I don't care who has the largest range / sells the most bikes etc - but KTM probably out sell BMW as they manufacture more bikes and I doubt they are storing them all up somewhere - admittedly most of them are competition machines.
BMW have a large range of road bikes, in fact a fairly large range of adventure bikes, and they suit some folk (as do pipes and slippers)
My KTM suits me, if I had designed it would have had a few tweaks, but as it goes I cannot see another bike I would rather have, just the odd feature I wish mine did have.
What is great for everyone is the huge choice now, pretty much an Adv bike for everyones budget and taste.
I think KTM are transitioning from niche market to mainstream and aiming for the "high end" alongside BMW and Ducati rather than competing with the Jap players, Triumph I think are trying to sit somewhere between the Japs and the rest of the Europeans and from what I can see probably doing just that and stealing sales from BMW and the Japs.
I think the next 1190 needs cruise control and the base model should lose the spoked wheels, I would also chuck a low level exhaust on it so the panniers would not have to stick out so far / be so small, or at least tuck it in like on my V-Strom 650 which has a high exhaust that barely sticks out at all unlike the KTM one which is about the size of a beer barrel and stuck right out into the road.