Market reports – Gregory Lejosne (Yamaha): our four best-sellers are in the top 5 of national sales – Used YAMAHA

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Gregory Lejosne (Yamaha): our four best-sellers are in the top 5 of national sales

Market reports - Gregory Lejosne (Yamaha): our four best-sellers are in the top 5 of national sales - Used YAMAHA

With 29,029 registrations, Yamaha posted a gain of + 1.1% on the French motorcycle market. Gregory Lejosne, Sales Director Yamaha Motor France, establishes for Site the 2015 report of the Japanese brand and reveals its 2016 objectives. Interview.

Site: Do you consider that the announcement of the end of the law of 100 horses had a negative effect on the market in general, on your results in particular? ?
Gregory Lejosne, Motorcycle Sales Director at Yamaha Motor France: Regulatory changes often have consequences for business activity. However, we did not see a real impact on our year-end sales. In December, we thus posted a growth of + 20% in motorcycles of "more than 125 cc", in a market at + 17%. However, over the 12 months of 2015, the slight decline observed in this market (-1.7%) can be attributed to a wait-and-see position of some of the customers..

MNC: On the contrary, will it boost activity in 2016? ?
G. L .: We can legitimately imagine that part of the customer base in 2015 postponed their decision to buy in 2016. This can naturally help to boost the market..

MNC: Can the Paris Motor Show at the end of 2015 also stimulate the market at the start of the year? ?
G. L .: The was an excellent indicator of the dynamics around our business sector. We note, of course, a slight drop in attendance, but it should be put into perspective in the context of "post-attacks" at the end of the year and the traffic constraints linked to the holding of the COP21. The interest aroused by the quality of the offer presented in Paris bodes well for the start of the 2016 season..

MNC: How do you interpret the current success of "neo-retro" motorcycles? ?
G. L .: Various factors are driving this trend. The nostalgia of part of our clientele, whose average age is increasing, contributes to this craze. We cannot ignore that the drastic speed control policy inspires some of the customers to experience motorcycles differently. The motor character, the sensations and the aesthetics of the motorcycle thus take precedence over the pure performance..

MNC: What is your opinion on the ban on motorcycles before 2000 in Paris from this summer? ?
G. L .: The environmental objective of the city of Paris is naturally laudable. The way, in my opinion, is less … It should not be overlooked that a vehicle over 15 years old is logically used by a user with purchasing power content. A more incentive-based and less restrictive approach in the renewal of a scooter or motorbike would undoubtedly have been more appropriate: time limit for application, or even premium for renewal, like the subsidies offered for the purchase of an electric vehicle.

MNC: How do you feel about the overall evolution of the French motorcycle market in 2015? ?
G. L .: Growth of + 1.1%, in the unfavorable context we have experienced, is encouraging. The (+ 2%) is confirmed.

MNC: What is your assessment for your brand in 125 and large cubes? ?
G. L .: After growth of + 20% in 2014, 2015 allowed us to consolidate our positions with sales growth in line with that of the market:

  • In 125 cc, the excellent reception allowed us to regain leadership in the 125 cc motorcycle market. In 125 cc scooter, the strengthening of the competitive environment resulted in an erosion of our sales.

  • In "more than 125 cc", our growth is almost + 2% in a market down by -1.7%. The tremendous reception of all of our new products has also enabled us to strengthen our leadership in this segment..

MNC: Which models have performed particularly well this year?
G. L .: Our four bestsellers are positioned in the top 5 national sales. The is experiencing tremendous growth of + 46% and thus represents the best seller on the French market in "more than 125 cc". The range benefits from the very good reception of the, without forgetting the and the (Standard and ABS). Note also the commercial performance of the, which is the first sale of the Supersport category in 2015..

MNC: Who are those who have stayed behind? Why ?
G. L .: With the, Yamaha launched at the end of 2014 a new concept of urban mobility. The price / ease of handling ratio is currently unrivaled in the three-wheeler market. We are convinced that the potential is greater than the 1018 sales made in 2015. We must therefore continue to support the commercial development of this reference with a sustained marketing plan….

MNC: Did your new products for 2015 reach their commercial objectives? ?
G. L .: We have achieved all of our 2015 sales objectives, and more particularly those of our 2015 new products.

MNC: What was the pleasant surprise of your 2015? And the less good ?
G. L .: The was the good surprise of 2015. An unrivaled quality / price ratio (2999 € ABS included) allowed us to achieve nearly 1000 sales in 2015.

MNC: According to you, what was the highlight of 2015 in the world of two-wheelers? ?
G. L .: The allowed us to live in 2015 a motorcycle GP season of anthology !

MNC: What are your good resolutions for 2016 ?
G. L .: Always closer to our dealers and our customers. We salute the network’s efforts and its ability to question itself. For the past two years, this has resulted in an acceleration of investments made to bring concessions up to standard. We must also support our dealers, on a daily basis, in an ever more proactive relationship with the end customer (marketing, customer operations, etc.). The achievement of our sales objectives will be the result of this approach.

MNC: What are your major events in 2016 ?
G. L .: The first semester will be punctuated by the introduction of our new products for 2016. Beyond the product offer, we are responsible for offering our customers the best services. On the commercial level, our offer is inseparable from the competitiveness of our partners: Yamaha Assurance, Yamaha Financement. And to offer the customer the possibility of living an experience with the brand: our partners piloting schools, motorcycle schools and !

MNC: To conclude, what Yamaha ordered from Santa Claus this year ?
G. L .: A less anxiety-provoking geopolitical environment, good weather, the two-wheeler increasingly recognized as an urban mobility solution and confirmation of the growth of our market that began two years ago…

Interview by Matthieu BRETILLE

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