Market reports – François Etterle: Politicians can no longer ignore the two-wheeler sector! – Used SUZUKI

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François Etterle: Politicians can no longer ignore the two-wheeler sector !

Market reports - François Etterle: Politicians can no longer ignore the two-wheeler sector! - Used SUZUKI

Interviewed by Site, the commercial director of Suzuki France (+ 8.1%) analyzes the French two-wheeler market and takes stock of its 2007 strategy. In particular, with the ambition to move closer to second place, all cylinders combined. !

Without placing any models in the top 3 of sales neither in 125 nor in large displacement, Suzuki nevertheless registered in 2006 the trifle of 31,962 two-wheelers in France, that is to say 2,398 more than in 2005.

Number one in heavy-duty sales with 21.5% EBITDA against 20.1% for Yamaha, Suzuki does not surf as much as Yamaha and Piaggio on the wave of 125s. Its Burgman, third best selling 125 scooters, remains a tone below the Xmax and X8 but its redesign in 2007 could be beneficial.

The same reasoning can be held about the Bandit, fourth in sales over 125 twelve years after its launch and which will be equipped this year with a new liquid-cooled engine which should give GSF sales a boost….

Site: What do you think of the general evolution of the two-wheeler market in 2006? ?
François Etterle, Suzuki France Sales Director : The French motorized two-wheeler market has crossed the symbolic bar of 200,000 units, which was to be expected, but 229,364 and + 16.5% was unexpected! The motorized two-wheeler meets a triple need of the French: freedom, mobility and pleasure. Politicians can no longer ignore this sector now !

Site: What is your assessment of your year in 125 and large cubes? ?
F. E. : In 125 cc, sales of Van-Van, GZ 125 and light vehicles are no longer growing. We believe that we can do better in Van-Van but we suffer from the lack of international volume which would help us to better position it. On the other hand, the Burgman 125 scooter has met with great success thanks to the development of this market and obviously thanks to its own qualities. In MTT, Suzuki finishes first in France for the third consecutive year.

Site: Are you fully satisfied with the results of your Burgman 125-400, Bandit 650 and GSX-R1000 ?
F. E. : Of course and we hope to do even better in 2007. The Burgman family is a very relevant response to the development of the market. We are proud of this because we were pioneers in the field of large scooters. The AN 650 did not experience tremendous success, but steady and sustainable growth in sales. The GSX-R 1000 is the benchmark for "replica breed" and even if its market segment is getting tough, it has created such a reputation for itself through its qualities and competition that we are satisfied..

Site: Which models have you been disappointed with in sales and what was the cause ?
F. E. : With the RV 125 Van-Van, we can do better. The DL 1000 is dropping, which is a shame because it is an excellent machine, almost a GT road. And here we see that we have to regularly update our models to relaunch them. With the DL 650 we had to do better, but it’s our fault because we encountered damaging stockouts, like with the GSX-R 750. For the GSF 1200, we felt the end of our career! For the GSR 600 the result is just correct, as price competition has raged in the segment. Our machine being new, it was comparatively expensive. But the machine being well born, we are not worried.

Site: In your opinion, did your GSX-R 600, GSX-R 750 and GSR "fulfill their contract" for their first year ?
F. E. : For the GSX-R 600, it becomes difficult to sell a sophisticated machine intended for young people, and therefore not expensive! Here we find ourselves in the paradoxical situation identical to that of cross-country motorcycles, sophisticated, therefore expensive to build, intended for customers who are often not very fortunate. In addition, a competitor who carried large stocks of 2004 and 2005 models "sold off" his motorcycles, making it difficult for others to do business. The GSX-R 750, no, but the fault of our supplies. The machine was in fact a success exceeding the expectations of Suzuki France. We exceeded our initial target by 25%, but could have done much better. And finally the GSR, yes.

Site: What was the good surprise 2006 ?
F. E. : The Bandit 650! At Suzuki, we are happy to see that it is so successful after twelve years of presence in the French landscape..

Site: What was the worst ?
F. E. : The GSX-R 600 … A lot of work and quality, for an insufficient commercial result.

Site: Undisputed leader in motorcycles under 34 hp, can you observe the arrival in your dealerships of "motorists" who have become bikers ?
F. E. : Yes, but not necessarily through the 34 hp. Motorists who by equivalence have access to motorized two-wheelers quickly seek to drive more powerful and reconstitute a significant base of our customers..

Site: How were your 2007 new products (Bandits 650 and 1250, Burgman, GSX-R 1000, B-King) received by your network and by all bikers ?
F. E. : So far it’s flawless! Now it’s still too cool for the Bandit 650 and the B-King. We will need to know more in a few weeks. There is always a delta between intentions and votes … In one way or the other !

Site: In 2007, what will be your objectives in terms of sales but also of network, image and communication? ?
F. E. : In 2007, Suzuki in France wants to get very close to the second place of the registered market and keep the first place for the fourth consecutive year in MTT. In terms of network, we have recruited a development manager. We want to reach 230 motorcycle dealerships and above all do it in quality. In terms of image, we are making progress. We have redone the European car and motorcycle signage which is more qualitative, our products are better and better finished. In terms of communication, we support the evolution of the brand and the market, for example with catalogs with optimistic graphics that open to the outside (towards new customers).

Site: What is the share of Internet in your activity ?
F. E. : This share is growing, of course. We have had a site since 1999 and we redesigned it in 2006. Our dealers can advertise their used cars there. The most dynamic dealers tell us that they sell a significant percentage over the Internet. The Internet is also becoming essential in terms of editorial and advertising campaigns.

Site: What will be your major events in 2007 ?
F. E. : Commercially, the Mondial de la moto in September, the exhibitions in Le Touquet, the Sima and Valloire quad show, not to mention our national convention this weekend. In competition, the endurance world championship, Le Mans, the Bol … It takes up a lot of weekends, but who would complain? ?

Site: In conclusion, which maxim would best illustrate your 2006 balance sheet ?
F. E. : We are proud to have been able to meet and anticipate the expectations of French bikers !

Interview by Matthieu BRETILLE

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