Business – Benelli tries a winning comeback in 2010 – Occasions BENELLI KEEWAY

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Benelli tries a winning comeback in 2010

Business - Benelli tries a winning comeback in 2010 - Occasions BENELLI KEEWAY

Despite the funds injected by Qianjiang during its takeover in 2005, Benelli is struggling to regain its former glory. The French network is trying to reverse the trend by granting substantial discounts and organizing trials of the range on the track.

With less than 100 registrations in France last year, Benelli’s 35 French points of sale hardly used up their order books … A bitter observation for this great name in Italian two-wheelers founded in 1911. Benelli has in fact employed up to 1000 employees and has forged a good reputation not only in competition, but also with its small displacement and six-cylinder "Sei", before declining successively at the beginning of the 40s, 70s, 90s and 2000 (!) And to be bought by the Qianjiang group.

Thanks to Chinese capital, the Benelli range has regained a certain consistency, in particular with the release of the affordable TNT and Tre-K 899. And future projects are not lacking, like the 756 Due, this salivating twin-cylinder announced below the 8,000 euros mark, the arrival of which has already been postponed many times, but which should be marketed "during 2010"(read our).

In the meantime, despite the original design of the aging Tornado, the explosives TNT or the Tre-K trail, the cheerful health of the three-cylinder inline rital – a choice of engine architecture that Benelli only shares with Triumph – and the use of quality cycle parts (tubular trellis frames made of steel and aluminum alloy, Brembo brakes, inverted fork moss, etc.), Benelli’s sales hardly take off…

Penalized by its brand image to be rebuilt – in the past, many reliability concerns have tarnished the reputation of the Italians – a finish not always up to the task and above all a Japanese and European competition which now perfectly masters its ranges, Benelli however keeps stand tall and believe in the future.

"Although registrations are down this year, due to a low stock in stores and a late launch of new products (Cafe Racer 899 and Tre-K 899), customer loyalty work and feedback on the quality of motorcycles is very encouraging", recently confided Julien Garcia, marketing and network development manager at Keeway France Benelli (read).

The French subsidiary is therefore continuing its efforts and initially lowering the price of TNT 1130 Sport Evo (12,990 euros instead of 14,800) and of Cafe Racer 1130 (13,490 euros instead of 14,490): two distinguished interpretations and sports built around the three-legged 1131 cc !

In addition, Benelli France is organizing a day "Discovery and testing of the range" on the circuit of Bresse on Monday May 10: a relevant initiative that the French subsidiary will undoubtedly have to renew as often as possible in order to overcome the a priori and show that the original spirit of the brand still floats on these alluring Italians !

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