First half of 2013: Piaggio’s market report
Piaggio and Vespa have just completed the first half of 2013 with a decline of -7.5% and have a total of 4,240 registrations (excluding MP3). The marketing manager of the Italian brands (Aprilia and Guzzi too), Laurent Videmont, gives his impressions.
Site: To what do you attribute the drop in the motorcycle market in France in the first half of 2013 ?
Laurent Videmont (Piaggio France marketing manager): There is not an explanatory factor but a set of causes which leads to a first semester down -17%. We must not mope, however, dramatize the situation, and accentuate the sinistrosis. The -7% additional decrease can be explained by cumulating the elements you cite (read our). Indeed, in a tense economic period, detestable weather in the big selling months (May / June) are undeniable downward factors. It is up to us builders and our dealers to boost the market to make your readers want to join the Piaggio world.
| "The MP3 500 remains the best-selling scooter in France" |
MNC: For you, what is the highlight of this first half of the year? ?
L. V .: That spring didn’t start until after summer !
MNC: Regarding your activity, what is your assessment of your first six months of 2013? ?
L. V .: A variable balance according to the categories of vehicles. In the “over 50 cc” scooter segment, Piaggio is gaining a further 1.1% market share and strengthening its leadership position. The excellent performance of the Yourban range and of the MP3 range in general is a satisfaction: the MP3 500 remains the best-selling scooter in France, we celebrated the 60,000th MP3 sold in France and the 130,000th in total. Piaggio is therefore truly the three-wheeler specialist with exceptional experience acquired over six years and a wide range both in terms of model and price. Everyone will find the MP3 that suits them.
In the 50cc scooter and motorcycle segment, our performance was better in the first half of 2012, but we knew the reasons for this situation and had anticipated this result. We are still the second player in this market with flagship products such as the Zip 50, the Vespa 50 range and the 50 cc Gilera and Derbi motorcycles..
Finally on the motorcycle market, the Moto Guzzi brand is retaining its market share thanks to the two models of the new California 1400 cc and the unmistakable success of the V7 range. We must now restore the confidence of the end customer on our 1200 cc range, the image of which seems to be deteriorating while the 1200 engines are largely made more reliable. It is for this reason that we occasionally offer "3 year warranty operations" on the Guzzi 1200 motorcycle range (this is the case in July) to reassure the rider. Regarding Aprilia, the 2013 novelties will bear fruit from the second half of the year: new RSV4 and Tuono with ABS, Caponord. So we remain confident.
And then there was the launch of the Vespa 946, a unique vehicle, an icon of the brand. This vehicle is amazing with handmade production, noble materials like aluminum, leather, unique design. To discover urgently to get out of the gloom !
| "We occasionally offer" 3 year warranty operations "to reassure the rider" |
MNC: In general, how does the second semester look? ?
L. V .: The first days of July do not yet indicate a euphoric market but some signs are encouraging. The Piaggio group is really ready: the Vespa range among others, the new MP3 Fuoco 500 ie LT, the revised 2013 MP3 range, the California Custom and the Aprilia range. We are also looking forward to meeting at the Paris Motor Show in December 2013.
MNC: What are your tools to face this difficult period ?
L. V .: Apart from a few well-established and effective promotions, we must continue the in-depth work undertaken to continue to retain our customers by always providing them with a better quality of service, both in terms of sales and follow-up..
Interview by Matthieu BRETILLE
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