Market reports – Marcel Driessen (BMW): we achieved a new absolute record – Pre-owned BMW

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Marcel Driessen (BMW): we set a new absolute record

Market reports - Marcel Driessen (BMW): we achieved a new absolute record - Pre-owned BMW

With 11,043 registrations, BMW posted an increase of 9.3% on the French motorcycle market. Marcel Driessen, Managing Director BMW Motorrad France, draws up the 2012 balance sheet for the brand for Site and reveals its objectives for 2013.. Interview.

Site: What do you think of the general evolution of the French motorcycle market in 2012? ?
Marcel Driessen, Managing Director of BMW Motorrad France : The motorcycle market was maintained until the end of the first half of the year but there was no restart after the elections and the last few months are worrying to say the least … The motorcycle market of more than 500cc is down about 7% from 2011, although it is driven by entry-level price innovations like the Honda NC 700. Without these models, 2012 would have been much worse. Today, although BMW is an accessible brand with models like the F 800 R starting at 7,990 euros ABS included, we don’t offer a model around 6,000 euros and therefore we can’t take advantage of this trend. The maxi-scooter market (over 400cc) is however very buoyant, pulled up by the Yamaha T-Max since the start of the year. We launched our two maxi-scooters in July and were therefore only able to take advantage of this market from the start of the school year in September..

MNC: What is your assessment of your year? ?
Mr. D. : BMW Motorrad is making further progress this year. We have registered 11,043 motorcycles and scooters, which is an absolute record for our brand in France and we are really proud and satisfied with this result..

MNC: Are you fully satisfied with the results of your bestsellers: R1200 series (GS, RT and R), K1600 (GT and GTL) and F800 R ?:
Mr. D. : Once again this year, the R 1200 GS remains the leader in its segment, although there were many new features in 2012 (Triumph Trophy, Honda Crosstourer, etc.). The BMW R 1200 GS remains the reference in the comparisons, despite a model at the end of its life because the that you were able to discover at the Cologne Motor Show will be released in March 2013. The same goes for the R 1200 RT which remains a reference and still leader in its segment despite attacks from competitors (Yamaha FJR 2013, Triumph Trophy, etc.). The BMW R 1200 RT sales level remains high but has nevertheless suffered a little from the cannibalization of the BMW C 650 GT and the K 1600 GT / GTL. The BMW F 800 R at 7990 euros ABS included is a great motorcycle but still too little known to bikers. We communicate strongly on this product, because far too many people still think that BMW is an elitist brand while we do not offer less than four models below 10,000 euros including tax, ABS included..

MNC: Which models have you been disappointed with in sales and why ?
Mr. D. : BMW is up nearly 10% compared to 2011. In this difficult sales environment, we have no model whose sales are below our forecasts and are satisfied with this result.

MNC: Immates are not everything: how would you qualify your balance sheet? ?
Mr. D. : BMW Motorrad is making money and this allows us to invest in the brand, in our communication and to continue our growth on a global level. Our network is also doing well and has good profitability, which is important for us because we ask them to invest in their concessions, in staff training, etc..

MNC: How do you analyze the second-hand market? How important is it today within your network ?
Mr. D. : BMW Motorrad France decided in 2012 to develop its used-vehicle market with its dealers, for several reasons. By way of comparison, in 2011 28,015 used BMWs and 10,103 new motorcycles were sold, almost three times as many used! At the end of December 2012, there were 25,807 motorcycles registered in used vehicles, a decrease of 0.8% compared to 2011 where the market for vehicles over 500cc in the segment of motorcycles over 500cc fell by 7% compared to 2011 Based on this observation, we wanted to set up tools for our dealers so that they can develop this activity. We have just launched the BMW Motorrad Premium Selection franchise in November 2012. This label is now offered to our dealers and offers the following advantages:

  • A check on 49 mechanical control points and 21 aesthetic control points

  • 2 years warranty

  • A complete vehicle maintenance history

  • 2 years of Premium type assistance with unlimited mileage

The vehicles offered must all meet these criteria:

  • Brand BMW Motorrad

  • Less than 4 years

  • Less than 50,000 km

The goal of BMW Motorrad Premium Selection is to offer used BMW motorcycles with features almost identical to new vehicles, and thus increase the accessibility of our motorcycles.

MNC: In your opinion, have your 2012 new products (C 600 Sport and C 650 GT, new versions of the S1000RR and F800R) passed their first year? ?
Mr. D. : The BMW S 1000 RR remains for the third consecutive year the leading model in the sports segment over 750cc. The F 800 R remains stable in terms of sales where the market for mid-capacity roadsters is declining sharply. Our two maxi-scooters sold well despite a late launch..

MNC: What was the good surprise 2012 ?
Mr. D. : We were worried about our scooters due to the late launch, but the volume made at the end of the year in such a short timeframe is very satisfactory.

MNC: What was the worst ?
Mr. D. : The late launch of our scooters mid-July, much later than the start of the motorcycle season.

MNC: In your opinion, what was the highlight of 2012 in the world of two-wheelers? ?
Mr. D. : The motorcycle license "revolution", the abolition of the 100 hp law in France planned for 2016 but also the fact that BMW Motorrad has become the first European brand to be on the podium of the endurance world championship !

MNC: How were your new products for 2013 (R1200GS, F800GT and HP4) received by your network and by all bikers ?
Mr. D. : Very very good ! The new R 1200 GS with its new Boxer engine presented at the Cologne and Milan shows was met with a tremendous reception. We have also had the opportunity to present this bike to our dealers and customers at events, and again the feedback has all been very positive. The F 800 GT is a real evolution from the F 800 ST and these changes make it a real small R 1200 RT that is manoeuvrable, easy to maintain and with good protection at a very reasonable price. You could almost say that this is BMW’s "anti-crisis solution" because it is a "real" Grand Touring made by BMW for 9,990 euros including ABS (introductory price). The HP4, model of all superlatives, already registers a lot of pre-orders, which shows the enthusiasm of our customers for this bike and we are proud to offer this kind of bike which energizes our brand..

MNC: What are your objectives for 2013 ?
Mr. D. : 2013 for BMW Motorrad should once again be a banner year. Our scooters will be available for a full year, we are also expecting a lot of sales from the new R 1200 GS from March. The F 800 GT, HP4 and the F 700 and F 800 GS will also be available from the start of the year. We also have the ambition, for our third year in the endurance world championship, to finish on the top step of the podium! Regarding the network, in 2013 and 2014 we are deploying a project to renew the interior of the concessions to make them more welcoming and welcoming. Today BMW is an open brand and this must also be seen at the dealership level.

MNC: What are your major events for 2013 ?
Mr. D. : "THE" big meeting of 2013 is the gathering in Germany for the 90 years of BMW Motorrad. It’s going to be a big party with BMW customers from all over the world! There will be many meetings in France for fans of the brand in 2013. BMW Motorrad wishes to be present at the major motorcycle events of the year such as the Bol d’or, the Grand Prix de France, the WSBK, etc., but also on events created for our customers in France such as and which will be the first two major events for BMW Motorrad in 2013. We will continue our discovery program on the "BMW Track Experience" circuit and the driving days with Troy Corser, the "BMW Motorrad Days", and we will go, as in 2012, to meet bikers with our "Unstoppable Tour" road-show to have our range tested by bikers everywhere in France. BMW is a brand that is opening up and we want to let customers know that but also to non-customers through all these events by going to them !

MNC: In conclusion, which maxim would best illustrate your 2012 balance sheet? ?
Mr. D. : BMW Motorrad remains Unstoppable !

Interview by Matthieu BRETILLE

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