Market reports – Clement Villet (MBK): Evolis 125 and Tryptik have achieved their objectives – Occasions MBK

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Clement Villet (MBK): Evolis 125 and Tryptik have achieved their objectives

Market reports - Clement Villet (MBK): Evolis 125 and Tryptik have achieved their objectives - Occasions MBK

With 2,662 registrations, MBK has made a jump of + 44% on the French motorcycle market. Clement Villet, MBK sales and marketing director, draws up the 2014 report for the French brand for Site and reveals its 2015 objectives.. Interview.

Site: What do you think of the general evolution of the French motorcycle market in 2014? ?
Clement Villet, MBK Sales and Marketing Director: It had been a long time since the market had ended in a positive way, both in 125 cc and higher displacement and we can only be happy about it! After several years of decline, we can still hope that 2014 will be the year of real recovery in our markets. It should also be noted that this rebound was driven more by the introduction of new models in line with demand than by a price war. (read our, Editor’s note).

MNC: What is your assessment for your brand in 125 and large cubes? ?
C. V .: The 2014 results are generally satisfactory for MBK since the brand has seen its market share increase in all the segments in which it is present. In addition to a slightly increasing market share for 50 cc scooters which still remains our main market, our volumes have significantly increased for MTL and MTT1 scooters. Our 125 (MTL) scooter registrations grew by more than 40% from 1,727 registrations in to 2,431 registrations in. Our 125 scooter market share thus climbed from 5.3% to 7.4%. Regarding scooters above 125 cc, our sales have almost doubled thanks to the expansion of our range (228 MTT1 registrations in 2014).

MNC: Which models have performed particularly well this year ?
C. V .: The has fulfilled its mission perfectly and succeeded to the brilliantly. The dynamic and aesthetic qualities of our bestseller have won over many new customers. It is certain that the work carried out on the image of our brand is starting to bear fruit and that our customers and prospects are rediscovering that MBK is not only a brand that offers 50 cc to teenagers..

MNC: Who are those who have stayed behind? Why ?
C. V .: The probably didn’t realize the numbers such a product would have deserved. This urban scooter offers great dynamic qualities, so we will do what is necessary very quickly to give it a second chance by offering it at a repositioned price..

"Our customers and prospects are rediscovering that MBK is not just a brand that offers 50 cc to teenagers"

MNC: How has your dealer network evolved this year ?
C. V .: Our network has not undergone any major quantitative changes. However, the development of our sales naturally tended to strengthen the dealers who understood the importance of limiting their dependence on 50 cc. Particularly loyal, loyal and involved, the network is one of the major strengths of our brand. We are therefore doing everything we can to support them and help them move upmarket and cylinder capacity, as soon as the potential of their local market allows it..

MNC: Did your new products for 2014 reach their commercial objectives? ?
C. V .: Overall, yes! Apart from and to a lesser extent the whose figures have remained below our expectations, our new products and have reached the ambitious objectives that we had set ourselves.

MNC: What was the pleasant surprise of your 2014? And the less good ?
C. V .: The good surprise remains the very positive reception which was reserved for our. We were convinced of the legitimacy of such a product in our range even if some, more dubious, wanted us to believe that a three-wheel scooter only had legitimacy if it was offered in displacements of between 300 and 500 cc. Yamaha and MBK are showing them otherwise. The least pleasant surprise, even if we had anticipated it, remains the fall in the 50 cc market which has fallen again this year by -7.5%.

"The 50 cc market fell again this year by -7.5%"

MNC: In your opinion, what was the highlight of 2014 in the world of two-wheelers? ?
C. V .: The comeback of Yamaha is in our eyes a major element of this year 2014. This good performance helps to strengthen the group to which we belong. Without a doubt, we know that MBK will therefore collect the fruits indirectly..

MNC: What are your good resolutions for the year 2015 ?
C. V .: In 2015, we will put the same energy as in 2014 to support the transformation of our brand and the strengthening of our presence in 125 cc and more. However, we will not forget to enthusiastically animate the 50 cc scooter market. As such, I can tell you that in the spring we will be launching a limited series of our emblematic Booster, particularly in line with the expectations of our young, most connected customers. !

MNC: What are your major events in 2015 ?
C. V .: We will continue to expand our 125 range this year again. During the summer, we will therefore introduce a model for which we have great ambitions. 2015 will also be the year of strengthening our relations with our partner Cetelem: MBK Financement will thus develop its financing solutions to respond to the evolution of our range. These offers will be offered from March / April.

MNC: To conclude, what MBK ordered from Santa Claus this year ?
C. V .: Our wish would be to see the 50 cc scooter market finally bounce back. Of course because it is the historic heart of MBK’s market, but also because we are convinced that by introducing two-wheelers to a youngster thanks to the 50 cc, we multiply the chances of seeing it one day. ride on higher displacement.

Interview by Matthieu BRETILLE

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