Interviews – Interview Valentina Barletta (Aprilia, Moto Guzzi): the good progress of European manufacturers is a key indicator – Pre-owned APRILIA MOTO GUZZI

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Interview Valentina Barletta (Aprilia, Moto Guzzi): the good progress of European manufacturers is a key indicator

Interviews - Interview Valentina Barletta (Aprilia, Moto Guzzi): the good progress of European manufacturers is a key indicator - Pre-owned APRILIA MOTO GUZZI

With 1,185 and 802 registrations, Aprilia and Moto Guzzi posted increases of 13.6% and 7.5% on the French motorcycle market. Valentina Barletta, Marketing Manager of Piaggio Group France, establishes for Site the 2016 balance sheet of Italian brands and reveals their 2017 objectives. Interview.

Site: The Euro 4 emission standard has forced you to update your range for 2017 and to delete 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 ?
Valentina Barletta (Piaggio Group France Marketing Manager): It is true that this standard results in a slight reduction in our product portfolio. However, we take this new standard more as an investment rather than a constraint. Indeed, we have always been keen to offer a two-wheeler offer in line with the expectations and needs of motorcyclists, particularly through real technological and safety content. Secondly, by advocating a safer and more environmentally friendly offer, this standard is the opportunity to remind once again that two-wheelers are a real mobility solution in line with expectations. authorities and as a response to urban traffic issues. Thus, we remain confident in the dynamism of the two-wheeler market, which shows every year a real attraction for new products..

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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 ?
V. B .: This change in regulations is causing a change in the market, notably with the expansion of category A2 motorcycles. Models like the benefit from this dynamic. For Aprilia, the, due to its attractive price-performance ratio, is very popular with first-time buyers and displays a considerable share of delivery in 35 kW. Also, our new products for 2017 are part of this trend with availability in 35kW version.

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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 ?
V. B .: Like Paris, many cities are undergoing major changes in order to rethink urban space in an environmental dynamic and to facilitate traffic flow. As mentioned above, the ability of manufacturers to react effectively to the new standards makes it possible to reaffirm, once again, the legitimacy of motorized two-wheelers as an urban mobility solution. More generally, changing mentalities will inevitably require in-depth work with the various institutions in order to defend the interests of motorcyclists. With this in mind, the Piaggio group is a member of CSIAM in order to support actions aimed at improving the image of our profession and of the motorcycling population..

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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? ?
V. B .: Major events in the world of two-wheelers such as the Paris Motorcycle Show provide an opportunity to meet the public and discuss new products. For this reason, organizers and builders are working on the positioning of this show in order to find the most adequate solution and offer a real innovative experience to visitors. Among the various avenues, an integration of the motorcycle into the Auto Show is under study.

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MNC: How do you feel about the overall evolution of the French motorcycle market in 2016? ?
V. B .: Despite a difficult socio-economic context, the market returned to growth, driven in particular by the dynamism of the motorcycle segment. These rising figures, boosted by new products, are more than promising and demonstrate once again the importance of the French market on the European scene..

MNC: What is your assessment for your brands in 125 and large cubes? ?
V. B .: The results are generally positive. With regard to Moto Guzzi, volumes remained stable compared to 2016. In the buoyant neo-retro market, the / mix has enabled us to expand our customer base and thus post 29% growth in the range. This data is also found in the world of customization, since many quality achievements flourish each month, whether within our network or via independent preparers. As for Aprilia, 2016 was characterized by a real enhancement of the brand’s "Racing" DNA. The V4 hypersportive range, through la and la, saw its sales increase by 41%. Our results in Superbike and Moto GP confirm our legitimacy in this segment.

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MNC: Which models have performed particularly well this year?
V. B .: As mentioned above, the Aprilia V4 range continues to attract a racing clientele and is a pillar range for the deployment of the brand, especially in competition..

MNC: Who are those who have stayed behind? Why ?
V. B .: We can cite the Aprilia Dorsoduro which posted declining figures in 2016. This model kept its place in our offer due to its reliability and performance, pending renewal. It is done in 2017 with the …

MNC: Did your 2016 novelties reach their commercial objectives? ?
V. B .: The has not yet found the expected success. We believe in this bike, so we will continue to promote this product through a new design that will incorporate advanced control footrests as well as a new saddle..

MNC: What was the pleasant surprise of your year 2016? And the less good ?
V. B .: It’s not a real surprise, but let’s say that we’re still happy with the excitement of our track events. It’s always interesting to meet the public and especially to see their smile after their test on the track … Another nice surprise was the record influx of guzzisti during the Moto Guzzi Open House in Mandello del Lario to celebrate the 95 years of Moto Guzzi. This year’s program was extremely comprehensive: between tests, factory and museum visits, shopping, street food, concerts and dj, with the new MGX-21 as a guest star.

MNC: According to you, what was the highlight of 2016 in the world of two-wheelers? ?
V. B .: Overall, the good growth of European manufacturers is also a key indicator for 2016. These elements are beneficial for the market since they reflect the interest of French motorcyclists for new products and high quality products. Which is all the more stimulating in view of our 2017 news…

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MNC: What are your good resolutions for the year 2017 ?
V. B .: Our major resolution is undoubtedly the continuation of our internal restructuring in order to better work the bike. Within the France group, in 2016 we appointed a motorcycle expert and in this continuity, an after-sales service expert was appointed to support the network in the use of our motorcycles with high technological content. This is a point in order to fully exploit our capabilities on the bike. As in 2016, our customer policy was focused on resolutely "Racing" offers. We are therefore renewing the Aprilia Track Days organized with our partner Box 23: 10 dates on circuit throughout France, open to more than 200 riders, whatever the brand of their motorcycle, and where a dozen and will be available for testing. . New in 2017, "private" dates exclusively dedicated to our customers have been opened in order to offer them a unique experience.

On the Moto Guzzi side, 2017 will be marked by the launch of the, still available in 3 models (Stone, Special and Racer), but this time accompanied by an Anniversary version. Based on a V7 III Special, this bike will pay tribute to the 50 years of this legendary model via a limited production numbered at 750 copies. The and the Bobber in their new setting will complete the range. Coupled with the Moto Guzzi Garage series of accessories, our range of neo-retros will offer real added value, especially in terms of price and image. With this in mind, we will deploy partnerships with preparers.

MNC: What are your major events in 2017 ?
V. B .: Our major events inevitably involve the launch of our new products on the two brands. On the strength of our investments in Moto GP, our hypersport cars thus come back in a very successful Euro 4 version: new electronic accelerator, optimized Traction Control, new anti-wheeling and configurable ABS, upshift and downshift gear … In short, enough to affirm once again that racing is the quintessence of this brand. We invite you to come and discover them on the track during the Aprilia Track Days. Note also the arrival in a 900 cc version of the roadster as well as the hypermotard, the. Two emblematic motorcycles from our range that we are eager to present to the public. Note that these two models will be available in a 35kW version. As for Moto Guzzi, collaborations of preparers should offer us some beautiful testimonies of French know-how and the quality of our motorcycles..

MNC: To conclude, what did you order from Santa Claus this year ?
V. B .: Success for our new products as well as a very good year for our network, which contributes through its daily work to the success of these two emblematic brands. And to finish in style, good weather on the circuits for our Aprilia Track Days as well as our Moto Guzzi meetings..

Interview by Matthieu BRETILLE

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