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Interview
Brand name, heritage and quality play as big a role as low prices, says Markus Flasch
BMW’s motorcycles derive strength from brand name, heritage and quality, says Flasch. (BMW Motorrad)
ITSUKI MIYAKE
August 29, 2026 23:00 JST
TOKYO — Japanese and European motorcycle makers face a tough competitive environment with the rise of lower-cost Chinese and Indian rivals. Markus Flasch, CEO of German automaker BMW’s motorcycle brand BMW Motorrad, told Nikkei how the group is responding to the shifting global landscape.
