First half of 2013: MV Agusta’s market report

MV Agusta has just completed the first half of 2013 with a jump of + 16.4% and has a total of 411 registrations. The sales director of the Italian brand, Michel Schietequatte, 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 ?
Michel Schietequatte (North Western Europe MV Agusta Sales Director): The motorcycle is first and foremost a tool for pleasure and a "sun beast". The context of the first half of 2013 was therefore particularly unfavorable: this year will remain marked with a white stone by the length and severity of its winter as well as by the high rainfall throughout France in the spring. In addition, the economic context and rather gloomy and finally, a new regulation on the driving license still changes the situation. Of course, all of this explains at least part of the market decline. But let’s not forget the lack of novelties either. We must also make the rider want to have fun by changing his bike. However, at the start of the year, the number of new products was relatively limited. Moreover, those who presented new motorcycles are doing better than others. This is the case for us, since in this first semester, we are at + 30% in invoicing thanks to the arrival of the Brutale 800 and we are relying heavily on the F3 800 for this second semester..

"We have to make the biker want to have fun by changing his bike"

MNC: For you, what is the highlight of this first half of the year? ?
M. S .: For MV, it is because despite a climate of crisis, we recruited ten new dealers. This proves that when you have passion and beautiful products, you interest market players. It is also for us the pledge of an increased presence on the territory to allow more bikers to live the MV legend. But it could also be the first MV podium in competition for over 30 years: the first sign of rebirth! (read our)

MNC: Regarding your activity, what is your assessment of your first six months of 2013? ?
M. S .: I would draw a mixed assessment of this first semester: first of all the satisfaction of seeing MV progress everywhere in Europe and in the world thanks to our three-cylinder platform, and more particularly the Brutale 800. We now reach more than 10% of market share in Italy. This is an extraordinary performance. My assessment will therefore be a little mixed because even if we have made strong and constant progress for some time, we have not yet reached this level in France and I would like to be able to move faster towards this objective..

"Today we have more than 10% market share in Italy"

MNC: In general, how does the second semester look? ?
M. S .: In general, the second half of the year should see the market catch up a little on the decline at the start of the year thanks to the launches of new products. For our part, we launched the F3 800 in June, the Rivale will be available from October. Two elements that help us look to the future with confidence.

MNC: What are your tools to face this difficult period ?
M. S .: To face this complicated period, we remain on the fundamentals of the business: an important product innovation. We presented a lot of new products last year at EICMA and today we are reaping the benefits of these heavy investments in research and development. Moreover, we still intend to surprise many people this year in Milan in November by presenting new range extensions. We are going to strengthen our structure in France by recruiting a technical director and a sales representative in order to support and further grow our network in the region, in France and around the world. Finally, let’s not forget the main tool we have at our disposal to get through this difficult period: our passion that pushes us to surpass ourselves and to see opportunities where others would see a problem..

Interview by Matthieu BRETILLE

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