Market reports – First half of 2014: Piaggio’s market report – Second hand PIAGGIO

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First half of 2014: Piaggio’s market report

Market reports - First half of 2014: Piaggio's market report - Second hand PIAGGIO

Piaggio has just completed the first half with a decrease of -13.3% with 3,674 registrations. Laurent Videmont, brand marketing manager (Vespa, Aprilia, Guzzi …), gives 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 ?!
Laurent Videmont (marketing and network development manager Piaggio France) : Several factors can explain this good health. The first is the multitude of new products which correspond to the expectations of the users. And as every time there are new products, there is also a desire on the part of the dealers to put these vehicles on display in order to have them try them out for bikers. The second is linked to the dynamism of manufacturers who offer attractive financing solutions, take-back offers, warranty extensions to boost sales of "core market" products. Finally, and even if this effect is relatively limited, the start of the year benefited from milder weather.

MNC: For you, what is the highlight of this first half of the year? ?
L. V. : The fact that the total market, mopeds, scooters and motorcycles is growing over the first six months of the year. We haven’t seen this for a few years. A special point on the three-wheeler market which has increased by 38% in six months and by 70% in the month of June alone. Since the beginning of the year, 1 in 5 scooters (and in June, 1 in 4 scooters) is a three-wheeled scooter (in the 125cc scooter segment and more). Of course, the Piaggio three-wheeler range still represents 80% of three-wheeler sales..

MNC: Regarding your brands, what is your assessment of your first six months 2014 ?
L. V. : Overall, our market share remains almost stable across all markets and segments. The Piaggio group represents 16% of vehicles sold in France. We keep our number one place in the scooter market, our number one place in the 50 cc motorcycle segment and our second place in the moped segment. We now need to work on the 125 cc and more motorcycle market, a market that experienced an avalanche of new products in 2014.

MNC: How is your second semester going? ?
L. V. : We are reasonably optimistic looking at May and June where we are on a good uptrend in our sales. Our 50cc range is on the rise again, the Vespa range will complete its implementation with the latest novelties currently being delivered, the MP3 range will be enriched with the MP3 300 ABS and we will continue our policy of boosting sales of our range. motorbike. The lights are therefore green: there is plenty to find in our Piaggio, Vespa, Gilera, Aprilia and Moto Guzzi ranges. From 50 to 1400 cc, whether it’s a custom, a practical scooter, a safe scooter or a sports car, everything exists in the Piaggio group.

MNC: Finally, lowering speed limits on the roads make you fear a decrease in the attraction of the French for motorcycles and scooters? ?
L. V. : For the moment nothing has been definitively decided, but we must remain attentive even if a drop from 90 km / h to 80 km / h will not disturb the sensations on the road. This reduction in speed will not lead to an increase in journey times either, and the two-wheeler will therefore retain its advantages as a mobility solution. Let’s stay confident and lucid.

Interview by Matthieu BRETILLE

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