In a multi-faceted press release published this morning, BMW Motorrad has confirmed what was rumored yesterday: BMW is selling its Husqvarna sub-brand. As rumored by Hell For Leather and featured here on BimmerFile, Husqvarna is being sold to Austrian company Pierer Industrie AG, a company with ownership ties to KTM executive Stefan Pierer. BMW’s stated strategy is to re-align the Motorrad division to further focus on its formal center of expertise within the BMW Group: Urban Mobility. BMW is already offering one of the most comprehensive lineups of single-track vehicles of any single marque, and with this announcement, are positioning the brand to expand even further in its established area of focus.
Yet beyond urban transportation, BMW is also re-focusing on street motorcycles. Particularly those above 600cc. BMW has also announced plans to further expand their lineup to include more models from 650cc thumper entry-model bikes all the way up to their 6-cylinder touring machines. Diversification is the name of the game, but that game, for now anyway, will be played decidedly on-road.
Official statement from BMW Motorrad: The BMW Group is realigning its BMW Motorrad business. In the context of changing motorcycle markets, demographic trends and increasing environmental demands, BMW Motorrad will expand its product offering to exploit future growth potential. The focus of the realignment will be on urban mobility and e-mobility. By restructuring the segment, the BMW Group will concentrate on expanding and utilising the resources of the BMW Motorrad brand. Therefore the BMW Group signed a purchase agreement with Pierer Industrie AG (Austria) for the acquisition of Husqvarna Motorcycles. The acquisition will proceed subject to approval by anti-trust authorities. Both companies have agreed not to disclose the purchase price.