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BMW racers work on image problem
Local BMW motorcycle dealership is sponsoring international racers Nate Kern and Richard Cooper in this weekend's race near Danville
Date published: 6/21/2008
BY MEGAN WILLIAMS
Richard Cooper and Nate Kern stopped by Morton's BMW Motorcycles on Wednesday to meet, greet and spread the word.
Cooper, from England, and Kern, from Atlanta, are the only two professionals in the country who race competitively on BMW motorcycles, says Kern. He believes BMWs have an image problem.
"If your career is only so long, no one wants to waste time on BMWs because statistically it's underweight and it's under-powered," Kern said. "They don't think they can go fast on it. To me, it's the textbook definition of not judging a book by its cover."
Kern and Cooper are sponsored by BMW. They stopped in Fredericksburg for a few days to have their bikes checked out and to speak with fans. Next stop was Virginia International Raceway, near Danville, for the fourth race of the nine-part national championship tour. The event is today and tomorrow.
Morton's has been sponsoring Kern for two seasons and Cooper since March of this year.
"I've been to a lot of dealerships around the country other BMW [dealerships] just want a piece of the pie and exposure," Kern said. "Jeff and Hannah Massey just get it: They understand the market and relationships. They're at the top in my book."
Morton's, in conjunction with BMW, pays for bike maintenance, hotel costs and any other race expenses when Kern and Cooper compete in Summit Point, W.Va., and VIR, the two nearest tracks. It also sponsored them in Daytona, Fla., earlier this year.
"We wanted to create some excitement for our customers in the area," said Jeff Massey, who has owned Morton's, located near Four-Mile Fork in Spotsylvania County, since 1979. "We also wanted to bring some recognition to the BMW brand--to show that it really is a sporty, fun bike. Not everyone knows that BMW is making competitive motorcycles."
Both racers are doing well in this year's championship. Kern had four wins at the beginning of May at Summit Point and Cooper finished fifth in the Daytona 200 at the beginning of March.
Even though they race against each other, Kern and Cooper try to help each other out.
Date published: 6/21/2008
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