BMW Motorcycles: it’s all about the ride.

BMW’s motorcycle division was the top selling – and most expensive – brand in Europe. An enviable position it did not possess in the United States. Instead, to the mainstream American riding public, BMW motorcycles were seen as technologically advanced but cold and detached.

The Goal

While riders all around the world have a deep, emotional attachment to riding, many riders elsewhere see their bikes as their primary transportation. For Europeans, BMW’s technical, engineering-oriented advertising resonated. In the USA, motorcycles mean freedom, escape, and camaraderie. The appeal needed to be far more emotional. In effect, we had to change the emphasis from The Ultimate Riding MACHINE to The Ultimate RIDING Machine. That meant using more evocative headlines and imagery across national advertising, social media, dealer communications, digital, direct mail, video, and events.

Make Life a Ride

Build Your Own


A 34% increase in sales in under 3 years.

I had the pleasure of signing (and re-signing) The S3 Agency as my AOR for creative design, public relations and marketing strategy across a number of years. The team of professionals at S3 did not disappoint; offering me an unmatched level of service against my needs for an outsourced marketing services provider. Time and time again, I would be surprised and delighted by the nuanced creative, insightful and intentional strategy and the friendly interactions of the staff at S3. Partnering with the agency pushed me and my internal group to work harder than ever and because of S3, we were inspired to reach further, break through the chatter of our own universe and connect with an entirely new audience of customers that drove sales and awareness of my brand. I have used S3 at more than one stop along the path of my career and I look forward to working with them again in the near future.

BMW Motorcycles