Business – Motorcycle manufacturers are betting on markets outside Europe –

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Motorcycle manufacturers are banking on markets outside Europe

Business - Motorcycle manufacturers focus on markets outside Europe -

While Europe sinks into the crisis (the European motorized two-wheeler market has fallen by -51% since 2008), the manufacturers gathered within the ACEM are turning to more promising markets in the so-called "emerging countries" ".

While Europe is sinking into crisis (has fallen by -51% since 2008), the manufacturers gathered within the ACEM are turning to more promising markets in the so-called "emerging" countries.

"Brazil, China, India, Indonesia, Malaysia, the Philippines, Taiwan, Thailand and Vietnam are among the most promising markets for ACEM manufacturers," notes the European Association of manufacturers of motorcycles and scooters, which brings together more than 30 brands (European or with headquarters in Europe).

Europe is over ?

Even the markets "historically favorable for motorcycles and scooters in southern Europe (Italy, France, Spain and Greece) are severely affected by the", recalled the ACEM yesterday during its 10th annual conference at its headquarters in Brussels, clearly identifying the rest of the world as the major axis of its development. 

"The main source of growth for the sector (of motorized two-wheelers, Editor’s note) is found on the extra-European markets, which represent 95% of global sales of motorized two-wheelers", estimate the manufacturers (see below). below the "real world map of motorized two-wheelers")…

While the United States represents a third of European exports of motorized two-wheelers (29.7% ahead of Switzerland 11.7%, Japan 9.3%, Australia 8.2% and Canada 3.9 %), ACEM manufacturers wish to focus their priority on Brazil and Vietnam, which currently represent only 3% and 2.5% of their exports respectively.

Unfair competition

To this end, the association has come out for a readjustment of the rules of world trade, so that manufacturers are not penalized by customs barriers in their development strategy outside Europe..

For example, while the European Union taxes its imports on average "between 2.5 and 4.5%", so-called "emerging" countries blithely apply rates of up to 20% (Brazil), 30 % (Indonesia, Malaysia), 35% (Argentina), 60% (Thailand), 75% (Vietnam) or even outright 100% (India) !

However, this serious imbalance not only favors investment in non-European markets, but also the "relocation of production and employment outside Europe", underlines ACEM..

"European companies face all kinds of obstacles in foreign markets, where governments apply rules that hinder competition", deplore manufacturers who ask the European Union to "strive to eliminate these regulatory obstacles ". "A global regulatory framework would increase the competitiveness of the European motorcycle sector", believes ACEM, thanks in particular to "the reduction of costs and the improvement of economies of scale".

The "real" map of the world of motorized two-wheelers…

This "world map" shows in a particularly eloquent way the countries and continents according to the size of their motorcycle and scooter markets…

The manufacturers, who fully intend to take their share of this "emerging pie", therefore urge the European Union to help them by fighting for a harmonization of the world market. Because, as Stephan Schaller, president of ACEM and BMW Motorrad, sums it up: "industrial policy must be based on intelligent and harmonized regulation, promoting market access through fair competition. In this spirit, l ‘ACEM will continue to work closely with the EU institutions ". A good hearer…

Eric MICHEL

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