Market reports – First half of 2013: Yamaha’s market report – Used YAMAHA

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First half of 2013: Yamaha’s market report

Market reports - First half of 2013: Yamaha's market report - Used YAMAHA

Yamaha has just completed the first half of 2013 with a drop of -27.6% with 12,861 registrations. The CEO of the Japanese brand, Eric de Seynes, 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 ?
Eric de Seynes (CEO Yamaha Motor France): We can say that the new European license, the 7-hour training in France, the weather, the employment crisis, the price of gasoline, the road crackdown, etc. are a concentrate of what can explain the fall of the market! In a context of crisis as we have been experiencing in Europe for the past five years, consumption is mainly oriented towards primary needs. Savings often replace “pleasure” consumption. With regard to the renewal of the rolling stock, we note in this period of crisis an act of purchase often postponed. At the same time, however, we noted that the insured fleet continued to increase slightly and that the second-hand market held up with a "limited" drop of -5.9% at the end of June, against -17.3% for the new. We recall that the used vehicle market in 2012 was at one of its highest historical levels. This indicator thus confirms that the use of motorized two-wheelers was not questioned by our customers, despite the difficulty of the period..

"We noted that the insured fleet continued to grow slightly, and that the second-hand market was holding up"

MNC: For you, what is the highlight of this first half of the year? ?
E. D. S .: The cold, the snow, then the incessant rain in almost all the departments of France! In short, a winter that has lasted eight months (since mid-October last) and historic rainfall over this first half … Moreover, in sporting terms, we cannot ignore Rossi’s return to MotoGP and the arrival of Cyril Desprès in our Team Dakar which remain strong events of the first half of 2013 !

MNC: Regarding your activity, what is your assessment of your first six months of 2013? ?
E. D. S .: Yamaha’s position in the first half of the year is in line with our plans. Although we have confirmed our leadership in the market, the erosion of our PDM in an exacerbated competitive environment was foreseeable (introduction of competing new products + promotions), because our new products will only support our commercial performance in the second half of the year almost…

"The erosion of our market share in an intensely competitive environment was foreseeable"

MNC: In general, how does the second semester look? ?
E. D. S .: The second half of the year represents a crucial commercial issue for our brand and its network. First of all, the 2013 novelties will produce their full effects: FJR 1300A and AS, X Max 400, BW’s and Neo’s Easy, FZ8 and the new Delight scooter. To this will be added the first novelties for 2014, whose profound changes open a new page in the history of the brand: innovative design and driving force characterize the renewal of our offer. These are the attributes of the new MT09, of the bobber concept with the new XV950, of the 2014 YZF ranges which are equipped with electronic injection adjustment with several mappings which allow the engine behavior to be changed at its convenience … And again other new features that will be revealed in the coming weeks !

MNC: What are your tools to face this difficult period ?
E. D. S .: Actions in the field, always and again, to share our taste and our passion for our products through pilot days with our customers, product trials, sustained attendance at all major national sporting events … More than ever , our dealers must stay ahead of our customers’ expectations. And that goes well beyond the product offer. Whether in terms of financing or all of the peripheral services offered by our partners (financing, insurance, rental, travel, etc. Finally, we must highlight the next Motorcycle, Scooter and Quad Show which returns this year. year Porte de Versailles with content that should be attractive.

Interview by Matthieu BRETILLE

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