In an interesting twist to the “normal” way of selling pre-owned motorcycles, BMW Motorrad took it a step further in Italy, taking old bikes and scooters, and turning them into a genuine product line, regardless of age and date of first registration.
Translated, BMW Motorrad’s General Manager of BMW Motorrad Italy Alessandro Salimbeni, stated “A BMW motorcycle that has already come a long way is a motorcycle that has already experienced adventures, with a story to tell." "Each BMW Timeless vehicle has traversed varied landscapes, conquered challenges, and is ready to embark on new journeys with its new owner. If a motorcycle's value lies in its history, BMW Motorrad's responsibility is to nurture and support that value over time. With BMW Timeless, our brand becomes even more inclusive and accessible. We now consider pre-owned BMWs to be on par with our new products, offering not only exclusive services like BMSI maintenance packages and tailored financial solutions but also an entire brand campaign. In the current market scenario, I firmly believe that used BMWs present an intriguing alternative to new products, even from other brands."
