Market reports – First half of 2015: Piaggio’s market report – Pre-owned APRILIA MOTO GUZZI PIAGGIO

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First half of 2015: Piaggio’s market report

Market reports - First half of 2015: Piaggio's market report - Pre-owned APRILIA MOTO GUZZI PIAGGIO

Piaggio has just completed the first half of 2015 with a decrease of -10.7% and has a total of 3,282 registrations. The marketing manager of the Italian group (which also owns Aprilia and Moto Guzzi) shares his impressions with MNC readers. First assessment…

Site: After six years of constant decline, the French motorcycle market returned to growth in 2014 with + 2.5% (read our). In the first half of 2015, the increase was limited to + 0.8% (read our). Should we be worried ?
Jean-Charles de Saint-Pastou, marketing manager of the Piaggio group: After a start to the year crystallized by a particular political context (events in January) and an unfavorable month of May (many bridges), the first half of the year ended with a slight increase. The market is continuing its structural changes, with in particular the continued decline in the 50 cc scooter but above all the good performance of the 125 cc scooter segment driven by new products as well as neo-retro motorcycles which are attracting an increasingly large clientele. We will also remember the dynamism of this month of June which, we hope, will continue in the second half of the year..

MNC: Regarding your brands, what is your assessment of your first six months of 2015? ?
J-C. S-P. : Despite a slight drop in our sales due to a particular year 2014 (launch of the new MP3), we are quite satisfied. The MP3 range confirms its position as leader in the "+ 50 cc" scooter market with our flagship product, the MP3 500 ABS / ASR, which continues to attract business customers looking for safety and driving comfort..

On the Vespa side, the work on repositioning the brand, particularly on improving perceived value, enabled us to improve our market share throughout the semester. Note the outperformance of the GTS 300 on the 126-300 segment showing an increase of + 47% over the month of June and which constitutes a real alternative to classic GTs.

From a motorcycling point of view, this semester was marked by many new products which were well received by the public, especially during testing, and which resulted in an increase in sales over the last few months (+ 29% in June 2015). The Moto Guzzi V7 II range continues to grow in the growing segment of neo-retros, in particular thanks to its concept of personalization: the Moto Guzzi Garage which makes the world of preparation accessible to as many people as possible and therefore the possibility of making its unique motorcycle.

As for Aprilia, the semester is just as satisfying thanks to the V4 range with among others the new RSV4. We must continue to work, in particular on our brand image and this requires the continuation of events and track tests such as the "Aprilia Track Days" which allow us to create a real dialogue with hypersport enthusiasts..

MNC: For you, what is the highlight of this first half of the year? ?
J-C. S-P. : As mentioned, the neo-retro boom which brings together a growing community of enthusiasts and novices looking for pure driving pleasure and simple values. Our work on the Moto Guzzi V7 II goes in this direction and we will continue in the second half of the year to offer an increasingly comprehensive and attractive offer..

MNC: How is your second semester going? ?
J-C. S-P. : The start of the 2015 school year promises to be very busy with the arrival of new offers aimed at improving the accessibility of our products. For example, the Direct Ride offer (long-term rental) on the MP3 range which allows you to ride from € 69 / month and guarantees an advantageous recovery at the end of the contract. As mentioned previously, meeting the public seems essential to us. Thus, we will continue the “Aprilia Track Days” with two meetings, on August 31 and September 1, 2015, on the Le Mans circuit. Finally, this semester will also be punctuated by novelties such as the first electrically assisted bicycle (VAE) signed Piaggio, which once again confirms that Piaggio is a key player in mobility in France..

MNC: Finally, the government has still not settled the question of the "retrofit" (read). How this lack of response impacts your business ?
J-C. S-P. : As with any activity, a period of legislative flexibility remains penalizing for the market. Manufacturers and bikers are still awaiting a decision, which undeniably impacts the activity, mainly in the hypersport segment.

Interview by Matthieu BRETILLE

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