Market reports – Laurent Videmont (Piaggio): we are on a strategy of gaining market share – Used GILERA PIAGGIO VESPA

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Laurent Videmont (Piaggio): we are on a strategy of gaining market share

Market reports - Laurent Videmont (Piaggio): we are on a strategy of gaining market share - Used GILERA PIAGGIO VESPA

With 9,567 licenses (excluding MP3 LT), Piaggio posted an increase of + 2.7% on the French motorcycle market. Laurent Videmont, Piaggio Marketing Manager, draws up the 2012 balance sheet for Piaggio, Vespa, Gilera and Aprilia scooters, and sets out his 2013 objectives.

Site: What do you think of the general evolution of the French motorcycle market in 2012? ?
Laurent Videmont, Marketing and Network Development Manager Piaggio, Vespa and Gilera : The scooter market in 2012 was a downward trend in all markets (50 cm3 and more than 50 cm3). We are therefore in very tight markets and this for more than 2 years.

MNC: What is your assessment of your year in 125 and large cubes (excluding MP3 LT) ?
L. V. : A good year since, in the 125 cm3 scooter segment, the Piaggio group is the only major player to gain market share. In the segment over 125 cm3 we are progressing in terms of volume, which is a very good thing..

MNC: How many MP3 LTs have you registered this year? Is this result in line with your objectives ?
L. V. : 10,364 MP3 and Yourban LT. This is a remarkable result because the drop is only 8% while the market for 125 cm3 scooters, equivalent to the B license like MP3s, is down 17%. This confirms that the MP3 and Yourban family brings a real plus in terms of urban mobility and safety for the user..

MNC: Are you fully satisfied with the results of your best sales: Piaggio MP3 LT and Yourban, XEvo and X10, Vespa GTS, Gilera Nexus 125 and GP800 ?
L. V. : It is always possible to do better, but our overall satisfaction is there. In less than 6 months, the X10 entered the top 10 best-selling scooters, thus confirming its qualities of comfort, equipment, storage and safety. The X Evo remains a staple in the 125cc GT segment with excellent value for money. And the Vespa 125cc and + range is growing in market share.

MNC: Which models have you been disappointed with in sales and why ?
L. V. : We regret that we were not able to launch the Aprilia SRV 850 ABS with anti-slip until late in the season.

MNC: Immates are not everything: how would you qualify your balance sheet? ?
L. V. : No comment.

MNC: How do you analyze the second-hand market? How important is it today within your network ?
L. V. : It is a dynamic market, essential for the end customer and the dealer network. It is for this reason that we have set up a site dedicated to our dealers and users to sell and buy their second-hand vehicles () There is also a warranty extension program (Piaggio Privilège) on certain used MP3s.

MNC: In your opinion, have your new 2012 models (Piaggio, Vespa, Gilera and Aprilia scooters) passed their first year? ?
L. V. : There were many launches in 2012 with the Fly125 ie 3 valves, the Vespa S and LX 125 cm3 3 valves, the X10 range, the Beverly 350 cm3, the SRV 850 cm3. All have accomplished their mission !

MNC: What was the good surprise 2012 ?
L. V. : The X10 Range.

MNC: What was the worst ?
L. V. : We still have to improve the performance of Fly 125 cm3 3V which is an excellent economic, ecological and urban product.

MNC: In your opinion, what was the highlight of 2012 in the world of two-wheelers? ?
L. V. : The number of new products launched by manufacturers.

MNC: How were your new products for 2013 received by your network and by all users ?
L. V. : In the first quarter, concerning scooters, there is nothing new apart from the downward price repositioning of the X10 125 cm3, Yourban 300 LT, MP3 300 LT. The 2013 novelties will be presented progressively (May, July and November) but we know that the reception will be good given the new arrivals..

MNC: What are your objectives for 2013 ?
L. V. : We are on a strategy of gaining market share, building the loyalty of our end customers, bringing together our network, which we must protect and always improve in terms of quality and image in order to maintain the confidence of end users.

MNC: What are your major events for 2013 ?
L. V. : The biggest event will be the Paris Motor Show at the end of 2013. At the start of the year, we are strengthening and creating new partnerships in order to offer a "turnkey" service to the customer when purchasing our vehicles (financing , assistance, extended warranty, insurance, maintenance).

MNC: In conclusion, which maxim would best illustrate your 2012 balance sheet? ?
L. V. : There is always room for improvement. Let’s talk about the progress that remains to be made rather than congratulating ourselves on what we have done !

Interview by Matthieu BRETILLE

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