinese customers.

Through deep insights into the Chinese market and its ongoing
relentless efforts, BMW Motorrad continued to lead China’s premium
motorcycle segment in 2019 with nearly 30 top products in six
categories and comprehensively upgraded premium services, posting 17%
YoY sales growth – in addition to breaking sales record globally for
the ninth consecutive year. Looking forward, BMW Motorrad will
continue to innovate and introduce new models to meet customers’
diversified needs, continuously advancing motorcycle culture in China
– and providing more motorcycle enthusiasts with authentic
motorcycling pleasure and cultural experiences so as to MAKE
for them.

In case of queries, please contact:

Tim Diehl-Thiele, Head of Communications BMW Motorrad

Tel.: +49 151 601 57505,

Ingo Wirth, Head of Communications MINI and BMW Motorrad

Tel.: +49 89 382 25814,


The BMW Group

With its four brands BMW, MINI, Rolls-Royce and BMW Motorrad,
the BMW Group is the world’s leading premium manufacturer of
automobiles and motorcycles and also provides premium financial and
mobility services. The BMW Group production network comprises 31
production and assembly facilities in 15 countries; the company has a
global sales network in more than 140 countries.

In 2019, the BMW Group sold over 2,520,000 passenger vehicles
and more than 175,000 motorcycles worldwide. The profit before tax in
the financial year 2018 was € 9.815 billion on revenues amounting to
€ 97.480 billion. As of 31 December 2018, the BMW Group had a
workforce of 134,682 employees.

The success of the BMW Group has always been based on long-term
thinking and responsible action. The company has therefore established
ecological and social sustainability throughout the value chain,
comprehensive product responsibility and a clear commitment to
conserving resources as an integral part of its strategy.