Yamaha first in scratch

The tuning forks brand celebrated its fiftieth anniversary in 2005, while Yamaha Motor France celebrated its 40th anniversary with a 6.8% increase in sales. It thus remains at the top of all-engine sales combined..

If Yamaha remains at the head of the two-wheel market, it is thanks to the good health of its 125 cc (+ 9%) and in particular that of its Majesty which allows itself to take the lead in sales by model at the nose of the Z750 !

On the large-displacement side, the results are more disappointing: the Japanese just managed to exceed its 2004 sales, going from 23,564 to 23,607 motorcycles sold … Suddenly, the market having increased by 6.1%, the brand loses 1% of its market share. The fault, according to Alexandre Kowalski, communication director of Yamaha France, to "the current strong repression", to the "more difficult economic conditions"and the"higher price of gasoline". Interview.

Moto-Net: What is your assessment of 2005? ?
Alexandre Kowalski, communications director of Yamaha Motor France: The year 2005 will remain a "record" year given that the motorcycle market reached 196,000 units, an increase of 6.89%. Yamaha, for its part has "followed" the progress with an increase of + 6.78%.

Moto-Net: Which are your best-selling models and why ?
A. K .: The "best seller" of the year is the Majesty 125 with +7,000 units registered, then the FZS 600 in 6 CV with 6,500 units registered..

Moto-Net: Which ones are less successful and do you know why ?
A. K .: The niche that is undergoing a downturn is that of Supersports because of the current strong repression.

Moto-Net: What was the pleasant surprise of this year ?
A. K .: The pleasant surprise was the growth of the market and of course that of Yamaha. Sales are doing well in the 125 cc scooter category with the Majesty 125 and in 125 cc motorcycles with the YBR 125 which performed very well from its launch. Without forgetting of course the maxi scooter category with the T Max. And the Roadsters category with the MT 01, where Yamaha achieved 40% market share. For its first year of introduction, the MT 01 entered the top 50 !

Moto-Net: Which was the worst ?
A. K .: The less pleasant surprise was the publication of the Olin circular which limits the access of motorcycles or motorized vehicles to motorized paths. In addition, the more difficult economic situation and the escalation of gasoline prices encourage users to drive more "smart" and "economical". "Clever" because the two-wheeler remains, let us not forget, an anti-stress given the difficult daily traffic conditions in large cities. And "economical" because of the low consumption of the two wheels: about 3 to 4l / 100 km.

Moto-Net: You are in the lead in 125 with basic and inexpensive products. Why not offer this type of product in large displacement, with a replacement for the Diversion for example? ?
A. K .: It is true that the YBR 125, since its introduction, has allowed Yamaha to show good progress in 125 cc motorcycles. We are faced with the new Euro 3 standards which will come into force at the end of 2006. These reduce the CO2 rate from 13 g / km to 2 g / km, ie 6 times less. Bringing our vehicles up to standard represents significant industrial investments.

Moto-Net: What are your objectives for 2006 and in the medium term? ?
A. K .: Yamaha ended 2005 as a market leader but like every beginning of the year, we are once again a challenger with the aim of winning back the market. !

Moto-Net: Are you satisfied with your network ?
A. K .: The Yamaha network currently has 297 dealers spread across France and we are working with them to establish and strengthen the image of Yamaha. We are also trying to further develop the concept of service and hospitality to increasingly meet the expectations and needs of our customers..

Interview by Matthieu BRETILLE

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