Market reports – First semester 2014: MBK market report – MBK occasions

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First half of 2014: MBK’s market report

Market reports - First half of 2014: MBK's market report - MBK occasions

MBK has just completed the first half of 2014 with an increase of + 42.8% with 1332 registrations! The MBK sales director in France, Clement Villet, delivers his impressions to Site readers. Review and interview.

Site: The French motorcycle market is on the rise again in … Is it thanks to good weather, new products, dealers, demo vehicle registrations, poor scores from previous years ?!
Clement Villet, MBK Sales Director : This slight upturn in the market can only rejoice us, even if this upturn in activity mainly concerns large-capacity motorcycles, a market segment that does not directly concern us. There are several reasons for this rebound. It is undeniable that the weather has encouraged the practice of two-wheelers. It also seems that the introduction of major novelties for the French market is also at the origin of this restart. We also contributed to the rebound of the 125 market thanks to sales figures which even slightly exceeded our forecasts..

However, if we take a closer look at the figures, we unfortunately realize that the figures of two main market segments in which MBK operate are more contrasted. Thus, the 125 scooter market rebounded only very slightly (+ 1.2% at the end of June) and that of the 50 scooter continues to decline (-7.8% at the end of June). As the small displacement is generally the gateway to the subsequent use of larger displacements, we cannot be satisfied with this situation. As a brand specializing in "small motor vehicles" and local mobility, MBK must imperatively continue to stimulate its markets in order to attract new young users. Within the Yamaha group (to which we belong), we usually say that our 50 cc customers of today will be our heavy displacement customers of tomorrow. !

MNC: For you, what is the highlight of this first half of the year? ?
C.V. : After eight years of existence, the appellation has given way to the Evolis range, which now goes from up to. We were keen to give these models manufactured in our country a name more in keeping with the location of its production. The warm welcome given by our network and our customers to this range and its new name has reinforced our strategy..

MNC: Regarding MBK, what is your assessment of your first six months 2014 ?
C.V. : The results are generally positive. In scooter 50, we managed to maintain our volume (5,198 registrations at the end of June 2014 against 5,132 registrations at the end of June 2013), despite a 7.8% decline in the market. Our market share in this segment therefore increased from 12.5 to 13.7%. In scooter 125, thanks, among other things, to the introduction of the Evolis, our progress was much more significant since our registrations in this segment increased by 37% and our market share went from 5.1 to 6 , 9%. Thanks to the Evolis 400, our presence on the maxi-scooter market has also been strengthened. We have more than doubled our sales on the MTT1 scooter market compared to but we are convinced that MBK is still well below the potential offered by our Evolis 250 and 400. Faced with these encouraging results, we would like to salute our network which has not been unworthy in 50 cc and which has integrated the importance of working on the entire MBK offer ranging from 50 to 400 cc, not to mention the range of electrically assisted bikes with Yamaha engines introduced a year ago.

MNC: How is your second semester going? ?
C.V. : We are starting the second half of the year with a smile because after the introduction of the, we are preparing to launch a major product for MBK and its network: the. Having tried it again recently, I am convinced that its lightness, its agility, its dynamic qualities and the confidence it inspires will convince many users of 125 scooters, but also and above all a maximum of first-time buyers to the search for a safe and economical mode of transport. Launched at the now official price of 3799 euros, we can’t wait to see the first units arrive in our network at the end of August.

MNC: Finally, lowering speed limits on the roads make you fear a decrease in the attraction of the French for motorcycles and scooters? ?
C.V. : Lowering the speed limit will inevitably have an impact on the behavior of users of two-wheelers. However, we are convinced that the French attraction for motorcycles and scooters will remain intact. Indicators such as the stability of the two-wheeler fleet and the number of motorcyclists and scooter riders, but above all the rebound in the large-capacity market, demonstrate the many advantages offered by a motorcycle or a scooter. If we take the example of the 50 cc clientele that we know well, we see a real change in mentalities. Our young customer today perceives his scooter as a mobility tool in his image and no longer seeks performance at all costs. By paying attention to current trends, we also realize that a growing number of young riders are turning to simple machines, where style takes precedence over performance. It is very likely that our 14-year-old client MBK does not dream in front of the hypersports that made his father dream !

Interview by Matthieu BRETILLE

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