First half of 2015: Mash market report (SIMA)

Mash has just completed the first half of 2015 with an increase of + 93.2% and has a total of 1,420 registrations. The president of the SIMA parent company, Frederic Fourgeaud, gives his impressions to Site 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 ?
Frederic Fourgeaud, president of SIMA: Tastes change. The repression forces a "cool attitude" and the choice of purchase differs. We can see the return of big trails, a market in which we are now present with the Mash 400 Adventure (approved A2 license). The roadster works in all displacements. The big fall concerns the hyper-athletic for the reasons that we know (repression). The neo-retro works very well for the motorbike (displacements of more than 125 cc). Our Mash Five Hundred, reliable, economical and efficient, is taking market share every day. Even if the market for displacements above 125 cc is declining, we notice that as soon as a product is at the right price, has a good look with a trusted mark for the after-sales service, it works (Yamaha MT-07 and MT- 09, Ducati Scrambler for example).

MNC: Regarding Mash, what is your assessment of your first six months of 2015? ?
F. F.: Regarding the 125 cc, we entered strongly into a market which, in 2012, was in free fall. We then demonstrated that by manufacturing a product suited to consumer tastes and by being a pioneer in the neo-retro market, it could work. Our figures speak for themselves. In the 125 cc box, Mash was the first brand ahead of Honda in 2014. The KTM brand has also been successful by being in the trend with its roadster. The other brands distribute products in overstock, very European, rather utilitarian, while Mash has bet on pleasure vehicles. The owner of a Porsche in Paris who regularly drives a 125 Mash, he is fashionable. A young person finds his account by the look and the attractive price. And the older ones with nostalgia for the past find the motorcycle of their beginnings, without the technical worries of an old motorcycle..

MNC: For you, what is the highlight of this first half of the year? ?
F. F.:The strong comeback of trendy "Seventy" motorcycles from all manufacturers.

MNC: How is your second semester going? ?
F. F.:Bad luck for the competitors, three new models are coming! The Mash 125 Cafe Racer Black Edition, the 400 Scrambler and the 250 Cafe Racer. These new features will allow us to score even stronger in the coming months.

MNC: Finally, the government has still not settled the question of the "retrofit" (read). How much does this lack of response impact your business ?
F. F.:Regarding the retrofit, we are not concerned with motorcycles over 100 horsepower but we believe that this should slow down sales. Bikers expect January 1, 2016.

Interview by Matthieu BRETILLE

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