BMW Motorrad’s first ever small-displacement motorcycle will enter Indian as well as several emerging markets around the world. Tipped to be launched towards the end of this year, the G310R is a brainchild of the German marque’s alliance with TVS Motors. The partnership means BMW will use its over nine decades of renowned German engineering while TVS will manufacture the motorcycle locally taking advantage of its proven facilities and thus reduced production costs.
G310R is the first motorcycle in the sub 500cc category from BMW and ahead of its much talked about launch later this year, a new television commercial has been released. BMW will set up new showrooms in India and the synergy with TVS will play a pivotal factor in reaching the wide legion of performance-based motorcycle category’s customers across the country. The TVC on the outset is not a typical German-ish as rather allowing their stuff to do the talking, BMW has kindled the emotions of bike riders here.
First of all, the TVC is a follow-up of the brand’s ‘Make Life a Ride’ marketing ideology and it could spawn an aggressive marketing campaign leading up to the launch. BMW has hit a definitive sweet spot with the emotional theme as the video contained these quoted words: “People have cars because you need a car to get places. You don’t need a bike, people have bikes because they love bikes.”
It might be an overused idea but for emerging markets like India where performance based bikes for commuting has been gaining tremendous popularity, the TVC will trigger the sentimental approach and put a smile on faces. BMW tries to integrate the motorcycle with the people’s lifestyle as opposed to treating bike riding as a separate weekend avocation. Targetting at the urban motorcyclists, BMW aims to infuse a profoundly new perspective to young riders as the TVC puts the spotlight on daily usage. Here’s the link to the Youtube promo:
The BMW G310R will take on the KTM Duke 390, Mahindra Mojo, upcoming Bajaj CS400 and the likes. It will be powered by a 313cc, four-stroke, single-cylinder, water-cooled engine – paired with six-speed gearbox – developing 34 PS of maximum power at 9,500 rpm and 28 Nm of peak torque. The performance bike has wet weight of 159 kilos and goes to a top speed of 145 kmph. Following the launch of the G310R in and around Diwali, the fully-faired TVS Akula 310, based on the G310R, will go on sale – presumably on a limited production run.
The BMW 310R was first revealed as a stunt concept in Brazil before making global premiere at the 2015 EICMA in Milan. It features sporty 41 mm upside-down forks at front and monoshock suspension at the rear while 300 mm front disc with radial mounted four-piston caliper and a 240 mm rear disc with two-piston caliper help in slowing-down of the motorcycle.