Interview
According to Markus Flasch, brand reputation, heritage and quality are just as important as low pricing.
BMW motorcycles gain their edge from brand name, heritage and quality, notes Flasch. (BMW Motorrad)
ITSUKI MIYAKE
August 29, 2026 23:00 JST
TOKYO — Japanese and European motorcycle manufacturers are navigating a challenging market as lower‑cost rivals from China and India gain ground. Markus Flasch, CEO of BMW Motorrad, the motorcycle division of German automaker BMW, explained to Nikkei how the company is adapting to the evolving global landscape.
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