Market reports – First half of 2013: Kawasaki market report – Pre-owned KAWASAKI

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First half of 2013: Kawasaki’s market report

Market reports - First half of 2013: Kawasaki market report - Pre-owned KAWASAKI

Kawasaki has just completed the first half of 2013 with a decline of -7.4% with 7,205 registrations. The deputy general manager of the Japanese brand, Patrick Marchal, gives his impressions to Site and its readers. Balance sheet.

Site: To what do you attribute the drop in the motorcycle market in France in the first half of 2013 ?
Patrick Marchal (Deputy Managing Director Kawasaki France): We attribute the decline in the market to a combination of several elements, including the impact of the effects of the economic crisis and the deplorable weather, both of which weighed heavily on the morale of French bikers. Despite everything, we noted that as soon as a weather clearing appeared, the showrooms filled up quickly. They were too few to save the market. The negative impact of the new permit is not proven. The strong desire to practice motorcycles remains and for 15 days, motorcycles have repopulated the roads.

"The negative impact of the new permit is not proven"

MNC: For you, what is the highlight of this first half of the year? ?
P. M.: Sportingly, we must underline the exceptional results that we have shown both on the track in Superbike or in Endurance with the ZX-10R, on cross-country terrains with the KX250F and KX450F, and on the water with the Ultra 300X jet skis. In 2013 again, what goes fastest on land and sea wears the Kawasaki colors, it is a perfect blend of power, performance and endurance..

Commercially, we launched the Z800 in December and in the first months of 2013 its success has already been confirmed. As some have pointed out, it was not a given: replacing a best seller is never easy. At the end of June, the Z750 + Z800 pair was n ° 2 in France sales and n ° 1 in "over 125 cc" with 2,687 units sold. The Z750-Z800 couple are ahead of the ER-6 n ° 2, our two machines beating all the roadster competition including in 1000cc with the Z1000. This triple success proves that the modern and dynamic style of our machines coupled with strong performance and character still seduce the French biker..

MNC: Regarding your activity, what is your assessment of your first six months of 2013? ?
P. M.: On a market "+ of 125 cc" down by -13.47%, we are losing only 7% in volume and consequently gaining 1% in market share. We are not many in this case. Despite fierce competition, we have succeeded in attracting proportionately more customers and this is a great success for us because in a market under constraint, only an increasing market share can compensate. We are therefore confident to regain the position of leader in motorcycle sales ("over 125 cc" excluding scooters) at the end of December..

"The motorcycle market is linked to the product and those who have nothing new realize this bitterly"

MNC: In general, how does the second semester look? ?
P. M.: With the market downturn having started in mid-2012, we believe the figures will look better from September. Even if a moderate drop is not a real satisfaction, it will already be a start towards a return to better days in 2014. To prepare for this second part of the season, we will be counting on a hoped-for more lenient weather and a return to positivism. Confidence in our products, commercial actions and presentations of new models will spice up the preparations for the Paris show in December The show will be the bikers’ Christmas gift.

MNC: What are your tools to face this difficult period ?
P. M.: The best way to fight in this tense time is to stay clear-headed, pragmatic, and very active. While customers are rarer, it is necessary to know how to seduce them with efficient and attractive products, as well as with attractive commercial offers. The Kawasaki Tour for its 4th year is a great success with 24 weekends and the whole range on trial from February to October. To do this, we work a lot with our 180 dealers to properly present the range in the showroom, for testing, to highlight the 4-year warranty as well as the professionalism of the workshops. We are preparing the future to get off the curve as quickly and in the best possible position as possible: Kawasaki is a sporting brand at all levels! The motorcycle market is linked to the product and those who do not have new things realize this bitterly every day. For four years, we have continued to launch new products every year and this trend will continue in the future..

Interview by Matthieu BRETILLE

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