Interviews – Interview Edouard Lotthe (Ducati): the second-hand market will be strongly boosted by the A2 license – Used DUCATI

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Interview Edouard Lotthe (Ducati): the second-hand market will be strongly boosted by the A2 license

Interviews - Interview Edouard Lotthe (Ducati): the second-hand market will be strongly boosted by the A2 license - Used DUCATI

With 4,348 registrations, Ducati posted a slight drop of -1% on the French motorcycle and scooter market. Edouard Lotthe, Managing Director of Ducati West Europe, establishes the Italian manufacturer’s 2016 report for Site and unveils its 2017 objectives. Interview.

Site: The Euro 4 emission standard has forced you to update your range for 2017 and to remove certain products from your catalog … Costly in two ways, can this standard nevertheless boost your sales next year thanks to to the attraction of many new products ?
Edouard Lotthe, Managing Director of Ducati West Europe: Ducati is often technologically advanced. As a result, a large part of our 2016 range was already made up of motorcycles meeting the Euro 4 standard: Multistrada, Hypermotard, Monster 1200R, Panigale 959, XDiavel and Scrambler 62 (400 cc). For 2017, no model is stopped linked to this evolution but we are finalizing the transition of the latest models to the Euro 4 standard, either by adapting the existing motorcycles to the image of the Scrambler 800 cc, Monster 821 and Diavel, or by offering new features such as the Monster 1200 / s completely reworked in terms of engine and design.

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MNC: Another restriction that occurred in mid-2016 this time, has it boosted sales of your 35 kW models and kits ?
E. L .: The new A2 license format is an important change, the effects of which will be visible rather from this year, many future riders having anticipated their registration for the license in order to benefit from the old, less restrictive format. For 2017, we offer several models available in 35 kw version: Scrambler 62 (400 cc) and Scrambler (800 cc), the Monster 821 and the new Monster 797. The second-hand market will be strongly boosted, with recent bikes which can be clamped down. and financially accessible.

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MNC: Always cleaner and safer (ABS or compulsory combined braking), motorized two-wheelers are still not considered as a solution in town (alternating traffic, ban in town center, etc.). Are there ways to change this ?
E. L .: The profession must work to promote the two-wheeler alternative in a positive way. We are working together on this with the public authorities and must also invest in communication with the general public..

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MNC: The 2017 Paris Motorcycle Show has been postponed … until when and for what reasons do you think? Would a hypothetical cancellation be penalizing for your activity? ?
E. L .: During 2016, we worked with the manufacturers and the organizer of the show to redesign the format of the motorcycle show which must evolve to better meet both the expectations of professionals in the sector but especially those of enthusiasts and users. A more dynamic and modern show, which must also reach a wider audience and make people dream.

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MNC: How do you feel about the overall evolution of the French motorcycle market in 2016? ?
E. L .: The 2016 market is very dynamic, driven by a large number of new products on one side, which was the case with new models which have taken part in conquering other segments (Multi, SCR, X-Diavel in particular) and a major commercial activity linked to changes in standards.

MNC: What is your assessment of your brand? ?
E. L .: Internationally, Ducati achieved another record year in terms of sales in 2016. In France, we recorded a slight decline of 1% compared to a record 2015 for the brand. On the other hand, our turnover is up sharply by + 12%, linked to the very good sales of the Multistrada family and the new XDiavel and Monster 1200R.

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MNC: Which models have performed particularly well this year ?
E. L .: The Multistrada family, renewed in 2015 with the arrival of the 1200 DVT, is growing strongly and of course the families offering new products: Hypermotard, the Monsters doped by the Monster 1200R and finally the XDiavel.

MNC: Who are those who have stayed behind? Why ?
E. L .: Mainly the Scrambler Sixty 2, 400 cc, linked to its price positioning, and Panigale 959 whose new exhaust design and engine behavior had to evolve with the Euro 4. The Multistrada Enduro which brings Ducati to a new segment market and whose impact has yet to be confirmed this year because it is an exceptional motorcycle. The press articles bear witness to this largely. She must find her audience.

MNC: Did your 2016 novelties reach their commercial objectives? ?
E. L .: Apart from the motorcycles mentioned above, all the other new products have reached or exceeded our sales targets: XDiavel, Hypermotard, Monster 1200R, Scrambler Italia Independant, Panigale 1299 Anniversario.

MNC: What was the pleasant surprise of your year 2016? And the less good ?
E. L .: The good one was the revelation of the 2017 products at the EICMA and the first reactions of the press about the Monster 1200 / S and the Multistrada 950. The less good concerns the regulation of the access to the A license restricted by the two years compulsory in A2 license. But we were able to react with a suitable product proposal in our 2017 range.

MNC: According to you, what was the highlight of 2016 in the world of two-wheelers? ?
E. L .: From a professional point of view I would say the switch to Euro 4 which has greatly changed the market.

MNC: What are your good resolutions for the year 2017 ?
E. L .: We want to continue promoting the XDiavel and Multistrada Enduro, which brought us new customers in 2016, and whose seduction potential is extremely strong. At the same time, we are going to open up new horizons by offering new motorcycles that are more accessible and easy to use on a daily basis (Multistrada 950, Supersport 939 and Monster 797), and continue to work to strengthen the value of our ranges, both new and used. by offering new warranty extension services, and a second-hand label, Ducati Approved. We also want to continue to strengthen the link with our distribution network, and cover a few underserved areas, which is essential to ensure a high level of satisfaction to our customers..

MNC: What are your major events in 2017 ?
E. L .: First of all, the launch of our eight new models, in order of arrival on the market: from now on the Multistrada 950 and Monster 1200 / S, in March Supersport 939 / S, Monster 797 Scrambler Desert Sled and Scrambler Cafe Racer, in April Panigale 1299 Superleggera and Diavel by Diesel. For this, we are organizing two highlights in the network, the Emozione Tour which takes place at each of our distributors between the end of January and mid-March, followed at the beginning of April by national open days during which we will make discover and try all our models. This will also mark the launch of the Ducati Live Experience, a roadshow that will travel throughout France to allow people to continue to discover and especially try out our motorcycles. Of course, we look forward to the reopening of the Moto GP and Superbike championships in which we have great hopes of success..

MNC: To conclude, what did you order from Santa Claus this year ?
E. L .: Stability for our professional environment and on a personal level just a little more time riding my Scrambler.

Interview by Matthieu BRETILLE

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