A lively start to 2014 for motorcycles in France

The International Automobile and Motorcycle Union Chamber (CSIAM) brought together the main players in motorized 2 and 3-wheelers to comment on the start of 2014, marked by a market recovery of + 10.1%… and by an advertising campaign !

On a motorcycle or on a scooter: go out covered !

Finally, during this new monthly press briefing, the CSIAM confirmed the launch of the operation. Supported by all the professional organizations in the sector (CSNM, CNPA, FNCRM, FFM, FFMC, CLUB 14, GEMA, FFSA), it begins in the form of a "life-size" test from May 12 to June 25.

In this first step therefore, the CSIAM plans to "test the sensitivity of the market, break in our formula, learn the lessons in September and launch the campaign (the real one, NDLR!) from November 2014 to April 2015".

If successful, this initiative will be "called upon to be renewed each year until the rate of equipment of bikers in protective clothing is significant and reaches the highest European levels".

The Chamber recalls that this operation aims to "promote the wearing of clothing equipped with certified protection among users of two-three-wheeled motorized vehicles, in order to help reduce the consequences of road accidents".

Four levels of protection packs are offered and each of them benefit from a customer benefit with immediate delivery at the cash desk (the sellers will themselves be reimbursed on request by the CSIAM):

• Level 1 (jacket and gloves): 40 € discount

• Level 2 (level 1 and boots): 80 € discount

• Level 3 (level 2 and pants): 120 € discount

• Level 4 (level 3 and airbag): 200 € discount

The exhaustive list of participating stores will not be released by CSIAM until the end of May, but Dainese – which takes part in this initiative, such as Alpinestar, Bering, Furygan, Ixon, Spidi, etc. – has already indicated that more than 80 of its dealers will play the game.

To publicize this operation, a TV spot was broadcast from April 13 to May 11, 2014: "without being guilty or judgmental, he marked the spirits", jointly welcome – and rightly so – the CSIAM and the DSCR (read)…

In addition to the television advertising campaign, the Road Safety and Traffic Delegation created and campaigned on the main motorcycle information sites.

"We have decided to strike hard and allocate 100% of our annual budget to this awareness campaign", specifies Pascal Dunikowski, in charge of" motorized two-wheelers "within the DSCR,"or 1.5 million euros".

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