Market reports – A dream summer for Yamaha –

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A dream summer for Yamaha

Market reports - A dream summer for Yamaha -

Despite – or thanks? – With the soaring price of gasoline, the French motorcycle market experienced satisfactory months of July and August 2005, especially for Yamaha, which is regaining its number one status in France. Balance sheet.

The motorcycle market remained strong during the two summer months and the surge in fuel prices did not discourage buyers of motorized two-wheelers..

On the contrary, we can even speak of a clear increase in sales of 125 (+ 14%), much more economical than a car in an urban environment. A shock argument (petroleum!) When the liter of unleaded approaches 1.5 euros…

Large-displacement sales remained stable at + 0.7% while registered quads rose to their 2004 level over the first eight months.

The highlight of the summer was the return to form of Yamaha, which regained its position as leader of the French market, which had been severely contested over the past two years..

Market 125

In 125 first, Yamaha exploded the meters (+ 47% in July and + 73% in August) with a YP125 Majesty scooter which now exceeds the Piaggio X8 and especially with the new YBR 125 utility which takes 3rd place in August, in front of the Honda Varadero 125 !

This YBR probably appeals to the many users of the antique SR 125 looking for a simple, reliable and economical motorcycle. It also shows that bikers do not always give in to overbidding.

The fall is hard for Piaggio and especially for Honda: its scooters are still struggling to seduce the French public (unlike the Italians) but its small 125 motorcycles are now also overtaken by the Yamaha. Only the CBR 125 remains without competition … But it is precisely the only passionate motorcycle of the world n ° 1 !

The communication strategy of the world number one, oriented primarily towards motorists and the general public, may have found its limits because to sell motorcycles, it is perhaps not useless to address bikers by appealing to their values. And from this point of view, Yamaha’s approach is diametrically opposed.

Behind the three main players, Suzuki continues to progress with its Burgman 125 which is now ahead of the Piaggio X9. With the exception of Korean Daelim, other Asian brands are stagnating.

Market over 125

On the large-displacement side, Yamaha has also gone on the offensive and the lower price of the Fazer 600 has paid off. The Yamaha roadster thus regains its leading position at the expense of the Kawasaki Z750, which however retains the market leader at the end of August as for eight months in all categories (including 125)..

But Suzuki is resisting with its indestructible Bandit 650 and SV 650.

These four models dominate the French market far ahead of the Honda Hornets and CBFs. Here again, the Honda mid-capacity roadsters no longer seem to appeal to the French biker. Likewise, despite their sporting successes, the CBR 600 and 1000 are far from the two sports cars that make the public dream, Yamaha YZF R1 and Suzuki GSXR 1000.

Kawasaki is also struggling to find its place in this very passionate segment: the OJ effect is slow to be felt and the green brand, carried by the Z750, awaits the release of the promising ER-6.

Behind, the European and American brands continue their progression and confirm the good health of the high-end motorcycle. BMW reaches record sales with the new 1200RT and 1200GS while Ducati is finally making progress after a lackluster start to the year. Even Aprilia and Moto Guzzi lift their heads a bit, but still remain far from their level of previous years.

Benoît LACOSTE

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