BMW is no stranger to out-of-the-box advertising. Back in 2001 and 2002, the company produced a series of short films under the series name, “The Hire.” Each short was created by a renowned director and starred a younger Clive Owen as “The Driver,” and featured various BMW models. The eight films were very successful, and were viewed more than 100,000,000 times in four years.
In 2004, BMW went in a different advertising direction once again, with a series of comic book versions of The Hire.
BMW is going back to the comic book once again to push a new model, only this time, it’s a motorcycle. BMW Motorrad is publishing a comic book—or rather, a graphic novel—in which the heroes battle evil aboard their BMW G 310 R bikes. The book is called “Riders In the Storm.” Publication is planned for October 2016 after a sneak preview this past weekend at German Comic Con in Stuttgart.
The crime-fighting heroes include a female police officer, a wolf with exceptional powers, a motorcycle racer, and a street artist.
The BMW G 310 R was developed by BMW Motorrad in conjunction with TVS Motor Company. It has a single cylinder that displaces 313 cubic centimeters, making it BMW’s first sub-500 CC bike in decades. Peak horsepower is 34 hp at 9,500 rpm.
The G 310 R is intended as an entry-level machine, especially for markets where small motorcycles are prevalent. It will be the first BMW motorcycle not manufactured in Germany. Production will take place in India.
The traditional, well-heeled BMW motorcycle owner is not the intended audience for the G 310 R. Since a younger market with less disposable income seems to be the target, perhaps a comic book—or graphic novel, if you will—is a good way to introduce prospective buyers.—Scott Blazey
[Photos courtesy of BMW AG.]
