JPMS – Professionals: how to better appeal to urban bikers? –

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Professionals: how to better seduce urban bikers ?

JPMS - Professionals: how to better appeal to urban bikers? -

Who is the urban biker and how to meet his expectations? Christophe Gibert (Peugeot), Xavier Redois (Ixon), Laurent Videmont (Aprilia) and Didier Ganneau (The official) sought to draw his portrait. A tough task but one that can pay off big !

Meeting in Lyon from February 9 to 10 for the Professional Motorcycle and Scooter Days (JPMS 2009), the motorcycle professionals wondered about the definition of the urban biker: "who is he really ?"

A particularly crucial question since the urban clientele continues to increase in the French motorcycle market (read our) !

"For the first time since 1983, more "equivalent vehicles" were sold in France – the 125 cc MTLs to which must now be added the MP3 LT accessible to motorists (read our) – than motorcycles over 125 cc – MTT 1 and MTT 2", summarizes Didier Ganneau, editor-in-chief of The official (Motor Presse group).

Whatever the engine capacity, the strong growth of scooters alone proves the increase in the urban biker population. We can easily imagine that many of the roadsters, roadsters or trails bought recently are also used for daily commuting..

The proliferation of this category of bikers – nothing pejorative! – therefore encourages manufacturers, accessories and other equipment manufacturers to adapt their products, or even to invent new ones to meet the specific needs and desires of these new kind of "consumers".

Except that the manufacturers, who have perfectly mastered the various segments of the motorcycle market for years and draw up several "typical portraits" of the biker and his purchasing behavior (his cycles, his habits, his expectations, his needs and his small weaknesses – "Have you seen the last replica helmet, the carbon or chrome kit, the handlebars fringes or the breathable fleece briefs?"), move almost blindly with this famous "urban biker", a good part of which are in besides "scooters"…

"This population represents a strong potential for development"

The urban biker has "not yet identified", state the French officials of Aprilia, Piaggio, Peugeot Motocycles and Ixon, who also spoke at this conference:"it is difficult to establish a profile of a 125 cc scooter buyer and it is the same in larger engine sizes", admits Christophe Gibert of Peugeot Motocycles in particular.

And the mission is almost impossible, as the origins diverge: motorists eager for freedom, tired of public transport or time lost in traffic jams, motorcyclists seduced by the greater comfort and the best protection of the scooter, low incomes, and students, low cost vehicle enthusiasts, etc..

"The user panel is very large", confirms Laurent Videmont from Aprilia France,"hence the need to have a wide range". So, according to him,"each market should be seen as a small niche". To attract as many people as possible, everyone should be offered the right product … Easy to say!"In large displacements we grope: 400 cc, 500 cc", continues the Peugeot manager. The manufacturers seek … and find, as illustrated by the experience of Piaggio with its famous MP3 LT which, in the opinion of all, has become a real phenomenon !

"The MP3 LT is a real phenomenon!"

"Since its launch, we have registered over a thousand LT each month", indicates to Site Laurent Videmont. The success of the" tricycle "(because it is no longer a" two-wheeler "from a legal point of view) is particularly resounding: Piaggio has seen its two-wheel registrations – the true! – fall 64.3% in January, "which significantly weighs down the market in general", the Aprilia manager tells us (read our).

Peugeot Motocycle is also thinking about the "tricycle" solution … But "we are a little late", concedes Christophe Gibert, alluding to the Hymotion3 concept presented at the last Paris Motor Show (read). The French manufacturer takes the opportunity to integrate the problem of the choice of energy (gasoline, electric or hybrid), even if there again the Italians should keep their lead by drawing the hybrid MP3 before the Hymotion3….

Are these three-wheeled scooters that sell like hot cakes the new manna for tire and brake pad manufacturers and retailers? We can think so, in more than one way !

"Large consumers to satisfy"

Besides this additional wheel to maintain, MP3 owners represent a segment of the biker population that is extremely interesting for professionals … "There is a strong development potential among urban people"Says Didier Ganneau, estimating their annual mileage at"6,000 km, more than other bikers".

The "urban bikers" indeed roll every day (at least during the week) and wear out a quantity of tires, pads, belts, chains, oil filters, plastics – ouch … – and other parts! Likewise, they dirty or tear their gloves, pass the colors of their jacket, tire zippers and seams, etc. In short, they consume more than the others !

"These are customers who come from different backgrounds and do not have the same buying habits", Xavier Redois analysis of the French brand Ixon,"and some first-time buyers may be intimidated by the motorcycle industry".

In this regard, Christophe Gibert considers that the world of motorcycles could benefit from this sudden craze for the scooter: "the image of two-wheelers in France could be improved thanks to scooters".

Made in China, rolling in France…

The Chinese are well established on the 50 cc market in France: "in 2004 they represented 5% of sales, today it is one in three sales", calculates Laurent Videmont (Aprilia). And among these 33%, how many kids fans of Rossi and dreaming of big cars? A part undoubtedly not negligible … These scooters bought less than 1000 €, in supermarkets but also in more conventional networks, often lack consideration but still need maintenance and equipment! They can be a first step in the life of a rider … or a transition step, since some owners of Chinese 50 cc are also motorists whose license has been withdrawn!positive side of the Chinese 50: that of having made us react", notes Christophe Gibert (Peugeot) who markets Chinese scooters under his brand."I remember the arrival in France of Japanese motorcycles: many said they would never buy !".

It is therefore essential to present from the start the good sides of motorcyclists: community and not sectarian, united, welcoming, warm … even more if affinities: "the majority of Vespa owners are women", specifies the French manager of Aprilia !

In terms of equipment and accessories, a "educational work must be carried out by distributors", remarks for his part the manager of Ixon. Because if the helmet is compulsory to drive a two-wheeler, gloves, jackets, boots and other specific equipment are not. At Ixon, we estimate the average basket of an "urban" at 500 €: a helmet, an anti-theft device … and that’s sometimes all !

Nevertheless, we note in the "urban biker / scooter" interesting levers which are absent in the other categories of users: in addition to the fact that they use their equipment more quickly, a not insignificant proportion of "urban" are sensitive to their look.

Until recently, motorcycle equipment brands made overjackets, suits and accessories with protection to put on over your suit: products certainly effective, but devoid of style..

"We must educate and integrate urbanites"

The manufacturers therefore put their brains to work: "we are now turning to material that is just as specific but with a ready-to-wear look", describes the manager Ixon. The jackets for scooters are always equipped with shells, but they are cut according to the current fashion..

For pure utility, the prices of the jackets "around 100 to 150 €", but there is a more connected clientele where budgets can fly. And if the prices do not necessarily go up, the frequency of purchase is higher.

"There are seasonal purchases that can be influenced by fashion", adds Xavier Redois: who knows if the jacket" with hooded moumoutee "will not be replaced next year by the spangled parka? The change of collection therefore becomes a means of building customer loyalty, just like the maintenance of the scooter.

"There is room for equipment and accessories"

This machine maintenance undergoes its own change: "these people were educated by the automobile, they want to use the product without being hassled", underlines the Peugeot manager. More generally, more and more customers want to be offered vehicle + maintenance + financing" packs ", or even equipment..

And here too, the dealers have a good card to play: as far as possible, Piaggio encourages its dealers to exhibit a vehicle "full option, as is often done in the automotive industry". The reason is simple:"selling 1000 € of accessories brings in the equivalent of the margin of the scooter sold", reveals Laurent Videmont! You said interesting ?

Asked about their prospects for 2009, the speakers want to be optimistic: "we noted external growth (new arrivals, Editor’s note) of the market from below (on entry-level products, Editor’s note) and it is this fringe of the market that will be the most exposed", predicts Didier Ganneau who has observed an increase in the average price of motorcycles over the past two years:"it currently stands at € 9,000". A paradox in these times of crisis? Not really:"we need a car but want a two-wheeler".

A valid statement for the average biker (does there "really" also exist?), But which does not hold true at the outset among urban bikers, who above all feel a real need to extricate themselves from the sticky mass of traffic jams and public transport…

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