Market reports – Jean-Michel Cavret: entering a mid-range segment is not easy – Used BMW

Posted on by admin

Jean-Michel Cavret: entering a mid-range segment is not easy

Market reports - Jean-Michel Cavret: entering a mid-range segment is not easy - Used BMW

With 7,592 registrations, BMW posted an increase of 1.4% on the French motorcycle market. Jean-Michel Cavret, Director of BMW Motorrad France, establishes for Site the 2007 balance sheet of the German brand and reveals its objectives for 2008.

Site: What do you think of the general evolution of the two-wheeler market in 2007? ?
Jean-Michel Cavret, Director of BMW Motorrad France: The market for "500 cc and over" was at + 0.2% at the end of December 2007. It is difficult to estimate the effects of the end of Euro 2 on registrations. The market tends to be pulled down in terms of price, partly influenced by the weakness of the yen (-70% against the euro since 2000) and the US dollar, as well as the arrival Chinese manufacturers in small displacement. The share of the scooter on the "125 cc and more" market continues to grow, practically doubling in 5 years: 22.1% in 2002 and 41.5% at the end of October 2007.

M-N.C: What is your assessment of your year? ?
J.-M. C .: Intermediate year for BMW, even if we resumed our forward march in a stagnant market: 7,590 at the end of December 2007 against 7,479 in 2006, this represents an increase of 1.5% (the difference with the 1.4% from the statistics of the CSIAM comes from the inclusion or not of the results of C1: 5 sales in 2006 and 2 in 2007, Editor’s note). As a reminder, the BMW record in France is 8,034 motorcycle registration cards in 2005. On the other hand, all our range and our stocks are ready for the euro 3 on January 1, 2008 without having to resort to forced registrations..

M-N.C: Are you fully satisfied with the results of your bestsellers: R1200 RT, R1200 GS and R1200 R ?
J.-M. C .: Launched in 2005, the R 1200 RT is still our workhorse in France. In its 3rd year, it still lags behind 2000 registrations (2467 in 2005, 1972 in 2006 and 1938 in 2007) without any real sign of running out of steam. The recognition of the qualities and the constant progress of the R 1200 GS (1178 immats in 2007) and of its Adventure version (623 in 2007) gives us great pleasure. Cumulatively, these two versions follow the volumes of the R 1200 RT. Keep in mind that the R 1200 GS model is the best-selling model in the world: one in three BMWs sold is an R 1200 GS. It is the motorbike for long journeys, adventure, discovery, in a word, escape. The R 1200 R, the roadster in Boxer version, has fully achieved its objectives (1,133 immates in 2007). Introduced in September 2006 with the new ASC (traction control), it is gaining more and more followers and its full power (109 hp at engine output and therefore 100 hp at the rear wheel) is perfect for French legislation..

M-N.C: What are the models whose sales have disappointed you, what was the cause ?
J.-M. C .: The media are even more in a hurry than the manufacturers to measure the successes or possible failures of new products … The fairly precise image of BMW Motorrad for new engines (for example, our new 800 cc vertical twin) requires a little time to be perceived, noticed and imposed. It takes several thousand motorcycles in our streets and on our roads to create a park effect for a given model. A motorcycle is a living poster. This visibility creates a positive spiral that promotes the sale of the model. With the arrival of the F 650 GS and F 800 GS, this new engine will take a serious boost, the first model equipped with this new engine, the F 800 S, was only launched in March 2006..

M-N.C: According to you, your new products 2007 (series G650 and K 1200 R Sport, read and) have they "fulfilled their contract" for their first year ?
J.-M. C .: Entering a mid-range segment where the price war reigns is not easy for a European manufacturer, which moreover is Premium. Our new G series and its three models Xcountry, Xchallenge and Xmoto made the dynamism of the brand known, and that was the main objective assigned to them. The volumes were not quite there despite undeniable product qualities. The K 1200 R Sport and its too many horses … for France also suffered from this legislation.

M-N.C: What was the good surprise 2007 ?
J.-M. C .: Confirmation of the appeal of our established values ​​such as the R 1200 RT, the R 1200 GS and the R 1200 R. The market’s restitution of the perception of the dynamism of BMW Motorrad.

M-N.C: What was the worst ?
J.-M. C .: The negative impact of mini motorcycles on the image of our sector. We didn’t need this…

M-N.C: According to you, what was the highlight of 2007 in the world of two-wheelers? ?
J.-M. C .: The growing awareness of the need for our "small" two-wheeler sector to make a contribution to environmental protection and the fight against pollution, for air quality but also and above all against noise pollution.

M-N.C: What is the situation of BMW Motorrad on a European and global scale? ?
J.-M. C .: I will leave it to Munich, which must currently compile the results to make its comments, but seen from France we can see that the BMW Group has reaffirmed its interest in the motorcycle sector with the purchase of a second brand: Husqvarna.

We can nonetheless cite the confirmation of the correctness of BMW Motorrad’s Premium strategy around environmental protection: exclusively 4-stroke engine, injection with injection cut-off during deceleration on all models, standard catalyst for many years. without waiting for it to become mandatory. Without forgetting safety with the presentation of ABS on a motorcycle from 1986 and its marketing from 1988. ABS is standard or optional on the entire range, HP2 Sport included. Finally, BMW has taken another step forward with the introduction of ASC (traction control) on the R 1200 R and its deployment on eight models in the range, as well as the RDC (warning light in the event of a fall of the vehicle). tire pressure) on twelve models.

M-N.C: How were your 2008 novelties (HP2 Sport, new "GS" and G 450 X, read and) received by your network and by all bikers ?
J.-M. C .: Presented as a world premiere on September 28 in Paris, the HP2 Sport, which distinguished itself in a racing version at Le Mans and Magny-Cours, is a nod to the French public. It is a real "homologated" machine cut for the circuit and reserved for a clientele of perfectionist connoisseurs. We hope to satisfy them from March.

As for the five novelties presented on November 6 in Milan, the new R 1200 GS and R 1200 GS Adventure attract the greatest attention. On these successful models, the improvements they benefit from (eg the ESA piloted suspension) give them a head start. They will be available from the end of January.

It is the F 650GS and F 800 GS which arouse the most curiosity among prospects who will be able to test them in mid-March. These all-road models starting at 8,200 euros in the 650 cc version open the doors of BMW to a large fringe of potential new customers..

Our dealer network has the feeling, shared with us, that we have assets in our hands to better meet the expectations of the French market..

Regarding the new Enduro G 450 X, it’s a bit early to talk about it, its marketing being scheduled for July 2008. There is no doubt that its first steps during the WEC 2007 did not leave the "Enduro planet" indifferent….

M-N.C: In 2008, what will be your objectives in terms of sales but also of network, image and communication? ?
J.-M. C .: Like all bosses on earth, our goal will be to do better than the previous year. Six new features should help us. In terms of network, our strategy of exclusive representation is reaffirmed with the majority presence of exclusively motorcycle dealers (two thirds) supplemented by one third of mixed dealers (cars / motorcycles) in order to ensure good coverage of the territory. We are very keen on the strong motorcycle identity of our network.

M-N.C: Has the Internet’s share of your business increased in 2007: official website, dealer websites, impact on sales of new and used vehicles, visibility, advertising ?
J.-M. C .: As a Premium brand, we must also be at the forefront in the field of communication. I recommend that you visit our site and its various links to convince yourself.

M-N.C: What will be your major events in 2008: events, competitions, partnerships ?
J.-M. C .: In the network: the "Evasion" Rendezvous from March 14 to 16 with the testing of new products at dealerships. On the track: the 24H of Le Mans on April 19 and 20 and the Bol d’Or there Magny-Cours on September 13 and 14 with the HP2 Sport. And in Enduro with the WEC (World Enduro Championship) on July 26 and 27 in Uzerche (Corrèze) and October 11 and 12 in Alès (Gard).

M-N.C: With the F800, the G series (Xcountry, XChallenge and Xmoto) and most recently the GS 650 and 800, BMW seeks to rejuvenate its image. Do you see a rejuvenation of your clientele in recent years? ?
J.-M. C .: It’s clear and clean, the phrase we hear most often is: "what are you moving at BMW !".

M-N.C: In conclusion, which maxim would best illustrate your 2007 assessment? ?
J.-M. C .: "It’s always wrong to be right too soon", but a few years later it’s still comforting to have seen it right…

Interview by Matthieu BRETILLE

Related articles

Leave a Reply

Your email address will not be published. Required fields are marked *