KTM Outsells BMW with Little Help from India

Even though KTM are rather reserved when it comes to detailing the year sales, one thing is clear: the Austrian house beat the German one hands down in 2014. KTM sold 158,760 motorcycles in 2014, a hefty number up from the new 123,495 all-time record the house of Munich posted recently. This makes 2014 the best year in KTM’s history and a solid testimony of the brand’s successful strategies in all the classes.
2015 KTM 1050 Adventure 1 photo
Photo: Mitterbauer H.
KTM thus consolidates its position as the leading motorcycle manufacturer in Europe, a title which the house of Mattighofen is most likely to retain for 2015, as well. Certain voices argue that this position is not entirely “honest” as KTM benefits from a hefty help from its minority Indian partner Bajaj. Even though it’s completely true that Bajaj is helping KTM push a lot more bikes in the small displacement segment in the rich Indian market and in other Asian countries, a bike that reads KTM must be counted as a sold KTM, right?

A very strong 28.2% growth for KTM

In terms of sales growth, KTM also surpasses BMW Motorrad by an even more solid margin. The German maker announced a 7.2 percent growth for 2014, whereas KTM is proudly waving a 28.2% growth flag. Both brands will have new models reaching the dealerships in 2015, but it’s time for BMW to play ball. While the top-dollar bikes sales are bringing in a bigger revenue and contribute to the final EBIT numbers, the unit sales are relying more on the small-displacement category.

Cheaper, more affordable for a wider customer range and addressing to a younger demographic, these small-displacement bikes KTM sells by the tens of thousands around the world are even better fuel for the economic growth.

While KTM has new bikes in line, there are a lot of people who are waiting to see what the BMW-TVS tie-up will deliver. We have to be honest and admit that the three German lettering still has more mojo than the Austrian one, and it’s easy to figure out that there are way more youngsters anxiously waiting to ride a small-displacement BMW than those fretting over the new Orange bikes.

Things will most likely not change too much in 2015, as BMW will probably wait for the fall to introduce whatever small bikes are being prepared as we speak, so they will not count too much in the big 2015 picture. 2016 however might bring a fiercer fight in the segment, even though KTM has far more experience in building small bikes. It’s game on, anyway. And KTM still has aces up their sleeve, read more in this exclusive interview.
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