Market reports – Alexandre Kowalski: a craze has been created around the Xmax – Used YAMAHA

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Alexandre Kowalski: a craze has been created around the Xmax

Market reports - Alexandre Kowalski: a craze has been created around the Xmax - Used YAMAHA

With 44,363 registrations, Yamaha posted a decrease of 10.3% on the French motorcycle market. Alexandre Kowalski, communications director, establishes for Site the 2007 assessment of the Japanese brand and reveals its objectives for 2008.

Site: What do you think of the general evolution of the two-wheeler market in 2007? ?
Alexandre Kowalski, communications and events director of Yamaha Motor France: 2007 is once again a record year for the two-wheeler market. We had crossed the 200,000 units sold mark in 2006, this year we have reached 239,000 (exactly 238,959) registrations! This constitutes the absolute record for registrations and an increase in the overall market of + 4.19% compared to 2006. And this despite external factors (strikes, oil, low cost …). The market is doing well. The major development relates to the 125cc scooter, which progressed by + 11.6%, followed by large displacement with + 3.52% and a slight slowdown for 125cc motorcycles. These figures reflect the good health of motorcycles in France and the aspirations of our customers to favor two-wheelers. Practical and economical, it is synonymous with freedom and accessible while meeting the citizen aspirations of our users with Euro 3 standards respected, and increasingly reduced noise.

M.-N.C. : What is your assessment of your year in 125 and large cubes? ?
A. K .: Progress of the 125cc range: Yamaha has an extensive and complete scooter range. The Cygnus and Majesty 125 are sure values, but the great success is attributed to the Xmax 125, our flagship model, best seller of all engine sizes combined. This won a 30% increase in its market share in the 125cc segment. Recall that the Xmax made a sensational entry on the market in 2006: its design close to the Tmax, its performance and functionality immediately propelled it to the forefront..

Large displacement: as regards the more than 125cc, the year 2007 reflects a growth of 5% compared to 2006, confirming that the two-wheeler is also doing well in large displacement. Note that this development slightly exceeds that of the market which amounts to 3.52% for the more than 125 cc and 4.19% for the whole. Yamaha has consolidated its position with the Fazer 600, which is very well placed in the 600 roadster category, and stands out as the mainstay of "over 125" sales despite significant competition in this product segment..

In terms of maxi scooters, we also note a significant progression of the market, it is a real fact of society. We are witnessing the development of "commuting", a remarkable solution to the congestion of our large urban centers. The Tmax confirms its advantage and continues to grow by 5% compared to 2006. This strengthens its position with a lighter, more refined profile and increased performance. The luxurious Majesty 400 is clearly positioned as a GT alternative: large trunk, comfort seat, elegance…

M.-N.C. : Are you fully satisfied with the results of your best sales: Xmax 125, YBR 125, FZ6 and Tmax (read) ?
A. K .: In the top 50 sales at the end of December 2007, the Xmax was ranked n ° 1 in registrations, followed by the FZ6 4th with nearly 5,600 registrations, and in 9th place the Tmax with 4,000 registrations, or three Yamaha products in the top 10 registrations !

M.-N.C. : What are the models whose sales have disappointed you and what was the cause ?
A. K .: Like last year, we are experiencing a steady decline in the all-terrain segment, and therefore the WRFs. They are confronted with the requirements of Euro standards for which we have further adapted the technology of the models. This explains the increase in the purchase price. This is why we are offering a new WRF for January 2008, the WRF-R, which represents an attractive alternative to recreational off-roading. Note also that on the same basis, a supermoto version will also be offered.

M.-N.C. : According to you, your new products 2007 (YBR 250, FZ6 S2 and R1, read) have they "fulfilled their contract" for their first year ?
A. K .: As we said, the Fazer 600 remains one of the best sellers of all brands: 4th in the top 50. It has gained in comfort and aesthetics, but especially note that it is the first 600cc motorcycle with ABS. The YZF-R1 has been very well received although it is true that the Supersport market is suffering a slight erosion. The YBR 250 meets our targets. The volumes expected on the 250cc motorcycle category are in line with this market which is intended to be very specific..

M.-N.C. : What was the good surprise 2007 ?
A. K .: The market growth remains the highlight with + 4.19%, a record year! As far as we are concerned, the first place of the Xmax 125 in the top 50 sales brings us satisfaction once again. A craze has been created around this scooter and it ranks from its launch at the head of sales. And then, of course, the Tmax which continues to progress: the eagerly awaited new model arrived in dealerships at the start of the year and the ABS version arrives in March 2008.

M.-N.C. : What was the worst ?
A. K .: As seen previously, the off-road segment remains delicate in 2007. The significant evolution of our products in favor of noise reduction and the environment leads to an increase in product prices. In addition, it remains difficult to practice off-road as freely as before. This is why users must continue to take responsibility by being more respectful of the environment and of the space to be shared. We strive to communicate through our network and our customers on the essential issue of individual behavior and respect for others (noise, access to authorized areas, etc.).

M.-N.C. : What was the highlight of 2007 in the world of two-wheelers? ?
A. K .: Apart from the market growth cited among the good surprises of 2007, the consolidation of the place of the scooter in the two-wheeler landscape in France and the strong propensity of scooter users. And then we had some great victories at Yamaha Motor France in 2007: victory for the R1 at the Bol d’Or with the GMT 94 team, a 6th victory for Arnaud Demester at Le Touquet, a 3rd world champion title for Yves Demaria in Moto cross, French enduro champion with Marc Germain, French Quad cross champion with Romain Couprie … On this subject Jean-Claude Olivier, during the press conference in November 2007, reaffirmed the position of Yamaha in the race. We therefore hope that the efforts will be as beneficial, if not more !

M.-N.C. : How were your 2008 new products (R6, Tenere, YBR 125 Custom, YZF-R125 and Tmax, read) received by your network and by all bikers ?
A. K .: First of all, remember that since 2000, the range has been cut by around 15 models. 2007 was the year in which the Euro 3 standard was launched and very significant industrial investments were made to make the two-wheeler even cleaner and always less polluting. Since 2007 and Euro 3 standards, we have justified a reduction in the CO rate from 13 g to 2 g, ie 6 times less than in 2000. The 2008 range complies with these new standards.

Yamaha offers new products for 2008 which have been very well received by the network and which we hope will also be received by our customers. The Mondial du 2 Roues was a very good showcase to gauge market perception. This turned out to be very positive.

Long awaited by the market, the new R6 adopts the variable intake ducts of the R1 (offering more torque at low and mid-range and more power at high speed). It gains in torque, pure performance, agility: it is a real "compe-client" motorcycle..

La Tenere is a return to adventure, escape and the great outdoors. It represents the history of Yamaha through its African journey. We have been sensitized by the market to offer this type of machine again: 22-liter tank, long-travel suspensions, aluminum swingarm, protective shoe, a long-distance travel philosophy….

Inspired by American customs, the YBR 125 Custom consolidates our 125 motorcycle range. The YZF-R125 will benefit from the latest sports technologies, supersport look, mini R6, very good quality of finish, innovative colors and design, performance at the rendezvous. you.

And finally the long-awaited Tmax: as we have seen previously, it benefits from a complete overhaul with a new aluminum chassis and a 15-inch front wheel to gain more stability..

M.-N.C. : In 2008, what will be your objectives in terms of sales but also of network, image and communication? ?
A. K .: We will do our best to support market developments with our 2008 new products while emphasizing the quality of contact and proximity between our customers and our dealers. Last year, we discussed the implementation through YTC (Yamaha Training Center) training courses aimed at favoring the reception of our customers in our dealerships. In fact, we are aware that, despite the importance of the product offer and the "price" parameter in a customer’s decision-making, it is essential to take care of the reception and listening. Thus, we build loyalty and show that the brand is, at all times, at their service to satisfy them. After a year, the level improved. Managers have become aware of the importance of welcoming customers in the dealership, it is a real sales school.

We will also continue our efforts to develop the concessions, so as to always maintain the spirit of the brand, to strengthen the reception of our customers and thus to meet their expectations..

We will also strive to stick as closely as possible to the reality of the market in terms of price / product and always offer the right product at the right time and at the right price..

M.-N.C. : Has the Internet share of your business increased in 2007: official website, dealer websites, impact on sales of new and used vehicles, visibility, advertising ?
A. K .: We are aware of the perpetual development of the internet medium. We use the opportunity to present our products and services as well as our news. The number of visitors to our website rose to 5,300,000 visitors for 2007 compared to 4,800,000 in 2006 (news pages included), and 44,400 pages viewed compared to 42,800. In addition to the regular communication of news on the site, we launched a communication campaign for the Giggle in september 2007 which enabled us to measure the impact of this medium which we wish to favor in the future. In recent years, we have successfully set up a service allowing our dealers to present their used vehicles. We will continue our efforts by offering even more interactivity for our customers: daily updates, online games, report, videos…

M.-N.C. : What will be your major events in 2008: events, competitions, partnerships?
A. K .: We presented a very extensive competition program at the press conference in November 2007 and are leaving for a number of challenges..

The Yamaha Off Road will take place on April 26 and 27, 2008 in Châteauroux: this 100% Yamaha event has become an unmissable event for owners of Yamaha off-road motorcycles or quads. Yamaha Motor France continues its partnerships with the FFM through the various championships but also with the driving schools of Philippe Monneret and Dominique Sarron.

On the other hand, Yamaha continues to be involved in competition by supporting the GMT 94 team during the two major French endurance events (24 Hours of Le Mans and Bol d’Or).

Off-road, Yamaha Motor France will be present at the Enduropale du Touquet on February 2 and 3, 2008 where Arnaud Demeester will try to win his 7th victory with Yamaha and at the same time the record of victories of the event. Marc Germain, Yamaha Motor France rider, will take part in the French and World Enduro Championship as well as the Grandes Classiques. David Fretigne, meanwhile, will take part in the French Enduro Championship and classics…

M.-N.C. : Jean-Claude Olivier has been working for Yamaha France for more than 40 years: will he ever stop ?
A. K .: Jean-Claude Olivier is at the origin of the Yamaha brand in France. He remains to this day a "boss in the race" of his company.

M.-N.C. : In conclusion, which maxim would best illustrate your 2007 balance sheet ?
A. K .: Yamaha set off again in 2008 as a challenger. Each month constitutes a competition, the championship ending at the end of the year. We experienced it again in 2007. The position of leader is to be reconquered each new year … We are setting out again as a challenger with a leadership spirit.

Interview by Matthieu BRETILLE

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