Market reports – Gregory Lejosne (Yamaha): 2014 reflects the renewal of the brand – Used YAMAHA

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Gregory Lejosne (Yamaha): 2014 reflects the renewal of the brand

Market reports - Gregory Lejosne (Yamaha): 2014 reflects the renewal of the brand - Used YAMAHA

With 28,725 registrations, Yamaha shows a jump of + 19.6% on the French motorcycle market. Gregory Lejosnes, Sales Director of Yamaha France, establishes for Site the 2014 balance sheet of the Japanese brand and reveals its objectives for 2015.

Site: What do you think of the general evolution of the French motorcycle market in 2014? ?
Gregory Lejosne, Commercial Director of Yamaha Motor France: The highlight of the past year is undoubtedly the recovery of the market (125 cc and more than 125 cc) after an uninterrupted decline since. The market was driven by a quality offer in 2014. This combined with the start of the replacement of an aging fleet: new vehicles (NVs) sold in the 2000s. The second highlight is the good performance of the vehicle market. used vehicles (used vehicles) with growth of + 3% and more than 550,000 registrations. I would remind you that in 2007, a record year for the NV market (239,000 registrations), the used vehicle market represented 479,000 registrations. The decline in the two-wheeler vehicle market is thus "only" -4% between 2007 and 2014, or even -2% if we include the new three-wheeler market (13,221 registrations in 2014)! In summary: a changing market whose fundamentals remain very solid.

"The drop in the NV + used two-wheeler market is" only "-4% between 2007 (a record year) and 2014"

MNC: What is your assessment for your brand in 125 and large cubes? ?
G. L .: 2014 reflects the renewal of the brand. The MT range was the perfect illustration of this. With growth of nearly + 20%, we are naturally satisfied with this first year of recovery…

MNC: Which models have performed particularly well this year?
G. L .: The MT-07 (bestseller motorcycle market) and the MT-09 have succeeded in establishing themselves on the market thanks to their intrinsic qualities and a fair price positioning. The new X-max 125 with 5,800 registrations confirms its best-selling position on the 125 cc scooter market. Not to mention the Tricity, which has made a promising start with more than 900 registrations over the last quarter..

MNC: Who are those who have stayed behind? Why ?
G. L .: The trends observed across all segments are relatively in line with our plans. We regret an unsatisfactory sales volume in MT-125 following limited availability in the second half of the year..

MNC: The French 100 horsepower law will end in 2016. Do you expect sales of powerful motorcycles to fall in 2015? ?
G. L .: The quality of the offer in the 100 hp segment in 2015 should make it possible to support demand in this segment. Discussions are also underway between our union chamber and the administration concerning the terms of application of this regulation (retroactivity for machines sold before 2016).

"The quality of the offer in the 100 hp segment in 2015 should make it possible to support demand"

MNC: How has your dealer network evolved this year ?
G. L .: Our dealer network is at the center of our business strategy. After five delicate years, the trust between the brand and its network has made it possible to preserve an essentially single-brand distribution. The renewal of our offer thus rewards the efforts of our dealers. The growth, announced and confirmed in 2014, was also an opportunity to share with our network a profound evolution of our commercial policy oriented on a qualitative upgrade of our concessions and the optimization of the quality of service..

"The renewal of our offer rewards the efforts of our mainly single-brand dealers"

MNC: Did your new products for 2014 reach their commercial objectives? ?
G. L .: All the new products have achieved their commercial objectives. With 813 registrations in 2014, The X-max 400 ABS is the first sale in the maxiscooter segment under 500 cc, but I nevertheless admit that our plan was originally more ambitious..

MNC: What was the pleasant surprise of your 2014? And the less good ?
G. L .: The introduction of a new concept on the market always raises questions about the expected commercial success. With 927 registrations from September to December, the Tricity demonstrates the legitimacy of this new 3-wheel concept. Compactness, agility and unrivaled quality / price ratio allow us to conquer new customers. The worst: undeniably the confirmation in 2014 of the fall in the 50 cc market (-7.5%).

"With 927 registrations from September to December, the Tricity demonstrates the legitimacy of this new 3-wheel concept"

MNC: In your opinion, what was the highlight of 2014 in the world of two-wheelers? ?
G. L .: Growth resumed in 2014 after a steady decline since 2007.

MNC: What are your good resolutions for the year 2015 ?
G. L .: Always closer to the network, our customers. Support our dealers in promoting our markets. The quality of our offer combined with the synergy with all of our partners (financing and insurance) requires us to confirm the growth started in 2014.

"We have competition programs for our customers with the 125R Cup and the new R3 Challenge"

MNC: What are your major events in 2015 ?
X. C .: The season will be punctuated by the introduction of our new products for the first quarter (Tracer, WRF 250, R1 …), and support for the entire range through specific financing and insurance offers. In terms of sport, after the Dakar, the Enduropale du Touquet where we dominated in all disciplines, then the 24H of Le Mans, the GP of France and the Bol d’Or. We also have competition programs for our customers with the 125R Cup and the new R3 Challenge that we will be introducing in April..

MNC: To conclude, what Yamaha ordered from Santa Claus this year ?
G. L .: Of course, good weather, the success of our new products, confirmation of the growth of our market, a recovery of the 50 cc market, better integration of two-wheelers into our society … But also and above all a less political and economic environment. anxiety, especially after the dramatic events that occurred in early January.

Interview by Matthieu BRETILLE

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