Business – Marcel Driessen: something new at BMW Motorrad! – Modernize the BMW brand image

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Marcel Driessen: something new at BMW Motorrad !

Business - Marcel Driessen: something new at BMW Motorrad! - Modernize the BMW brand image

Meeting with Marcel Driessen, new CEO of BMW Motorrad France since his departure from Piaggio: a motivated young leader whose objective is to modernize the image of BMW. Its ambitions, new products, the future BMW scooter, the network: MNC interview.

Modernizing the BMW brand image

It was at the beginning of spring that Marcel Driessen, former director of Piaggio France (read), took over from Jean-Michel Cavret at the helm of BMW Motorrad France. In order to get to know him better and discover his objectives within his new brand, BMW Motorrad France has invited us to a ride with him in the Rodez region….

"Marcel will help us to modernize the image of the brand", declares Eric de Riedmatten from the outset, director of the communication department of the BMW Group France. Hair graying but long and abundant, lively and piercing eyes, cool attitude but full of diplomas and experience, Marcel Driessen fits perfectly to the objective that BMW has been aiming for several years now: to rejuvenate its image … and its customers !

However, it is not for lack of having already tried! In 2006 in particular, the Munich firm launched the F800 S and ST … but without succeeding in boosting its sales of medium-displacement vehicles in France. The following year, BMW did it again with its series of three G650X … but these models quickly left the French catalog (read our and).

Last year, the German manufacturer really marks the spirits – of Site readers in any case – with the roadster version of its 798 cc in-line twin: an F800R placed at the floor price of € 7,990 !

History to drive the point further, the Bavarians offer their new model for "youngsters" the services of the incredible stunter Chris Pfeiffer (read our). So that at the end of 2009, after barely more than seven months on the market, the F800R satisfied the CEO of BMW Motorrad France – Jean-Michel Cavret, at the time -: the German roadster exceeded the expected 500 by 160 registrations..

"Despite this, we still have to work to boost the image of BMW Motorrad", however believes Marcel Driessen:"at Behème, while the car benefits from a dynamic, sporty, young and flashy image, that of the motorcycle remains more old-fashioned, a little too "grandpa in RT with mom behind". We will have to change things: BMW is a legendary brand that must not fall asleep !"

To open his network to a younger (and less wealthy) clientele, Marcel Driessen is counting on the F800R, but also on the S1000RR, also well placed in terms of price compared to the current competition. However, French bikers still think of BMW when buying a motorcycle: "not sure", concedes the new big boss of BMW Motorrad France.

BMW network dealers would nevertheless "surprised to see owners of Gex 1000, with leather perhaps a little cheap (who therefore run after their budget)"cross the threshold of their often gleaming store and ask for information on the motorcycle that is taking everything at the start of the 2010 French Superbike season," continues Marcel.

The BMW network will therefore have to learn to receive – and satisfy – this new clientele. Some dealers will even have to admit that their range is no longer limited to only "buns" – which sell like them – R1200 GS and RT !

"The GS and RT are easy to sell, customers come to buy them themselves! Why would dealers bother working on the other models in the lineup? Because we will invite them to do so: through our sales policy, training, sales monitoring, setting objectives by category, etc..", explains Marcel Driessen.

In addition, BMW dealers will owe more "integrate the notion of passion, pleasure, without which we cannot join, in my opinion, the world of bikers", insists their new big boss, aware of the image still a little"cold and technical"from the Munich firm.

Qualified for "very good"by Marcel Driessen, the BMW network represents today"around 8000 sales per year (7462 last year and 8020 in 2008, Editor’s note), or an average of 100 sales per dealership. The BMW brand saves money, but in a declining market it is necessary to open up with a wide range".

Will the German brand exceed its latest records in 2010 and in the years to come? You will find out by consulting the !

In the meantime, Site spoke very directly with the new general manager: his choice to move to BMW, the novelties to come, his methods to rejuvenate "Behème", his favorite model: everything is in our interview next page !

Interview by Matthieu BRETILLE

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