The new R 18 is the first salvo in BMW?s Heritage cruiser family, which is likely to include a bagger and perhaps even a touring bike in the future. Seen here in First Edition garb that includes lots of chrome, paint and functional options, it?s BMW?s second attempt to gain some traction in America?s large cruiser market, following the R1200C of 1998-2004.

Some motorcycle manufacturers have a difficult time accepting that Harley-Davidson?s 55-60% share of the cruiser motorcycle market in the U.S. is as much a result of cultural preference as it is affection for traditionally styled bikes. Americans love their cruisers and baggers, but these days mostly want them Made in the USA. Despite an exceptionally good run, the Japanese have pretty much thrown in the towel ? with a couple exceptions there hasn?t been a new Japanese cruiser or bagger in a decade. As long as they?re selling lots of ADV, sport and sport-touring bikes, Germany and Italy haven?t paid much attention to our cruiser market, either. But every so often someone on the continent decides that they need a bigger chunk of the American motorcycle market, and out pops a Euro cruiser that either misses the styling dartboard completely or has an unacceptable engine layout. Or both.
With 788 pounds and a 68.1-inch wheelbase to throw around, the R 18?s minimal cornering clearance isn?t really an issue. Just don?t go there.

BMW?s first attempt was with the R1200C, unveiled to gasps for the 1998 model year. Limited...