BMW continues to approach traditional American V-twin territory, with news that the company has inked a deal with Marshall Amplification. Soon, it seems BMW will sell motorcycles with Marshall speakers.

Wait, what? Why would BMW want a partnership with Marshall? Most likely, this is part of The R18 Plan. Noting that there’s lots of money to be made cranking out baggers with flashy trim and other expensive options, it seems BMW is headed towards attempting a serious presence in the market.

It all started when the plain-Jane R18 cruiser model debuted, followed by the R18 Classic. The Classic is a baggerized take on the bike, built along classic cruiser lines, leaving many wondering: When will we see a fully-dressed version, including a massive stereo system?

We saw rumours of a Transcontinental model earlier in 2021, and it looks like that machine might come soon. Turning our eyes back to the BMW/Marshall press release again, we see these words:

The legendary Marshall spirit and the development power of BMW Motorrad will in future be reflected in new innovative products for motorcycles and music, especially in the BMW Motorrad Heritage segment.

BMW Motorrad will present the first new products resulting from this strategic partnership very soon. Stay tuned to find out more about this on 29 July 2021.

The press release actually begins with some lines about Steppenwolf’s Born To Be Wild, and the idea that listening to music while riding provides “deep emotional experiences and intense pleasure on two wheels..” It’s true that baggers in particular have really embraced the idea of expensive stereos over the past few years, and if BMW wants to play in this sector, it’s a necessary addition. Although, a jaded cynic might propose that these stereos are simply a replacement for loud pipes, as tighter noise emissions laws are implemented all over the world …

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