There were celebrations in the French capital on the night of Wednesday 28 January, as the first European BMW Motorrad showroom to incorporate the new brand identity opened for business. On 15 Boulevard Beaumarchais, just 100 metres away from place de la Bastille, Daniel Motos welcomed guests, journalists, customers and enthusiasts to the 240 m˛ premises to experience the new world of BMW Motorrad.Less than two months ago in Cape Town, South Africa, the opening of the Donford Motorrad flagship store saw the first interpretation of the brand’s Make Life a Ride philosophy at showroom level. For this first European unveiling, the Parisian dealership was just as keen to make a similar impression.There would be an ‘official’ press conference on the Thursday morning but the celebrations started on the Wednesday evening with an event party attended by around 150 invited guests, including legendary Paris-Dakar Rally BMW racer Hubert Auriol, film director and producer Jan Kounen, and celebrity chef Philippe Etchebest, as well as many well known faces from the local custom scene.BMW Motorrad France Motorcycle Manager Marcel Driessen opened proceedings before handing over to BMW Motorrad President Stephan Schaller, who spoke about the importance of the French market — the third biggest in the world — and the many opportunities for continued growth, especially in the Urban Mobility segment.“I am proud to witness the opening of this attractive new store in Paris,” he said. “France is a very important market for us — the third biggest market after Germany and the USA. BMW Motorrad continues to increase its market share here and it has been one of the success stories for the sustainable urban mobility segment too, with more than 250 BMW C evolution e-scooters sold in 2014. With this new dealership — the first in Europe to showcase our new Make Life a Ride philosophy — our aim is to attract many new customers to the brand, especially younger people, and those who share our passion for this motorcycling lifestyle. Make Life a Ride is not only our brand claim but also a commitment. After the opening of the Donford store in Cape Town last November I am glad Paris is following as the first flagship store in Europe.”The proud owner, investor and dealer principal Axel Vilaseca was delighted to see the Daniel Motos showroom finally coming to fruition after being in the planning stages for a long time.“It is great to see such an interest in the new store, with so many happy guests attending the evening party and then lots of journalists arriving for the official press conference. The brand has undoubtedly become more desirable, the products are getting more and more attractive, and there are many riders who are ready to become our customers. We also have a very strong community of BMW riders from across our region. As well as enthusiasts of vintage and classic bikes, there is a new generation of customisers, and then when you include the many customers from Paris who are commuting by bike every day, this makes for a lot of riders to look after!”One of these riders is Dutch-born, French film director Jan Kounen, who rides a BMW S 1000 R and was proud to witness the opening of the new premises in the capital.“I’m really happy BMW decided to open a store in this area; it’s a great spot in a fantastic location that people can really enjoy,” he said. “The traffic is really terrible in Paris, so it is always better to ride than to drive. If you want to be on time, you just have to be a rider in Paris. BMW Motorrad has become very strong in France. Before the image was of a brand that produced very good solid bikes, but in the past 3-4 years they have changed their image a lot. I am a film-maker so the design and the creative side is interesting for me. What were always ‘good’ bikes have now become much sexier, more powerful and extra fun to ride, but at the same time retaining the great technical and security features. So, cool bikes with great performance — bikes that you want to ride!”
February 2015 | © BMW Motorrad
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