Market reports – Christophe Decultot: we take risks with many new products – Used HONDA

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Christophe Decultot: we are taking risks with many new products

Market reports - Christophe Decultot: we take risks with many new products - Used HONDA

With 21,553 registrations, Honda posted a decline of -12.7% on the French motorcycle market. Christophe Decultot, Managing Director of Honda France, establishes for Site the 2013 balance sheet of the Japanese brand and reveals its objectives for 2014.

Site: What do you think of the general evolution of the French motorcycle market in 2013? ?
Christophe Decultot, CEO of Honda France: 2013 will be the year to forget, the drop of -14% is clear and the recovery that some expected in the second half did not appear. But it is important to carefully analyze the figures by market segment. The 125 is the most affected segment (-22%). We find the same main reasons as in 2011 and 2012, namely, the compulsory 7-hour training (legitimate but expensive, 300 € minimum) and the continued degradation of economic situation. The highlight of 2013 is the significant increase in the unemployment rate which leads to a sharp drop in purchasing power and a loss of confidence. Unlike 2012, the 125 scooter segment (-25%) is more affected than that of the 125 motorcycle (-18%). Generally speaking, the 125 market has received fewer new products than the motorcycle market. Honda, which launched the MSX 125 motorcycle in May (777 units in 8 months) helped the motorcycle 125 segment to limit breakage.

For the motorcycle segment, the trend is more favorable because the clientele is more passionate and there are more novelties. In general, the consumer is in a state of mind such as: "The current economic and social situation is not stable, so I postpone my purchase until later". This situation suggests a clear recovery of the market in 2014 or 2015 thanks to the renewal effect.

MNC: What is your assessment of your year, in 125 and large cubes? ?
C. D .: Despite some supply disruptions from our factory (transfer of production from Thailand to Italy this winter), the PCX supported our presence in 125 and remains our best selling 125. Our 125 market share increased by 2.2 points (from 16.3% in 2012 to 18.5% in 2013), which largely corresponded to our objectives. In big cubes, we are satisfied with our year, thanks to the launches of several new products including the CB500F, the real first A2 motorcycle designed and offered by Honda.

MNC: Are you fully satisfied with the results of your bestsellers: PCX, Hornet 600, CB500, CBF125 and NC700S ?
C. D .: Overall yes, the CBF125 for example, is the first 125 motorcycle sale. The CB500F has had an exceptional reception both at the level of young people and school motorcycles. We thus occupy the number 1 position on the motorcycle school market in 2013.

MNC: In comparison, the performance of your S-Wing, CBR250R, CRF250M, CB1000R or VFR1200 seems to be lower. How do you explain it ?
C. D .: Some models you mention are in a downward commercial cycle and the novelty effect has dried up over the years but the CB1000R is still a best seller with us..

MNC: How has the second-hand market behaved? How important was this year to your network ?
C. D .: The second-hand market performed better than new because it benefited from a transfer. When it comes to Honda, the quality of our products makes them age better than many competing models and therefore used Hondas are in high demand. So there is sometimes a demand greater than the supply and sometimes the stocks are very low. A used Hornet in good condition at the right price sells within hours through our Honda dealer network..

MNC: In your opinion, have your new products for 2013 (CB500, CB1100 series but also CBR600RR, F6B and Forza300) passed their first year? ?
C. D .: As a generalist, we take risks every year with the launch of many new products. The CB500 is beyond our expectations, and CB1100 and Forza are showing results in line with our goals. If the weather had been more favorable in the first half of the year, the CB1100 would certainly have done even stronger. The version of the CB1100 EX 2014 (spoked rims, double silencer, redesigned saddle, etc.) very well received at the Paris Motor Show, should make it possible to relaunch this model. I would add the growing success of the DCT box which represents an increasing percentage of sales on available models.

MNC: What was the good surprise 2013 ?
C. D .: The MSX 125 and the CB500F were the two models that pleasantly surprised us both in terms of sales and customer satisfaction. Our customers have appreciated these models which correspond to their expectations and the satisfaction rate is very high. Also, our sales on the professional market increased by 41%. On the sporting front, Marc Marquez made us vibrate all the Grands Prix, his youth and his ardor give us lessons of optimism. World Champion at 21 for a first participation in MotoGP it’s simply breathtaking.

MNC: What was the worst ?
C. D .: In all terrain, at Le Touquet and at the Dakar, we could have done better but our competitors were very strong. The same goes for the start of 2014 but we have the will to fight so we remain optimistic and combative. In sporting terms, Honda remains the most successful brand in the world so we are always very demanding internally and when victories escape us we are disappointed. But we can’t wait to rub in 2014.

MNC: In your opinion, what was the highlight of 2013 in the world of two-wheelers? ?
C. D .: For Honda, the Cadre Rouge (Cross) concept was relaunched. In general, the motorcycle show is always a time of gathering where partners, customers and manufacturers come together to exchange their passions. Strongly December 2015.

MNC: How were your 2014 novelties (NC750 and Integra series, CB650F and CBR650F, CTX700 / 1300, F6C, Fireblade, VFR800, Crosstourer) received by your network and by all bikers ?
C. D .: The NC750 and CTX series appealed to bikers. Lots of questions and lots of positive comments were made. There is a real thought from Honda to offer unique motorcycles. Like our founder, Soïchiro Honda, we have a duty to offer a choice of models large enough for all tastes and financially accessible to as many people as possible. Many of our models are designed around fun, handling and efficiency. The NC750 series carry the technological value of the DCT box. The double clutch transmission is available on more and more models. You have to try a DCT model one day to get a clear opinion. It is simply bluffing. Honda is the only one able to offer this double clutch technology thanks to its exceptional investment in research and development. Our engineers work hard every year to develop new technologies for the benefit of all.

Also, note the range F6C, CTX, or Honda innovates by opening the way of the "cruiser touring". As for the VFR800, a motorcycle with a strong Honda DNA, it is eagerly awaited by a passionate and informed clientele. At the motorcycle show, it was she who collected the most questions from visitors. Finally, the CB650F is in high demand by the network because it will represent a significant volume from next spring..

MNC: What are your good resolutions for 2014 ?
C. D .: We are organizing a press conference at the end of February and we will unveil our main lines of a year 2014 that we wish full of actions.

MNC: What are your major events in 2014 ?
C. D .: We are continuing our Honda Days programs for customers who want to race on the track. New for 2014 is the CBR500R Cup, our presence in FSBK and our Pan European endurance program with drivers more motivated than ever. At the French Grand Prix, the Honda grandstand is already fully booked.

MNC: To conclude, what Honda France ordered from Santa Claus this year ?
C. D .: Getting out of the crisis tunnel, nothing will be the same as before, but good weather and stabilized purchasing power for all would help us regain the pleasure of riding to appreciate a certain freedom of movement that many envy us.

Interview by Matthieu BRETILLE

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