Market reports – Frederic Bart: the scooter continues its irresistible rise – Used PEUGEOT

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Frederic Bart: the scooter continues its irresistible ascent

Market reports - Frederic Bart: the scooter continues its irresistible rise - Used PEUGEOT

With 7,768 registrations, Peugeot posted an increase of 3.6% on the French motorcycle market. Frederic Bart, Peugeot Motocycles press manager, draws up the brand’s 2007 report for Site and explains its 2008 objectives..

Site: What do you think of the general evolution of the two-wheeler market in 2007? ?
Frederic Bart, press and public relations manager of Peugeot Motocycles: A particularly dynamic market with an increase of + 4%, but above all a market pulled up by the scooter segment increasing by + 15% while at the same time motorcycles fell by 2%. With 99,000 units sold in 2007, the scooter continues its irresistible rise since it now represents 42% of the market. This is the second two-wheeler category behind road motorcycles with which the gap is significantly reduced year after year..

M.-N.C. : What is your assessment of your year in 125 and large cubes? ?
F. B .: Positive, since Peugeot is today the 4th manufacturer in the scooter market, which at the same time allows us to become the 6th brand in the "125 and more" market (scooter and motorcycle) between Kawasaki and BMW. 2007 is for us the year of confirmation since after the launches of Satelis and Geopolis in 2006, we have been able to maintain the confidence of our customers whom we would like to thank. Taking into account the very recent arrival of large engines in our range, our efforts in 2008 will focus on strengthening our image and our legitimacy in a segment in which we are entering.

M.-N.C. : Are you fully satisfied with the results of your best sales: Satelis 125 (read), Satelis K (read) and Geopolis 125 ?
F. B .: Yes, because in a particularly competitive market, Peugeot succeeded in quickly imposing two new products on which we had placed great hopes. Satelis is n ° 3 in France. Innovation pays off since the Compressor engine represents nearly 30% of Satelis sales and the ABS that we were the first to offer represents nearly 50% of our Satelis volumes, which is considerable. Proof is made of the interest to innovate and offer exclusive technologies.

Regarding Geopolis 125, it was launched in April and has firmly established itself at the head of a segment that it should help to significantly advance in France. In Italy, the main market for large-wheel scooters, it achieves its objectives and establishes itself as a strategic product in the reconquest of the Italian market..

M.-N.C. : What are the models whose sales have disappointed you and what was the cause ?
F. B .: Satelis 400/500 and Geopolis 400, mainly due to a late arrival but also due to a lack of image in this segment, especially compared to Japanese manufacturers with a strong motorcycle history.

M.-N.C. : According to you, your new products for 2007 (Satelis 400 and 500 in particular, read) have they "fulfilled their contract" for their first year ?
F. B .: Overall, the record is pretty good as Ludix 2 is the best selling 50 scooter in Europe. The animation of the 50 range, more attractive than ever, places us No. 1 in France and Satelis 400/500, marketed since autumn, have been unanimously praised by the press for their dynamic qualities. By improving its sales in 2007, Peugeot Motocycles therefore confirms its position as a major player in the world of scooters..

M.-N.C. : What was the good surprise 2007 ?
F. B .: Confirmation of Satelis’ success as well as the confidence of our customers in the Satelis and Geopolis ranges, allowing us to be on par in particular in 125 with Suzuki and its new Burgman.

M.-N.C. : What was the worst ?
F. B .: The copy of our scooters by Asian manufacturers, particularly Geopolis of which there are already several copies. Undoubtedly a form of recognition of our style.

M.-N.C. : What do you think was the highlight of 2007 in the world of two-wheelers? ?
F. B .: The progression of the scooter, fast becoming the first segment in France, ahead of the motorcycle.

M.-N.C. : What is the situation of Peugeot Motocycles on a European and global scale? ?
F. B .: Peugeot Motocycles markets most of its products in Europe. It relies on more than 5,000 points of sale in the Old Continent, which today allows it to be No. 1 in its domestic market and No. 3 on a European scale. Moreover in GT 125, Satelis is not only n ° 3 in France but also n ° 1 in Germany, and overall n ° 3 at European level.

M.-N.C. : How were your 2008 novelties (Sum Up, BlackSat and RS finishes, read) received by your network and by all users of two-wheelers ?
F. B .: Their presentation at the last World Cup met with excellent echo, with professionals and individuals alike. Sum Up expands the range by allowing us to satisfy small budgets. BlackSat, initially planned to be marketed only in limited edition in 2007, has met with great success and will be integrated into the 2008 range. The RS range, both aggressive and discreet, is certainly the one that has been the most popular. during the show.

M.-N.C. : In 2008, what will be your objectives in terms of sales but also of network, image and communication? ?
F. B .: At the commercial level, first of all by maintaining our leadership in 50 and improving our market share in 125 and more. Next, at the distribution level, by continuing our training and network requalification actions. And finally in terms of communication, by continuing our efforts to improve our brand image and our legitimacy in the 125 and more segment..

M.-N.C. : Has the Internet share of your business increased in 2007: official website, dealer websites, impact on sales of new and used vehicles, visibility, advertising ?
F. B .: The Internet is an integral part of Peugeot Motocycles’ communication strategy. , the brand’s new site, was also inaugurated at the 2007 Paris Motor Show: it is an essential showcase for improving our image and our notoriety and 2008 will go towards enriching the site at the level content and new services expected by our customers.

M.-N.C. : What will be your major events in 2008: events, competitions, partnerships?
F. B .: The big 2008 event will undoubtedly be the launch of the new Vivacity, eagerly awaited by our network and our customers. There will also be the arrival of entry-level 125 vehicles (WTR and Sum Up) as well as the implementation of new services to meet the expectations of our current and future customers..

M.-N.C. : What is the position of Peugeot Motocycles on the French 50cc market and does it influence the one you occupy in 125 and more? ?
F. B .: Peugeot Motocycles is doing well on the French market: in 50, we are confirming our leading position with more than 23% of EBITDA and in 125 and more, we reach almost 8% of PDM mainly thanks to Satelis, which positions us fourth in the market for more than 50cc scooters. The highlight to remember is that the Peugeot brand is today the n ° 1 brand for scooters in France (all engine sizes) with an overall market share of 18%..

M.-N.C. : In conclusion, which maxim would best illustrate your 2007 balance sheet ?
F. B .: Scoot always … more !

Interview by Matthieu BRETILLE

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