First half of 2014: Yamaha’s market report

Yamaha has just completed the first half of 2014 with an increase of + 28% and has a total of 16,466 registrations. Alexandre Kowalski, marketing director of the Japanese brand in France, 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 ?!
Alexandre Kowalski (Marketing Director Yamaha Motor France) : This improvement is the conjunction of two main elements. The weather is good first of all, but also the novelties and more particularly those which emanate from Yamaha, because they were born from a reflection of the group, when the world had entered. Yamaha’s strategy, then, was to adapt its products to the economic context. And the result of this R&D gives birth to one of the 2014 novelties which are designed to offer pleasure, within a reasonable budget..

MNC: For you, what is the highlight of this first half of the year? ?
A. K. : The highlight is the reversal of the market trend, which nevertheless started to rise again significantly over the course of the year, despite a slowdown in this trend over the month of. Even if the market for the 125 is rather stable, the big engines pull the market upwards..

MNC: Regarding Yamaha, what is your assessment of your first six months 2014 ?
A. K. : The results are positive insofar as the market is cumulatively at + 4.93% with a market share for Yamaha which goes from 16.7% to 20.4% between and .

MNC: How is your second semester going? ?
A. K. : The second half of the year is a continuation with, despite everything, a slight drop in sales over the months of May and June, and the periods of holidays which remain uncertain periods depending on the year, the weather and, of course, the context economic. However, thanks to our product offer which continues to supply our range, with in particular the arrival of the and other surprises that will enhance the period of end-of-year exhibitions, not to mention the changes of vintage and other new colors, we remain optimistic. All of these attributes should help continue this upward trend reversal. Let’s stay positive and believe in a return to market growth !

MNC: Finally, lowering speed limits on the roads make you fear a decrease in the attraction of the French for motorcycles and scooters? ?
A. K. : It is still too early to say because we hear about experimentation and not generalization. But we must also observe the evolution of our societies, and you will notice that the user has fun on a motorcycle without necessarily going for top speeds. The sensations and emotions provided by the motorcycle must be developed with torque, handling, safe and progressive braking … And our engineers have understood this expectation by creating a range of character around the MT concept "Master of Torque".

Interview by Matthieu BRETILLE

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