Market reports – Suzuki at the top of sales – Used SUZUKI

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Suzuki tops sales

Market reports - Suzuki at the top of sales - Used SUZUKI

Suzuki breaks records in 2004 with a timeless Bandit. But it is also the success of a whole range at particularly low prices, even if the iconic GSXRs have lost their leadership in sports.

Suzuki breaks records in 2004 with a Bandit over which time does not seem to have a hold. But it is also the success of a whole range displayed at particularly low prices even if the iconic GSXRs have lost their leadership in the sports field..

Moto-Net: For the first time, you are the sales leader for motorcycles over 125. But aren’t you doing volume at all costs? Your competitors accuse you of slashing prices, especially with the Bandit !
François Etterle, Suzuki France Sales Director: Since 2001, we have been neck and neck with Yamaha every year, but the gap is not significant. In terms of price, one of Suzuki’s fundamental values ​​is "value for money": to offer customers quality products at the fairest price. It is a global policy. So, yes, we assume and even claim our aggressive pricing policy, especially for an entry-level model like the Bandit 600. Regarding discounts, pricing is free. So we set a recommended price at the national level, after the discounts are initiated by our network.

Moto-Net: How do you explain the exceptional success of the Bandit, apart from its ultra competitive price? ?
F. E .: Price is surely not the only explanation for the Bandit’s success, which has lasted for ten years now. Some models stick to the expectations of an era and become a kind of benchmark, like the Honda Transalp may have been before the Bandit. The choices of bikers evolve in a pragmatic way depending on the circumstances. The 80s were the days of big trails with the rally-raid fashion and especially because of insurance. Classified as off-road, they cost much less to insure. People used it on the road to go to work. When insurers revised their rates, the roadster suddenly appeared much more suitable for this purpose and people switched to the Bandit. Maybe tomorrow they will go to something else, it’s up to us to find it !

Moto-Net: What is your personal motorcycle ?
F. E .: Personally I have been riding a big scooter for several years, first in Burgman 400 and now in Burgman 650. For everyday life, this is ideal. But the bike responds to two fundamental desires: freedom of movement on the one hand and the need to experience sensations on the other. For the first, the scooter is ideal but when it comes to sensations, I am the first to admit that it is not that. The future is probably in some kind of hybrid that can combine the two, but no one has found the formula yet…

Moto-Net: In the immediate future, the arrival of the Bandit 650 is a big challenge but the evolution is timid compared to the 600. Do you not miss a truly sporty roadster ?
F. E .: It’s true that at first glance you might think that the Bandit 650 offers nothing more than the 600. At Suzuki France, that was also our first impression and our fear when we found it. You have to understand the Japanese, it’s a bit like when Volkswagen renews its Golf: you have to improve without breaking the magic formula. But on test, the result far exceeded expectations: it really is a new bike! And the price will always be competitive: the naked GSF 650N roadster will be listed at 6,099 euros and the faired GSF 600S model at 6,349 euros. The sporty roadster, Honda Hornet type, is another market. We will probably do something about this later, but that’s not the Bandit’s vocation..

Moto-Net: Your scooters are not breaking into a market that is nevertheless growing strongly. What do you need to be successful in this niche too?
F. E .: For 125 scooters, I think it’s a network issue first. Ours is less extensive than that of Honda or Yamaha. In this market, you have to be close to the customer, even in small towns. On the other hand, we have often been out of stock. Finally, it is true that we are missing an offer for a 125 cc motorcycle. For the big scooters, it’s kind of our fault. The Burgman 650ABS Executive is really at the top of the class, which is not a usual position for us. We had therefore made cautious forecasts, but the "premium" clientele were immediately won over: this is the one they wanted, and nothing else! Result, we had more than 3 months out of stock … This is why I am optimistic for 2005, especially if the Yamaha T-Max 500 is a very nice machine, it is also a product of fashion. The Burgman takes care of the practicalities and is expected to experience more lasting success.

Moto-Net: Suzuki also leads the trail segment with the DL 650 V-Strom. Satisfied ?
F. E .: Of course I’m happy, but not yet satisfied because I think this bike has the potential to appeal to a lot of other riders. The V-Strom family was really created for Europe with the biggest trail market in its sights, which is Germany. But the Germans were mainly interested in the 1000. It was the French and Italian importers who asked for the 650. We see it more as an alternative to the roadster than as a trail, and that the Japanese have a lot of trouble understanding. This may not have been taken into account enough in the definition and design of the motorcycle, yet it is a motorcycle really suited to the needs of French bikers..

Moto-Net: Sports motorcycles are an essential part of the Suzuki image. Yet the GSXR 1000 is overtaken by the Yamaha R1. It’s the end of an era ?
F. E .: Suzuki invented the concept of replicas with the GSXR. So we are deeply associated with it in the public mind. But this is an area very sensitive to novelty. The GSXR 1000 hadn’t changed in two years, so it’s no wonder it stalled. Especially since we haven’t made any specials, unlike some of our competitors. It was a rather interesting strategy on Yamaha’s part: to offer the old model alongside the new model at a discounted price. They have reached a new clientele who normally do not buy these kinds of motorcycles. It just goes to show that there is a market. With our new GSXR 1000 for 2005, I don’t have to worry !

Moto-Net: How to explain the collapse of the 600 supersport market ?
F. E .: It is above all an economic problem. The 600 supersports are actually even more radical than the 1000s. So it’s a market for enthusiasts, usually younger. But today, at 25, who can still afford such a package with the bike, insurance and equipment? Perhaps as these machines became more sophisticated, they became too expensive for their potential customers as it did in the 90s for motocross bikes. Finally, these younger customers were undoubtedly influenced by the more severe road safety policy. Conversely, the average age of Hayabusa’s customers is 38, so these are people who know why they buy this motorcycle, regardless of the law..

Moto-Net: Didn’t this young and passionate clientele fall back on supermotards ?
F. E .: Probably. This is a new trend that is also being driven by the board sports fashion. It should take off but I do not believe in an explosion in sales because these are very exclusive machines. The current offering is still in its infancy, but I think we are delivering the first truly affordable motorcycle with the DR 400SM. We hope to exceed the 1,000 units sold in 2005.

Interview by Benoît LACOSTE

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