Market reports – Marcel Driessen (BMW): 2014 marks another record year – Pre-owned BMW

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Marcel Driessen (BMW): 2014 marks another record year

Market reports - Marcel Driessen (BMW): 2014 marks another record year - Pre-owned BMW

With 11,638 registrations, BMW posted an increase of + 10.3% on the French motorcycle market. Marcel Driessen, Managing Director of BMW France, establishes for Site the 2014 balance sheet of the German brand and reveals its objectives for 2015. Interview.

Site: What do you think of the general evolution of the French motorcycle market in 2014? ?
Marcel Driessen, Managing Director of BMW France: The market for more than 500 cc, the one that we will look at more particularly, progressed slightly by + 2.8% (read our, Editor’s note). The segment of motorcycles over 500 cc grew by 4.8% while maxi scooters over 500 cc fell -14.5%. With 11,410 registrations in 2014, BMW Motorrad becomes the second brand of over 500 cc. This is an encouraging trend, although this growth is due to a few flagship models. The market is still recovering and the economic context remains very uncertain.

MNC: What is your assessment of your brand? ?
M. D .: 2014 marks another record year for BMW Motorrad in France, both in terms of volumes (+1323 registrations for a total of 11,410) and market share (+1 point for a market share of 14.4% on the market for more than 500 cc). Add to this the 228 electric scooters registered in 2014 which place us as a leader in the premium electro mobility market. We have gained a place every year since on the more than 500 cc. This is a very positive development for our brand and our dealers. Our products are convincing and our brand more and more attractive.

MNC: Which models have performed particularly well this year ?
M. D .: The confirms its success with 863 registrations. This model is particularly important for us because it shows that BMW Motorrad is not only a technological and rational brand. She brings us a huge amount of sympathy and a lot of new clients. With particularly convincing price positioning and services, it keeps all of its promises with 677 registrations in a very competitive segment. It marks a successful entry of BMW Motorrad into the roadster market so important in France. The news is having a very good first year with 2164 registrations despite one. It remains the benchmark for long distance coaches and our bestseller in France. The, first electric vehicle in our range, is a great success for us with 228 registrations. With this innovative and premium product, we are demonstrating our desire to be a pioneer in this emerging market. The and confirm their exceptional success in France with 1320 and 2098 registrations respectively. We remain the leader in the trail market with these two iconic models. The 6 cylinders (, and) continue their life cycle brilliantly with a total of 904 registrations.

MNC: Who are those who have stayed behind? Why ?
M. D .: Our scooters and have remained a little behind our forecasts. The maxi scooter market saw a significant drop in 2014 to -14.5%. This mixed record is offset by the success of. This is an important segment for the development of BMW Motorrad and we will be expanding our range in the years to come..

MNC: The French 100 horsepower law will end in 2016. Do you expect sales of powerful motorcycles to fall in 2015? ?
M. D .: No, because this market will be supplied with lots of new products in 2015, including our all. We remain confident that the implementation of this law in 2016 will not come at the expense of 2015 customers..

MNC: How has your dealer network evolved this year ?
M. D .: Our network remained stable in terms of operators in 2014. Our dealers are continuing to invest in accordance with our new visual identity. We really want our promise with the campaign to be kept for the bikers who will be visiting our dealerships. To do this, we need smiling and passionate partners, but also welcoming, premium and warm premises. The network has changed dramatically in recent years and has understood the challenges ahead.

MNC: Did your new products for 2014 reach their commercial objectives? ?
M. D .: Yes, our new products for 2014 did better than achieve the objectives we had set for ourselves, without exception. !

"Following the recall campaign on R 1200 RT, we were able to find suitable solutions for each customer"

MNC: What was the pleasant surprise of your 2014? And the less good ?
M. D .: The good surprise this year for us is the S 1000 RR on the Isle of Man: victory in the senior TT, TT Superbike and TT Superstock. This is a historic victory for BMW Motorrad at this legendary event. The least pleasant surprise was there. But with the strong involvement of our network and the support of our parent company, we have been able to find suitable solutions for each client..

MNC: In your opinion, what was the highlight of 2014 in the world of two-wheelers? ?
M. D .: The titles for the two Marquez brothers. Two brothers, world champions at the same time in and, it is an extraordinary and unprecedented fact.

MNC: What are your good resolutions for the year 2015 ?
M. D .: Continue our progress on the French market by relying on our five new products (S 1000 RR, F 800 R, R 1200 R, S 1000 XR and R 1200 RS), on the professionalism of our network and on our new communication campaign Make Life a Ride which marks a real turning point for our brand. The first reactions to our confirm us that we are going in the right direction.

"With our return to endurance racing, we wish a victory for the BMW Motorrad France / Penz 13 team at the Bol d’Or and at Le Mans for the 24H Motos!"

MNC: What are your major events in 2015 ?
M. D .: Our first big meeting will be the open days in our dealerships on March 13 and 14 to come and discover and try the new S 1000 RR, F 800 R and R 1200R but also our entire range! BMW Motorrad France is once again participating this year in many motorcycle events to meet all bikers and share moments between enthusiasts: 24 Heures Motos at Le Mans, Moto GP, WSBK at Magny Cours or Wheels & Waves, the Moto Coupes Legend or the Cafe Racer Festival. For off-road enthusiasts, we will offer GS riders of all generations to come and challenge themselves on the occasion of the GS Trophy France which will take place in Orange from May 7 to 9. The challenge will be to qualify the new team that will represent us for the GS Trophy International 2016! This year we are also continuing our circuit activities with the BMW Motorrad Track Days organized with Eybis. The opportunity for enthusiasts to come and have fun in the company of Troy Corser and try out the new S 1000 RR in optimal conditions. These runs on prestigious circuits (Le Mans, Magny-Cours and Dijon in France) are open to motorcycle riders of all brands. Of course, we look forward to seeing you all in Garmisch Partenkirchen for the BMW Motorrad Days from July 3 to 5, a festival open to all and free which brings together no less than 40,000 fans from all over the world. And at the end of the year, see you of course at the motorcycle show in early December 2015.

MNC: To conclude, what BMW ordered from Santa Claus this year ?
M. D .: With our return to endurance racing, a victory for the BMW Motorrad France / Penz 13 team at the Bol d’Or and Le Mans for the 24H Motos! We’re working hard on it and if we get there, it won’t just be a gift from Santa Claus … Last year the brand became number 2 in France … It seems he heard you, so know we never ?

Interview by Matthieu BRETILLE

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