Here's Why BMW R18 Failed In The Market. 

I bought a 2022 R18C a few months ago, new. Black engine and black trim package. I only have 300 miles on it so far. This is my 8th motorcycle. Had 2 Ducati liter bikes (1198s Corse and a Testastretta S4RS 1000) , Aprilia RSVR 1000, Harley Heritage, and more. I’m 6’ 210 lbs. First off, the bike is a design masterpiece including those big fat ass cylinders that now have Roland Sands head caps. Pure beauty, all of it. The bike is loaded. Wow! Hill hold, heated grips, cruise, reverse, alarm, keyless, riding modes, ABS, traction control and more. Secondly, this is the most unique and different feeling bike I’ve ever ridden. That’s not a bad thing. It’s exactly why I bought it. I wanted something different. It will feel strange for awhile. But that’s damn exciting. It’s not just another motorcycle, not even close. I feel like a kid again exploring its well-designed nuances. Thirdly, it does NOT feel heavy. I have reverse and have never needed it. It’s not an issue to push it around forward or back while sitting on it. It’s NOT difficult to take it off the side stand lol. Not at all. I just don’t understand those comments. I’m not a huge guy and have barely been to the gym in a decade. The Ride - It corners well, is super stable, and has the right amount of input from the pavement. The brakes are great. Saddlebags popped off easily. Pillion came off easy to add a vintage era specific German made luggage rack on the rear fender. It’s much quicker than I thought and I’m keeping it below 4,000 rpm’s until broken in. Stock pipes sound amazingly throaty. I replaced them with Vance and Hines but not sure that was needed. 0-60 is 4.6-4.9 can’t recall but that’s plenty quick for a bike like this. The dial is gorgeous. Plenty of data there. Rear suspension is adjustable even though some have said it is not. Lots of metal parts, not plastic. Lack of fuel gauge is not an issue for me. Lastly, it’s all rider preference. Just ride. That’s all that matters. The classic BMW heritage built into this bike makes it that much more awesome to me. If you can deal with the mid-controls you’ll love it for the reasons mentioned. Sure, I’d love to have a forward peg option but you feel very much in control and maneuverable with mid controls. It’s not uncomfortable to ride that way. My only gripe is the factory seat / R19 option. It looks beautiful with that stitching and chrome accent logo but it’s only good for an hour or so. For longer rides you’ll want a more comfortable seat. However, I bought two aftermarket seats for my Harley too and also one of my Ducatis. Enjoy!

They've sold 70,000 R18s in first 2 model years and are going to cross 100,000 sold any day now.

I love the R 18, but you are correct that it's a huge bike in a declining market. They also launched during Covid, which was a sales killer for bikes. It's meticulously designed and performs way better than a Harley. (30 years of riding HD before abandoning the brand for this bike.) I completely disagree with your assessment that this emulates a Harley. It is styled right from the 1930s R5, and done really well. A 1250 cc version of this bike would be awesome as it's a beast.

Just brought a r18 after having a test ride a few weeks ago yes there a little heavy but 63yrs old and recent heart surgery I still found it fun and a magnificent feat of engineering. Hill start and reverse are amazing as is the adaptive headlight

The R18 is gorgeous, and I would buy it if I was that wealthy. And, everything else you say is just depressing. It's sad to watch the world die.

I have one. It is my 12th motorcycle over 40+ years, and my 3rd BMW. An awesome machine, the only fail is the factory seat after about an hour.

I've been riding Harley's, and a few Honda's and Yamaha's for the past 45 years and absolutely fell in love with the R18B the first time I saw it. Took it on a test ride one Saturday morning and ended up buying the bike. After 6,000 miles, I fall more in love with the bike every day. BMW may have just designed the perfect heavy cruiser. The dealership sold 3 R18's in the 2 hours I was at the dealership, not counting mine. Honestly, the auther of this video needs to spend more time riding and less time talking about a subject that he knows nothing about. Oh and when I pull up to a bike night, I get all the attention. I've had straingers walk up and ask if they could take a photo with the bike. When my wife first saw the bike her exact words were " I'm in trouble now. With a rear end like that and those big ol' jugs sticking out, I don't stand a chance". All that at a third less money than a similarly equipped Harley.

And...another RU-vidr with an opinion on the R18... go figure. The cruiser market in the US is slowing down because Harley Davidson only played to one demographic: The tough-guy "Easy-Rider", Marlon Brando-esque persona that the baby boomer idolized. Ever since Trump called out HD for making bikes overseas, as a ways to circumvent his steel and aluminum tariffs (rather, the counter-tariffs the EU put on us), it left a bad taste in the mouth of a lot of hardcore HD brand loyalists. No one should blame BMW for smelling blood in the water. In fact, I applaud them for jumping at the opportunity! They tried once before (R1200c, the "James Bond" motorcycle, which I owned), which was an excellent machine, but had a "love it or leave it" design, not to mention being launched when HD still reigned supreme. Now, BMW is taking the same risk again. And, apparently their R18 sales numbers are comparable to the RNineT, which apparently since 2013, have been 106,000 units. The R18 sales per year have been around 10,000, which puts the R18 on pace as the RNineT. And BMW lauds the RNineT as a marketing success which, mind you, was also a risky venture when it was first launched. I would NOT call that a market failure by any stretch! Disclaimer: I also own a 2022 R18 Transcontinental, and it's a FANTASTIC machine!

Having ridden an R51/3, the R18 is a complete classic that is retro to BMW's historical roots. I also rode a Moto-Guzzi Eldorado. The original from 1970s. I also rode a mid 2000s Triumph Bonneville. I'm currently riding a late model Triumph Thunderbird. The R18 is true to these stylistic roots of unadorned functional machines. None of these were Harley clones. None of them were choppers or had ape hangers. They were all distinct Euro motorcycles. They don't sound like or ride like a Harley and are definitely not a Harley experience. The next bike I buy will most likely be an R18. BMW got this one right. The author of this video has only one agenda -- call the R18 a failure and a Harley wannabe. Well, it's neither. It is retro in styling, but not a Harley retro. It is not a failure, sales numbers show that. It's not a cafe racer or intended to be. It is very true to its German roots and the general roots of Euro motorcycles before the cafe racing craze.

Your wrong ,,,,,...... not that I am a BMW fan ,,but in Europe where classic motorcycles thrive, the BMW R18 is differently a classic and you will see lots of European riders just love this bike ,,riding the autobahns all summer , this bike is a beast but a beautiful beast,..... even at my old age I would differently consider getting a used one if I could afford it for long journeys.

Don’t think the bike itself is a failure, I think (apart from America) the market for big cruisers is small and shrinking. We all know the American government has for years bailed HD out and saved them from going bust, let’s not forget that. The R18 is an Art Deco styled throwback to the R5. It’s beautifully made and rides like a dream. I have one so I’m biased. Petrol and diesel engines are being banned soon (UK) so things like this will no longer be made, it’s a last ‘hurrah’. What BMW did do wrong is build too many and launch it badly onto the market.

Don't agree, this bike is very much unique as it can be. Build quality and precision everywhere unlike on HD bikes. Boxer oil cooled engine is fantastic and reliable. Cruisers will nor be sold in huge amount anyway and maybe that's good.

I would have bought a R1200C when they came out but for 1 problem. They were under powered in comparison to their competition. The R18 has a similar problem though not as bad. Also if you plan on some touring, you need more possible positions for your feet. BMW did nail it in the looks department. They're works of art.

Declining sales doesn't translate to market failure. Many people love HD and the BMW R18 Heritage cruiser bikes but just can't afford to buy them used or new. In USA HD and BMW have their market and dealerships are able to stay in business by making profits. I don't think the BMW R18 has failed in their market. BMW has also just rebranded tweaked the Rnine series with a muscle tweak over on the build and new name branding of R12. I don't think BMW would spend so much time to build such a strong good looking R18. I think declining sales in this case is more of a reflection of poor economy. I don't agree with your opinion but I don't know if you are right at this time. I'd like to see your thumbs down counts if you can display them please.

I have this bike, and I have others, incluided 6 Harley Davisdons. The only thing I can tell, is this bike is a masterpiece of design. I love the Boxer engine in 3 different bikes I have. GS1250, R12, and this. Riding this bike is fantastic. I am shure that this bike marks the difference between MEN and KIDS

Wrong about a bunch of stuff.

Thanks for the update. You obviously know more about market place tactics than the 100 year old BMW works. Good luck with your day job.

I have r18 tc 2022 i love dis bike to the core best bike ever ride

Horses for courses and we all have different things we want in bikes. I really like this bike with it’s size and presence, and will likely get myself one in the next year or two as second bike. For me, I don’t really get why people rave about something like an Enfield Meteor, but thousands do, so good luck to them 👍🏻

BMW R18 Transcontinental, Maybe inspired by Harley, but definitely designed and improved by BMW. Ride one and you know!

I had a license from 2012 but never had my own bike, just rented from time to time, and preferred cruisers like Yanaha dragstar. When I saw r18b in a parking I immediately fell in love. Last summer I decided that I deserve this bke and get it. I can't compare much, but I adore this bike and intend to keep it.

It looks like you are talking about the book you have never read … check the fact sales numbers and may be you will reconsider some of you theoretical arguments.

It would be horrible to see this beauty in India.

Beautiful Bike, too expensive and to enormous for me. I do not think any bigger than 1200 cc engines but then I am not the market for such an awesome machine.

I think that alot of riders are so raped up in a image thing or what someone else is riding that the fact that those BMW bikes you talked about are really bad ass super nicely made machines gets over looked. people that love motorcycles and are not concerned about trends or what there neighbor is riding or a image can appreciatemechanical

Your 100% wrong …this bike is amazing and there is a huge custom market with these bikes now. You clearly have never ridden one.

Years ago, I used to ride with a guy that had an R75. The most impressive thing about that old Bimmer was that he could come to a complete legal stop at a stop sign and not need to ever take his feet off the pegs. At the time, I had an early model (no fairing) Gold Wing. My GL1100 was a little smoother, a little faster and maybe a little more dependable than his R75, but the BMW was amazingly less tiring to ride on long trips. The R75 had something about it's simple lightweight design that just made it a pleasure to ride. P.S. - I could come to a 'rolling stop' at a stop sign with the Gold Wing and not have to put my feet down. The Gold Wing (also a longitudinal engine) had this 'torque steer' effect which would cause the bike to pull to one side when you opened the throttle and hit it's power band (around 6500 RPM). The BMW never did this, maybe due to superior design and maybe due to less overall power output. This was when Harley was part of AMF so we always had to be careful not to laugh at the broken down V-twins we came across on every weekend ride. They say that the new Harley's don't break so often now.

I like the style and considered buying one, but on a test ride did not like the riding position. At 6"1"", my legs were bent less than 90 degress and not comfortable. Indian and HD have a leg forward sitting position which I consider a must. I was disappointed, especially since the dealers were discounting the price right away and were willing to talk a deal. Thanks for posting.

Thank you for the expose. Some thoughts though. «Lack of identity” idea sounds ridiculous. If anything it has an identity. It’s heavy, engine hampers feet - maybe. But otherwise it’s a marvel (I admit I haven’t ridden it yet)

The Author of this Video is an envious Robot

I'm going for a test ride on Monday it's a chose between this Indian and Harley and to be totally honest as it stands on paper this to me looks like the best bike so far out of the bunch I've all ready owned a Harley want something difrent. I love the fact that this has hill start it has reverse gear it's very low down which suits me being 5.8 I like the fact it has mid controls and not forward controls I've been bought up on bikes with mid controls pluss I believe you got more change of a comfy ride as long as your not to talk because you can put pressure on your feet loosen up your backside rather than forward controls you would be putting your whole wait on your bottom giving it a more bumpy ride pluss the fact that if by any chance I did come of having my feel in mid position personaly think more likely to catch the bike from going down. Yes it's heavy I sat on the one I'm going to test drive monday personally it's not bad it's all bottom heavy. I like the fact all so that it's got the boxer engine to me it is a chose between this a Indian and a Harley and at this moment this to me is coming out on top this will be my only bike but I am a rider that uses the bike for enjoyment and not going to work. Time will tell looking forward to the test ride on Monday

You may have some point right. After 40 years riding bikes, several HD and other crises, chopper, super bikes and over 10 years with BMW I like to ask you how many miles/kilometers have you driven a HD or a BMW or the R18 ? Let me guess... it is good for the 2nd hand market that many people talk this bike down without ever ridden one. So the prices will come down even more quickly for those who understand the BMW spirit invested in this great bikes ;-)

I'm German. You are 100 percent right. In Germany you see the R 18 in the shop window and on the street you see the current Harleys. Why? Buyers here want to buy the American spirit. And do a bit of carnival. Driving is at the very back. And the R18's suspension and lean angle are also extremely bad. The R18 is far too little Berlin built. But quality. Premium.Thumbs up.

It doesn't sell for the same reason the Honda VTX1800 doesn't hold it's value, they are both amazing motorcycles in every category but they are large, heavy and intimidating for the average rider. I personally own a 2002 Honda VTX1800C and I love it, drag foot boards and even with the 200 series rear tire I love the twisty back roads. Muscle bikes of this size are not for the faint of heart.

By the way, if you want to make a decision, 20 min test ride is not enough. Before buying my r18b, I rented r18 for two days. The first 20 minutes i couldnt figure out where is the tork and the power (it was rain mode, haha), i couldnt properly start etc. But few hours later I was literally yelling in my helmet how I loved the bike.

The BMW R18 is an amazing motorcycle. The boxer engine and low center of gravity makes it easier to handle and also it has a reverse gear which is helpful in times of need. I love my BMW R18. It is a unique heritage motorcycle. Definitely for the aficionados.

I like it a lot very nice bike just wish it was a bit faster say top speed 130 mph.

is the best cruiser - every body have a harley, the bmw is much better

BMW motorcycle reliability goes way back. I'm an Indian Springfield rider. If I had a dealer within 100 miles, I would have to consider.

Dude, you look like you see all these commercials, and bmw promotional videos and quickly came up with some bogus conclusion. I test rode on of the very first R18s when they arrived in Colorado, and absolutely fell in love with it. I am only 5'7", but the bike felt balanced; it is heavy, no doubt, but the moment it starts up, it rides like a charm. I would have bought it, but sigh, I already have a 1200GSA to maintain. The market share is shrinking, but calling this absolute machine a failure is bizarre!

Amazing bike! I only have one problem which is a big deal breaker for me.....I am 6'1" with boots 6'2 1/2" so the low seating position and the position of the controls right below the two huge heads sticking out is a major pain. I mean I can shit and brake but the space is just too narrow and the generated heat transfers to my feet. I wouldn't ride this bike long distance as it doesn't allow you to stretch your legs a bit while moving. I have 2023 Nine T and I love it...

The R18 appeals to individuals like me who want an alternative to over commercialized Vtwins. Your reviewer sounds like an EV nerd

HUGH DEPRECIATION WHEN YOU DRIVE IT OFF THE LOT !!! You can get them for LESS THAN HALF the MSRP AFTER THE FIRST YEAR !!! BMW will not publish and offer a Manual because they will not release the proprietary information!!!!

I looking to buy one of these for the very reasons you talked about. Needless to say, I disagree with you all the way, and I own three Harleys!😅

I sold my Indian Chief Dark Horse and bought an R18. Wouldn't change that decision even if I was given the chance. Reliability wise, this is the best bike I've ever had. Comfort, performance, etc.I love every aspect of it... Ok not all. I still wish it had a fuel gauge but that aside, it's the perfect bike for me. That said, I am not gonna challenge your stand. The R18 isn't "successful" compared to American, and even Japanese, Cruisers. That is just the inconvenient truth. But I don't mind TBH.

To me it feels like you dont know cruiser riders .. That R18 looks AWESOME.. I own everything from a custom Suzuki GSX1400, Yamaha Roadliner 1900 and a Suzuki Bking... the R18 is right in my wheelhouse .. Not limited to 'boomers' I'm Gen X and love this style.. no mistake just niche .. just as bike in the west are niche now ..

He said "Cruieser" 🤣

You touch on some clearly relevant points. With the market and ageing riders, is a heavy, expensive cruiser still in the cards for us, no matter how good looking, or nostalgic it is? Having ridden its big brother, the R18 Transcontinental, I was greatly disappointed. I was expecting something much more functional and refined for a touring bike. As for a cruiser, it could work. But not for those expecting to check multiple boxes from a single bike this expensive. Perhaps in a world where everyone has deep pockets and multiple bikes, it could have a place. But those days have passed .02.

Although I like the R18, it may be an answer to a question that nobody has ever asked. Here in Germany it's more expensive than a Harley Street Bob or Sport Glide. On the other side, the quality of Harley engines reached its peak with the Evo. And it seems they have become lax again. And the new engines with gear-driven balance shafts don't sound as good as expected. So, I'd like to have an R18, but the price puts me off.

Failure in India and third world county's who can't afford. Success in US, Europe, Australia etc.

BMW R18 NEVER EVER FAILURE ITS AWESOME BIKE WHILE RIDING ITS SO COOOL RIDE ITS WONDERFUL MACHINE

I haven't watched the video yet.... I'm about to pull the trigger on a R18 FE..... in Australia a near new is about $19k now.... not 30 ish... so a reasonable possability as a second bike for me.... I have "most rides bike" and look to the R18 as being a special event/special ride bike..... maybe 2 hours of just me and it with a bit of country.... 😊

C'est une BM et c'est une des plus abouties. Ma 1ère était une R25 et ma préférée est une R65 kitée en 860. 42 ans et toujours fiable. Aucune jap nevpeut en dire autant. Я❤️BMW

Considering this bike, two things. Its way too heavy and the cylinders get in the way for shifting. The bike is is easy to lay down. If you do, there is no way to get it up without help

The rake of the fork for one.

One has to wonder, could they have made the engine more slimmed down? Do the pistons need that much throw or could they have made it less wide? When you're sitting on this bike, you can really feel the weight.

You are way off of the point of BMW and their R1800 motorcycle . We have to look at what was a bike back in the 1920 and 30's . Then the 50 and up . Most motorcycles including Indian and HD back in the 20's was bicycle based . Not Cruiser type bikes . They was not low and fat during those times . They have at best 7 hp and seldom reached speeds above 70 mph even on a full race board track racer . Not until the mid 30's that Harley made a road bike . In other countries the bike stayed the same , They was narrow , slim and the engines was developed to smaller CC and keeping same HP . During WW2 BMW had the R20 . A small boxer engine . Then in the 50's BMW cam out with the R50 and others with more cc and longer duration between repairs . This is when BMW became the best bikes in the world . 100,000 miles and then some on a bmw is nothing . Where as all other bikes of the time only got 15,000 miles tops between rebuilds . This was up into the 80's on most bikes . On a 70's - 80's bikes if one got 12000 it was a high mile bike and become a fishing weight . The reason is small CC and higher hp . Cuased by cams and lighter engine parts . There is some way to make a 250 cc bike to get to 100 mph . Honda was so radical that they built a 125 cc four cylinder race engine that turned 22000 RPM's Engine like that dont last long . Honda came out with a 750 cc bike ( The Good old CB750 ) . Good for about 7,000 sort of until it burned it self up . This is why HD IND and some Brit bike stayed with the low RPM range . But they leaked oil like and busted oil pipeline . BMW did not leaked Not one drop of oil and like all other bikes of the time they was low RPM bikes . BMW was for durability and long rides . Every other bike failed this .

Dey weer competent of der sucksess. De mark it for de big crooza

You really don’t know what you’re talking about . Go and do reviews on bicycles

Lol its doing very well worldwide, over 20.000 units sold already so your wrong bud.

You are just moaning - maybe ride one? Two wheeled happiness!

if it is still for sale how has it failed?

Wrong!

SERIOUSLY I THINK THAT YOU DON"T KNOW WHAT YOU ARE TALKING ABOUT ! IF YOU DON'T KNOW HISTORY I SUGEST YOU GO AND UNDUST YOUR BOOKS OR GOOGLE IT !

Is see al lot of "It fails videos" on Ytube. Almost thinking its a campain of.. There are a lot of satisfied customers. They speak for themselfes.

Lol. This just made no sense through and through. You might be right about India. But the cruiser market is surely not suffering in Europe. Identity issues? really??

The R18 looks stunning and fits, finishes are immaculate. However, in my opinion, it is unridable. Ergonomics are terrible (foot pegs) and that Engine is super heavy. Most people cannot even get it off the kick stand - not kidding. BMW engineers need to sit down and redesign the ergonomics and cut some weight.

This video is annoying , can't believe this guy dont get Old school solid heavy metal. 😂

I love the bmw r18! Your video is lame Hajj😂

Very personal and subjective opinion, and my sincere apologies for R18 lovers, but to me the R18 is the ugliest and most repulsive motorbike I have seen. Total failure, if you ask me, and people behind this project should really feel ashamed since all the efforts driven to the failed R18 was out of the development of inter alia popular GS and XS series.

You make good points but personally I think the biggest mistake bmw made was trying to split the difference between a softail competitor and a touring chassis competitor instead of making two bikes. The r18 might look a little like a softail slim in pictures but in real life its considerably smaller and lighter than an r18. Bmw was always planning to make touring bikes on the same chassis so they made a worse cruiser.

U have no clue. Bet you never sat on one of these let alone owing one

To much of everything.

welch furchtbares indisches englisch, grausam

Are you a Mallu ( Malyali) ?

The motors are hideous

Too much vibration. Too much weight. Too much marketing. Not enough engineering.

I own one but I only it because BMW couldn’t sell them in nj and I got it brand new fully loaded with every option for $12,200 with total discounts which included 3 months no payments and bmw paying the first 6 months of payments. So it was the price of a sportster but I tried to sell it to a dealer to get the r18 bagger and they don’t want it so that says everything about the bike they have no resale value because no one wants them. Dealer offered me $6,000 with 1,000 miles on it . Bike retail with the bobber kit I put on was $25,000 ….. Bmw will kill this bike in another year .

Liar