Market reports – Jean-Luc Mars: more and more people come to motorcycles out of necessity – Used HARLEY-DAVIDSON

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Jean-Luc Mars: more and more people come to motorcycles out of necessity

Market reports - Jean-Luc Mars: more and more people come to motorcycles out of necessity - Used HARLEY-DAVIDSON

Interviewed by Site, the boss of Harley-Davidson France (up 6%) analyzes the French two-wheeler market and takes stock of his 2007 strategy. In particular, with the launch of a website dedicated to Harley used vehicles in the network.

With its 4,780 motorcycles registered in France in 2006, Harley-Davidson has consolidated its position as 6th manufacturer. The enthusiasm of the French for small practical two-wheelers has nothing to do with the good results of the American.

Jean-Luc Mars, Managing Director of Harley-Davidson France, offers Site his vision somewhat off the 2006 market and explains to us how the success of a brand is a long-term job…

Site: What do you think of the general evolution of the two-wheeler market in 2006? ?
Jean-Luc Mars, General Manager Harley-Davidson France: The 2006 motorcycle market is of course an excellent vintage. Nevertheless, I think that there are more and more people who come to the motorbike out of necessity, preferring to face bad weather than traffic jams … Indeed, most of the growth of the market is done below 750 cc and utility two-wheelers, scooters or YBR 125, are a hit.

Site: What is your assessment of 2006? ?
J.-L. M .: The year 2006 perfectly extends two years 2004 and 2005 of very strong growth. 2006 was a year in which we laid the foundations for our development in Europe, with the presentation of important new products, but above all an unprecedented development of our distribution network. The policy we put in place three years ago to focus on a relatively small number of dealerships (45 today) but with a very high level of professionalism and passion for our brands is bearing fruit..

Site: Are you fully satisfied with the results of your bestsellers, the Sportster 1200 and the Road-King ?
J.-L. M .: Yes, because the Sportster is an entry in the range and the Road-King often a culmination. More and more bikers come to Harley-Davidson, find pleasure and values ​​far beyond their expectations, become loyal and regularly move upmarket.

Site: What models have you been disappointed with in sales, what was the cause ?
J.-L. M .: Sales of the VRSCR Street Rod disappointed us. This excellent machine has not found its audience, stuck between a look and a brand still too associated with the world of custom and the dynamic qualities of Roadster..

Finally, I think that Harley-Davidson’s launch policy, which is not to present a model if it is not in production, finds its limits on launches of products different from what is expected of us. . This motorcycle arrived in dealerships just days after its first world presentation, without having had time to work on its reputation and image. We have, therefore, corrected the shot for the presentation of our prototype XR 1200.

Site: Did your Sportster 883 Low, Sportster 1200L, Street Bob and Night Rod "fulfill their contract" for their first year ?
J.-L. M .: Absolutely and even beyond the most optimistic predictions when it comes to Street Bob !

Site: What was the good surprise 2006 ?
J.-L. M .: Buell’s excellent commercial performance and, icing on the cake, Denis Bouan’s great victory in the 2006 Moto Tour !

Site: What was the worst ?
J.-L. M .: The relative failure of the Paris Moto Show, where we had chosen to be present…

Site: How were your new products for 2007 (new engines in particular) received by your network and by all bikers ?
J.-L. M .: The network’s reception was excellent. Commercial results have been very good since the launch in September. These good results should be confirmed with the start of the 2007 season in March / April..

Site: In 2007, what will be your objectives in terms of sales but also of network, image and communication? ?
J.-L. M .: There will be no revolution in 2007. We started a cycle in 2004 of "reconquering the biker world". In 2007, we will develop this policy. Our products, with in particular the 1600 cc engine and the quality of our network, which has evolved enormously over the past three years, allow us to envisage solid growth in 2007.

In terms of communication, our objective is clearly to introduce the greatest number of bikers to the Harley-Davidson and Buell brands as they are today. The explanation of our culture and our values ​​is an essential step. I would like to remind you that the two Harley and Buell ranges are being tested in all our dealerships. !

Site: What is the share of Internet in your activity ?
J.-L. M .: Internet is very important! We were among the first to communicate on motorcycle websites, we have a partnership between our dealers and Site with regard to the occasion, most of our dealers have a site, etc. In 2007 we plan to develop a Harley site dedicated to the Harley-Davidson used network and of course we will continue to use the Internet for our communication..

Site: When do you think Harley-Davidson will have achieved the status of "major brand on the French market"which you referred to in our 2005 market review ?
J.-L. M .: It is an ongoing process. Our market share of over 750 cc has gone from 6% to almost 12% in four years and we will continue our efforts.

Site: What will be your major events in 2007 ?
J.-L. M .: We will have an important event called "Euro Festival" in the south of France in May. This is a great festive gathering for all motorcycle and music enthusiasts. Then, of course, the World Cup meeting in September. We will also defend our title at the Moto Tour 2007 and will also participate in the French Road Rally Championship with Manu Siaux riding a Buell XB12STT. Finally, Michel Amalric and Bruno Destoop will participate in the Protwin championship on the handlebars of their Buell XB RR.

Site: In conclusion, which maxim would best illustrate your 2006 balance sheet ?
J.-L. M .: A phrase from an epicurean Lyonnais, famous and harleyist, Mr. Paul Bocuse: "The two secrets of success are quality and creation"…

Interview by Matthieu BRETILLE

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