Market reports – Alexandre Kowalski: thanks to the scooter, we are helping the development of commuting – Used YAMAHA

Posted on by admin

Alexandre Kowalski: thanks to the scooter, we are helping the development of commuting

Market reports - Alexandre Kowalski: thanks to the scooter, we are helping the development of commuting - Used YAMAHA

Interviewed by Moto-Net, the communications and events director of Yamaha Motor France (up 22%) analyzes the French two-wheeler market and takes stock of its 2007 strategy. With in particular the explosion of its sales of 125 !

The French number one achieved a remarkable 2006: 49,340 vehicles registered – 22% more than in 2005 -, three models in the top 5 of sales for all engine sizes combined and an Xmax which allows itself to overtake the Z750 in the ranking general !

Relying on the complementary offer of its Xmax, YBR and Majesty, the brand with three tuning forks wins hands down the 125 cc market with 23% of EBR (read our), taking full advantage of the new appeal of city dwellers for this medium. transport "accessible, practical and economical while being cleaner and cleaner".

On the big cube side, Yamaha is still more lagging (-0.4%) but Alexandre Kowalski is satisfied with the consolidation of the constructors’ 2nd place and the good results of the Fazer 600. The FZ1 and the R6 sign a good performance. market entry and the communications manager announces himself "confident about their integration over time ".

Site: What do you think of the general evolution of the two-wheeler market in 2006? ?
Alexandre Kowalski, communications and events director : 2006 is a record year in the history of two-wheelers, as we passed the 200,000 units sold mark! We ended the year at nearly 230,000 units, an increase in the overall market of 16.66% compared to 2005. The development mainly concerns the 125 cc, but the large cube market is not in good shape. remains with a growth of 5.48%. These figures reflect the good health of motorcycles in France and the aspirations of our customers to favor two-wheelers which, in addition to being synonymous with freedom, are now accessible, practical and economical while being increasingly cleaner thanks to the new Euro 3 standards limiting Co emissions.

Site: What is your assessment of your year in 125 and large cubes? ?
A. K. : If we break down the motorcycle market, we can first highlight the 125 cc category, which is up 31% cumulatively. Yamaha has a 32.3% market share in the 125 motorcycle segment, thanks to the YBR 125, a very accessible motorcycle in terms of size, handling and, of course, price, ending the year in the top 5 registrations (all engine sizes combined). Let’s not forget the XT 125 R and X which also reinforce our 125 cc range.

As regards the more than 125 cc, the year 2006 reflects a growth of more than 5% (compared to 2005), confirming that the two-wheeler is doing well in large displacement as well. Yamaha has consolidated its position in this niche thanks to the introduction of 2006 novelties such as the FZ1 for roadsters or the R6 for Supersport, and by supporting our "flagship" products such as the FZ6, still very well placed in the roadster 600 category. despite significant competition in this product segment.

As a 125 cc scooter, the Xmax made a sensational entry into the market in 2006 and ended the year at No. 1 in sales for all engines combined (which corresponds to more than 7,500 registrations at the end of December). Its design resembles that of the Tmax, its performance and functionality immediately propelled it to the forefront. The Xmax has, this year, been well supported by the Majesty 125 and the Cygnus 125 which return in 2007, completely revamped.

In terms of maxi scooters, we also note strong growth with a market growth of 19% and a Yamaha market share of 38% in this segment! An increase in part due to the Tmax, which has proven to be the ideal compromise for city dwellers, users who have taken the plunge of the scooter, or fans of machines that are both sporty and practical! The Majesty 400 is not to be outdone, since it constitutes a GT alternative for its users: large trunk, comfort seat … and returns in 2007 with many upgrades. The scooter market grew enormously in 2006 and we are witnessing, thanks to this type of vehicle, the development of "commuting" (daily commuting between home and work, editor’s note). It is a remarkable solution to the congestion of our large urban centers.

Site: Are you fully satisfied with the results of your YBR, Xmax, TMax and FZ6? ?
A. K. : In the top 50 sales at the end of December 2006, the Xmax was ranked n ° 1 in registrations for all products combined, followed very closely by the YBR 125. As for the FZ6, it was 5th with nearly 6,000 registrations, ie three Yamaha products in the top 5 registrations! The Tmax continues its progression and as we spoke about it previously, it represents an interesting alternative for the amateurs of maxi scooters with sensations. !

Site: Which models have you been disappointed with in sales and what was the cause ?
A. K. : This year we have suffered a decline in the off-road segment, mainly due to the Olin circular (recently censored) and machines (WRF) calling for technical renewal. This will be done for 2007 with WRF 450 and 250 completely redesigned and equipped with the aluminum frame..

Site: Did your MT-03, R6, FZ1 and FJR 1300 AS "fulfill their contract" for their first year ?
A. K. : The results of the FZ1 and R6 are in line with our expectations in view of the volumes achieved. The new R6 was very well received by its technological advancement, its new design and its performance. The FZ1 also had an interesting 2006, dropping from 42nd place in the 2005 top 50 to 16th place in 2006! Note that in 2006 R6 and FZ1 occupied the first places in their respective market segment (Roadster 1000 and Supersport). The MT03 and the FJR 1300AS are two new concepts which performed well in 2006 for their entry into the market. The offbeat design of the MT03 or the new technology with the semi-automatic transmission of the FJR 1300 AS support Yamaha’s vocation to innovate! We are confident about their integration into the market over time.

Site: What was the good surprise 2006 ?
A. K. : The good surprise 2006 is undoubtedly the Xmax 125. A craze has been created around this scooter and it is classified from its year of launch at the head of sales for all registrations combined. Its look close to Tmax has won over users. It combines design, functionality and a remarkable level of performance while integrating the new Euro3 standards. !

Site: What was the worst ?
A. K. : As seen above, the collapse of the off-road segment is the unpleasant surprise in 2006. The significant evolution of our products for 2007 and the evolution of the Olin circular leave us optimistic. However, users will need to take responsibility by being more respectful of the environment and of the space to be shared. We constantly 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.).

Site: How were your 2007 novelties (YBR 250, FZ6 S2, R1) received by your network and by all bikers ?
A. K. : First of all, let’s remember that 2007 is the year Euro 3 was launched and that very significant industrial investments have been made to make two-wheelers even cleaner and always less polluting. The entire 2007 Yamaha range now conforms to these new standards. Yamaha is offering new products for 2007 which have been very well received by the network and which we hope will also be received by our customers. The new R1, the brand’s technological showcase, will be fitted with a whole new technology of variable intake ducts (offering more torque at low and mid-range and more power at high speed), 4 valves, ‘a new swingarm, 6 piston brake caliper and a completely new design. The FZ6 S2 are completely redesigned with a new comfort of saddle, swingarm, fork crown, ABS for the Fazer version, etc. There is also the new YBR 250 as well as the Xmax 250, interesting urban alternatives for this market segment. But 2007 will also welcome the new Giggle 50 and the MT OS, not to mention the heavily revamped XJR 1300.

Site: In 2007, what will be your objectives in terms of sales but also of network, image and communication? ?
A. K. : We will do our best to keep pace with the development of the market with our 2007 novelties while emphasizing the quality of contact and proximity between our customers and our dealers. Yamaha Motor France has implemented a training strategy aimed at reinforcing the reception of our customers in our dealerships. Indeed, we are aware that, even if the product offer and the "price" parameter are important in the decision-making of a customer, it is essential to take care of the reception and listening, to retain them and to show them that the brand is at their service at all times to satisfy them. As a result, Yamaha has created a Sales Training School (YTC) in order to perfect our proximity and our listening to our customers. 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 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..

Site: What is the share of Internet in your activity ?
A. K. : We are aware of the rapid development of the Internet, which represents a great opportunity for Yamaha to present our products and services (traffic to our website increased by 25% between 2005 and 2006 with 3.9 million visitors for the year. year 2006). In recent years, we have successfully implemented a service allowing our dealers to present their used vehicles. We will continue our efforts by offering even more interactivity for our customers.

Site: What will be your major events in 2007 ?
A. K. : 2007 is a fair year! The big event of the year for Yamaha will be held at Porte de Versailles between September 29 and October 7. But Yamaha will be present at various shows through its network of dealers. The Yamaha Off Road will take place on May 5 and 6 at the Tourneix ski area 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 racing 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 10 and 11, where Arnaud Demeester will try to win his 6th 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 Championships as well as the Great Classics. David Fretigne will take part in the French Enduro and Classics Championship.

Interview by Matthieu BRETILLE

Related articles

Leave a Reply

Your email address will not be published. Required fields are marked *