Market reports – François Etterle: only half-hearted sales of the Gladius upset us – Used SUZUKI

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François Etterle: only the half-hearted sales of Gladius upset us

Market reports - François Etterle: only half-hearted sales of the Gladius upset us - Used SUZUKI

With 18,192 registrations, Suzuki posted a drop of -20.9% on the French motorcycle market. François Etterle, Suzuki France sales director, establishes for Site the 2010 assessment of the Japanese brand and explains its 2011 objectives..

Site: What do you think of the general evolution of the French motorcycle market in 2010? ?
François Etterle, Suzuki France Sales Director : The market suffered its second consecutive year of decline. However, the level of registrations remains high, the 6th historically in France. Volumes are one thing, market quality is another. There is an aging customer base that turns to expensive models and a development of "commuting" that directs customers towards entry-level. In this context, Suzuki suffers more than others because we are the champion of the quality / price ratio and our customers are more affected by the crisis than the others..

MNC: What is your assessment of your year in 125 and large cubes? ?
F. E .: In 125 cc, we now mainly depend on the Burgman which is holding up very well despite its four years of age, which proves that it was particularly well drawn. In MTT (in "more than 125 cc", Editor’s note) the famous Bandit 650 and 1250 series have lost their predominance within our range in favor of GSRs and even Gladius.

"Suzuki suffers more than others because we are the champion of the quality / price ratio and our customers are more affected by the crisis than the others"

MNC: Immates are not everything … How would you qualify your balance sheet? ?
F. E .: Indeed, we work with the essential aim of respecting established budgets, preserving our distribution network and preserving our brand image, because we are waiting for better days. We have achieved these three objectives, in particular by keeping our 220 dealers and by winning the title of world endurance champion, all while respecting a balanced budget..

MNC: Are you fully satisfied with the results of your bestsellers: Burgman 125, Bandit 650, GSR600 and Gladius ?
F. E .: No, but only the half-hearted sales of the Gladius upset us because the others have had their day. The SFV 650 (Gladius, NDLR) is a great bike that we didn’t position correctly when it was launched.

MNC: Which models have you been disappointed with in sales and what was the cause ?
F. E .: The Gladius for the reasons mentioned above, the RM-Z 250 and 450 as well as the RM-X 450 because we no longer have an off-road network when our motorcycles are sometimes quite simply the best in the world. We can also extend this remark to quads.

MNC: In your opinion, did your new products for 2010 (GSX 1250 FA, Bandit 1250) pass their first year? ?
F. E .: The success of the GSX 1250FA has exceeded our expectations. For this type of machine, the challenge is to make this success last beyond two years. For the GSF 1250 Bandit, this bike has brought so much to Suzuki in the past that today all it brings is just a plus.

MNC: What was the good surprise 2010 ?
F. E .: The GSF 1250 which has entered its second year and the maintenance of sales of the Burgman 125 and even its 650 version, without technical changes.

MNC: What was the worst ?
F. E .: Like the Gladius, the AN 400 (or Burgman 400, NDLR) could have done better. The AN 400 suffers from the bad reputation of the previous series while the current model is technically excellent.

MNC: In your opinion, what was the highlight of 2010 in the world of two-wheelers? ?
F. E .: Nothing that emerges more than anything else, because we could mention several facts. But the fact that over some months, in the category of large motorcycles, Harley-Davidson precedes the world leader … We also note that for the first time, Valentino Rossi was dominated by a teammate. It is a turning point, even if he has a bright future ahead of him depending on his state of health and his motivation..

"You have to fold but not break, and score when the opportunity arises"

MNC: How were your new products for 2011 (GSR 750 and GSX-R 600/750) received by your network and by all bikers ?
F. E .: It is too early to mention the reception "by all motorcyclists", even if the GSR 750 was particularly well received at the last Paris Motor Show. Regarding the network, our national convention will take place in a few days and we will take stock of it. We know that new models are eagerly awaited from them, especially the GSR 750 roadster.

MNC: In 2011, what will be your objectives ?
F. E .: Our objectives are to sell 20,000 motorcycles and quads and to keep 215 dealerships. Even if our budgets are limited, we are not giving up all ambition and will continue our communication effort through our presence at trade fairs or exhibitions, through a GSX-R event and through our sporting commitment. We will invest in particular in the French SBK championship in 1000 and 600 cc, and of course always in endurance which highlights the qualities of our motorcycles so well..

MNC: What will be your major events this year ?
F. E .: They are numerous ! The Paris Motor Show, Le Touquet, Bol d’Or, MotoGP, Endurance, speed in 600 and 1000 cc … Through dealers, we will also be present in MX and quad bikes.

MNC: In conclusion, which maxim would best illustrate your 2010 results? ?
F. E .: Remain conscious during the difficult passage, to better rebound when the situation is favorable to us. You know, sport teaches us a lot: you have to fold but not break, and score when the opportunity arises..

Interview by Matthieu BRETILLE

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