Business – La DIP imports and distributes Benelli and Keeway in France – Occasions BENELLI

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DIP imports and distributes Benelli and Keeway in France

Business - La DIP imports and distributes Benelli and Keeway in France - Occasions BENELLI

The Chinese group Qianjang has decided to close its French subsidiary Keeway France SAS, whose import and distribution activities for Benelli and Keeway motorcycles and scooters are now the responsibility of the Marseille company DIP. Marc Caparros, Commercial Director of DIP, shares his strategy with us.

The Chinese group Qianjang has decided to close its French subsidiary Keeway France SAS, whose import and distribution activities for Benelli and Keeway motorcycles and scooters are now the responsibility of the Marseille company DIP. Marc Caparros, Commercial Director of DIP, shares his strategy with us.

Closure of Keeway France: no comment…

MNC contacted Keeway France on several occasions to find out more about the reasons for its closure: "I am unfortunately not aware of the details, because this decision programmed by the parent company was not revealed to the employees, who are thanked ", replied Julien Garcia, former marketing and network development manager..

The French subsidiary had been based in Buc (78), in the Paris region, since December 2005. In all likelihood, it was economic reasons that pushed Qianjang to close its French branch: in 2012, only 322 Keeway two-wheelers and 104 Benelli had found takers in France. Modest results and stagnant for several years (280 Keeway and 96 Benelli in 2011).

Based in Marseille, the DIP imports and distributes through its network of 450 points of sale the brands Ardila, CPI, Daelim, Orcal and, since last year, the cult Indian motorcycles Royal Enfield (see in particular). Since July 1, DIP has also been responsible for Keeway and Benelli two-wheelers for France, but also Keeway and Goccia (brand of electric bicycles) for the Benelux.

Site: How DIP perceives the addition of these new brands ?

Marc Caparros, Commercial Director of DIP : I won’t talk about additions but rather the arrival of these new brands. It is a great challenge and a new challenge to take up. But standing still is the most terrible of situations. The world is changing, the economy is changing, consumers are unveiling a new profile and new consumption habits. We must evolve, propose, but also be a launch force in the motorcycle market. From July 1, we will implement the work axes defined for each of the brands.

M-N.C: What are your ambitions and your projects concerning them? ?

Keeway and Benelli in brief

The Chinese brand Keeway builds motorcycles and scooters from 50 cc to 125 cc, one of the main arguments for which is the price: the Silverblade 125 EFI, a 125 cc injected scooter-GT, is for example marketed at 2,495 € incl..

Installed in Pesaro since 1911 and bought in 2005 by the Qianjang group, is for its part one of the oldest Italian motorcycle manufacturers. Despite an image that is still very strong among many bikers, the brand is unfortunately only "surviving" with an articulated range of excellent – but aging – three-cylinders in line.

New models are regularly announced, but their realization is (too) often "postponed". Like La Due, a salivating exhibition from trade shows to trade shows since… 2007 !

Marc Caparros : I will voluntarily leave ambition aside because today, you have to know how to remain extremely modest, set concrete and precise objectives to achieve. Also, the first step for us is to study and understand the Keeway and Benelli brands, establish a diagnosis and put in place a clear and definitive strategy for the next 5 years..

M-N.C: Do you have any additional information from the QianJang group concerning the arrival in dealerships of roadsters, and ?

Marc Caparros : We do not have any information other than that which has appeared in articles on the internet or in motorcycle magazines. Today, the priority is to build the adequate network with the current range accompanied by an efficient after-sales service, to build an image worthy of the prestigious Italian brand. If Benelli has interesting potential, it is now up to us to show it or demonstrate it. The network will be based on a hard core of stores wishing to launch the marketing of the brand in France and support its development with us..

Finally, our company Dip will use all its know-how and energy to develop Benelli, Keeway, Goccia as we have been used to since 1968 and strengthen our position on the market alongside our current brands Daelim, Royal Enfield , Orcal.

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