Market reports – François Tarrou: a positive result thanks to a strong and very pro-active network – Used HARLEY-DAVIDSON

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François Tarrou: a positive result thanks to a strong and very pro-active network

Market reports - François Tarrou: a positive result thanks to a strong and very pro-active network - Used HARLEY-DAVIDSON

With 6,677 registrations, Harley-Davidson posted an increase of + 15.4% on the French motorcycle market. François Tarrou, Marketing Director H-D France, establishes for Site the 2008 assessment of the American brand and sets out its 2009 objectives.

Site: How do you feel about the general evolution of the two-wheeler market in 2008? ?
François Tarrou, Marketing Director of Harley-Davidson France: I note the growth of the four Japanese brands after an overall decline in their activity in the last five years, the commercial health of the first ten months which contrasts with the drop in results in November and December, the arrival of new high-end models ( Ducati Streetfighter, CB1000R …) with a creative design and a strong personality, and breathlessness the decline of the scooter market for the first time.

"November and December are the reverse of the market, with a strong increase and many deliveries"

M.-N.C. : What is your assessment of your year? ?
F. T .: A positive result with + 20.6% growth in volume compared to 2007 and a strong and very proactive network (local events, marketing, sales, etc.). November and December are the reverse of the market, with a strong increase and many deliveries.

M.-N.C. : This year in France, one of your competitors, BMW, is at the head of sales of more than 750 cc? Where are you in this ranking ?
F. T .: On the market for more than 625 cc (our benchmark), we went from 6th to 5th place with 9.51% market share. With the cumulative number of registrations, Harley-Davidson and Buell are ahead of Yamaha in the same segment (9.20%).

M.-N.C. : Are you fully satisfied with the results of your best sales: Sportster 1200 L, Ultra Classic Electra Glide and Road King Classic ?
F. T .: Yes, we’re happy with these results: the Nightster sold 750, the Fat Bob FXDF 570 and the FLHRC Road King 440.

"The good surprise of 2008 is the success of the Fat Bob, which also seems to settle over time"

M.-N.C. : Which models have you been disappointed with in sales? ?
F. T .: The XR 1200 did not reach the planned objectives due to a delay in delivery to the concession, initially scheduled for January and effective in July. Nevertheless, with 280 sales, France is at the top of sales at European level.

M.-N.C. : In your opinion, did your new 2008 products (XR1200, Nightster, Rocker, Fat Bob) pass their first year? ?
F. T .: Yes for the XR1200, Nightster and Fat Bob in terms of volumes and consumer acceptance. Yes also for the Rocker who succeeded in his mission of producing image in small volumes.

M.-N.C. : What was the good surprise 2008 ?
F. T .: The unexpected success at this level of the Fat Bob, which also seems to settle in time. It is an American custom-inspired motorcycle perfectly suited to the changing philosophy of motorcycling (which moves away from performance at all costs to move towards a practice more focused on pleasure and emotions).

M.-N.C. : What was the worst ?
F. T .: Delays in delivering the XR1200 to the network.

"The highlight of 2008 is the possibility of entering a handlebar (on a three-wheeler) of more than 125 cc (400 cc) without the license"

M.-N.C. : What do you think was the highlight of 2008 in the world of two-wheelers? ?
F. T .: The possibility of entering a handlebar (on a three-wheeler) of more than 125 cc (400 cc) without the license. Does it make sense? Is this the future ?

M.-N.C. : What is Harley-Davidson’s situation on a European and global scale? ?
F. T .: In Europe, we are growing with + 6.6% in volume. Internationally, it is too early to answer, because the results have not yet been consolidated.

M.-N.C. : What do you think of the takeover of the MV Agusta group by Harley-Davidson this year ?
F. T .: The inclusion of a third prestigious high-end brand in the group is an extraordinary opportunity to share industrial and creative skills between two continents..

"Our goal is to finish pulling Harley-Davidson out of the exotic rut, by placing it permanently in the ‘final basket’ of consumers"

M.-N.C. : How were your new products for 2009 (new Touring and V-Rod Muscle) received by your network and by all bikers ?
F. T .: Regarding the Touring, we have permanent testimonials from the dealers who welcome more and more bikers from the competition in this segment, in particular thanks to the ABS offer and the 67% stiffer chassis, with a view to driving pleasure motorcycles while respecting the legislation as much as possible. For the Muscle, we love it or hate it, but it is greeted as a “punch” motorcycle in terms of design. She already has diehards! It is the fruit of a good commercial perception, a product image and showcase of current technology, with a design and performance in the range..

M.-N.C. : What are your goals in 2009 ?
F. T .: In terms of sales: growth and market share taking by relying on promising new products and a network of 47 professional and efficient dealers. In terms of image and communication: continue to recruit new customers (65% in 2008) thanks to a uniform range and pricing policy, and finish pulling the brand out of the rut of exotic brands by permanently installing it in the "final basket" of consumers.

M.-N.C. : Did the Internet share in your business increase in 2008 ?
F. T .: Internet is indeed an important platform for communication, expression and commerce for both the brand and the network. We will continue to offer the content of the official website and the development of marketing and "retail" solutions for the benefit of the network, in particular used vehicles which represent extraordinary opportunities for access to the brand for many consumers within the Harley-Davidson France network.

"Used vehicles represent extraordinary opportunities for access to the brand"

M.-N.C. : What are your major events in 2009 ?
F. T .: The Harley-Davidson Eurofestival in Grimaud Saint-Tropez, which is open to all bikers from May 7 to 10. The Morzine Rally from July 12 to 14, also open to all motorcyclists, and the Mondial du 2 Roues from October 1 to 8 with great news.

M.-N.C. : What consequences do you expect from the departure in 2009 of James Ziemer, CEO of the Harley-Davidson group ?
F. T .: None in particular. After several decades in the brand and many important projects to his credit, Jim Ziemmer is taking a well-deserved retirement. Its replacement is underway in the United States..

M.-N.C. : Will 2009 be the year of the crisis ?
F. T .: We especially hope that it will be the year of superb Harley-Davidson trips, that it will be a source of many emotions on two wheels and that the (American) motorcycle will be the best antidote to global pressure on the subject of the crisis. which we will have the right to escape, on a motorcycle.

M.-N.C. : How do you approach the Mondial du deux-Roues 2009 "New formula" ?
F. T .: As the unmissable French event, both popular and high-end for confirmed, beginner or future motorcycle lovers…

M.-N.C. : In conclusion, which maxim would best illustrate your 2008 balance sheet ?
F. T .: It is not necessary to hope to undertake, nor to succeed to persevere.

Interview by Matthieu BRETILLE – Photos DR

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