The dominance of the BMW GS: A challenge for BMW that could change everything
The BMW GS, that iconic model that attracts all glances, has become today the undisputed star in motorcycle sales. In 2024, in Mexico, it is a true phenomenon, representing more than a third of the brand’s registrations. However, a question arises with such success: Could this dependence on the sales of the GS be a problem for BMW? Let’s take a look at this intriguing situation and what it implies for the future of the German brand.
The GS: The model that sweeps everything
The BMW GS, especially the R 1300 GS and R 1250 GS Adventure models, continue to dominate the motorcycle market in Mexico and worldwide. In 2024, the GS accounted for nearly 40% of BMW’s sales in Mexico, with no less than 7,953 units sold. An impressive figure, especially when looking at the global sales. Out of the 210,408 motorcycles sold by BMW last year, the GS was a resounding success, with more than 68,000 units. Not less! It’s hard to ignore the importance of this model for the brand.
Other models in the range, such as the BMW F 800 GS or F 900 GS, have not had the same impact, with much more modest sales. But the GS continues to shine. BMW renewed this model a little over a year ago, incorporating improvements that have further boosted sales. The flat twin of 145 horsepower and its adventure bike look continue to seduce an increasingly broad audience. The numbers speak for themselves: BMW is the third manufacturer of motorcycles in Mexico, thanks to this bestseller.
Why does the GS dominate so much?
The GS has managed to find its audience, and it’s no coincidence. This model combines several qualities that make it a favorite option for many motorcyclists: a powerful engine, exceptional driving comfort, impeccable road stability, and brand reliability that reassures. But besides these technical qualities, it’s also the image of the GS that attracts. The motorcycle has become a symbol of adventure, freedom, and also of premium quality, true to the image of BMW.
The success is even more impressive given the growing competition in the trail motorcycle sector. However, despite this competition, the GS remains the favorite among motorcyclists. An achievement that places BMW in a position of strength. But be careful, this also brings a risk: excessive dependence on a single model.
Other BMW models in trouble
Although the GS is thriving, some models of the brand are not finding the same success. Take the example of the R 18 range. This imposing and elegant cruiser has failed to attract enthusiasts. While BMW hoped it would become a pillar of its sales, the R 18 is still far from the figures of the GS. The brand has even had to revise its strategy to revitalize this model, without much success so far.
Even worse, the BMW CE04 scooter, which seemed promising, has plummeted in 2024. Only 1,555 units have been sold this year, much less than the 2,838 sales in 2023. Interest in this model seems to have quickly diminished, and the prospects are not particularly optimistic.
The “450” version: Is it a bet for the future?
To avoid relying too heavily on the GS, BMW has announced the launch in 2026 of a more accessible version of the GS, a 450 model. The idea is to broaden the base of motorcyclists interested in the brand by offering a model at a more attractive price. However, this version could challenge the dominant position of the GS. If BMW manages to make this model another bestseller, then the brand will be able to diversify without losing its core customers.
But the classic GS, in its 1300 and 1250 versions, will remain the focus of attention. In 2025, the brand will need to ensure that it maintains its success despite no longer being a “novelty“. It will be a decisive year to see if the GS can continue to dominate or if the competition will finally start to affect its performance.
