Market reports – First half of 2013: Honda’s market report – Used HONDA

Posted on by admin

First half of 2013: Honda’s market report

Market reports - First half of 2013: Honda's market report - Used HONDA

Honda has just completed the first half of 2013 with a drop of -18% and has a total of 12,315 registrations. The general manager of the Japanese brand, Christophe Decultot, gives his impressions to Site and its readers. Balance sheet.

Site: To what do you attribute the drop in the motorcycle market in France in the first half of 2013 ?
Christophe Decultot (General Manager Honda France): My colleagues have already summarized the situation perfectly well (read, NDLR), the weather scissors effect and declining purchasing power mainly explain this market drop of 18% over 6 months. It is not nothing. Note, however, a great disparity between the 125 segment (-25%) and the large engines (-15%). The more passionate bikers continue to satisfy their passion as best they can, while 125 customers postpone their purchase considering that their current scooter does the job in the current economic situation. The aging of the clientele is also starting to be felt, the reservoir of young people is being fed in a slower way due to the changing lifestyle and also to the perception of security problems..

"The reservoir of young customers is fed in a slower way due to the changing lifestyle and also the perception of security problems"

MNC: For you, what is the highlight of this first half of the year? ?
C. D .: A rather exceptional gloom never seen for many years. There are rational factors that we all know, but there has also been a real psychological blockage in consumption in general. This first semester was one of waiting and postponing. We hope it bodes well for better times by the end of the year..

MNC: Regarding your activity, what is your assessment of your first six months of 2013? ?
C. D .: For Honda, the regular launch of new products has made it possible to consolidate our n ° 1 position in the motorcycle category, already acquired in 2012. The CB500F, for example, has achieved success beyond our forecasts and today our performance book. order is filled until October. We are pleased with these results because they reward our research and development efforts. The CB500F, equipped with ABS, is the only real motorcycle originally designed for young people and the A2 license. The price is extremely reasonable (€ 5,590) and the quality meets Honda standards. Also, all the work done on combined ABS over the past 10 years and the launch of dual clutch technology (Dual Clutch Transmission) on several of our new products (Crosstourer, NC700X, etc.) is gradually and sustainably recognized by informed customers. In 125, we are also a leader thanks in particular to the recent launch of the MSX 125 and the continued success of the PCX. In competition, our position at the top of the MotoGP World Championship gives us a lot of joy. Marc Marquez is exceptional, Dani Pedrosa is remarkable, thanks to HRC.

"The CB500F is a success beyond our expectations and today our order book is full until October"

MNC: In general, how does the second semester look? ?
C. D .: The July weather forecast points to a more favorable summer and fall and should help the market curb the downtrend. We just have to hope for a calm political return to put customers in a state of mind favorable to consumption. We will continue to implement support actions to attract customers.

MNC: What are your tools to face this difficult period ?
C. D .: Reduced rate credit remains a major asset, the rates we offer for some of our models (125 range, NC700, CB (R) 500) are extremely attractive (1.9%). These are classic loans, simple, attractive and without surprises for the customer. The novelty is also an element which makes it possible to boost consumption and we are going to launch a new scooter this summer (in August), the Forza 300 which will be marketed at a price of € 5,290 including ABS. We still continue to support the market and our 125 sales by contributing financially to the cost of 7H training. This aid ranges from 50 to 100% for the PCX in ECF school motorcycles, for 1 € more. Finally, in September we will launch a test program in our network of our models (NC700, VFR1200F, Crosstourer, Integra …) Dual CT (Double clutch, robotic gearbox type). "To try it is to approve it" is the slogan which will correspond best to this operation. Finally, a word to thank our dealers who place the quality of customer service at the top of their requirements over the long term. This, together with the values ​​of innovation and quality, strongly contributes to differentiating the Honda brand from its competitors..

Interview by Matthieu BRETILLE

Related articles

Leave a Reply

Your email address will not be published. Required fields are marked *