Market reports – Christian Sperandio: we have focused our efforts on the Metropolis 400 – Used PEUGEOT

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Christian Sperandio: we focused our efforts on the Metropolis 400

Market reports - Christian Sperandio: we have focused our efforts on the Metropolis 400 - Used PEUGEOT

With 3,546 registrations, Peugeot Scooters posted a drop of -38.3% on the French market. Christian Sperandio, Peugeot sales manager in France, draws up the 2013 balance sheet for the French brand for MNC and reveals its objectives for 2014.

Site: What do you think of the general evolution of the French motorcycle market in 2013? ?
Christian Sperandio, Sales Manager at Peugeot Scooters: As for five years now, 2013 turned out to be a difficult year with a drop in the market of around -15%, whether it is for the less than 50 or the more than 50 cc. On the, the appalling weather conditions clearly hampered the purchase. Add to this a worrying economic situation and the new 125 and + regulations, necessary but unfavorable, which are all factors that have contributed to accentuating the fall of the market..

MNC: What is your assessment of your year, in 125 and large cubes? ?
C. S .: It is difficult to make this assessment without, which was new in 2013 and not only for Peugeot. We have focused all our efforts on the launch of this strategic product and despite a delay in ignition, we are satisfied to see that our market share is increasing in this segment where we are fourth. We will clearly aim for the podium in 2014.

MNC: How many Metropolis have you registered this year? Is this result in line with your objectives ?
C. S .: We registered 1302 Peugeot Metropolis, we could not really deliver until July. Given the qualities of Metropolis, the reception it received by the press, our network or our customers, we were naturally a little frustrated by this delay because we managed to take an 18% market share in the second semester. Given the potential of this product, we will be much more ambitious in 2014, tripling our volumes.

MNC: Are you fully satisfied with the results of your best sales: Satelis 125 and Tweet ?
C. S .: The GT 125 cc segment was hit hard by the market downturn and the Satelis 125 followed this trend since, like other manufacturers, we refused to wage a dangerous price war. Regarding Tweet 125, our sales to retail customers (BtoC) are stable and we had anticipated a drop in activity in our sales to companies and large accounts (BtoB). 2014 will be resolutely better on these two models, in particular thanks to our order book for the activity of key accounts.

MNC: In comparison, the performance of your Citystar, Geopolis and Satelis 300 (400, 500?) Seems to be lower. How do you explain it ?
C. S .: The Citystar offer will soon expand with the arrival of a version equipped with an air-cooled engine and a price well placed in the market, which will allow us to reposition it to regain volumes. France is not traditionally a land of large-wheeled scooters and Geopolis is not a strategic product for France. Its recent restyling should nevertheless give it some color. To speak of the Satelis 300, it arrived late in the season and its volumes are not representative. Our offer will be completed in the spring with the arrival of a Satelis 400, equipped with the engine made in France from Metropolis, which will make it the most efficient 400 on the market..

MNC: How has the second-hand market behaved? How important was this year to your network ?
C. S .: It is an interesting market that we are watching closely. It is not really very structured, but the volumes achieved contribute to the profitability of our network.

MNC: In your opinion, did your new products for 2013 (Metropolis 400, Satelis 300 and Citystar 200) pass their first year? ?
C. S .: We are very satisfied with the arrival of Metropolis: it contributes to our upmarket strategy by strengthening our brand image, attracting new customers and improving the profitability of both our network and Peugeot Scooters. The Satelis 300 and soon 400 will allow us to better invest in the maxi scooter segment while the Citystar 200 is a product primarily intended for the Italian and Asian markets..

MNC: What was the good surprise 2013 ?
C. S .: The unanimous reception of our customers and the press for Metropolis during its launch in June and for Django during its presentation in November in Milan.

MNC: What was the worst ?
C. S .: The catastrophic weather of the first half.

MNC: In your opinion, what was the highlight of 2013 in the world of two-wheelers? ?
C. S .: I note two: the launch of Peugeot Metropolis, the first 100% French three-wheeler, and the coronation of Marc Marquez in MotoGP.

MNC: How were your new 2014 products (Django 50, 125 and 150, Satelis 400, Geopolis 300 Evo, Streetzone 100) received by your network and by all bikers ?
C. S .: The reception of Django was excellent in Milan as in Paris. It draws from the roots of the brand a strong identity and a very attractive style. The Satelis 400 will be powered by the Metropolis engine and becomes de facto the most powerful 400 on the market, which should attract customers looking for efficiency. Geo 300 Evo offers an elegant restyling particularly awaited by Italy.

MNC: What are your good resolutions for 2014 ?
C. S .: 2014 will be an important year with two strong axes. First, Metropolis will live its first full year and we are aiming for a 35% market share, an objective that is both ambitious and realistic. Then, continue our upscale strategy with the launch of Django, a premium neo-retro scooter.

MNC: What are your major events in 2014 ?
C. S .: The launch of Django this summer will be the big event of the year for us.

Interview by Matthieu BRETILLE

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