Interview BMW motorcycle unit pursues collaboration with India, China rivals: CEO

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)

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.