In its debut year in the USA, the BMW S1000RR superbike has earned three superlative awards from the American media. Robb Report named the S1000RR as the best sportbike in its annual "Best of the Best" issue in June. In July, Cycle World followed by awarding the RR "Best Superbike for 2010"; and in the September issue of Motorcyclist, editors chose the RR for its coveted "Motorcycle of the Year" Award.
"It is a tremendous honour to receive this type of recognition from these well-respected publications," commented Pieter de Waal, Vice President, BMW Motorrad USA. "The positive response we've had from the motorcycling community reaffirms our commitment to continually raise the bar for performance and value in this competitive market segment."
According to editors of the Robb Report, "the BMW S1000RR is perhaps the greatest motorcycle-branding success story of the last 10 years. From the moment that the S1000RR made the leap from the drafting board to the showroom floor, the sportbike transformed existing perceptions of the Bavarian brand, winning over a new generation of enthusiasts."
Cycle World editors offered similar praise after test riding the bike at Spain's Aragon racetrack, commenting: "On the road in our own little fiesta of speed, we found it almost as refined and comfortable as the established superbike players. And just to rub it in, the base-model BMW is actually a bit cheaper than some of its Japanese equivalents…As both an introductory effort and a portent of that it's likely unleashed in the marketplace, the BMW's the most beautiful thing to blow out of Bavaria since Beethoven."
In its annual "Motorcycle of the Year" issue, editors of Motorcyclist wrote, "To call it a good first effort doesn't begin to do it justice. It flat out raises the bar. Yet it does so in a way that is inimitably, undeniably BMW."
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