Market reports – Christophe Decultot: the PCX achieved a score higher than our expectations – Used HONDA

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Christophe Decultot: the PCX achieved a score higher than our expectations

Market reports - Christophe Decultot: the PCX achieved a score higher than our expectations - Used HONDA

With 25,740 registrations in 2010, Honda posted a decline of -3.5% on the French motorcycle market. Christophe Decultot, General Manager Honda France, establishes for Site the 2010 assessment of the Japanese brand and reveals its 2011 objectives.

Site: What do you think of the general evolution of the French motorcycle market in 2010? ?
Christophe Decultot, General Manager Honda France : In this context of lasting economic crisis, the market decline was expected. However, with more than 185,000 registrations, the motorcycle market remains a dynamic market marked by the launch of many new products of all brands..

MNC: What is your assessment of your year in 125 and large cubes? ?
C. D. : Our results in 125 are positive since we are progressing by 9% while the small-displacement market has fallen by 7%. This progress is mainly due to the arrival of the PCX in the range of 125 scooters. In this unfavorable economic context, the PCX is a modern scooter with its "stop & go" system which offers a very convincing quality / price ratio. As for 125 motorcycles, sales fell further in 2010, this is a trend that has persisted for several years in favor of sales of scooters.

Regarding the large displacement, we experienced a drop in our sales in categories that did not see new Honda in 2010. The year 2011 will be a better year with the arrival of the CBR250R, Hornet, CBR600F and Crossrunner for the motorcycle category and the SH300i and SW-T600 for the maxi scooter category. Despite the market decline in 2010, Honda saw its market share increase to almost 14% against 13.3% in 2009.

MNC: Immates are not everything … How would you qualify your balance sheet? ?
C. D. : Despite a delicate global economic situation, Honda’s consolidated balance sheet is favorable. It should be noted that emerging markets such as China, India and Brazil greatly participate in this positive result thanks to their size and rapid development..

MNC: Are you fully satisfied with the results of your bestsellers: PCX, CBF125, S-Wing, Hornet 600 and CB1000R ?
C. D. : With the exception of the CB1000R which experienced a greater decline than expected and the PCX which achieved a score higher than our expectations, the sales of these models are generally in line with our forecasts. Sales of the CBF125 slowed down, but with nearly 3,000 registrations, it remains the second best-selling 125 motorcycle in France. The Hornet and the S-wing have remained stable given the market decline as they keep a very good reputation with the media and customers..

MNC: Which models have you been disappointed with in sales and what was the cause ?
C. D. : We regret that the VT1300CX did not convince more customers, because it is a really original motorcycle which offers a surprising driveability considering its design and its "measurements".

MNC: In your opinion, were your new products for 2010 (VFR 1200, VT1300CX, CBF1000F, Shadow RS, PCX) successful for their first year? ?
C. D. : The VFR1200F found over 1000 customers in its first year on the market. It is by far the best-selling machine in the Sport-GT category in France and it is in France that it achieves its best European performance. We have to recognize that we had a higher goal, but in the current economic climate it is a good result. The CBF1000F had a very good first year because it became, with the previous version that we will market again in 2011, a benchmark road. The fact of offering the two versions of the CBF1000 allows us to better respond to customers thanks to a different price positioning. As for the PCX, it achieves the best European performance in France. This is remarkable in a market that has always favored high-end 125 scooters. Despite a commercial launch in May, it is the 2nd best selling 125 cc in France in 2010 and it even led the 125 market in November..

MNC: What was the good surprise 2010 ?
C. D. : The very good news is the official return of the motorcycle show to Paris for 2011. We will be able to present our 2012 novelties..

"We had a higher target for the VFR1200F, but in the current economic context it’s a good result"

MNC: What was the worst ?
C. D. : We have not experienced any bad surprises this year.

MNC: In your opinion, what was the highlight of 2010 in the world of two-wheelers? ?
C. D. : Let’s talk about motorsport and salute the performances of the Spanish riders who won titles in the three categories of the Moto GP. We regret the injuries of Pedrosa and Rossi who could have offered good fights and kept the suspense in the premier class. Roll on the next season with a very interesting card redistribution !

MNC: How were your new products for 2011 (Crossrunner, Hornet, CBR600F, CBR125R and 250R, SW-T600 and SH300i) received by your network and by all bikers? ?
C. D. : With regard to our network, all the new products were very well received because they expand Honda’s offering in strategic categories of the French motorcycle market. Of course, some models like the CBR250R and the SH300i are not carrier models for Honda in France. However, they complete the range for a broader customer base and their well-placed prices should enable us to satisfy a few hundred additional customers in 2011. As the dealers are in direct contact with our customers, we are optimistic about the results of our new products for 2011..

MNC: You also recently unveiled two concepts (Crosstourer and New Mid): will we see them rolling at the end of 2011? ?
C. D. : We are not making an official announcement at the moment. As you can see, the Crosstourer takes over the engine and dual-clutch transmission system from the VFR1200F. These two models show Honda’s directions in technology and design for the future. These are therefore extremely mature concepts !

MNC: In 2011, what will be your objectives ?
C. D. : We expect a stable or slightly declining motorcycle market in 2011, but with regard to Honda, our objective is to increase our market share by 2 points to reach 16%. First of all, the PCX will have a full year and should keep its place among the best sales in France, while the new CBR125R will allow us to regain market share in the category of 125 motorcycles. Regarding large displacement, the new Hornet and the CBR600F will be offered at affordable prices in order to convince many customers. We are also counting on the Crossrunner because it is a motorcycle which is in tune with the times and of which we already know the qualities because it uses the chassis and the engine of the VFR800 VTEC.

Customer satisfaction being at the center of Honda’s concerns, we will offer our network sales and after-sales training in addition to the usual technical training. We will continue to develop the Dream concept with dealers who wish to invest in the modernization of their premises and their working methods..

Finally, our main communication objective is the promotion of new 2011 products via press presentations, advertising, web activities – with the introduction of Honda TV in 2010 – or even customer events such as Honda Days. We are maintaining our partnerships with speed and off-road driving schools to promote the practice of recreational and sports motorcycles. As a manufacturer involved in prevention and safety, we will have a new partner for a "fair practice" of motorcycles and scooters with the Beltoise center while maintaining our agreements with the very famous French Driving School. You will find all the details on the official website .

"Let’s keep our spirit of challenge!"

MNC: What will be your major events in 2011 ?
C. D. : First of all, we are renewing the "Honda Days" with 4 or 5 dates on the circuit starting in May. For the occasion, we would like to offer three flight training modules according to customer experience and of course to try out the famous CBR RR but also the new Hornets, CBR250R and CBR600F. We are also renewing the Honda Racing grandstand located in front of the Dunlop chicane during the next French Grand Prix in speed at Le Mans..

On the sport side, we look forward to seeing you at the end of January for the Enduropale du Touquet because Mickaël Pichon will once again defend the colors of Honda with the aim of securing a second consecutive victory. Regarding speed, Honda officially returns to the World Endurance Championship with the Honda TT Legends team. We therefore have two major French meetings at Magny-Cours and Le Mans. In the French Superbike Championship, Honda France will support a few drivers in the SSP and SBK categories. We will give you the details shortly.

Our partnership with film production company Europacorp continues. After the movie "Coursier", a new production with Honda product placement is being finalized for theatrical release next summer..

MNC: In conclusion, which maxim would best illustrate your 2010 results? ?
C. D. : Let’s keep our spirit of challenge !

Interview by Matthieu BRETILLE

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