Market reports – Alain Bourdoncle: we are in a network construction phase – Used HUSQVARNA QUADRO

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Alain Bourdoncle: we are in a network construction phase

Market reports - Alain Bourdoncle: we are in a network construction phase - Used HUSQVARNA QUADRO

Husqvarna and Quadro are distributed in France by Royal Moto France, a company of the Royal Accessories Sport group. Its president, Alain Bourdoncle, establishes for Site the 2011 report of the two brands and reveals his 2012 objectives.. Interview.

Site: What do you think of the general evolution of the French motorcycle market in 2011? ?
Alain Bourdoncle, President of Royal Accessoires Sport: The market marks a decline in overall registrations, that’s for sure. In 2011, Royal Moto France again became an importer of vehicles with Quadro scooters and Husqvarna motorcycles. If we look at the detail, the Quadro segment is developing with new arguments to offer such as safety, design and stability. So many themes that are perfectly topical. Husqvarna for its part is benefiting from a new lease of life influenced by the BMW group to which the brand belongs. The market is looking for novelty, for the emotional, this is what we intend to give to our customers with our Quadro and Husqvarna products, both on the road and off-road..

MNC: How many registrations per brand have you identified in 2011 ?
A. B .: The return of vehicle distribution is still recent at RMF, only a few months old. We are in a network construction phase for both of our two brands. For our Quadro three-wheeled scooters, we are just starting the implementation with the first deliveries of 350D to customers. For Husqvarna, this is a complete overhaul of the distribution. We resumed importing the brand on July 16. The task is considerable in order to bring Husqvarna to the desired level with the BMW service and quality levels for our new dealer network. In conclusion, sales are in line with our first objectives for Husqvarna. The delay at Quadro was put to good use in order to advance on the services part. The first registrations really started in December.

MNC: What is your assessment of your year? ?
A. B .: As explained previously, our activity around the Quadro and Husqvarna brands only started from July for Husqvarna and this fall for Quadro. We cannot therefore take stock of the year. On the other hand for Husqvarna, after five months of decline, a trend is clearly emerging and it is more than encouraging for next year! The new commercial policy and the new products presented, first of all the Nuda, reassure and give the brand a certain appeal..

For Quadro, the first indicators are good and allow us to think that our arrival in the segment of three-wheeled scooters will revitalize sales and enthusiasm for this type of vehicle. But Royal Moto France also sells accessories and equipment for off-road and road use. The vehicles came perfectly to complement our primary activity.

MNC: What is your best seller and are you fully satisfied with its results? ?
A. B .: The enduro range is the most dynamic for us. The best seller is the 125 WR, followed by the 250 and 310 TE. The multiple victories in the enduro world championship have finally convinced users of the brand’s know-how in this area. The 250 and 310 TE are highly acclaimed in the market by users who are looking for a lot of convenience and versatility..

MNC: Which models have you been disappointed with in sales and why ?
A. B .: Overall we held targets that were measured with achievable stocks. We had no particular disappointment, we have high expectations for the next 2-stroke range. The current one is coming to the end of its life, it must be reworked.

MNC: Immates are not everything: how would you qualify your balance sheet? ?
A. B .: The group, and more specifically the Royal Moto France division, has initiated a structural transformation since 2010. It is based on a mixed activity with on the one hand the distribution of equipment for the practice of the motorcycle (scooter, road and TT) and on the other the importation of vehicles. With the arrival of new equipment brands, our portfolio allows us to have a complete offer for our customers and to benefit from dynamism in this market. The arrival of Quadro and Husqvarna will allow us to boost our business and achieve double-digit growth shortly. For us, this is a clear strategy for the long-term redeployment of the division.

MNC: In your opinion, have your new products for 2011 passed their first year? ?
A. B .: Off road, the 449s were sold very quickly. Stocks have been fair, so we’re happy again.

MNC: What was the pleasant surprise 2011 ?
A. B .: On the Husqvarna side, the good surprise is undoubtedly the four titles won in enduro and the return to the road segment. La Nuda was warmly received. The engine of the F 800 R has been incredibly redesigned, it’s formidable efficiency! These changes are in line with the new path taken by the brand. Today we are satisfied to be an integral part of this adventure and to participate in it in France..

For Quadro, bringing the first 350Ds off the production line with its innovative HTS system was essential for us this year. Their arrival was scheduled, we expected them, but after two years of preparation and work both in Italy and at Royal Moto France, seeing them arrive was important for us and our partners. It is a new turn which is taken. The three-wheeler market will take on another dimension under the impetus of this innovation that is the HTS system. Innovation has always been a driving force in the development of a market. We are sure that the three-wheeler will do the same and emancipate itself.

MNC: What was the worst ?
A. B .: The departure of Meo from the Husqvarna team. There is a new challenge for the brand … It’s up to us to take it up with the new team !

MNC: According to you, what was the highlight of 2011 in the world of two-wheelers? ?
A. B .: In Europe, a change in the market is underway. Sportiness as we have known it is no longer necessarily required today. Mobility, leisure, experience and privilege no longer correspond to the state of the market today. The Milan Motor Show this year with the new BMW, Yamaha and Honda scooters clearly shows that two-wheelers are evolving structurally. In this new landscape we will have our place with Quadro for urban mobility and Husqvarna for leisure (Nuda, Moab, E-go).

MNC: The Motorcycle Show was back in Paris this year: what is your assessment and what improvements would you make to the 2013 edition ?
A. B .: Alongside BMW Motorrad, Husqvarna benefited from very good attendance at its stand. Off road testing could be interesting next time.

MNC: How were your 2012 novelties (Nuda 900 and Quadro 350D in particular) received by your network and by all bikers ?
A. B .: La Nuda was presented for the first time in France and the reception was very good. For our 350D, the public seems eager to try it, this was confirmed at the show.

MNC: In 2012, what will be your objectives ?
A. B .: For 2012, we have a target of 100 Husqvarna dealers next summer. The marketing of the Nuda and the launch of the Strada should fill our schedule quite well until the arrival of the 2013 vintages in TT, where we also hope for good surprises. Husqvarna’s new image will be its better communication, its network also with maximum support and relay. Husqvarna proposes to offer a new motorcycle experience, the leitmotif is resolutely "fun-bike"! This is what we are going to offer our customers and they will have the opportunity to notice it several times in 2012..

With Quadro, the dynamic is focused on mobility and transport. The urban experience will be the driving force behind the brand’s development in urban centers, but not only. The economic situation will make daily travel by car more difficult. The avenues explored by Smart and more recently Bollore, Renault or PSA will lead to changes in transport habits: Quadro will have all its legitimacy in this change in habits and even more so in a few months with our 4D four-wheeler.

MNC: What will be your major events in 2012 ?
A. B .: The scooter show at the beginning of the year will be important for Royal Moto France, we should be there with Quadro and the 125cc Husqvarna motorcycles. We will also be present at the French enduro championship and at major French TT events: off road remains and remains the DNA of Husqvarna, so we will be there! For the Nuda, it should also be present on the program led by BMW France, the Track Experience, a device that will allow testing on the circuit of Nuda in addition to the BMW range..

MNC: In conclusion, which maxim would best illustrate your 2011 balance sheet? ?
A. B .: "Relentlessly following a goal: this is the secret of success".

Interview by Matthieu BRETILLE

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