Market reports – Mireille Wellenreiter: Kymco Taiwan has entered into technological partnerships with BMW – Occasions KYMCO

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Mireille Wellenreiter: Kymco Taiwan has entered into technological partnerships with BMW

Market reports - Mireille Wellenreiter: Kymco Taiwan has entered into technological partnerships with BMW - Occasions KYMCO

With 4,044 registrations in 2011, Kymco posted a drop of -22.4% on the French motorcycle market. Mireille Wellenreiter, President of Kymcolux, establishes for Site the 2011 balance sheet of the Taiwanese brand and reveals its 2012 objectives.

Site: What do you think of the general evolution of the French motorcycle market in 2011? ?
Mireille Wellenreiter, President of Kymcolux : After a consecutive drop in the overall market in 2009 and 2010, we can see a slowdown in this drop in 2011 (-3.8% at 12/31/2011). Only the 50 cm3 scooter segment escaped this decline with an increase of 1%. The scooter 125 cm3 and more is and will be more and more an alternative to the congestion of our cities. The 50 cm3 scooter, by its tariff side, presents an economical alternative for daily circulation. We can only conclude that the French market will stabilize, but that purchases will be more reasoned than impulsive. In this context, we must not only be able to offer products with a high value for money, but also a quality service for a vehicle that becomes a working tool par excellence. Kymco is a "reasonable" brand which has always known how to link these parameters and will continue on these principles while innovating and offering technologically very successful vehicles, without unnecessary and expensive gadgets..

MNC: What is your assessment of your year? ?
Mr. W. : Kymco records an increase in its market shares in a declining market. The result is encouraging: N ° 1 in quad bikes on the leisure / utility market, stable on the 50 cm3 scooter market (excluding Agility La Poste). But it must be put into perspective because, like our competitors, sales of GT 125s have been hit hard by the mandatory 7-hour training. On the scooter 125 and above, we are in 6th place after Piaggio, Yamaha, Honda, Peugeot and Suzuki. This positioning is more than honorable when we see the price waltz applied by all these brands to maintain their position. This at least has the merit of showing that the fair price at which the consumer is ready to invest has been reviewed by many reference brands and that it is close to our own price lists. It is clear that the 7 hour training was a drag. Without questioning the legitimacy of this training in terms of security, it arrived badly in a tense market and was poorly presented to the public. All the brands have made efforts to compensate for the cost on various commercial offers … The conclusion is there: this training is compulsory. The message was poorly conveyed to the public following fuzzy and imprecise government communication. It is important to specify that this obligation is only for those who have never driven – and therefore insured – a two-wheeler with a cylinder capacity greater than 50 cm3, hence a slightly more understandable safety justification..

MNC: Immates are not everything: how would you qualify your balance sheet? ?
Mr. W. : Our balance sheet is positive thanks to good market anticipation. We were able to take the necessary budgetary control decisions on time. However, we must be vigilant because the costs of raw materials, labor and transport costs directly impact the entire chain from the manufacturer to the consumer. Gymnastics is difficult between our margins and those that we must provide to our network. Austerity is topical and will be even more so in 2012. We will have to dissociate from the public price all the ancillary costs (transport and various ecological taxes) that we are trying to compensate to keep psychological prices. The consumer is responsible and knows how to understand the economic reality, he himself is confronted with it every day when he goes to the pump.

MNC: Are you fully satisfied with the results of your bestsellers: Dink Street 125 and 300, Like and Agility City ?
Mr. W. : In progress for the Dink Street 300 which is not impacted by the formation of the 7 hours because the license is necessary and a displacement of 300 cm3 often presents an interesting performance / price ratio for the urban user. The Agility City, the Like and the Dink Street 125 were strongly impacted by the 7 hours training. But we are optimistic that the purchasing decisions delayed in 2011 are expected to materialize in 2012 and the consumer has had time to familiarize themselves with the idea of ​​this mandatory training..

MNC: Which models have you been disappointed with in sales and why ?
Mr. W. : Large wheel scooters (People GT, Agility City) are still struggling to obtain the approval of the French public, unlike our Italian counterparts, although they offer better stability and a guarantee of increased safety. The products are there, mentalities must evolve … and our networks must be the first prescribers.

MNC: In your opinion, have your new products for 2011 passed their first year? ?
Mr. W. : On two wheels, the main innovation was the evolution of ABS on Dink Street and the matt black limited edition versions for the 125 and 300. An undisputed success, the limited series were taken by storm. This shows that the consumer wants to stand out and that on this type of displacement, he is ready to increase his budget to have a more personal and upscale vehicle. In quad bikes, with the arrival of the MXU 465i 4X4 and the MXU 550i 4X4, we are once again on the top of the podium! The quad market stabilizes around these displacements (300 to 500/700) and is clearly heading towards a Leisure / Utility segment, with customers who want to combine the functional side of the quad with the pleasure of hiking..

MNC: What was the pleasant surprise 2011 ?
Mr. W. : The Dink Street 300 cm3, recognized as one of the best in this displacement.

MNC: What was the worst ?
Mr. W. : The People GT 125 and 300. As mentioned previously, large wheels have not yet found their audience.

MNC: According to you, what was the highlight of 2011 in the world of two-wheelers? ?
Mr. W. : No comments.

MNC: The Motorcycle Show was back in Paris this year: what is your assessment and what improvements would you make to the 2013 edition ?
Mr. W. : Having made different choices in 2011, Kymco was not present as an exhibitor. It is therefore difficult to give an objective opinion. However, it is important for France to be able to have a representative fair for its market and it seems that this new edition has found its audience. The organizer will certainly be able to make the necessary adjustments for 2013..

MNC: How were your 2012 novelties received by your network and by all bikers ?
Mr. W. : Our 2012 novelties presented at the EICMA trade fair in Milan surprised by their number and their innovative design. The manufacturer has deliberately chosen to invest in the development of new models in a difficult market. We can only congratulate ourselves on these choices and the models presented in 300/400/700 cm3 clearly demonstrate the positioning of the brand which offers successful models, both in terms of design and technological aspects. The Myroad 700 will be launched this year after a selection of distributors who will have to undergo specific training, which will prepare the launch pad for the other surprises that Kymco is preparing for us for the years to come….

MNC: In 2012, what will be your objectives ?
Mr. W. : Kymco tends towards a much stronger brand identification and our actions are clearly oriented in this direction: a qualified network, an image reinforced by a strong graphic charter and gradually implemented in the points of sale and by communication on all media supports. With 20 years of presence on the European markets, Kymco has achieved a reputation which must now be reflected in the field and be recognized as a major player in this market. Kymco Taiwan has entered into strong technological partnerships with BMW and this confirms the know-how of a manufacturer that has been able to adapt since its creation in 1963, by offering suitable vehicles accompanied by quality service. We must now make it known by strengthening the tools given to our network, which is essentially made up of distributors who have followed Kymco since its French launch in 1996 and who only want to pass on their enthusiasm for the brand to the customer..

MNC: What will be your major events in 2012 ?
Mr. W. : We will mainly strengthen our presence in the field by supporting our distributors in operations intended for the public to present and give consumers the opportunity to test vehicles: open houses, regional shows, test days will be on display . Our partnerships with Yacco and AMV are closely linked to our events and are renewed in 2012. As every year in January, we are present at the Brussels auto-motorcycle show for our Belgian market. This show is an annual event where many French people also go. In competition, we will be with the Quad on important events such as the Kymco Quad Trophy. As always, Kymco is very attentive to the quality of the service provided to its network, which is its ambassador to our customers. We pay particular attention to listening to this network in order to develop our management tools and make them easier to manage the brand. The objective is that he can devote himself to the sale and offer a quality service, a guarantee of his profitability..

MNC: In conclusion, which maxim would best illustrate your 2011 balance sheet? ?
Mr. W. : Innovation, communication but budgetary rigor and quality of service. Informed consumers know the difference between fine words and everyday reality when using their vehicle! The Kymco LUX SA team wishes you all a Happy New Year 2012 with lots of fun riding your motorized vehicles !

Interview by Matthieu BRETILLE

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