Market reports – Reinhold Zens: 30% of our sales now come from the road – Used KTM

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Reinhold Zens: 30% of our sales now come from the road

Market reports - Reinhold Zens: 30% of our sales now come from the road - Used KTM

With 4,957 registrations, KTM posted an 11.2% drop in the French motorcycle market. Reinhold Zens, President of KTM France, establishes for Site the 2008 assessment of the Austrian brand and reveals its objectives for 2009.

Site: How do you feel about the general evolution of the two-wheeler market in 2008? ?
Reinhold Zens, new president of KTM France (): 2008 was marked by market growth until October, the breaking point with the start of the sharp decline in sales being the consequence of the general context. We also note that European brands are doing quite well and particularly those who bet on models with character. Passion still exists and will always exist. This is the essential point.

"European brands are doing quite well and particularly those which bet on models with character"

M.-N.C. : What is your assessment of your year in 125 and large cubes? ?
R. Z.: Since the creation of KTM France, we have experienced seven years of strong growth in all directions and recently strong development in the road market. 2008 marks a pause in this dynamic. In our segments, we have not benefited enough from the growth of the market.

M.-N.C. : Are you fully satisfied with the results of your bestsellers: 450EXC-R, 250EXC-F, 690 (Duke, SM, and SMC) and 990 (Super Duke and Supermoto) ?
R. Z.: We remain leaders in enduro by continuing to develop our models. The sales of the 450 EXC R and the 250 EXC F reflect our will. For the road models, it is a real satisfaction because it is our main challenge. Even more so with our new LC4 range because, in theory, the French market is quite cautious compared to this engine architecture. The reception was very encouraging following the presentation of the LC4 range in Paris. This was confirmed at the sales level. This is great news, our network has done a great job. The 990 Super Duke continues its momentum and benefits from its status as one of the best roadsters on the market. The new 990 SM has allowed us to bring new bikers to our brand.

M.-N.C. : Which models have you been disappointed with in sales? ?
R. Z.: The 690 SM and its SMR variation. They arrived a year too early and could not benefit from the range effect.

"We remain the leader in enduro"

M.-N.C. : In your opinion, did your new 2008 models (690 Duke, Enduro, SMR, SMC and RC8) pass their first year? ?
R. Z.: Yes, and above all thanks to the work and passion of our distributors. Even the 690 Enduro, whose expectations in France were not to sell it in large quantities, has found its place. Likewise, the 1190 RC8 suffered from youthful flaws, now resolved, and arrived in stores late..

M.-N.C. : What was the good surprise 2008 ?
R. Z.: Our product mix, with now 30% of our sales coming from the road.

The 2008 event: "the first images of a real electric enduro motorcycle"

M.-N.C. : What was the worst ?
R. Z.: The sudden end of sales, the amplification of the economic and financial crisis and its effects on the gloom and general anxiety, revealed or not.

M.-N.C. : What do you think was the highlight of 2008 in the world of two-wheelers? ?
R. Z.: The first images of a real electric enduro motorcycle (read, NDLR). This offers a future and prospects for this practice.

M.-N.C. : What is the situation of KTM on a European and global scale? ?
R. Z.: The year 2007/2008, which ended at the end of August, showed an increase in sales and also an increase in the share of our trucks in our total sales..

M.-N.C. : You said when you took office () that KTM "continues to work intensively" on 2-stroke technology. However, the future 125 and 250 cc manufactured in cooperation with the Indian manufacturer Bajaj will be 4-stroke. Large-scale production, compliance with anti-pollution and 2-stroke standards are they so incompatible? ?
R. Z.: We are working a lot on 2-stroke cross and enduro. From cooperation with Bajaj, we expect different products for which 4-stroke is preferable.

"We are working a lot on 2-stroke cross and enduro"

M.-N.C. : What were your first steps when you took office ?
R. Z.: Revise sales objectives and budgets to anticipate the economic crisis, set up a suitable "Customer Intimacy" strategy, visit and listen to the network.

M.-N.C. : How were your new products for 2009 (new 990 and RC8 R) received by your network and by all bikers ?
R. Z.: We had good feedback following the presentation of our new products in Milan. The 1190 RC8 R is our showcase in terms of technology and performance. The 990 SMT is a model of conquest by its versatility while keeping the sporty character specific to KTM. Our network will be able to test these new features as well as the 990 SMR during our road convention in Spain at the beginning of March. In our novelties, we do not forget the 990 Adventure which has evolved.

"We are going to get closer to our distributors and therefore to our customers through our Customer Intimacy approach"

M.-N.C. : What are your goals in 2009 ?
R. Z.: We are going to get closer to our distributors and therefore to our customers through our “Customer Intimacy” approach. This close relationship is part of our success. We will continue to invest in this strategy. Moreover, we have several exemplary projects including the KTM Mania and the Race Orange.

M.-N.C. : Did the Internet share in your business increase in 2008 ?
R. Z.: The Internet is an integral part of our communication tools and our daily lives. This medium has its place in our “Customer Intimacy” approach. For each model, a dedicated site is online. The global site () was redesigned in 2008 and will have a new look next year. The site, created at the request of our network, brings us complete satisfaction.

M.-N.C. : What are your major events in 2009 ?
R. Z.: We will be present at the French championships and the classics in Enduro with Johnny Aubert as captain and Fabien Planet and Romain Boucardey, in Motocross with Anthony Boissière and Arnaud Taunus, in Le Touquet by motorbike (with Damien Prevôt) and by quad, on the track with the RC8 thanks to the involvement of a distributor, and finally the Moto Tour in Expert and Mono categories. We are also setting up two major events in TT and on the road: first, the new Race Orange concept: six circuit days supervised by professionals and open to owners of competing sports cars who wish to try out the RC8 R, 990 SMR and 990 Super Duke R. The first session will take place on March 24th and 25th, 2009 on the Bresse circuit (01). Info and registration on. But also the 3rd edition of KTM Mania, the national KTM festival, this time dedicated to off-roading. We are expecting 450 pilots aged 7 to 77, on July 11 and 12, 2009 in Châteauroux. They will be able to participate in a giant X-Country. Info and registration at KTM distributors and on .

"We have confidence in the Thierry Hesse / Claude Michy tandem to relaunch the World Cup"

M.-N.C. : Will 2009 be the year of the crisis ?
R. Z.: It’s going to be difficult, for some more than for others, but it’s not going to be the end. The desire for motorcycles will always be there, you just have to adapt.

M.-N.C. : How do you approach the Mondial du deux-Roues 2009 "New formula" ?
R. Z.: We are excited about this new formula. We are involved at the level of the communication group and we have confidence in the Thierry Hesse / Claude Michy tandem to relaunch the World, which remains the essential event in our sector. We only hope that the current context will not disrupt the expected result.

M.-N.C. : In conclusion, which maxim would best illustrate your 2008 balance sheet ?
R. Z.: More than ever "Ready to Race", in every sense of the word.

Interview by Matthieu BRETILLE – Photos DR

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