Market reports – Eric Antunes: the road market should represent 50% of our sales in 2014 – Used KTM

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Eric Antunes: the road market should represent 50% of our sales in 2014

Market reports - Eric Antunes: the road market should represent 50% of our sales in 2014 - Used KTM

With 6,477 registrations in 2013, KTM posted a decline of -2.6% on the French motorcycle market. Eric Antunes, President of KTM France, establishes for Site the 2013 report of the Austrian brand and reveals its objectives for 2014. Interview.

Site: What do you think of the general evolution of the French motorcycle market in 2013? ?
Eric Antunes, President of KTM France: In a complicated economic environment and with a feeling of insecurity on the part of our customers about their future, the market is in line with our forecasts with a drop of almost -14%. The enduro racing market suffered again this year, as well as that of the 125s. This took a toll on our results. We ended at -2.5%, which is satisfactory given the economic situation.

MNC: What is your assessment of your year in 125 and large cubes? ?
E. A .: Our, despite a drop of -16%, still achieves more than 1200 registrations and therefore remains on the podium (2nd place) just behind the Honda CBF. This is a nice result if we compare its selling price as well as the number of (half less than the two main players in the market).

Regarding large cubes, we are really satisfied with the sales of our new products. 600 units of our have found takers. This is a result slightly below our forecasts but fully satisfactory, which places KTM behind the BMW GS in this segment. The late introduction of our has penalized its sales, but 350 registrations in five months augur a very interesting year 2014 for this model. Finally, the is a real success: all the units of the first wave are sold or pre-sold. This represents a little more than 160 units in December.

MNC: Are you fully satisfied with the results of your best sales: your off-road models naturally, but also your 125 and 690 Duke, 1190 Adventure and Freeride 350? ?
E. A .: As explained above, the off-road market and especially that of enduro is in decline. Our clients are aging and young people do not naturally turn to this practice. We had anticipated this decline but the market is falling more than expected and therefore it is becoming worrying for the future of this discipline. It’s a market that will shrink around 5,000 units and there are a lot of players. The cross, meanwhile, remains stable.

The results of our and our, as we have seen, are good. For the 690 Duke and Duke R models, we ran out of motorcycles so we are slightly down, but that was to be expected given the quantities put on the market.

As for the Freeride range, we offer a successful concept in relation to the practices of our customers. It is a new range: the 350 4T is dedicated to amateurs and beginners or to a soft practice of enduro and the 250 2T is more intended for enthusiasts of crossing, even if the 350 is also suitable. This range allowed us to keep some of our customers who no longer wanted to use our EXCs a little too "Ready to Race" for them..

MNC: In comparison, the performance of your 690SMC, 990 SMT or RC8 seems to be lower. How do you explain it ?
E. A .: This is not the reality of the numbers. Indeed our 690 SMC R has been one of our flagship products for years. All units produced are sold. Thus in 2013, we progressed by + 6% in registration and we have a lot of modification requests for the new A2 license. The 2013 990 SMTs were the last produced. A limited quantity was released and sold very well. There are only four left in store, that’s telling you! Finally, the RC8 is a model apart in a declining segment. This sports market, I compare it more and more with cross country. Many customers buy these motorcycles just for the track because it has become dangerous for our licenses to use them on open roads. Practicing the track myself, my RC8 has never driven on the road. And on the circuits where I went, I could see some RC8s of the year as well. It is a motorcycle that you can still control yourself to pilot because it is devoid of advanced electronics. No anti-slip, no traction control, but even the press tests prove that it remains perfectly usable. We therefore only return small quantities which sell very well for this use..

MNC: How has the second-hand market behaved? How important was this year to your network ?
E. A .: This market, in times of crisis, is one of the most important, I think. work it perfectly and know how to use it to find new customers. For the networks, it requires a lot of cash, which is complicated to manage in these difficult times. In addition, the price competition is as intense as on the new one because the customer will seek the best price, which I understand. Now, most of the time benefit from a guarantee, which is not negligible and can be worth the investment of a few hundred euros additional requested by the professionals.

MNC: In your opinion, did your 2013 models (1190 Adventure, 390 Duke, but also 690 Duke R, ABS on the 125 and 200 Duke) have passed their first year? ?
E. A .: Yes without question. The details provided above explain it as well as the dynamism of our network which is strongly involved in these launches..

MNC: What was the good surprise 2013 ?
E. A .: The reception of the by the press but also by the public. They were not disappointed when they saw the final version which was almost identical to the .

MNC: What was the worst ?
E. A .: I had a little hope, but the market decline was true to our expectations. In such a time as we are going through it now, I think customers should have fun and ride motorcycles. There is nothing like going for an hour or two for a ride to forget about everyday life, especially if it is with a new frame, whether new or used. Try it out, you will see !

MNC: In your opinion, what was the highlight of 2013 in the world of two-wheelers? ?
E. A .: Personally, touched me. It was a loss for the motorcycle world in France. Then, in order to revive it and give it back its place in the off-road market.

MNC: How were your 2014 novelties (1290 Super Duke R, RC125, RC200 and RC390) received by your network and by all bikers ?
E. A .: As far as I have already pointed out, the network and the customers are in the same position: thrilled by the product. Concerning the RC125 and 390 (the 200 being more intended for emerging countries), the reception of the public in the was very good. This is very positive in the sense that the majority of those interested were young bikers or budding bikers..

MNC: What are your good resolutions for 2014 ?
E. A .: Our sales targets are realistic and linked to market developments. We will have progress because we will have a lot of novelty in 2014, and even more in 2015. KTM is developing its road range and the future looks like Orange. We will continue to help our network to grow, especially in the road market which, in 2014, should represent 50% of KTM sales. Our image and our communication will remain in line with the brand. We are a fun brand producing fun motorcycles. No concessions !

MNC: What are your major events in 2014 ?
E. A .: For 2014, we are getting off to a good start with what promises to be exciting in view of the very open competition. Three brands are potentially titratable. For the 11th consecutive year we are organizing the KTM Motocross Trophy. It is one of our favorite trophies and we have never stopped it despite the crisis. We are also launching two new Trophies:

  • The Classic EXC Trophy for Enduro amateurs: this is the first year and as enduro leader, we had to make competition accessible. The final will take place at KTM Mania, the unmissable event for KTM customers.

  • The second is a project that was close to my heart: a financially accessible track cup, with ten races on six circuits including the Bol d’Or and the 24H of Le Mans. I promise a lot of fun and driving to the participants, on beautiful circuits and in the KTM spirit.

Of course, we also have the Enduro Team with Antoine Meo in E2 and Christophe Nambotin in E1 who change category, which will be interesting. Jeremy Joly joins the team. It will also evolve in a new category: the E3.

MNC: To conclude, what has KTM France ordered from Santa Claus this year ?
E. A .: We hope for a market that stabilizes before starting to rise again. I think that is the case with everyone. Otherwise, I also wish all customers to have maximum fun riding their motorcycle. We all ride for the fun of it, and I think that’s the most important.

Interview by Matthieu BRETILLE

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