BMW has conquered the world of touring, enduro, naked and Gran Turismo and now, in an example of further investment in the motor cycle sector, is trying out a new marketing campaign with a BMW custom design motorcycle project.
The project was presented at Milan’s Eicma and here you can see some shots from the Eicma show of one example of an eventual Lo Rider model.
The name of the project is “Lo Rider” – showing a motorcycle that you need to take a second look at to understand its nature.
On first glance, it seems a Roadster or a naked, with a retro and muscular look: the Lo Rider is BMW’s new custom concept.
Apart from the technical aspects of the motorcycle itself, the main idea behind this project is the possibility of customising your own BMW bike.
Customising means to modify or personalise according to one’s own taste.
Whether this is another off-the-cuff marketing term designed to get people to buy spoked wheels can’t be determined at this stage, as this is only the concept phase.
BMW has put plenty of options at the disposition of clients.
For more details, after the jump we give you the news from BMW’s website.
As a motorcyclist you are something really special.
You are different from others, you’re an individualist.
Motorcycling means freedom, independence, away from everyday routine and into your own world, “my” world.
That’s why motorcycles exist – because of a lust for life, for your own style, the desire to express your personality through your bike.
And this is the philosophy of a design study presented by BMW Motorrad at the EICMA, guaranteed to cause true amazement.
It’s the LoRider.
A study which gives its owner the perfect feeling of absolute happiness.
Purism – that’s the key to this bike.
Naked – with just engine, wheels, fuel tank and seat.
In a composition which is Dave Robb’s design team’s hymn of praise to the love of two-wheel travel.
It is the distillation of just what a motorcycle has to do, namely to inspire fascination.
And there we have it: an ultra-muscular power machine, sitting on the road and just waiting to be released.
A chassis of the very finest quality, a flat twin “Boxer” engine with over 100 bhp, weighing under 200 kg, with space frame, 17-inch wheels, 6-piston brakes and upside down fork.
And then comes the truly amazing feature of this concept.
Customisation at its best: this study offers individualisation options ex works which are otherwise only available from Milwaukee.
That’s the idea: that everyone can put together their own personal LoRider – and the LoRider is still a genuine BMW down to the last detail.
Many of the details and customisation options in this design studies echo stylistic elements which have already been featured in BMW bikes, combining classical and modern style to produce a machine which has simply never existed before: spoke wheels, shotgun-low or scrambler-height exhaust, aluminium perch seat, minimal modern saddle or simple 2-man seat, streetfighter lighting or classic circular headlamps, four fuel tank paint finishes and three engine paint finishes as well as a range of other details make this concept a custom bike for active riding which can be completely individualised – so it cannot be forced into any of the familiar categories.
Visitors are to give their opinions at the EICMA: should BMW Motorrad make this concept come true? Let’s see what the motorcycle press says in its upcoming issues…