First half of 2013: Triumph’s market report

Triumph has just completed the first half of 2013 with an increase of 3.8% and has a total of 3,714 registrations. The general manager of the English brand, Jean-Luc Mars, 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 ?
Jean-Luc Mars (General Manager Triumph France): I think there are three main reasons for the market downturn:

• On the one hand, a particularly unfavorable economic context, with a recession for our economy, a sharp rise in unemployment and a deteriorated confidence of individuals in the future. However, we know that the motorcycle market has always been dependent on the country’s economic situation..

• Unfortunately catastrophic weather, which only reinforced the effects of the general context.

• A slowdown in the pace of presentation of new products by some manufacturer. These measures are the result of the first economic shock of 2008-2009, when global sales plunged sharply. The survival of some manufacturers required a sudden stop in R&D investments, which impacted the release of new products 3-4 years later. We are fortunate with Triumph to have an independent owner who has chosen an aggressive R&D strategy, which has allowed us to have many new developments in 2013.

"The most striking fact is the arrival on the market of" low cost "machines probably not intended to be offered in Europe at the time of their start-up"

MNC: For you, what is the highlight of this first half of the year? ?
J-L M.: The most striking fact for the long term is in my opinion the arrival on the market of "low cost" machines, initially intended for emerging markets, and undoubtedly not intended to be offered in Europe when they are under construction. The commercial success or failure of these motorcycles will have a significant influence on the evolution of the ranges of many manufacturers …..

MNC: Regarding your activity, what is your assessment of your first six months of 2013? ?
J-L M.: Our first six months have been very satisfying, as we are one of the few manufacturers, and the only one at this volume level, to show progress. It requires a lot of vigilance, a lot of work, and a lot of effort on the part of our network..

"The situation of Triumph in France being generally very good, we are not in a logic of crisis management"

MNC: In general, how does the second semester look? ?
J-L M.: The economic factor will continue to deteriorate in the second half of the year. The first results for July are good, which seems to confirm the weather influence. I am relatively confident that the second half of the year will be more favorable to our sector overall, without unfortunately the market being able to make up for the losses of the first part of the year..

MNC: What are your tools to face this difficult period ?
J-L M.: We work closely with our dealers to come up with an action plan consistent with our products, our launches, our priorities. As Triumph’s situation in France is generally very good, we are not in a crisis management logic, but in a logic of proximity allowing us to optimize the commercial performance of our many new products..

Interview by Matthieu BRETILLE

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