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The GS brand isn't big in America, and that baffles BMW. The R1200GS is one of the most iconic bikes in the world, with massive followings in bike-mad countries like Italy and South Africa. But America, which prides itself as adventurous, rugged and individualist, strangely remains an elusive market. After the windfall of sales from Wes's favorite show, The Long Way Around and its sequel The Long Way Down, BMW has quickly realized the value of alternative approaches to marketing. They're ditching traditional advertising and getting personal.

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Excursion: BMW Adventure Rider Challenge
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