Market reports – First half of 2014: BMW’s market report – Pre-owned BMW

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First half of 2014: BMW’s market report

Market reports - First half of 2014: BMW's market report - Pre-owned BMW

BMW has just completed the first half of 2014 with an increase of 8.9% and has a total of 6,750 registrations. The General Manager of the German brand in France, Marcel Driessen, delivers his impressions to Site readers. Review and interview.

Site: The French motorcycle market is on the rise again in … Is it thanks to good weather, new products, dealers, demo vehicle registrations, poor scores from previous years ?!
Marcel Driessen (Managing Director of BMW Motorrad France) : Indeed, the market started to rise again in 2014, but things must be put into perspective. was a particularly low year for the motorcycle market, the lowest since. It is therefore easier to start rising again. Regarding the, for the more than 500 cc that we are looking at at BMW Motorrad, the market is indeed up + 5.1% with 48,700 registrations. On the other hand, we see that there are great disparities between the brands. Yamaha and BMW are the two fastest growing brands. We remain optimistic and indeed compared to 2013, the French market is on the rise again. It is a very good thing !

According to BMW, two main factors explain this increase. On the one hand, the weather has been very mild since the start of 2014. There was hardly any snow, unlike last year. On the other hand, many new products at volume generate increased supply competition. This is particularly the case in the segment of mid-displacement roadsters at low prices, which "pull the market up". Motorcycles remain a "product" market. The brands that are making the most progress are those that offer the most attractive new products. Whether at BMW or our competitors, the products have to make bikers want to buy and that’s what we try to do..

MNC: For you, what is the highlight of this first half of the year? ?
Mr. D. : The launch of the first BMW electric maxi-scooter () which is a pioneer in its field, shows us a new path, another way of getting around. It is a 100% electric scooter, which has a power similar to a maxi-scooter, a range of 100 km and which is accessible to 125cc licenses. Today we are no longer just talking about motorbikes, scooters or whatever, but mobility. This aspect has become crucial for many customers and even if the motorcycle remains a leisure / pleasure purchase for many people, this concept of mobility is becoming more and more important..

MNC: Regarding BMW, what is your assessment of your first six months 2014 ?
Mr. D. : For the first six months, the results were very positive for BMW Motorrad. At the end of June, we recorded an increase in orders of + 21% (vs. 2013) and a motorcycle market share of 13.9% (i.e. 0.5 point more than in 2013). The product plan we offer is exceptional. All of our 2014 new products are selling very very well! The and remain the market benchmarks. The supports our six-cylinder lineup. The is a huge success and allows us to continue to rejuvenate our image. The completes our range with a real sporty roadster at an extremely well placed price! And finally convinces him with his impressive dynamic qualities. Our new products are on the rise, but the rest of the range also continues to sell well. We support them with commercial programs to remain competitive: on the (from € 7,990 with ABS) we add commercial offers, and we do the same on the (from € 9,990 with ABS).

MNC: How is your second semester going? ?
Mr. D. : With our network of 80 dealers, we are in the process of solving them. It will be settled mid September. For the rest, we are very optimistic for the end of 2014. As said previously, we have recorded a lot of orders in the first half of the year and everything has not yet been delivered, which still leaves us a portfolio of motorcycles to deliver therefore. We are in the middle of the season and the months of July to October are still crucial for the success of this year. Nothing is played !

MNC: Finally, lowering speed limits on the roads make you fear a decrease in the attraction of the French for motorcycles and scooters? ?
Mr. D. : It is clear that this is not a good thing for the world of motorcycles, but it is more important to make people want to ride, to offer them rides, to attract young people to two-wheelers … Our new R NineT, for example, brings people back to motorcycles, just because it likes it…

Interview by Matthieu BRETILLE

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