First half of 2013: Ducati market report

Ducati has just completed the first half of 2013 with a drop of -23.4% and has a total of 2,213 registrations. The Marketing and Communications Director of the Italian brand, Candice Robert, shares her impressions with Site and its readers. Balance sheet.

Site: To what do you attribute the drop in the motorcycle market in France in the first half of 2013 ?
Candice Robert (Marketing and Communication Director Ducati West Europe): We tend to focus on the heavy-duty market. It has undeniably been the victim of disastrous weather for several months, all against a backdrop of rising unemployment and declining household morale. There is a disruption in the seasonality of this market. It is linked to the climate unsuited to the pleasure of driving two-wheelers and to the passage to the act of "last minute" purchasing: the majority of users only equip themselves when they are sure of being able to use them. of their motorcycle or scooter, most certainly to use their savings in their bank account rather than in their garage. Note very probably also the good dynamism of the used vehicle market on which many buyers fall back in the current context..

"The majority of users prefer to use their savings in their bank account rather than in their garage"

MNC: For you, what is the highlight of this first half of the year? ?
C. R .: At Ducati, our president has changed. Claudio Domenicali took up the torch after Gabriele Del Torchio. A "former" of the house very appreciated by the teams. There is also the victory of two Frenchmen at Pikes Peak in the USA, including Bruno Langlois on a Ducati Multistrada! And finally, the launch of the new Hypermotard of course! On a more global level, the morale of the French and the confidence of households are at their lowest in France in June 2013 … It is very worrying for our country.

MNC: Regarding your activity, what is your assessment of your first six months of 2013? ?
C. R .: Some declines are structural and inevitable. You must know how to react without haste, always visualize your activity in the medium and long term. This allows you to act at the right time and stay true to your brand identity. The great sensitivity of the market to promotion should not take the upper hand, even if we are constantly looking for solutions that help Ducatists to equip themselves. Finally, the passion for motorcycles prevails above all, this is what motivates to ride to the Moto GP at Le Mans in the rain, to drive on the circuit despite the conditions, and which ultimately allows you to keep morale thanks to the pleasure of riding. drive !

"The great sensitivity of the market to promotion should not take over"

MNC: In general, how does the second semester look? ?
C. R .: Better than the first! The beautiful days are already pointing to sales which are picking up a little. We look forward to presenting the novelties to be unveiled in Milan. There is also no doubt that the Motorcycle, Scooter and Quad Show in Paris in December will boost news in our market, announcing a better first half of 2014 vs. 2013.

MNC: What are your tools to face this difficult period ?
C. R .: Innovation, passion, a lot of work and a lot of red 🙂

Interview by Matthieu BRETILLE

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