Automotive – Two and Four Wheels
AUTOMOTIVE – SOME OF OUR WORK
Showcasing innovation and technology – Nissan DeltaWing Le Mans 24 HRS entry
BMW Motorrad UK – working with celebs and ambassadors
Launching BMW Classic
Launching the BMW C evolution e-scooter
Europe’s biggest motorcycle manufacturer, BMW Motorrad, has been a client of HPS Jardine for almost a decade. The agency’s role is to promote BMW Motorrad UK’s diverse and expanding range of motorcycles, products, services and events to new and existing audiences. A key area of this has been to support and publicise the on-going ‘brand shift’ – changing perceptions of the brand in line with the introduction of an exciting new line-up of class-leading bikes.
In addition to delivering regular coverage in the ‘bread and butter’ motorcycle media, HPS Jardine prides itself on its ability to secure opportunities with TV, lifestyle and national media, taking the brand to new audiences. The agency oversees UK and international launches, as well as special projects, such as the introduction of the C Evolution e-scooter during the London 2012 Games, maximising BMW’s sponsorship of the Olympics.
The past few years have been hugely successful for BMW Motorrad and BMW Motorrad UK – the first watercooled R 1200 GS became the UK’s best-selling motorcycle over 125cc in 2013 and was named ‘MCN Bike of the Year in 2013’, while the R 1200 GS Adventure variant was named ‘Adventure Bike of the Year’ in 2014. These successes and more have seen BMW Motorrad named ‘Manufacturer of the Year’ in both 2013 and 2014 by Motorcycle News – further cementing the brand’s on-going shift in the perceptions of the media and public.
Improving sales across the board saw a huge milestone achievement in 2015, with BMW Motorrad becoming the most popular brand in the UK over 500cc, outselling any other manufacturer. The S 1000 RR was the nation’s favourite sportsbike and combined sales of the R 1200 GS and Adventure made it the best-selling powered two wheeler overall.
A renewed investment in racing has seen BMW Motorrad UK supporting teams both in Road Racing and in British Superbikes, as part of the HP Race Support Programme. Three historic victories at the Isle of Man in 2014 with Michael Dunlop, seven BSB race wins in 2014 with Ryuichi Kiyonari and two in 2015 with Tyco BMW riders Michael Laverty and Tommy Bridewell reinforced the RR’s position as the bike to beat on the roads and tracks. Guy Martin and Alastair Seeley added to the silverware in 2015, taking wins at the Southern 100 and North West 200.