BMW Motorrad is the motorcycle division of BMW, known worldwide for premium engineering, performance, and innovation. In Australia, the brand wanted to explore how it could strengthen connections with existing riders, win over competitor brand owners, and appeal to the next generation of motorcyclists.
BMW Motorrad engaged LT Agency to better understand its audience landscape and identify growth opportunities. The research needed to cover:
What drives loyalty among existing BMW riders.
How non-BMW owners perceive the brand.
What motivates young, aspirational riders who don’t yet own a motorcycle.
Which channels are most effective in influencing purchase decisions.
LT Agency partnered with Loop11 to design and deliver a three-stage research program:
Stage 1 – Deep Dive with BMW Owners
In-depth interviews with engaged BMW riders across Australia, uncovering lifestyle drivers, purchase motivations, and brand perceptions.
Stage 2 – Survey with Competitor Riders
A quantitative study of motorcycle owners from other brands, highlighting how they research, what they value, and how they see BMW compared to their chosen brand.
Stage 3 – Survey with Young Aspirational Riders
A survey targeting 18 to 35-year-olds interested in motorcycles but not yet owners, exploring what would spark purchase interest and brand awareness.
The project delivered BMW Motorrad a clear, evidence-based roadmap to guide its marketing and brand activity in Australia. Insights highlighted how to refine messaging for different audience segments, where to place media investment, and how to connect with emerging rider communities.
BMW Motorrad
Automotive
Global
Marketing Manager, BMW Motorrad
Like what you see? We’d love to talk more about how we can help.
