BMW CEO: Electric Motorcycles Don't Make Sense
BMW Motorrad CEO Markus Flasch has stated clearly that the company does not see enough consumer demand to justify full-scale development of electric motorcycles.
Speaking at the DoubleRFest track day in Austin, Texas, Flasch explained that while BMW Motorrad has access to its parent company’s advanced electric vehicle technology, research with customers and dealers shows limited appetite for battery-powered motorcycles.
Customer feedback drives stance
Flasch, who took charge of BMW’s motorcycle division in 2023 after a long career in the automotive side of the business, said the assessment was based on consultations with riders and dealers.
Adventure and touring riders, particularly those who buy BMW’s GS series, showed little interest in fully electric motorcycles. The feedback suggested that these customers want reliability and long-distance capability, areas where current electric technology does not yet meet expectations.
This position is a marked contrast to BMW’s strategy in passenger cars. The company has invested heavily in battery technology, drivetrains, and charging networks for its automotive division. For motorcycles, however, Flasch made it clear that technology alone cannot drive product development without clear consumer demand.
Industry-wide challenges
The CEO’s comments reflect wider industry realities. Electric motorcycle sales remain niche globally, even as electric cars grow with government support and better infrastructure.
Motorcycles face unique hurdles. Touring bikes need long range and fast refuelling, but charging networks are sparse, especially in remote areas where adventure riders travel.
Performance bikes, on the other hand, require strong power delivery across speeds, and current battery systems still struggle to match combustion engines in weight and output balance.
BMW’s core motorcycle base lies in premium touring and adventure categories. Both are segments where electric systems are at a disadvantage.
Long-distance touring demands quick refuelling and widespread availability of fuel, neither of which is offered by current charging setups. Adventure riders often venture into regions where charging facilities are non-existent. For now, that makes electric power impractical for BMW’s key customer groups.
Focus on urban mobility and core strengths
Flasch noted that BMW still participates in electric mobility through scooters and other small urban vehicles. The company leads in sales of electric scooters above 11 kW, which are well suited to city commuting. In this space, electric powertrains provide clear advantages such as quiet operation, zero local emissions, and adequate range for short trips.
Beyond scooters, BMW is focusing on product areas with proven demand. Plans are underway to launch a smaller sportbike using the 895cc parallel twin engine from the F 900 XR.
This would sit below the S 1000 RR and respond to rider requests for accessible sport performance. BMW also intends to expand the K 1600 platform, known for its six-cylinder touring motorcycles, which has developed a loyal customer base. Flasch described this as a growth area for the brand.
The company has ruled out entering motocross and hardcore enduro categories, despite the off-road capability of its adventure motorcycles and events like the GS Trophy. Research showed that BMW customers prefer versatile motorcycles that can handle both highways and trails rather than dirt-only competition machines.
Outlook for the future
Flasch acknowledged that battery technology will improve and charging networks may expand, which could shift market interest toward electric motorcycles in the future. But for now, BMW’s approach is to align products with actual customer demand rather than chase electrification for its own sake.
Other global brands face the same challenges. Harley-Davidson’s LiveWire electric motorcycle, despite significant investment, has struggled to reach strong sales. Factors such as high prices, limited range, long charging times, and performance differences compared to traditional motorcycles continue to hold back the segment.
BMW Motorrad’s strategy, under Flasch, is to focus resources where the company has clear advantages and loyal riders. Electric scooters meet urban needs, while combustion power remains the choice for touring, adventure, and performance motorcycles. The message is direct: electric motorcycles will only make sense for BMW when customer demand and infrastructure make them practical alternatives.