Thursday, December 03, 2009

BMW S1000RR goes to war against Japan Inc.

BMW S1000RRBMW S1000RRBMW S1000RR
With the S1000RR, BMW are confident of being able to take on Japan's best...

BMW are so confident they will kick Japanese ass with their 193bhp-at-the-crank S1000RR that they’ve gone and declared all-out war against Japan. For this, BMW have commissioned a series of artwork that’s been created with the help of some photographs taken by Rene Neuman, which have then been worked upon by illustrator Frank Gräfe. And as you can see, all images depict some major aggression against the Japanese.

‘Japanese illustration is usually seen as either calligraphy or manga. Calligraphy is very formal, whereas manga is quite child-like and naïve. We decided to use a darker style – a fusion between ancient Japanese illustration and the more recent manga technique,’ says Gräfe, who used the Biomega technique to achieve the results you see here.

‘Over the period building up to the launch, we wanted to reach out to new audiences and the S1000RR versus Japan lifestyle project was a great way to engage with people through art, rather than just directly targeting motorcyclists,’ says Matthias Harbeck, creative director at Serviceplan, which has been responsible for executing this project.

‘We wanted to avoid the typical manga style, as it wasn’t aggressive enough to portray the personality of the S1000RR. Instead, we transformed the campaign into a darker comic world, with more speed and action, with the addition of traditional Japanese elements,’ adds Gräfe. ‘To create the initial visuals, I adopted traditional methods, such as normal black ink and paper. However, to convey the futuristic feel, I used computer imaging to create a collage of my drawings,’ he says.

Hmm… now all this artsy stuff is all very well but maybe BMW should be taking it a bit easy. After all, the Japs have been building hard-core high-performance litre-class bikes for ages, while BMW are just getting started, with the S1000RR. Now, it’ll be up to the S1000RR to walk the talk when it’s time to face off against the likes of the R1, Fireblade, ZX-10R and GSX-R1000. Otherwise, guess who’ll end up with so much ramen and sushi on their face...


The S1000RR looks good, no doubt...

Via Hell for Leather, BMW

19 comments:

ay said...

Is this a reincarnation of Nazism or what? Very badly executed ad campaign.

Bill Kniegge said...

Wow… This is a little bit too aggressive if you ask me… but I am just a Marketing Guy! Seems like they might have wanted to walk softly and carry a big stick… They are now the elephant in the room! Risky business.

GeorgeX said...

Wait till BMW get their asses whupped by the R1 and the 2011 ZX-10R. I'm also told Suzuki are working on a radical new GSX-R1000 for 2011, which will totally kill the S1000RR and RSV4 Factory. Things are going to get exciting... :-D

Anonymous said...

How hard can it be for the Japanese to build a 200bhp litre-class superbike? Not very, if you ask me.

Jake_1977 said...

Let's make a list of all the high performance bikes that have come out in the last 3-4 decades. Now let's count the number of BMW bikes in that list. Wait, we're still looking. What?!? There's no BMW bike on that list... ;o))

Bram said...

Why would I want a 200bhp bike, if I can't even use the power of my K7 GSXR? There is a limit on how much you can actually use. Maybe they should concentrate on handling instead. I think handling is what wins MotoGP and WSB races these days, not power.

Anonymous said...

This is a ballsy move by BMW. I love it! An all out war for hi-perf, superbike supremacy. The consumer will be the winner if the Japanese and Germans go head to head to one-up and out-do each other. Competition will drive the prices down as seen by BMW's effort to match the Japanese on price-point with their S1000RR. Now, we just throw in Aprilia, KTM into the war of nations mix and we'll see some major innovation and hopefully competitive pricing.

Jeff Strickling said...

OK I will agree that the boyz from BMW may well end up with rice on the face. They are yet to prove anything in WSBK Ducati is still the king of WSBK and the RSV4 is a darn nice bike as well as the R1.

Anonymous said...

True BMW has never build a SUPER high performance motorcycle. However they have been building bikes for a very long time and they have backing from BMW and last thing I remember the BMW M division is one of the most successful motor-sport company's in the world. This will not be anything that will change the world but sure as hell nothing to laugh at either...

Anonymous said...

If you can find a 1986 edition of Cycle Canada with the GSXR 1100 on the front you will read about how BMW thought Suzuki to be irresponsible to sell the GSXR 11 to the public. Now... 23 years later they produce a more powerful bike and slander the Japanese.

BMW = Pathetic

Anonymous said...

Nazism? are you serious. When are people going to stop being such blubbering wooses. Grow a backbone and have some imagination. It's a satirical work. Take a chill pill.

Anonymous said...

"Wait till BMW get their asses whupped by the R1 and the 2011 ZX-10R. I'm also told Suzuki are working on a radical new GSX-R1000 for 2011, which will totally kill the S1000RR and RSV4 Factory. Things are going to get exciting... :-D"

And wait till BMW builds the 200000 hp bike in 2020. That one will kick everyone's ass... oh wait. It's the now that counts.

mugget said...

just how did BMW slander the Japanese??

good campaign by BMW.

and judging by the responses here, it's already working very, very well. ;)

Dwihary A Putro said...

guys... guys...
let's just see how BMW make their moves!
Let's see how they walk the walk, like they talk the talk...
personally, if you ask me... BMW will eat their own dust! face the facts, japanese owns the streets!

Anonymous said...

"ay said...
Is this a reincarnation of Nazism or what? Very badly executed ad campaign."

What a load of bullshit. HFL's pseudo intellectual, grossly inept, & paranoid "analysis" of this art is the worst I've seen in a long time.

Oh ! there is red, black, and white, & some aggression coming from a German company. It MUST be Nazi. Dumb.

Anonymous said...

I just happen to have a BMW K1200S for three years now and I can go as fast as any japanese bike to get to my destination.....but the best thing is to get there in Style.... :-) Happy Sushi..!

Mister said...

And before the Japanese the Brits owned the streets, change happens and I, for one, welcome our new Superbike Overlords.

Seriously, I love that there are so many new brilliant bikes on the market, and I think it would be foolish to underestimate BMW.
Also the nazi comparisons are idiotic, just because something is German doesn't mean its Nazi based.

Anonymous said...

definitely Nazism. I'm shocked. Germany did horrible things to the Japanese in WW2, and now they sell bikes using cartoons? shocking!!!

hey, wait a minute...

MONTY said...

I sold and rode all four Japanese bikes for 8 years. I have been with BMW for less than a year, and I can tell you this about their bikes; they will out handle and out perform ALL of the bikes on the market today! The new S1000RR is no exception. Yes, it has 193 hp (200 hp at speed). More importantly, this bike will out handle anything in it's class! In fact, it is in a class of it's own. This will be the first superbike with ABS and Dynamic Traction Control. What does this mean? It's fast and safe. The only part of the new S1000RR that you squids on Jap bikes will see is the tail section as it pulls away from you! See you at the track. You can try and prove me wrong there, which you won't be able to!

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