Husqvarna to emulate MINI in BMW stable

imageThe Swedish/Italian manufacturer’s new boss explains how the brand will sit in BMW’s two-wheeled portfolio.

If the new Nuda doesn’t make it entirely clear where Husqvarna is aiming to be, the hoped-for position of the brand within BMW is clear, according to German Husqvarna MD Klaus Allisat.

He says Husqvarna intends to be to the two-wheeled version of what MINI is to the BMW’s car division. But why not use the Swedish brand, with its strong pedigree in off-road competition, simply to build dirt bikes, since the S1000RR showed that BMW could muscle straight in to the superbike sector against established players and succeed using its own brand?

“BMW had tried to move into the off-road bike sector, but you cannot create Husqvarna’s history and brand values just like that. The off-road sector is very different to superbikes – it’s far easier to buy a ready-made brand,” he said.

He is impatient, too: “Current production is 10,000 units annually. We want 30,000 bikes in a few years and to keep growing. There will be specialist Husqvarna dealers still, but the road bikes will also be sold like MINIs, in specialist sections of BMW dealers.”

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