Tombras Wins US BMW Motorcycle Business

By Kyle O'Brien 

BMW Motorrad, the motorcycle division of BMW, is celebrating its 100 year anniversary in 2023. To help it commemorate the occasion, BMW Motorrad USA has appointed Tombras as its advertising and social media agency partner of record.

BMW Motorrad recently posted its best sales results ever, delivering 202,895 motorcycles and scooters to customers globally and 17,690 two-wheeled BMWs to customers in the U.S. in 2022. Tombras will help BMW Motorrad USA build on that success and share the brand’s love and passion for motorcycling with new and existing riders.

Tombras won the business after an internally-led review. The agency will be tasked with helping to recruit the next generation of riders for BMW, from adventure bikers to cruisers, city bike riders and scooter enthusiasts.

“It is not a coincidence that we have chosen Tombras as our new creative partner in such an important year as our 100th Anniversary,” said Luciana Francisco, head of marketing and product, BMW Motorrad USA in a statement. “After all, you only get to celebrate such an important milestone once and you have to do it right. Everyone here at BMW Motorrad is so very passionate about not only our motorcycles but about ‘Making Life a Ride’ and excited about Tombras helping us share this love with the riding community.”

New campaign work from the agency will drop in April as part of the 100 year anniversary celebration. The ongoing work will span brand creative, retail creative supporting dealers, new product launches, cultural activations and social content. The contact also includes CRM.

“Finding ways to engage the passionate BMW Motorrad community and continuing to evolve and future proof the brand while attracting a new generation of riders is exciting to our team,” said Dooley Tombras, president, Tombras in a statement. “Working on an iconic brand like BMW Motorrad presents a huge creative opportunity for Tombras.”