Case Study: BMW Motorrad USA boosts women’s motorcycle sales with Oblique Design

BMW grows women’s new bike sales from 4% to 11.7% with Oblique Design

BMW Motorrad USA, the motorcycle division of BMW, faced a challenge in connecting with women riders. Despite producing models designed for women and a growing number of female motorcycle safety graduates, women represented only 3-4% of their new bike buyers. Oblique Design was engaged to address this specific marketing gap.

Oblique Design implemented a solution centered on an all-women riders photo shoot to create women-centric marketing assets and generate a viral buzz. This effort culminated in a new brand campaign across all media. The measurable impact was significant, as the percentage of BMW new bike sales for women climbed from 4% to 11.7% in a single year according to J.D. Power Study surveys.

BMW