Market reports – Claude Alombert: We have entered the big leagues – Used PEUGEOT

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Claude Alombert: We entered the big leagues

Market reports - Claude Alombert: We have entered the big leagues - Used PEUGEOT

Interviewed by Site, the sales and marketing director of Peugeot Motocycles (+ 104%) analyzes the French two-wheeler market and takes stock of its 2007 strategy. With in particular the launches of its 400 and 500 cc scooters !

Presented at the 2005 Paris Motor Show (read), the Peugeot Satelis scooter has carved out a lion’s share (!) In the 125 scooter sector: 5th best seller in France, it allows the brand to represent 6.2% of 125 cc market share in 2006, compared to 4.2% the previous year.

This performance is all the more satisfactory for Peugeot Motocycles as the overall volume of 125 cc registrations increased by 31.1% last year! Thus the Sochaux Lion takes 4th place among 125 manufacturers with 7,306 sales, more than double than in 2005 (3,581 exactly).

And the French manufacturer does not intend to stop there, since this year the Geopolis but especially the 400 and 500 cc models are unloading: Satelis and Geopolis "designed for demanding bikers", assures Claude Alombert, who aim to assert the presence of Peugeot in the big leagues…

Site: What do you think of the general evolution of the two-wheeler market in 2006? ?
Claude Alombert, Sales and Marketing Director of Peugeot Motocycles : The 50 cc market grew by more than 25% in 2006 in France, and by almost 8% in Europe. The Peugeot brand finished the year in first position with a 27% market share and three leading products in the top five: Ludix, Vivacity and TKR. This market dynamism is mainly due to the rapid penetration of Chinese brands in France, which exceeded 30% of market share. This thanks to very low selling prices, by using distribution channels different from traditional channels: hypermarkets, auto centers, Internet … In return, all the market shares of the historic leading brands are decreasing..

Site: What is your assessment of your year in 125 and large cubes? ?
C. A. : We started deliveries of Satelis Premium in March, so the year is far from complete for Peugeot. We then launched the City and Executive versions, the world’s only 125 scooter fitted with ABS as standard. Then the Compressor version, also a world exclusive which undoubtedly makes it the best 125 on the market. Finally, Satelis 125 registrations are in third position on the market. Considering the launch dates, we are very satisfied with this result, which reflects the reception of European consumers. Satelis is No. 1 in Germany and it is among the best sellers in Italy and Spain. We only launched the Satelis and Geopolis 250 at the end of the year. The figures are therefore not significant, but the reception of the products is excellent both from professionals and European consumers..

Site: Which models have you been disappointed with in sales and what was the cause ?
C. A. : Ludix was n ° 1 in France over the 12 months 2006: it is a very positive result but we were nevertheless hoping for a higher volume. The range has been fundamentally revised for 2007 and prices have been revised downwards.

Site: Have your 2006 novelties "fulfilled their contract" for their first year ?
C. A. : Yes ! The novelties were mainly the first part of the Satelis and Geopolis ranges which, when complete, will include 24 models! This will be effective in the first half of 2007. For the rest, range animations and other special series have fulfilled their role..

Site: What was the good surprise 2006 ?
C. A. : The leading position in registrations for certain months of the Satelis 125, not only in France but in major European countries! We had no doubts about its potential, but it’s nice to see it in the results.

Site: What was the worst ?
C. A. : A difficult year in Italy … We reacted to make it different in 2007.

Site: How were your 2007 novelties (Geopolis, 400 and 500 cc) received by your network and by all bikers ?
C. A. : For the moment, these Satelis and Geopolis 400 and 500cc scooters have not yet been launched. What I can tell you is that they were designed for demanding riders. Indeed, under a body identical to the other models of these ranges, hide different, innovative and very efficient chassis. These scooters have been the subject of a specific and very extensive development.

Site: In 2007, what will be your objectives in terms of sales but also of network, image and communication? ?
C. A. : Regarding France, we are continuing our policy implemented at the end of 2005 with a classification of points of sale according to consumer requirements by engine size, training, etc. Everything is done to be consistent around the flagship Satelis and Geopolis ranges, in line with the Peugeot brand image.

Site: What is the share of Internet in your activity ?
C. A. : It is very important for "media" actions aimed at consumers: advertising, promotion, e-mailing, studies … We also have our various sites, intended for the general public or networks, some of which will be the subject of significant changes this year. The impact on the sale of new vehicles is difficult to quantify, but looking at the very high number of connections and the questions asked on our sites, obviously this medium is very influential, fast and unavoidable. As for the sale of used vehicles, we are not yet ready, the network must progress in the field of used and resale used vehicles. For this, the internet is certainly the best vector but it is under-exploited by the brand.

Site: What will be your major events in 2007 ?
C. A. : The launches of new products, range animations, special series, in short, a very dense action plan where everything will be important, throughout the year !

Site: In conclusion, which maxim would best illustrate your 2006 balance sheet ?
C. A. : We entered the big league with Satelis and Geopolis. Peugeot: one brand, two universes !

Interview by Matthieu BRETILLE

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