challenges
After BMW Motorrad released the new R 18, they swiftly realized dealerships were not investing in new Heritage merchandise displays or accessory lines due to a general lack of understanding of the bike’s value or how it fit into the US market.
solutions
rpc deployed a dedicated field staff of Heritage Coaches, who were professional riders and industry influencers, to educate, motivate, and elevate the Motorrad dealership network around the R 18 product.
During their in-dealer visits, the Coaches shared their authentic insights as cruiser customers, demonstrated how to best showcase the R 18 models and merchandise, and highlighted the value of connecting with customers in-person and online.
The Heritage Coaches were trained on Motorrad history, R 18 product knowledge, and the challenges facing the dealers at an immersive experience at the BMW Performance Center in South Carolina. They were also taught professional coaching strategies by a CPC and PCC (Certified Professional Coach/Professional Coach Certified) Master Coach, so they could more effectively motivate dealer staff.
Throughout their journeys to dealers across the country, the Coaches leveraged their own social platforms to amplify the R 18 & Heritage message to customers, garnering thousands of impressions, likes, and comments for the Motorrad brand.
Finally, from start to finish, the rpc data analytics team tracked each dealer’s performance based on feedback from the Heritage Coaches and provided detailed reports on how to further steer dealers toward sales success.
