If you go in to your local BMW dealer and ask to look at their latest enduro models, you should brace yourself for a Laurel & Hardy routine, as the e-word is now persona no grata at US dealerships.
Instead, BMW dealers have been instructed to use the word “adventure” instead, newspeaking would-be customers into a segment that BMW literally invented (with a little help from Ewan and Charley).
BMW Motorrad USA has also struck the word from its online footprint (except for harder to change things like URLs), just as the German company has flooded the segment with multiple models (more on that later), namely the BMW S1000XR.
Admittedly, the word “enduro” has a number of connotations to various riders, whereas “adventure” sells more of a lifestyle or aspiration to motorcyclists. It also helps sell apparel, luggage, and gizmos — go figure.
No word as to they “why” surrounding the change, though we imagine the previous observation has something to do with it, as well as BMW’s positioning as a lifestyle brand.
Source: Bothan Spies
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