Market reports – Jean-Michel Cavret: sales lost in the spring cannot be made up … – Used BMW

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Jean-Michel Cavret: the sales lost in the spring do not catch up…

Market reports - Jean-Michel Cavret: sales lost in the spring cannot be made up ... - Used BMW

Interviewed by Site, the boss of BMW Motorrad France (down 6.9%) analyzes the French two-wheeler market and takes stock of his 2007 strategy. With in particular the return of the BMW factory to Endurance (24 Hours du Mans and Bol d’Or) !

The year 2005 was a record year for the German group thanks to an increase in sales of 7.2% and the passage of the milestone of 8,000 motorcycles delivered (read our).

For 2006, BMW’s balance sheet is more moderate: -6.9% but 7,479 sales nonetheless. For Site, Jean-Michel Cavret looks back on these results and draws up the battle plan for 2007 for the Bavarian manufacturer…

Site: What do you think of the general evolution of the two-wheeler market in 2006? ?
Jean-Michel Cavret, Director of BMW Motorrad France : First, we are in a promising sector with an increase of 9.2% in the 500 cc and over category. Second, the French market turned towards the mid-range in 2006 with an increase of 15.7% (48,469 units) in the 500 to 750 cc category, against an increase of 2.9% (43,786 units). ) in the category of more than 750 cc.

Site: What is your assessment of your year? ?
J.-M. C. : Six new product launches over three slightly too late periods confirm that the sales lost in spring are not catching up, even though we ended the last quarter above the market trend.

Site: Are you fully satisfied with the results of your R1200 RT, R1200 GS and K1200 GT ?
J.-M. C. : Absolutely, this is our 2006 podium. Note that at world level, it is a little different: R 1200 GS, R 1200 RT and F 650 GS

Site: Your goal of 8,000 sales was missed this year. How much does it affect you ?
J.-M. C. : With 7,479 registrations, 2006 is the second best year of the last ten years. So we are, in trend, in strong progression over the medium term.

Site: Which models have you been disappointed with in sales and what was the cause ?
J.-M. C. : We have no particular disappointment in terms of sales volume, given the late launch of the models in relation to the seasonality of sales in France.

Site: Did your F800 S, F800 ST and R1200 S "fulfill their contract" for their first year ?
J.-M. C. : The F 800 S and R 1200 S were launched in mid-May. The F 800 ST has only really been available since September. These new models play a major role in revitalizing and rejuvenating the image of BMW Motorrad and in extending our range. In this, they fulfill the role assigned to them.

Site: What was the good surprise 2006 ?
J.-M. C. : The launch of the new ABS Integral in July 2006, combined with ASC (traction control) which will become available on most of our models in 2007 and which gives customers of our Premium brand a head start in terms of safety. It is worth remembering that it was BMW which introduced ABS on the motorcycle in 1986 (20 years already!) And we are pleased to note that we have aroused adepts among our colleagues. Anything that can be done in the area of ​​safety should be encouraged. The lack of security is the main obstacle to renewing the age pyramid that our future customers should constitute. And this, all brands combined. Increasing the feeling of safety on two wheels by users, but also by the general public, contributes to the development of our sector. Since we are in the season of wishes: let’s make security as attractive as performance! And it’s a hell of a performance to make our products safer (motorcycles + accessories + rider / passenger equipment). BMW Motorrad has been on this path for a long time, on the simple premise that a well-protected customer is a long-held customer..

Site: What was the worst ?
J.-M. C. : Pocket bikes distributed anywhere and used in any way, which will certainly not improve the image of the motorcycle in the public opinion.

Site: How were your 2007 novelties (G650X, K1200 RSport) received by your network and by all bikers ?
J.-M. C. : Our now almost exclusive network welcomes the extension and revitalization of the range, which will include 19 models in 2007. In the medium term, other models will complete this extended offer even more in line with the expectations of the French market.

Site: In 2007, what will be your objectives in terms of sales but also of network, image and communication? ?
J.-M. C. : Our 2007 objective is to reach 8,500 sales and to open some new BMW Motorrad dealerships in areas where we were no longer represented, such as Reims or Saint-Lô. In terms of marketing, we want to continue to boost the image of BMW Motorrad, one of the four brands of the BMW Group (BMW, MINI, Rolls-Royce and BMW Motorrad). Our goal is to attract more and more new customers through the expanded offer of our 19 models: the average age of a model in our range will be only 14 months in March. !

Site: What is the share of Internet in your activity ?
J.-M. C. : A third of our media investment is devoted to the Internet. Our site allows you to customize your motorcycle according to options chosen according to your wishes, to simulate financing thanks to BMW Financial Services, which is an integral part of the BMW Group, to download documentation or to request the sending of a paper catalog. It also allows you to view used motorcycles of all brands offered by our dealers, to learn about safety driving courses in France but also off-road in Germany and Spain. Finally, multiple links allow you to explore the BMW world. The Internet is essential in the communication policy of a Premium brand !

Site: What will be your major events in 2007 ?
J.-M. C. : In terms of events, early March will be the launch in the network of our new G series with the Xcountry, Xchallenge, Xmoto and the K 1200 R Sport. In June, it will be the turn of the Megamoto (read, NDLR). And from September 29 to October 6, the Mondial du 2 Roues will take place !

In competition, all BMW fans and many who become so will note that on the sand, on February 11, our Lille dealer, Boxer Evasion, will try the Holeshot with an HP2 in the hands of the driver Jean-Charles Lenain.

Finally on the track, at the invitation of the organizers of the 24 Hours of Le Mans (April 21 and 22, 2007) and the Bol d’Or at Magny-Cours (September 15 and 16, 2007), the BMW Motorrad factory is back to test the endurance with the entry of a Boxer 1200 cc in the Open category !

Site: In conclusion, which maxim would best illustrate your 2006 balance sheet ?
J.-M. C. : "What is done without time does not resist it"…

Interview by Matthieu BRETILLE

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