Market reports – Jean-Charles Geneste: the counter-power of Internet users is a very good thing – Occasions BUELL

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Jean-Charles Geneste: the counter-power of Internet users is a very good thing

Market reports - Jean-Charles Geneste: the counter-power of Internet users is a very good thing - Occasions BUELL

Interviewed by Site, Jean-Charles Geneste, Buell Brand Manager (+ 14.1% in registrations and + 22.6% in deliveries), analyzes the French two-wheeler market and takes stock of its 2007 strategy. With in particular a very busy sports program !

Buell France ended 2006 with a strong increase of 14.1% in registrations. Equipped with Harley-Davidson Thunderstorm engines, its Ligthning range offers an original alternative to the sporty roadsters of Japanese and European competition. The "XB" are attracting more and more French bikers, no doubt motivated by the sporting successes of the brand this year..

Because as Jean-Charles Geneste confirms to us, "the motorcycle market is changing". But there is no question here of small functional 125 or over-equipped GT scooters: obviously, what the boss of Buell France is studying is the evolution of the large-displacement sector..

Finally, on the strength of the advance of American brands in the Internet domain, the manager of Buell France not only underlines the growing importance of the web in the world of motorcycles, but also addresses the very interesting – and very controversial – notion of "counter-power of Internet users".

Site: What do you think of the general evolution of the two-wheeler market in 2006? ?
Jean-Charles Geneste, Buell Brand Manager: The motorcycle market is changing rapidly and we are seeing new segments appear. There is great creativity on the part of the manufacturers and this is a very good thing, because the motorcycle becomes a more playful vehicle, oriented on the user’s pleasure of driving and the desire to own an object that values ​​and differentiates. . For some customers, this is an important element: performance is no longer the only criterion of choice, you have to be efficient and innovative.

Site: What is your assessment of your year? ?
J.-C. G.: It’s been a great year for Buell! Beyond registrations which can be more or less influenced by the demonstration motorcycles of the network, we prefer to count our sales in deliveries to the end customer, closer to reality. With 760 sales recorded in 2006 against 620 in 2005, an increase of 22.6%, we are fully satisfied. On the other hand, Denis Bouan’s Moto Tour victory is the best way for us to show the quality and efficiency of our motorcycles. Without forgetting Michel Amalric who won with the XBRR in the final of the Protwin Championship, while the bike took to the track for the second time only. Frankly I don’t see the best we could have hoped for !

Site: Are you fully satisfied with the results of your XB12S, XB9S ?
J.-C. G.: Completely! In fact, Buell entered the market with roadsters and they remain the leading products in our sales, around 80% in the Lightning range. The XB12Ss is still our bestseller, followed by the more radical XB12S, then the XB9SX.

Site: Which models have you been disappointed with in sales and what was the cause ?
J.-C. G.: None: given the growth of the brand, we cannot say that we are disappointed with any particular model. The XB12R is a little less well known due to the fact that we are seen as a roadster builder, which is a shame because everyone who has tested it has been delighted. It is also certainly the most atypical bike in our range, but that’s what makes its charm.

Site: In your opinion, has the Ulysses "fulfilled its contract" for its first year ?
J.-C. G.: Sales are good and increasing, but we expected a little better and they are certainly not at the level of the quality of this bike whose suspension settings, saddle and tires have been revised by reacting very quickly to user comments. and the press. Ulysses is one of the rare comfortable and fast trails that keeps this ability to get off the beaten track. Plus, it can be equipped to travel far, the essence of trail running! The trail market is a mature market where you have to be patient to gain your place. We are and our only impatience are the Ulysses press trials with its modifications! For the record, one of our dealers used a Ulysses on a raid to Dakar there and back: a splash of water on the finish line and tires a little tired, and that’s it. !

Site: What was the pleasant surprise of 2006 ?
J.-C. G.: Review of the year as a whole, the progress of the brand, victory in the Moto Tour and the announcement of the release of the Super TT which will strengthen the range and create the link between Ulysses and the Roadsters.

Site: What was the worst ?
J.-C. G.: I look for…

Site: How were your XB12S cg and XB12S Super TT received by your network and by all bikers ?
J.-C. G.: The reception of the XB12Scg (lowered version of the XB12S) is excellent because there are few large displacement roadsters accessible to motorcyclists of small size. This Lightning is a perfect answer to this demand. As for the Super TT, everyone has identified it as a future tool for winning the Moto Tour, so close is its definition to the victorious bike! We will see according to the distribution of the stages (track or road) which model we will choose for the race, but for the moment it is on the French Road Rally Championship that we have decided to enter it.

Site: In 2007, what will be your objectives in terms of sales but also of network, image and communication? ?
J.-C. G.: Our goals are ambitious. Buell is a growing brand and it must be recognized that we also benefit from the strength of Harley-Davidson, which has a very high quality network on which we can count to welcome customers who can come and test the motorcycles in all areas. stores. Service, hospitality and competence: everything is to our benefit because the dealers represent both brands and are used to high quality standards. Since last year we have been working with our dealers to set up clearly identified Buell spaces in stores and we will continue this year. On the other hand, we now have two stores dedicated solely to Buell: one in Paris with and another in Nice. Our communication will reflect the brand, innovative and original !

Site: What is the share of Internet in your activity ?
J.-C. G.: The Internet is essential, no brand can do without this fabulous tool. The brand site of course, but also the dealers’ sites, announcements, information, advice, blogs … Our customers are practically all Internet users and we also have projects in this direction. It has become the number one tool for the occasion: all riders can compare prices and quickly get a clear idea of ​​their research. The Buells are also very popular on occasion, because our customers are very attached to the appearance of their motorcycles, they are often very well maintained and we do not want to devalue motorcycles by playing the card of crossed prices. A Buell must maintain value over time, this is important for our customers and it is important for us because we favor long-term relationships over spectacular operations designed to generate sales volume. On this subject, it is a small revolution to see that there is a counterpower of Internet users to brand communication. This forces brands to be much closer to their customers and to take their opinions into account. This is a very good thing, because now and more than ever you have to think about quality and not disappoint. This pulls all the players up! American brands are used to this consumer force, because their associations are very powerful in the United States. It’s a little newer in Europe…

Site: What will be your major events in 2007 ?
J.-C. G.: The Moto Tour with the Buell France team, whose riders are Denis Bouan and Bruno Destoop, but also the Protwin Championship with two XBRRs entered: Macadam Moto, our dealer in Montpellier with Michel Amalric for rider, and also Harley-Davidson and Buell Grenoble with Bruno Destoop on the second bike. We will also enter the Super TT in the French Road Rally Championship with a CMPN driver, Emmanuel Siaux. We have also planned three events for our customers: a driving course at the Circuit d’Alès Cevennes (May 2 and 3), training days at the Magny Cours F1 Circuit (July 18 and 19) and we would like to also have a gathering in mid-June in a very beautiful place in France, but it’s not yet completely finalized.

Site: In conclusion, which maxim would best illustrate your 2006 balance sheet ?
J.-C. G.: I would quote a sentence from Erik Buell (racing driver, engineer and founder of Buell): "if you prefer to ride like everyone else, after all it’s your choice"…

Interview by Matthieu BRETILLE

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