Market reports – First half of 2013: Suzuki’s market report – Used SUZUKI

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First half of 2013: Suzuki’s market report

Market reports - First half of 2013: Suzuki's market report - Used SUZUKI

Suzuki has just completed the first half of 2013 with a decrease of -16.1% and has a total of 6,162 registrations. The Japanese brand’s marketing and communication manager, Dominique Li-Pat-Yuen, gives his impressions to Site and its readers.

Site: To what do you attribute the drop in the motorcycle market in France in the first half of 2013 ?
Dominique Li-Pat-Yuen (Marketing and Communication Manager Suzuki France): Undoubtedly, the economic and social climate has not played in favor of sales of leisure products, which mainly includes motorcycles. When customers are in daily contact with worrying information about employment or their purchasing power, behavior turns towards prudence and purchases of basic necessities take priority. On the other hand, the weather conditions did not encourage sales of two wheels. The lack of sunshine, which damaged the morale of the French, did not encourage the practice of two-wheelers.

"The Gladius is a great success, helped by the reform of the A2 license and by its new colors"

MNC: For you, what is the highlight of this first half of the year? ?
D. L .: The highlight for Suzuki is the warm welcome from the public to the new Burgman 650 which, years after its first release, remains a benchmark in this segment. Its sales exceeded our expectations. The other highlight, on a more sporting level, is the announcement of Suzuki’s return to MotoGP for 2015 and the good times achieved by Randy de Puniet. Being 0.7 seconds behind the world champion for the first official release of our prototype is more than encouraging. This shows the ability of our engineers to design motorcycles that are always at the cutting edge. The media feedback on the release of MotoGP Suzuki is impressive and highlights the public’s enthusiasm for Suzuki and its sporting commitment at the highest level. This MotoGP news allows me to make the transition and to underline that on a national level, the GSX-R1000 and 600 continue to garner good sporting results and that we regularly play for the win and the podiums, whether in Promosport, Superbike or Endurance. . The GSX-Rs remain very efficient and the right choice for pilots looking for reliability and a fair price / performance ratio.

MNC: Regarding your activity, what is your assessment of your first six months of 2013? ?
D. L .: Of course, this first half of 2013 remains complicated for two-wheeler professionals. But we have a loyal and quality network that knows how to stand up to difficulties. Our GSR750 continues to have a very good commercial success and that without touching its price. The Gladius is also very successful, helped by the reform of the A2 license and by its new colors. This excellent entry-level roadster not only seduced school motorcycles but also knew how to appeal to new A2 license holders who appreciated its pep and ease. I do not forget the new Burgman 650 which has already sold more than 600 copies in just three months and our Inazuma 250 which in its market segment achieves good sales (second place in the category).

"It is in these difficult times that manufacturers must show dynamism"

MNC: In general, how does the second semester look? ?
D. L .: For three months, our market share has improved. The objective for us is to maintain our volumes over this fiscal year and we are in line with our sales forecasts. Suzuki will regain volume and market share in the coming months. We finished fourth in the market in May and third in the market in June. We will continue to work in this direction. This second semester will also be the time to welcome new products and the first salvo of our 2014 models. We remain very motivated and we will not play the game of gloom. It is in these difficult times that manufacturers must show dynamism. We listen to our customers and our dealers and we maintain good relationships with them to enhance loyalty.

MNC: What are your tools to face this difficult period ?
D. L .: The tests, make dream and give the desire. We are launching events that build loyalty and unite the public around the brand with, first of all, the Suzuki Demo Tour, the principle of which is to make the entire range available to a dealer for a week. end. This event is a real success. Customers are pleasantly surprised by the dynamic qualities of our motorcycles and discover or rediscover models for which they were not necessarily intended. The dealers are delighted to improve attendance. This dynamic is positive for commercial activity and above all makes it possible to rediscover the conviviality which is the very essence of motorcycles. Another event: the Suzuki Academy which, for its first year, is a real success. This two-day piloting course managed by SERT pilots is a delight for all track enthusiasts, in GSR or GSX-R. Reserved only for Suzuki customers, this driving course is a pleasure for many fans of the brand, helped in this by a very advantageous price ratio (290 € for two days).

"The piloting course managed by SERT pilots is a delight for all track enthusiasts"

On the product side, we continue to capitalize on our range and we always offer special series. We are fortunate to have prestigious partners like Yoshimura or Rizoma and above all we have a rich Suzuki accessories catalog to meet the demand of our customers, always looking for customization and performance. Each edition was a real success such as the GSX-R1000 SERT Replica, whose 50 units were sold in a few days or the GSR One Edition in the colors of the GSX-R1000 One Million, whose serial accessories are all from the Suzuki official catalog. Without forgetting of course the entire RM-Z range whose popularity has not declined, both in dealerships and in the field..

The other subject on which we are advancing is the Suzuki universe within the points of sale. We will continue to invest in the network in order to support them and strengthen its attractiveness and therefore traffic. This will also allow us to work on our brand image and quality. Finally, we invite our audience to the Suzuki stand during the Paris Motor Show which will remain for us a privileged moment to share with our customers..

Interview by Matthieu BRETILLE

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