Market reports – Patrick Marchal: we didn’t expect to take 3rd place – KAWASAKI occasions

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Patrick Marchal: we didn’t think we would take 3rd place

Market reports - Patrick Marchal: we didn't expect to take 3rd place - KAWASAKI occasions

With 18,822 registrations, Kawasaki posted an increase of 8.9% on the French motorcycle market. Patrick Marchal, Sales and Marketing Director Kawasaki France, establishes for Site the 2007 balance sheet of the brand and sets out its 2008 objectives.

Site: What do you think of the general evolution of the two-wheeler market in 2007? ?
Patrick Marchal, Sales and Marketing Director of Kawasaki France: The overall market shows a positive trend for two-wheelers in general, with volumes growing once again and an overall record figure of nearly 240,000 units. The figure for the market excluding scooters which interests us more particularly is stable, which proves that the pleasure bike holds up well to purely utility two-wheelers. European brands are getting stronger, a new phenomenon that deserves to be analyzed but seems to us to be caused rather by the occasional weakness of certain historical leaders..

M-N.C: What is your assessment of your year? ?
P. M.: We are very happy with 2007 which follows four years of growth. Kawasaki finds its place in the market and in the hearts of French bikers. Our products are particularly appreciated by a large number of customers who find modern and efficient products at Kawasaki. The podium in "more than 125 cc" can only satisfy us with the Z750 in first and the ER-6 in second position. What more can you hope for !

M-N.C: Are you fully satisfied with the results of your bestsellers: Z750 (read), ER-6 (read), Z1000 (read) and Versys (read) ?
P. M.: These models are in very different segments: Z750 and ER-6 have been on the market hit parade for three years and perfectly fulfill their high targets. The Z1000, which appeared only in April, achieved an excellent score over 9 months with 1662 units. Its style and image allow it to perform well in a relatively narrow segment and against its emblematic youngest (Z750). We are also very satisfied with the results of the Versys, which quickly positioned itself in the trail segment. Its result is in line with the logic of the market, but its great dynamic qualities and its innovative style should allow it to expand its audience in 2008..

M-N.C: What are the models whose sales have disappointed you, what was the cause ?
P. M.: We are not satisfied with the result of the 1400GTR. Of course, the late arrival in July is a big part of the end-December result of just 499 units, as buying decisions and the selling season are much earlier in the year. However, we were surprised to say the least by the reactions that surrounded the launch of the 1400GTR in some magazines. No one has relayed, for example, the 3-year unlimited mileage manufacturer’s warranty offered on this product. Yet it is a very attractive exclusivity offered by Kawasaki. While the vast majority of our customers express their great satisfaction with the use of this sports Grand Touring, some articles have been destructive to say the least, sometimes inexplicably, and based on criteria that we and our customers have found to be very unobjective. . Like any new motorcycle, some details must certainly be reviewed (protection for example), which is already done at our dealers. That said, all criticism must be taken positively and constructively, and only the judgment of the end customer can make the success or failure of a passion product like the 1400GTR. 2008 will undoubtedly be the year of success over 12 full months for this model.

M-N.C: According to you, your new products 2007 (Z750, Z1000, ZX-6R and GTR 1400, read and) have they "fulfilled their contract" for their first year ?
P. M.: See above…

M-N.C: What was the good surprise 2007 ?
P. M.: The one we expected: the Z750 in first position … The result: Z750 in first position and ER-6 in second position in the motorcycle market in addition to 125cc. But also the increase in volumes and market share between May and December. We did not expect to take 3rd place among manufacturers in the total market for over 125 vehicles, or even 2nd place in the market for more than 125cc motorcycles, excluding scooters. It was not even a stated goal, just a dream that at first glance seems inaccessible, a bit like the one that a teenager can have who passes every day in front of the window of his dealership and dreams in front of the one who will one day be his first. motorbike. For us as for this teenager, what should be remembered is that by dint of perseverance and conviction, the dream ends up becoming reality. !

M-N.C: What was the worst ?
P. M.: As I previously meant: the 1400GTR.

M-N.C: According to you, what was the highlight of 2007 in the world of two-wheelers? ?
P. M.: The unexpected success of the Piaggio MP3 and the return, however, of European brands.

M-N.C: What is the situation of Kawasaki on a European and global scale? ?
P. M.: Every country is different. In Europe, Kawasaki is also making significant progress in overall volume. We have exceeded 100,000 units invoiced at the beginning of December. It was an ambitious objective of our European management: objective achieved !

M-N.C: How were your 2008 novelties (ZX-10R, VN1200 Classic and Ninja 250R, read and) received by your network and by all bikers ?
P. M.: The reception of the ZX10-R is enthusiastic, both in the press and in the showrooms of our dealerships. The Ninja 250R has already caused a lot of ink to flow and will undoubtedly be one of the good surprises of 2008. As for the VN2000, it is the largest twin in the world and the largest unit displacement on the market: a product really worth discovering.

M-N.C: In 2008, what will be your objectives in terms of sales but also of network, image and communication? ?
P. M.: As in previous years, 2008 will be placed under the sign of sales development. We will rely on our best ally, our network, whose adaptability has surprised many. No change to be expected, we do not change a winning team, nor the ingredients of a successful recipe. We will continue to develop our marketing actions and improve our tools, particularly the Internet.

M-N.C: Has the Internet’s share of your business increased in 2007: official website, dealer websites, impact on sales of new and used vehicles, visibility, advertising ?
Claire Depeuille-Bodin (Marketing and communication manager): Our activity on the net has increased in order to meet or anticipate internal and external communication needs which, for their part, are becoming more and more pressing on the "web". This feature should be reinforced in 2008. We would like to take advantage of the Internet tool in all that it has of reactivity and dynamics. On the other hand, it will not replace the tools of communication or traditional exchanges which make that since the man is man, things are written and read on traditional supports..

M-N.C: What will be your major events in 2008: events, competitions, partnerships ?
C. D.-B. : Our 2007 partners are maintained in 2008, namely: Pirelli, Michelin and Elf. Our friends from Assor for Kawasaki Assurance and GE Money Bank for Kawasaki Financement will also be by our side. Regarding our events, there will be many both in animation of networks with, to start the season, the "Kastellet Pro Days" and our concessionaires convention at the end of the year, as in operations of loyalty or conquest of customers including you will discover all the details over the coming months. The competition will not be outdone … but I will leave it to Christian Bourgeois, the boss of the Racing department, the pleasure of revealing his 2008 strategy to you soon..

M-N.C: Kawasaki is often considered the "little one" of the Japanese gang. But what exactly does the motorcycle branch represent within Kawasaki Heavy Industries? ?
Patrick Marchal: This is indeed the image that sticks to Kawasaki since its inception, small in size, in a way you could say yes. That said, the Motorcycle / Quad / Jet branch represents about 25% of Kawasaki Heavy Industries (KHI) turnover and this share has been increasing for 5 years. I would be curious to know this figure for our competitors who also have other activities….

M-N.C: In conclusion, which maxim would best illustrate your 2007 assessment? ?
P. M.: The official signature of the brand seems to me very well to suit our current situation: "Kawasaki, let the good time roll". Best wishes to all and good luck in 2008 !

Interview by Matthieu BRETILLE

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