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Heritage Road

Though BMW is one of the world’s most iconic auto and motorcycle manufacturers, BMW Motorrad’s market share in the U.S. was less than 5%.
We needed to not just infiltrate the cultural conversation within the biking community, but also build credibility in this Harley-dominated market.  Enter the Buffalo Soldiers Bike Club. Aboard the R18, members of the Buffalo Soldiers take us on an authentic trip through the present and the past.

Heritage Road

Though BMW is one of the world’s most iconic auto and motorcycle manufacturers, BMW Motorrad’s market share in the U.S. was less than 5%.
We needed to not just infiltrate the cultural conversation within the biking community, but also build credibility in this Harley-dominated market.  Enter the Buffalo Soldiers Bike Club. Aboard the R18, members of the Buffalo Soldiers take us on an authentic trip through the present and the past.

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