Motorcycling is full of stereotypes. Leather, beards, questionable hygiene. On top of that, BMW has its own hurdle - an old website that did little more than function as an online brochure. MNHI built a community-based site for BMW's prime audience, real riders. Without losing any of the grit and gravel, appropriate technologies were implemented to offer visitors bulletin boards, ride recommendations, in-depth model specifications, and extensive historical documentation on the company.