China discovers the relaxing motorcycle
The Chinese market – 1.3 billion potential bikers! – discovers that there is life after the 125 utility. BMW opens first dealership in Beijing, while Yamaha achieves large share of revenue in emerging Asian markets.
1.3 billion potential bikers … A figure that has long made salivate the boards of directors of global manufacturers and which is gradually starting to bear fruit: in the first four months of the year, BMW Motorrad has already sold more than 650 motorcycles throughout Chinese territory. After the inauguration of its first Chinese concession in Beijing in April, the Bavarian firm is preparing to open two more in Shanghai and Guangzhou.
"With its immense potential, Asia represents a very interesting market for the motorcycle sector."ignites the first high-end manufacturer to have established its own official importers in China. Because the bet is simple: the more China opens up to the world economy, the more the standard of living of the privileged classes increases."Utility motorcycles and sidecars are increasingly giving way to leisure motorcycles, while the wealthier classes show a great interest in the top of the range.", explains the Munich manufacturer. And as this is precisely his favorite niche, we understand his keen interest in spring rolls !
"China is just entering an era that began 30 years earlier in Europe and the United States, finally believes BMW. A very strategic turning point for all manufacturers, since Yamaha Motor for its part announced for 2002 record profits of 190.6 million euros (+ 168%), mainly attributed to the explosion of Asian markets (Thailand , Indonesia, India). When will a Voxan branch in the Middle Kingdom ?
Eric MICHEL
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