Market reports – First half of 2015: Ducati’s market report – Used DUCATI

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First half of 2015: Ducati’s market report

Market reports - First half of 2015: Ducati's market report - Used DUCATI

Ducati has just completed the first half of 2015 with an increase of + 23.2% and has a total of 2,814 registrations. The General Manager of the Italian brand in France, Thierry Mouterde, delivers his impressions to MNC readers. First assessment…

Site: After six years of constant decline, the French motorcycle market returned to growth in 2014 with + 2.5% (read our). In the first half of 2015, the increase was limited to + 0.8% (read our). Should we be worried ?
Thierry Mouterde, General Manager Ducati West Europe: Indeed, in our category, that of over 500 cc excluding scooters, the French market at the end of June was negative at -2.4% compared to June 2014. Of the top eight brands on the market, only two were positive, including Ducati with + 23.2%. These figures confirm to us that it is only with the release of new products that we can hope to progress. No respite, no status quo or sleep is tolerated by the market. You have to constantly renew yourself in a world where the internet demands that everything go faster than ever. With a touch of exaggeration, one could almost say that a new motorcycle presented at the Eicma (Milan Motor Show) in November, which millions of Internet users can discover on their screen, is already "ancient history" when it arrived at the dealership in March of the following year. We must therefore be more responsive and constantly listening to the markets to try to continuously satisfy them. This requires huge investments and a strong capacity for questioning. Brands that cannot react and adapt will be doomed to experience difficulties.

MNC: Regarding Ducati, what is your assessment of your first six months of 2015? ?
T. M.: Reading the figures, the results are good, even if, without any pretension, such was our objective. With as new machines the Multistrada DVT, Panigale 1299, and Scrambler (4 versions: Icon, Classic, Full Throttle and Urban Enduro), accompanied by the new Stripe versions for the Monster 821 and 1200, and Titanium for the Diavel, we could only focus on strong growth. We agree with my analysis seen in the previous question. No reason to add more. Success depends on the work and passion of our engineers, as does their potential for the development of our entire range. Then it’s up to my team and the network to pass this passion on to motorcyclists and on that side too, I’m satisfied..

MNC: For you, what is the highlight of this first half of the year? ?
T. M.: The launch of the Scrambler! A tremendous amount of marketing work has been done, although it is sometimes criticized by some. Unheard of with us but also in the motorcycle world for a long time. Launching this new brand within the brand has allowed us to make ourselves known to many motorcyclists, far from imagining one day coming to us. Reaching 1000 sales of Scrambler in France after four and a half months of presence on the market is a great satisfaction for our teams and our network.

MNC: How is your second semester going? ?
T. M.: The second semester promises to be exciting … There will be some sacred "news"! But also a Paris salon that will be worth the trip: come and see us in Hall 8, you will not regret it !

MNC: Finally, the government has still not settled the question of the "retrofit" (read). How much does this lack of response impact your business? (read also)
T. M.: All networks are waiting for a response and are therefore inevitably impacted. Even if ours is all the more so given that our entire range, apart from the Scrambler, is limited to 106 hp. I am hopeful that I will have some great news to share on this soon. Fingers crossed !

Interview by Matthieu BRETILLE

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