Bloomberg Anywhere Remote Login Bloomberg Terminal Demo Request


Connecting decision makers to a dynamic network of information, people and ideas, Bloomberg quickly and accurately delivers business and financial information, news and insight around the world.


Financial Products

Enterprise Products


Customer Support

  • Americas

    +1 212 318 2000

  • Europe, Middle East, & Africa

    +44 20 7330 7500

  • Asia Pacific

    +65 6212 1000


Industry Products

Media Services

Follow Us

Bloomberg Customers

Businessweek Archives

On Beyond "Born To Raise Hell"

Annual Design Awards: Transportation

On Beyond "Born to Raise Hell"


-- R 1200 C

-- Designer: BMW

BMW missed the cruiser boom of the early '90s, when Harley hogs came back with a vengeance. But the R 1200 C cruiser, which sells for $14,500, is a heck of a laggard. The silhouette speaks of slow riding under an open sky, head back and handles high. Yet the exposed styling reveals state-of-the-art technology, including the best suspension and brakes that German engineering has to offer.

No one would mistake this machine for a Harley-Davidson. It has a classic Boxer engine (1,200cc) with opposing cylinders that BMW has used for 75 years. Its unique telelever front suspension maintains a smooth ride. And of course, there was no skimping on details, down to the real leather seats. The line of the seat slides smoothly into the frame. "We wanted fluid lines, not a chopper with interchangeable pieces," says Edgar Heinrich, one of the chief designers.

The cruiser is now BMW's best-selling model. But it was a tougher sell in-house, where people at all levels saw building a cruiser as "selling our soul," says David Robb, chief of motorcycle design. The team cruised American highways and hung out in biker joints. "We had to figure out what this cruising thing was all about," says Robb. The lesson? "It has sex appeal, nostalgia, and romance." And with the R 1200 C, it's almost a work of art.By Karen Lowry Miller in FrankfurtReturn to top

Return to top

blog comments powered by Disqus