The only thing better than producing a hit might be producing one by accident. BMW knew the R nineT was a cool bike they hoped the younger set would like, but they claim to be surprised by just how successful it’s been. They didn’t really corral as many bearded millennials as they’d hoped, since their numbers tell them the average nineT buyer is 49 years old and as wealthy as the typical K1600 buyer. But maybe that’s because that first 2013 R nineT was a $15,000 motorcycle?

Since then, they’ve been working to bring that price down to a more affordable place. Putting “Scrambler” in a bike’s title is another good sales tool lately, and the R nineT Scrambler got its priced trimmed to $13k via a few cost-cutting moves, such as using a steel tank instead of an aluminum one, less-expensive suspension, etc.
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https://www.motorcycle.com/manufacturer/bmw/2018-bmw-r-ninet-urban-gs-review-first-ride.html