Market reports – Marc Caparros: the sale of two-wheelers becomes a big fair –

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Marc Caparros: the sale of two-wheelers becomes a big fair

Market reports - Marc Caparros: the sale of two-wheelers becomes a big fair -

DIP is the company responsible for importing the Daelim (+ 8.5%), Fantic, Malaguti, Tomos and Ardila brands into France. Marc Caparros, its sales director, draws up the 2007 report for Site and reveals his objectives for 2008..

Site: What do you think of the general evolution of the two-wheeler market in 2007? ?
Marc Caparros, DIP sales director: Caution, reflection, hindsight and a lot of apprehension for the future. The time has come to lay down a general framework and to redefine the essential bases of the world of two-wheelers of tomorrow. The proliferation of brands, anarchic sales, the race for first prices, phantom structures, without stock, the proliferation of unapproved vehicles have serious consequences for consumers and those who have chosen to make it their profession.

M.-N.C. : What is your assessment of your year? ?
M. C: For two years, we have been working to adapt the company to the needs of tomorrow. We are in the process of change and we are reorganizing ourselves to provide factories that trust us and all our customers with new benefits, new services and high quality in terms of imported vehicles. Our results are going in the right direction: Daelim is progressing and Malaguti must find his second wind. As for other brands, it is too early to say.

M.-N.C. : Are you fully satisfied with the results of your best sales: Daelim S2, Roadwin and Daystar ?
M. C: Yes. Fully satisfied and especially for the Daelim network which has vehicles with these models whose sales are sustainable. The arrival of Roadsport, Besbi and S1 brings a new dynamic which will be confirmed over the current year.

M.-N.C. : What are the models whose sales have disappointed you and what was the cause ?
M. C: We are not satisfied with the results for the 50 cc. However, we have a relatively complete range and we will work to modify this situation in 2008. For this we must communicate with our network and improve our visibility rate in stores and on the roads..

M.-N.C. : In your opinion, have your new products for 2007 "fulfilled their contract" for their first year ?
M. C: All brands combined, we cannot draw any statistics. We received almost all of the news during the end of the first semester and in the middle of the second. It is in 2008 that we will really be able to draw a fair analysis.

M.-N.C. : What was the good surprise 2007 ?
M. C: The good surprise is based on the growing confidence of the network and consumers. We work with major factories that have big plans for the future and that gives us the momentum we need to keep moving forward. The Roadwin 125 and the Daystar 125 take first place in sales in their respective category and this gives us great satisfaction..

M.-N.C. : What was the worst ?
M. C: We have a selective memory and we quickly forget unpleasant surprises in order to bounce back better !

M.-N.C. : What do you think was the highlight of 2007 in the world of two-wheelers? ?
M. C: The proliferation of brands, but not vehicles that all come from the same factories. Lack of control and regulation. The sale of two-wheelers becomes a big fair. I am very surprised by the government’s stagnation. Two-wheelers sold without warranty, without after-sales service: the Internet has a great deal of responsibility. We need to review the legal framework for two-wheeler sales. The state needs to redefine the notion of importer or distributor of motorized two-wheelers. If we do nothing in prevention, the penalty will be heavy.

M.-N.C. : How were your 2008 novelties received by your network and by all bikers ?
M. C: All right, but it’s the first month of the year. The new compact scooter 125 Daelim will come, from April, to strengthen the 2008 scooter offer. With Malaguti, the arrival of a 125 Supermotard and Trail with an innovative design will give the boost we expect. At Fantic, the 125 Enduro 2008 model equipped with the new liquid Yamaha is already eagerly awaited and in demand. Finally, with the Ardila brand, we present for 2008 a 125 4-stroke scooter on which we are placing a lot of hope. All these novelties are positioned very well on the current market and the public should therefore respond..

M.-N.C. : In 2008, what will be your objectives in terms of sales but also of network, image and communication? ?
M. C: Today we are 8th in the market with Daelim. We are aiming for seventh place for 2008. For that, we will continue to communicate but differently.

M.-N.C. : Has the Internet share of your business increased in 2007: official website, dealer websites, impact on sales of new and used vehicles, visibility, advertising ?
M. C: Yes, the Internet has increased our business. It is a very interesting tool, but it takes a lot of work and time to keep its effectiveness. Consumers can find information quickly, both good and bad! But it is certain that the Internet has opened a door that puts us in direct contact with the individual. More than 550,000 consultations of our products were recorded in 2007 on the various sites. Our official site has no less than 350,000 visits per year and thousands of emails to be processed on time.

M.-N.C. : What will be your major events in 2008: events, competitions, partnerships ?
M. C: With Fantic Motor, we will participate in the French 125 4-stroke championship since Team Dip Fantic will be present with five or six enduro riders in this event. A Daelim 125 Roadsport will be entered in the French track championship. Otherwise, for us, every day is an exceptional meeting with our customers and the ever-increasing public showing interest in our products..

M.-N.C. : The 250 cc version of the Daelim S2 is already in the database of your official website: do you want to enter the court of maxiscoots soon? ?
M. C: This is not the priority for 2008.

M.-N.C. : In conclusion, which maxim would best illustrate your 2007 balance sheet ?
M. C: Balance is the essential basis of two-wheelers: losing it leads to an irreparable fall … Happy New Year 2008 everyone !

Interview by Matthieu BRETILLE

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