Market reports – SIMA under better omen – Opportunities SIMA

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SIMA under better omens

Market reports - SIMA under better omen - Opportunities SIMA

2005 was eventful for SIMA: between the end of importing Daelim, their chaotic beginnings with Hyosung and the delicate financial situation of MV Agusta, the French company struggled to offer the right product at the right time..

2005 was an eventful year for the importer SIMA: between the end of importing Daelim, their chaotic beginnings with Hyosung and the delicate financial situation of MV Agusta (read), the French company struggled to offer "the right product at the right time", as Lysianne Seurat-Richebourg, General Manager of Sima explains.

Moto-Net: What is your assessment of 2005? ?
Lysianne Seurat-Richebourg, Managing Director of Sima: The year 2005 was very mixed for us, because we stopped with the Daelim brand to start with the other Korean brand, Hyosung, and that very late in the year (mid-March). We have had some starting issues with this brand because we have been sorely lacking in experience in terms of spare parts and warranties. It’s now back to normal and Hyosung is preparing an interesting future in France and in Europe, because it is the only non-Japanese Asian brand with a very complete range..

At MV Agusta, we experienced the transition from power to Proton, which nevertheless disrupted the unfolding of the sales season. Finally Husqvarna, a historic brand, is regaining a place on the market more in line with its prestige with nearly 1,250 registrations.

Moto-Net: Which are your best-selling models and why ?
L. S.-R. : The MV 910 Brutale, because it is a dream for aesthetes that becomes achievable, the Husqvarna 250TE which is a "must" in modern enduro, the Husqvarna 250 WR because the 2T is not dead and the 610 SM which seems to attract new customers for us. Without forgetting the Hyosung 125 Comet which has "everything of a great one" and the two Hyosung customs in 125 and 650.

Moto-Net: Which ones are less successful and do you know why ?
L. S.-R. : The Trail 125 Hyosung, perhaps due to a certain disgrace affecting classic trail running at the moment. The Comet 650 got off to a slow start because it is not yet well known in France. The Supermoto-type motorcycle market is still weak compared to our expectations, despite our superb race results with Adrien Chareyre (2005 vice world champion in 450 cc), or Adrien Chareyre and Maxime Testu (2005 French champions, respectively in 450 and 650 cc).

Moto-Net: What was the pleasant surprise of this year ?
L. S.-R. : The good score of motorcycle sales in France, despite the public authorities who seem to have bikers in the crosshairs !

Moto-Net: Which was the worst ?
L. S.-R. : The Nelly Olin flyer! We have also missed a lot of sales of motorcycles and quads because of the factories that delivered poorly or delivered after the sales season. The right product at the right time … we haven’t experienced it too much this year !

Moto-Net: What are your goals for 2006 ?
L. S.-R. : We currently have a potential of 5,000 motorcycles, or 2.5% of PDM, and 5,000 quads, or 11% of PDM..

Moto-Net: How will you achieve these goals ?
L. S.-R. : We are going to strengthen our presence on the market with more targeted communication and in the field with test days per sector. We will not let go of the pressure on our suppliers to get consistent pricing and ensure we have the products when they need to be there! The after-sales concerns with Hyosung for its set-up are now behind us and the 2006 season promises to be auspicious. !

Moto-Net: What will be the consequences of the takeover of MV Agusta by Gevi ?
L. S.-R. : Gevi seems to be more in tune with the MV Group, firstly because they are Italian and secondly because they seem more inclined to really invest in the brands of the group. So we see it in a good light for the future.

Moto-Net: Are you satisfied with your network ?
L. S.-R. : We are no exception to the 20/80 rule and of course we are also subject to the "all exclusive" policy on the part of some of our competitors. Quads and motorcycles combined, we have nearly 600 points of sale and very few exclusives. The second-hand market is still very interesting for well-structured dealers for this segment of their activity. It can be very lucrative. Finally, a website is no longer a toy! For two or three years, it has become an indispensable and essential tool !

Interview by Matthieu BRETILLE

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