35+ Years of BMW Motorrad in West Michigan: The Story of Our Dealership

Since 1990, BMW Motorcycles of Grand Rapids has been West Michigan’s authorized BMW Motorrad dealer — 35+ years of sales, service, and parts support for BMW riders across the state. BMW has been the backbone of this dealership from day one, but it’s not the only brand we’ve stood behind.

Over the decades, we’ve also carried Bimota, Motus, and UBCO alongside our BMW lineup — brands that, like BMW, reward riders who care about engineering and doing things right. Today, alongside our full BMW Motorrad range, we’re also proud to carry Royal Enfield, giving West Michigan riders access to two very different, equally respected corners of the motorcycle world under one roof.

How It Started

In 1990, Blane and John opened the doors as an authorized BMW Motorrad dealership in Grand Rapids, Michigan — from a long skinny building with a showroom that held two bikes and one clothing rack, to the current 5,000+ sq ft showroom we have now. What started as a small shop and family venture has grown into the family-run dealership West Michigan riders now think of first when they think BMW.

The growth didn’t happen overnight. The dealership opened in December 1990 with three people, 1,800 square feet, and — as they put it at the time — “a prayer.” That first full year, they sold 21 new BMWs and considered simply surviving a win. By 1997, they’d taken over the entire 5,200-square-foot building, grown to 8 employees, and were selling 55 new BMWs a year. In April 2000, they moved into a larger store — 5,000 square feet of showroom, 11,700 square feet total — and sales kept pace with the extra space: 160 new BMWs sold that year with a 14-person team, climbing toward 170+ the year after with 15 employees on staff.

Along the way, we’ve also carried other brands worth believing in. We carried Motus from fall 2016 to late 2018, and UBCO from mid-2023 to mid-2024.

What 35+ Years of BMW Motorrad Experience Means for Riders

• Factory-trained technicians who’ve worked on BMW Motorrad platforms for decades — from vintage airheads to the modern GS lineup.
• Deep parts knowledge, built from stocking and sourcing for BMW’s model history longer than almost any other dealer in the state.
• A sales team that knows the full range, from BMW’s touring and adventure bikes to Royal Enfield’s classically styled lineup — able to talk through real differences instead of steering riders toward whatever’s easiest to move off the floor.
• A track record of backing brands that reward attention to engineering — BMW, Bimota, Motus, and UBCO have all had a place in this showroom at one point or another, and Royal Enfield carries that same spirit today.

A Dealership West Michigan Riders Return To

BMW Motorcycles of Grand Rapids holds a 4.6-star rating across more than 200 Google reviews — a track record built one delivery and one service visit at a time. Customers consistently point to two things: a no-pressure sales approach, and a service team that treats their bikes like they’d treat their own.

“Great dealership. Very knowledgeable staff. Brandon knows it all.” — John H.

“True enthusiasts that actually ride the motorcycles they sell.” — Grant D.

“I ordered an oil change kit from them online (best price by the way). It only took 2 days!!!! Great customer service!!! I will buy from them all the time and I have a BMW dealer 20 miles away but their web page is not friendly to use.” — Chad F.

Riders don’t just come from Grand Rapids. Because the dealership is the only authorized BMW Motorrad point for the western half of the state, customers regularly travel in from Kalamazoo, Holland, Lansing, and beyond — for sales, for parts, and especially for service they know they can trust on a bike they can’t afford to get wrong.

Still Here, Still Backing the Brands We Believe In

While Blane has retired from daily dealership life, his daughter, Andrea, still runs the place. They own it as a family and make big decisions together.

Three and a half decades later, the mission hasn’t changed: sell and service BMW Motorrad motorcycles better than anyone else in the state, and treat every rider who walks in the door like they’re going to be a customer for the next thirty years too.

Ready to see what 35+ years of BMW Motorrad expertise — and our full Royal Enfield lineup — can do for your next ride?