Market reports – Galdric Donan: BMW becomes the 3rd brand of more than 500 cc – Used BMW

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Galdric Donan: BMW becomes the 3rd brand of more than 500 cc

Market reports - Galdric Donan: BMW becomes the 3rd brand of more than 500 cc - Used BMW

With 10,317 registrations in 2013, BMW posted a decline of -6.6% on the French motorcycle market. Galdric Donan, Head of Sales at BMW France, establishes BMW’s 2013 balance sheet for MNC and reveals its objectives for 2014. Interview.

Site: What do you think of the general evolution of the French motorcycle market in 2013? ?
Galdric Donan, Head of Sales at BMW Motorrad France: The market for over 500 cc that we are looking at more particularly unfortunately fell again this year by -12.7%. A multitude of reasons explain this decrease this year: the crisis obviously? but also the particularly gloomy weather for the first six months. Added to this is the road repression which does not really favor motorcycles, and the fact that young people are moving towards other leisure activities.

MNC: What is your assessment of your year? ?
G. D .: For BMW Motorrad, the year is pretty good. With 13.4% of EBITDA, we are gaining more than one point of market share and in 2013 BMW Motorrad becomes the third brand on the French market for more than 500 cc. As a reminder, we were the fourth brand in and the fifth in the French market. This is a very encouraging progression for the brand and its dealers. We feel that the brand is more and more popular. It rejuvenates and becomes more accessible. We are doing a lot of work on this and we are opening up (with our) to more and more bikers. We felt it particularly with the interest in the and the .

MNC: Are you fully satisfied with the results of your bestsellers: R1200GS, R1200RT, F800R and F800GT ?
G. D .: Yes, clearly. Sales of were exceptional in 2013. This motorcycle debuted on and customers were fully satisfied. We exceeded our forecasts with 2200 registrations, we could have done a little more with more availability. In total, including the, we register almost 3000 GS, which is an absolute record !

It also makes it a good year for a model at the end of its life. Indeed as you know, the fate on February 1, 2014. We can be proud of our played the game well with this model.

The is the pleasant surprise of this year 2013. We have registered 700 of them, and it is much more than we could hope for. It is a versatile, reassuring, comfortable motorcycle. A real touring BMW but less than 10,000 euros … with ABS.

Finally, thanks to new colors and packs, it continues to increase its volumes in a very competitive roadster market. We positioned it at 7,990 euros with ABS. Many customers realize that they can have a real BMW for less than 8,000 euros (again with ABS). The roadster segment is very competitive. We continue to finish very often first in many comparisons thanks to its great versatility. The F800R still deserves to be known.

MNC: In comparison, the performance of your C600 Sport and C650 GT, K1600GT and GTL seems to be lower. How do you explain it ?
G. D .: For scooters, this is our first full year (launch in July 2012), we end in 2013 with a market share of around 14% (scooter over 500 cc) which is better than our motorcycle market share . Our scooters are good products that have had a difficult and delayed launch. Our engineers have done a lot of work on the scooters to sort out the little finishing details. Regarding the six-cylinder, we made 940 units with the and the combined. With the R 1200 RT and the scooter in front … We are very satisfied !

MNC: How has the second-hand market behaved? How important was this year to your network ?
G. D .: The market fell by -3.6% for the more than 500 cc. The number of increased in 2013 (+ 4.6% at the end of November). This market is also important for us because it allows us to win new customers and ensure a significant after-sales business for our dealer network. We supported used motorcycles in 2013 with specific financing rates to help our network gain new customers. In 2013, we also launched our Used BMW Motorrad Premium Selection label. The objective is to offer customers who want to ride motorcycles in BMWs at a more affordable price with guarantees equivalent to new (49 technical check points, 26 aesthetic points, 2 years of warranty and assistance). 21 dealers in our network have already signed this franchise agreement and this number will increase significantly in 2014.

MNC: In your opinion, did your new products for 2013 (R1200GS and F800GT, but also HP4) have passed their first year? ?
G. D .: Yes, the R 1200 GS has sold very well and the feedback on this bike is excellent. This is very encouraging because we will be launching two models in 2014 with the same engine: the R1200GS Adventure and the. The F800GT as I said before is the pleasant surprise of 2013. A real success. The has also been the dream of a large number of enthusiasts, we could still see it during the in December. BMW Motorrad remained leader in the hypersport segment in 2013 with 500 registrations. It is a pity that this segment is in sharp decline.

MNC: What was the good surprise 2013 ?
G. D .: The F800GT which exceeded our forecasts in terms of sales. The motorcycle was a real success in 2013. It is a motorcycle at a very attractive price of 9,990 € ABS included which "has everything of a great".

MNC: What was the worst ?
G. D .: The results in competition which did not live up to what we would have hoped to do in and .

MNC: In your opinion, what was the highlight of 2013 in the world of two-wheelers? ?
G. D .: Worldwide, the Marc Marquez UFO in. It’s pretty incredible what he managed to do … and that makes people talk about motorcycles! For France, the death of M. in an accident at the very beginning of the year. He is a person who has worked a lot for his passion. Finally, the with almost 200,000 visitors, which shows that our sector still has a promising future..

MNC: How were your 2014 novelties (R nineT, R1200GS Adventure and S1000R and R1200RT!) Received by your network and by all bikers ?
G. D .: The R nineT was one of the big hits at the Paris two-wheeler show. It was the first time that we showed it in France, the public is very enthusiastic and the reviews are really very good on this bike. The S1000R was also very successful, we’ve been waiting for a sporty 1000cc roadster for a long time. The result and the price positioning (12,950 € ABS included) are really excellent. The R1200GS Adventure uses the new boxer engine with liquid cooling, the bike has really evolved in terms of aesthetics and dynamism. She is even more adventurous. And let’s not forget the new R1200RT, eagerly awaited by our customers and dealers..

MNC: What are your good resolutions for 2014 ?
G. D .: We want to continue to boost our brand in 2014. Our image is changing and we will continue. We want to bring the network into this change by offering warmer concessions with new arrangements. We want to be more welcoming.

MNC: What are your major events in 2014 ?
G. D .: First, I will meet all the bikers in the BMW Motorrad dealerships for our open days on March 14 and 15 to try our new products (S1000R, R ninety, R1200RT …) and all the other models in the range. ! BMW Motorrad France will participate in 2014 in a multitude of events to meet all bikers: sport, competition, vintage motorcycles, trips and large gatherings … varied experiences that cover all the worlds of today’s motorcycling ‘hui, so that each rider can share his passion and experience intense moments.

We will first of all offer two formulas in order to run on the track from March to August. All these circuit activities are open to all bikers with or without track experience and whatever the brand of their motorcycle: the BMW Motorrad Track Days on the one hand, the BMW Motorrad courses with De Radiguès Rider School on the other.

We also invite all fans of the brand to the BMW Motorrad Days 2014, from July 3 to 6 in Garmisch Partenkirschen. We will also be present at the main 2014 motorcycle events: Bol d’Or, Moto GP, 24H Moto du Mans and WSBK at Magny Cours. Finally, we will also be on passionate events: Wheels & Waves, Iron Bikers, Cafe Racer Festival and Coupes Moto Legende.

MNC: To conclude, what BMW Motorrad France ordered from Santa Claus this year ?
G. D .: That the brand become number 2 in France in 2014…

Interview by Matthieu BRETILLE

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