Market reports – Alexandre Kowalski: For the first time, the Tmax ranks in the French top 5 – Used YAMAHA

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Alexandre Kowalski: For the first time, Tmax ranks in the French top 5

Market reports - Alexandre Kowalski: For the first time, the Tmax ranks in the French top 5 - Used YAMAHA

With 46,699 registrations, Yamaha posted an increase of 5.3% on the French motorcycle market. Alexandre Kowalski, Sales Director of Yamaha Motor France, establishes his 2008 report for Site and reveals his objectives for 2009.

Site: How do you feel about the general evolution of the two-wheeler market in 2008? ?
Alexandre Kowalski, Sales Director of Yamaha Motor France: The year 2008 is divided into two parts, in fact, during the first ten months of the year, the Motorcycle market showed growth between + 3% and 4%, which suggested that we were heading towards a record year. , following 2007 when the market reached a figure of 240,000 units. This growth was abruptly slowed down in the last two months of the year, which showed a decline, causing the loss of the increase obtained in the first ten months, due to the global financial and economic crisis. However, the 2008 results are generally satisfactory, the market remaining fairly stable with a decrease of -0.53%.

"We were heading for a record year, following 2007 when the market reached a figure of 240,000 units"

M.-N.C. : What is your assessment of your year in 125 and large cubes? ?
A. K .: As far as Yamaha is concerned, our results are progressing in a fragile context. We were able to consolidate our strengths thanks to the Xmax 125, leader in two-wheelers in all categories, to the good behavior of the YBR 125, to the very good reception of the YZF R 125 which marks the reconquest of this segment by Yamaha, thanks to technological products with a strong design. Very good score also for the Tmax, which for the 1st year ranks in the top 5 registrations of all brands. We have maintained our strengths with always a good behavior in sales of roadsters, in particular the Fazer 600.

M.-N.C. : Are you fully satisfied with the results of your bestsellers: Xmax, YBR, TMax and FZ6 ?
A. K .: The Xmax 125 has allowed us to be at the forefront (with more than 10,000 registrations) thanks to a high-performance product which benefits from the aura generated by the Tmax. We approach 2009 with modesty, but determination. The special Black Xmax version reinforces our offer.

M.-N.C. : What are the models whose sales have disappointed you and what was the cause ?
A. K .: The off-road segment is still delicate, in fact, it is always difficult to practice off-road in complete freedom, due to environmental constraints. We continue to communicate through our network and our customers, in order to make them aware of the capital issue of individual behavior and respect for others (noise pollution, access to authorized areas, etc.).

"The off-road sector is still delicate"

M.-N.C. : In your opinion, did your new 2008 models (R6, Tenere, YBR 125 Custom, YZF-R125 and Tmax) succeed in their first year? ?
A. K .: The YZF R 125 which marks the reconquest of this segment by Yamaha, thanks to technological products with strong design. The YBR 125 cruiser arrived late in the season and 2009 should give us the real measure of customer demand for this type of model. The Tmax, which was deeply revised in 2008, continues to make strong progress, proof of the correctness of the concept. The Tenere, now a niche product, is very important in terms of image, especially at Yamaha Motor France, which has long been involved at the highest level in Rally raids.

M.-N.C. : What was the good surprise 2008 ?
A. K .: The enthusiasm for the new Vmax, a real antidepressant in the current gloom.

"Globally, the situation for Yamaha is positive thanks to emerging markets"

M.-N.C. : What was the worst ?
A. K .: A harsh winter which, without a doubt, is impacting our markets and the market slowdown at the end of the year.

M.-N.C. : What do you think was the highlight of 2008 in the world of two-wheelers? ?
A. K .: The introduction of the Vmax through the various operations that were organized for its launch, namely: presentation to the European Press in Spain, presentation at Yamaha Motor France (Press, VIP, staff) with the famous Gerard Depardieu as sponsor in June, presentation at various dealerships and motorcycle exhibition during the famous Les Voiles de Saint-Tropez event in September. Exhibition also on the occasion of the Moto Legende show at the end of November in Paris. Also in competition, the 8th world title for Valentino Rossi and the constructors title for Yamaha as well as the Team title. Also note the two titles of World Drivers’ Champion: Johnny Aubert in the Enduro E2 World Championship and David Philipaerts in the MX1 Motocross World Championship, etc..

M.-N.C. : What is the situation of Yamaha at European and global scales ?
A. K .: Yamaha’s situation is positive at Group level thanks to emerging markets. At European level, some markets have suffered more than others, while France has been able to maintain and reaffirm its leadership with a market share up 1.08% compared to 2007. In 2009, we are starting to challenge again with always the same determination and the desire to satisfy our customers.

M.-N.C. : What are the other activities of the Yamaha Group and what repercussions do they have on the "Motorcycle" activity ?
A. K .: The Yamaha Group is devoting more and more investments to research and development in order to offer the technologies of tomorrow, even if the current situation requires the Factory to apply more rigor and reflection to the centralization of priorities in order to move to better this difficult period.

"We have lost a lot of models due to Euro 0, 1, 2 and 3 standards"

M.-N.C. : How were your 2009 new products (XJ6, Diversion, R1, Midnight 950, WR125 R and X) received by your network and by all bikers ?
A. K .: In the 2000s, we lost a number of models due to the new Euro 0.1, 2 and 3 standards. This year 2009 marks a return of certain products including the XJ6 N and S, entry-level models eagerly awaited since. several years. Also on the market is the brand new R1 directly inspired by the Moto GP M1, but also the WR 125 in two versions, R (all terrain) and X (Supermotard), without forgetting our jewel which is the Vmax, a real one. Yamaha’s aesthetic and technological showcase. Our network and our clients can only rejoice in this return to business.

M.-N.C. : With the arrival of the XJ6 N and Diversion, the Fazer will undoubtedly see its number of registrations decrease in 2009, no ?
A. K .: XJ6 and FZ6 are two complementary ranges on the same very buoyant segment. Unlike 2008, the offer is now clearer and better understood: the XJ6 occupies the entry-level niche while the FZ6 still offers a more "sporty" menu.

M.-N.C. : Already at the top of your sales of "more than 125" this year, will the Tmax double in your opinion? What impact can these performances have on your brand image? ?
A. K .: The Tmax, by the accuracy of its concept attracts more and more motorcyclists towards the scooter. It is a rewarding product with a refined design and an authentically sporting spirit … not very far from our motorcycles in short.

M.-N.C. : In 2009, what will be your objectives in terms of sales but also of network, image and communication? ?
A. K .: The year 2009 promises to be a special year because of the global economic context that we will have to take into account, but our objective is above all to consolidate our fundamentals through our dealer networks who strive every day to maximize the performance of Yamaha in France, in order to seek customer satisfaction, through changes in concessions, merchandising operations, field actions and of course through our range of products which should allow us to meet the expectations and needs of our customers. clients.

M.-N.C. : Did the Internet share in your business increase in 2008 ?
A. K .: Yamaha will continue to develop its on-line communication policy in line with the trends dictated by the market and the new consumption and information habits of our customers. In 2008, the first test was to set up the sale of the Vmax through our dealer network.

"In 2009, changes in concessions, merchandising operations, field actions and our range should enable us to satisfy our customers"

M.-N.C. : What will be your major events in 2009: events, competitions, partnerships ?
A. K .: National network open doors in Spring, a policy more focused on testing products by our potential customers in concession and on the circuit … Yamaha Motor France continues its partnerships with the FFM through the various championships, but also the schools of piloting. On the other hand, Yamaha continues to be involved in endurance racing by supporting Team Yamaha France GMT 94 during the two major French events, the 24 Hours of Le Mans and the Bol d’Or. Yamaha Motor France will also support Team GMT 94 in the Superbike World Championship with David Checa and the French Championship with Sebastien Gimbert. Important support to young Loris Baz, European Stocksport 600 Champion for his participation in the Stocksport 1000 European Championship in the Team led by Adrien Morillas. Off-road, Yamaha Motor France will be present at the Enduro du Touquet on February 22, 2009 where Arnaud Demeester will try to win an 8th victory. The day before, Romain Couprie will participate in the official colors in the Quaduro and will take part in the French inter Quadcross 2009 championship. Marc Germain will also be official rider in the French and world enduro championship and will participate in some Grandes Classiques, same national program for David Wrinkled.

M.-N.C. : What do you think of the new compulsory training of 3 hours for holders of the B license who wish to taste the joys of 125 ?
A. K .: This measure which tends towards more safety should help to perpetuate the equivalence permit B / 125cc.

"We are committed to offering our customers a powerful anti-stress"

M.-N.C. : Will 2009 be the year of the crisis ?
A. K .: 2009 will be written according to our state of mind: at Yamaha we are committed to offering our customers a great means of travel, a source of pleasure, time saved and escape, in short a powerful anti-stress … We want our customers to novelties, the Vmax, our jewel, the new R1, our avant-garde, the XJ6 S / N, our versatile meet their audience !

M.-N.C. : How do you approach the Mondial du deux-Roues 2009 "New formula" ?
A. K .:The 2009 World Cup should be a great event, but it’s still too early to talk about it.

M.-N.C. : In conclusion, which maxim would best illustrate your 2008 balance sheet ?
A. K .: As you know, the year is a competition and if we finish leader on December 31, we become challenger and competitor again on January 1! This 1st place, Yamaha was able to keep it thanks to the spirit that our Brand represents in France in association with our network of dealers! In 2009, we therefore set out again to challenge with the same determination and determination as in 2008.

Interview by Matthieu BRETILLE – Photos DR

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