Managing Dahoamity: BMW in Garmisch-Partenkirchen

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In the BMW Group, managers change positions periodically. This is probably intended to ensure that there is always a breath of fresh air and that divisions do not get too stuck on one management track. The downside of the system: how a division is managed depends heavily on the person in charge. My own experience as a reporting companion of the Group shows this. Some time ago, my colleague Maik Schwarz sent me a picture of the former head of BMW Motorrad Herbert Diess harvesting pears, and we thought the same thing: Then at least he can just crush a few (hopefully his own) pears there instead of a German industry.

Diess was succeeded in 2008 by Hendrik von Kuenheim, whose down-to-earth manner and good feel for the scene did the motorcycle division a lot of good. Then came Stephan Schaller in 2012, who looked at the figures but seemed to be on the move from the outset. Markus Schramm, who has worked for the BMW Group since 1991 and is also a keen motorcycle tourer, took over in 2018. He therefore had a solid foothold in both worlds, the Group and the customer scene, and devoted himself intensively to model policy. Each of these men put their own stamp on BMW Motorrad, even if the influence of the management should not be overestimated. Good products come from development. The management just needs to be convinced, and there are plenty of examples in the automotive industry where this only happened after the development department secretly presented them with a fait accompli.

Berlin stinks, Berlin is dirty, Berlin is a scandal

In this context, it is also understandable why the management around Markus Schramm brought BMW's own major event "BMW Motorrad Days" to Berlin for 2022: After all, the plant is in Berlin! The history! There are also the hip, urban newbeards who could buy expensive retro motorcycles. BMW Motorrad should get closer to these "urban" people with money for a motorcycle, from whom many companies expect revenue, although the figures are actually clear: City dwellers are just as likely to buy large vehicles as country folk, it's just down to disposable income. In any case, one of the most enjoyable motorcycle meetings in the world in Berlin, despite or because of manufacturer participation, turned into more of a brand fair with an evening event.

While the planners obviously seemed to be okay with the idea, the motorcyclists knew even before the first event in Berlin that the capital was missing several of the most important aspects. By far the most important absence is motorcycle routes. Berlin, I pity your motorcyclists. They meet at the Spinnerbrücke, ride wheelies, but if they want to ride curvy routes, there are 250 km of travel on the daily odometer or it's off to the next circuit, the Spreewaldring. But there was also a lack of nice neighbors to come to the party. People from all over the world drove and still drive to Garmisch-Partenkirchen, and in large numbers. The manpower of the Italian contingent was simply sorely lacking in Berlin, as were the day guests from Slovenia and Austria. Berlin's neighbor Poland makes good beer, but has less to do with motorcycles than Italy.

The Hoamcoming

Schramm retired at the end of 2023 and Markus Flasch took over. One of his first externally visible major official acts was to return to Bavaria for the BMW Motorrad Days. In February 2024, BMW Motorrad announced that the event was returning to Bavaria. "It's nice to see that BMW motorcycle enthusiasts may have felt a little more comfortable in Garmisch-Partenkirchen than in Berlin", wrote the town in its press release. Motorcyclists today are affluent, well-adjusted and undemanding – "good guests", as tourism providers know. If you win them as customers, they are also more loyal than average.

Preparations were in full swing, so the program was almost like it used to be. Only the driving without a license and the enduro test area were missing at the end. The lead time was too short for those responsible in Garmisch and at BMW due to the full summer program. When I arrived at the local mountain after the Alpine test of the Ducati Hypermotard 698 Mono and Royal Enfield 450 (a test of both later), it was as if the interlude in Berlin had never happened.

Touratech, Wunderlich, Hornig and many others presented their finely chiseled and highly priced additional weights, which can be attached to the GS series in particular. This year's trend, I think, is discs in front of the headlight lens of the X-shaped GS headlights. The world travel group showed their slides and videos in the movie theater. Periodic rainy weather couldn't stop the campers from taking their seats right next to the action. A party band played in the large beer tent and the reliable caterer Käfer served roast chicken. The campfire singer no longer had a campfire (I blame it on official regulations), but he had his guitar and sang, and the tent was red in remembrance of the fact that you used to be allowed to light fires. You could test ride the BMW range and on Friday evening BMW presented the new 1300 GS Adventure, which provided plenty to talk about. Of course, old faces were missing, replaced by new ones. But that's not a BMW peculiarity, that's life. It was like it used to be. And that was just right.

Simple Minds

It is an astonishingly widespread misconception that motorcyclists are complex creatures that require finely balanced, special treatments. The opposite is true: it's the simple things that draw us to machines and events. A motorcycle has to feel good, and if the person next to you is also impressed by it: all the better. A GS, I will say this despite a long enmity, feels good in its context. The neighbor will be more fond of its German Gemütlichkeit than the wiry Ducati Hypermono.

The requirements for motorcycle meetings are similarly simple: It's all about intoxicated conviviality, motorcycling and simple, well-hung pentatonic works of rock music history. BMW delivered all of this in Garmisch-Partenkirchen. I've been there many times, although never on a BMW, like many others. As long as the event stays true to its basics, we will keep coming back. The fact that the management pays attention to the relevance of simplicity, the basics, right from the start, gives us hope for good management in the coming years. Good luck, Markus!

(cgl)