Market reports – Eric Pecoraro: we beat our registration record in France – Used TRIUMPH

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Eric Pecoraro: we beat our registration record in France

Market reports - Eric Pecoraro: we beat our registration record in France - Used TRIUMPH

With 6,729 registrations, Triumph posted an increase of + 14.3% on the French motorcycle market. Eric Pecoraro, Marketing Director Triumph France, establishes for Site the 2011 assessment of the British brand and reveals its 2012 objectives. Interview.

Site: What do you think of the general evolution of the French motorcycle market in 2011? ?
Eric Pecoraro, Marketing Director Triumph France : This is the third consecutive year of decline. The motorcycle market continues to evolve and change. The most significant development this year is the good performance of the more than 500 cc, which goes against the total market by increasing by 7% while the 125 cc drops very sharply. In addition, 2011 also saw the strong growth of the four so-called "Premium" brands. The share that these four brands represent in the motorcycle market is up 23.7% compared to 2010.

MNC: What is your assessment of your year? ?
E. P. : It was a special year, in two stages. While the 2010 season had been rather gloomy, the 2011 season started very early for us, thanks to the wonderful spring weather and the arrival of our new products. At the end of May, the combination of these two elements means that we have progressed by + 37%! Then the market contracted sharply in June and until the end of the year, when we had, by comparison, an excellent end to 2010. In the end, we have had a very good year, up 12.4% compared to last year and beating our registration record in France, which was 6,301 motorcycles in 2009. We owe this result. also to our dealer network which continues to support the development of the brand and to our customers who place their trust in us. Thank you all for sharing with us the pleasure and the passion we have to ride a Triumph !

MNC: Are you fully satisfied with the results of your bestsellers: Street Triple, Speed ​​Triple and Tiger 800 (standard and XC) ?
E. P. : Yes, because concerning the Street Triple it remains by far our best seller and remains at a high level, despite the important promotions of competing models which could have weakened the Street Triple more strongly. Promotions that we did not want to follow! The Speed ​​Triple was also successful in its launch: it achieves 1,125 registrations, or 30.3% more than in 2010, while the roadster segment of 1000 cc and more has fallen by 18%. The Tiger 800 also exceeds 1000 registrations. It is the leader in the trail segment under 900 cc and represents a quarter of the segment’s sales..

MNC: Which models have you been disappointed with in sales and why ?
E. P. : The Tiger 1050 suffered from the arrival of the Tiger 800 and its sales declined. But the arrival of the 2012 version, with new suspensions and a new driving position, gives it back its place in our range..

MNC: Immates are not everything: how would you qualify your balance sheet? ?
E. P. : The results remain good overall. Sales are increasing while the Triumph France structure has remained the same. Triumph is a beneficiary company with a very simple objective: to support investment, whether in new models or in new markets..

MNC: In your opinion, did your new products for 2011 (Tiger 800 / XC, Speed ​​Triple, Daytona 675R) pass their first year? ?
E. P. : I answered it in part in the previous question, yes our new products have passed their first year. The Daytona 675 R has taken its class to another performance milestone and even allows itself in certain comparisons with 1000 cc sports cars to be the fastest on the circuit. !

MNC: What was the pleasant surprise 2011 ?
E. P. : The season’s start with a bang was a good surprise, as was the success of our Tiger 800s in a new market for us.

MNC: What was the worst ?
E. P. : Like many, the accident of Marco Simoncelli saddened us all.

MNC: According to you, what was the highlight of 2011 in the world of two-wheelers? ?
E. P. : From a national point of view, the return of the Paris Salon. And more generally, that the world of two-wheelers continue to convey dreams, passion and pleasure.

MNC: About this Paris Motor Show 2011, what is your assessment and what improvements would you make to the 2013 edition? ?
E. P. : After four years of absence, we were delighted to be able to welcome the public and discover the "unfiltered" reactions on the motorcycles that we presented. I would like to thank all the visitors to the Show who came to see us and with whom we spoke. The format and date are relevant, then we will have to work on the location of the brands, the reception of the public, as well as the return of all the market players. Can’t wait for the 2013 show !

MNC: How were your 2012 novelties (Tiger 1200 Explorer, Speed ​​Triple R and T100 McQueen) received by your network and by all bikers ?
E. P. : Really very good ! Once again, being at the Show allows you to have a direct link with the public. The Tiger 1200 Explorer is eagerly awaited. Its level of standard equipment, its manufacturing quality and its look were particularly popular and this created an influx into our dealerships. It will now be necessary to "transform the test" when making contact with the motorcycle in a dealership. The Speed ​​Triple R is a magnificent motorcycle which adds elements of a very high standard to the Speed ​​Triple which is however already particularly well equipped. The Speed ​​Triple R, in addition to being a very powerful motorcycle, is a very beautiful icon for the brand and strongly values ​​its owner. As for the T100 McQueen, although it does not arrive until May, virtually all models are already sold. This is a special numbered series with a very limited distribution, since we will only have a hundred.

MNC: In 2012, what will be your objectives ?
E. P. : 2012 has a special flavor for us because Triumph is 110 years old this year! We want to make further progress in 2012 in terms of sales and continue to work hand in hand with our network. Our dealers are aware that their important mission is to make you discover the brand and our models in the best conditions and I salute the effort they make day by day for the success of the brand. Triumph is a company on a human scale and we must maintain the link that unites us with the owners of Triumph. We are also developing digital tools allowing us to be in contact with our customers..

MNC: What will be your major events in 2012 ?
E. P. : The year 2012 will be very rich for us. We will have several events accompanying the launch of our new products at the start of the season. Until January 31, you can enter the contest allowing you to win a motorcycle trip in a Tiger 1200 Explorer, then we will launch the Speed ​​Triple R in dealerships in early March and organize two weeks of testing so that all those who are interested in the Tiger 1200 Explorer can try it at a dealership. On April 16, we will have our track day organized on the Bugatti circuit in Le Mans. Finally, we will be celebrating Triumph’s 110th anniversary in 2012. To celebrate it with dignity, you are all expected from August 31 to September 2 on the Mallory Park circuit at "Triumph Live". This big three-day party will offer an exceptional program with many surprises !

MNC: In conclusion, which maxim would best illustrate your 2011 balance sheet? ?
E. P. : Enthusiasm is the basis of all progress (Henry Ford)

Interview by Matthieu BRETILLE

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