More than a roll, a meeting to celebrate the motorcycle
Hohhot, Inner Mongolia, China. The vastness of the grasslands of Chulechuan, in the chinese region of Inner Mongolia, was the venue chosen by BMW Motorrad to celebrate a new edition of its Festival of Culture of Motorcycles 2026, an event that came back to show that the German brand understands the motorcycle as much more than a means of transport. More than a thousand riders and enthusiasts of the firm are met last July 26 to share an experience in which the community, adventure, and innovation were the protagonists.
Under the concept of “there are no spectators, only fellow travelers”, BMW Motorrad has turned the festival into a celebration of the style of life, which represents the motorcycle. Instead of focusing solely on the exhibition of new models, the manufacturer decided to strengthen the bond with your community through routes, activities and experiences designed to reinforce the philosophy that has characterized the division Motorrad has for decades.
The meeting also served as a platform to present three important developments within its range: the new BMW R 12 S, the BMW R 1300 GS Adventure equipped with the system of automatic change-over HANDLE and the exclusive BMW R 1300 RT Option 719. These motorcycles were accompanied by the rest of the range 2026, offering a complete overview of the product strategy of the brand to one of the most important markets in the world.
China has become a key market for BMW Motorrad and the constant growth of the culture rider in the country has driven a greater diversity of users. Against this background, the brand continues to expand its portfolio to respond to both those looking for a motorcycle-inspired classical as well as travelers from long distances or adventurers who want to explore new paths with the latest technology available.
Three motorcycles that represent different lifestyles
One of the great protagonists of the festival was the new BMW R 12 S, a motorcycle that pays homage to one of the sports most iconic in the history of BMW Motorrad: the legendary R 90 S of the seventies. The model marked a before and an after for the brand, becoming the first motorcycle production equipped with a fairing mounted on the handlebar, and to reap significant victories in competitions such as the Daytona 200, the TT of the Isle of Man and the championship AMA Superbike.
The new R 12 S resumes that legacy through a modern interpretation that preserves many historical elements. His distinctive painting in tone Lava Orange metallic, the characteristic semicarenado front, the seat with contrast stitching and various aesthetic details evoke clearly the sports personality of the motorcycle that helped to consolidate the image of BMW within the motorcycling high performance.
However, the R 12 S lives not only of the nostalgia. Its design incorporates a back that is more compact, contemporary details like the red emblem with the words “S” and a careful integration of technology, which makes it a motorcycle perfectly valid. Among its amenities include different driving modes, dynamic traction control, ABS Pro, with the assistance of curves and various electronic systems that improve both the safety and the comfort for daily driving.
The second novelty was the long-awaited BMW R 1300 GS Adventure with system Automated Shift Assistant (ASA), a variant that represents an important step in the technological evolution of the family GS.
The system HANDLE eliminates the need to manually use the clutch while driving thanks to an automated mechanism that manages both the clutch as the gear shift. While the driver retains the ability to intervene when what you want, the system makes driving much more relaxed, especially during long rides or traffic situations complex.
BMW Motorrad is looking for with this technology to bring the experience of Adventure to a wider audience. Traditionally, the large motorcycle adventure have required a certain amount of experience to master their full driving off the road. The automation of the change significantly reduces the barrier of entry and allows the pilot to focus your attention on the trail, the environment, and driving without constantly worrying about the drive clutch.
The third presentation was reserved for those who are looking for exclusivity and refinement. The new BMW R 1300 RT Option 719 represents the maximum level of customization within the range touring BMW Motorrad.
This version incorporates upscale finishes developed by Option 719, the customization program-premium brand. Stand out your special paint Peak Blue, machined components using CNC processes, tires sport specific and multi-artisan details that make each drive on a motorcycle is almost unique.
In addition to offering the high level of comfort and technology characteristic of the family RT, this special issue seeks to satisfy a customer type that considered the motorcycle as an extension of your personality and values the experience of driving as the aesthetic quality of each component.
An ecosystem that goes far beyond selling motorcycles
During the festival, BMW Motorrad has made it clear that his strategy is not limited to the development of new products. The company remains focused on building a complete ecosystem around the motorcycle, where the experience of the user purchases a role as important as the motorcycle itself.
Zhou Jian, director of BMW Motorrad China, stressed that the brand seeks to provide a comprehensive experience that accompanies the rider from the moment you acquire your motorcycle up to each trip that done later. Under that philosophy, BMW continues to develop tourism-related initiatives, training, specialized equipment, and the construction of local communities.
Now, BMW Motorrad has a network of 48 dealers distributed in 36 chinese cities. These spaces work not only as points of sale, but also as centres of meeting where the owners can participate in events, organize tours and share experiences with other riders.
The Festival of Culture BMW Motorrad reflects the community's vision. A good portion of the attendees arrived at the event organised through the official dealer, showing the level of integration that the brand has managed to build between their customers.
Another one of the pillars of the ecosystem is the tourist on a motorcycle. Taking advantage of the natural landscapes of Inner Mongolia, BMW introduced a number of routes that are specially designed to traverse the region of Chulechuan, integrating driving with the cultural richness and local tourist.
This strategy is part of a national project through which BMW Motorrad is looking to develop a network of routes to premium for motorcyclists in different regions of China, promoting the motorcycle trip as a different way of getting to know the country.
The safety and the community as pillars of the growth of BMW Motorrad
If there is one element that BMW Motorrad considered essential for the growth of motorcycling, this is the security. Therefore, the training continues to be one of the main priorities of the brand within the chinese market.
The BMW Riding Academy plays a key role in this objective. Since its inception, the academy has developed, structured programs that cover all levels of experience, from motorcyclists beginners to riders with an advanced level.
The courses include techniques of driving on the road, emergency maneuvers, control of large-capacity motorcycle, driving on low-grip surfaces, and development of skills for adventure travel, helping to form a community of motorcyclists better prepared and more aware of the importance of responsible driving.
This approach responds to the growing expansion of motorcycling in China, where every year, an increasing number of new users joining the community. For BMW Motorrad, the development of the market depends not only offer the best motorcycles, but also to build a strong culture that combines passion, responsibility and continuous training.
With the introduction of three new models and the consolidation of initiatives focused on the community, the Festival of Culture BMW Motorrad 2026 made it clear that the strategy of the brand goes far beyond to expand its catalog. The German manufacturer seeks to consolidate a style of life around the motorcycle, supported on technological innovation, the training of pilots, the specialist tourism and the creation of spaces where riders can share a same passion.
While markets such as the chinese continue to grow rapidly, BMW Motorrad bet by strengthening its presence through a combination of products increasingly specialized and experiences that make every journey something more than a simple displacement. The festival, celebrated on the prairies of Chulechuan was a sample of that philosophy: a meeting where the motorcycles were the protagonists, but where the real engine was the community that makes them come to life.
Source: BMW Group