Market reports – Guillaume Chatillon: historic performance for Moto Guzzi in France – Occasions APRILIA MOTO GUZZI

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Guillaume Chatillon: historic performance for Moto Guzzi in France

Market reports - Guillaume Chatillon: historic performance for Moto Guzzi in France - Occasions APRILIA MOTO GUZZI

With 2,408 and 1,028 registrations, Aprilia and Moto Guzzi show changes of -6% and + 72%. Guillaume Chatillon, marketing manager for the two brands, draws up their 2011 reports for Site and reveals their 2012 objectives. Interview.

Site: What do you think of the general evolution of the French motorcycle market in 2011? ?
Guillaume Chatillon, Aprilia and Moto Guzzi marketing manager : This is a year marked by great uncertainty with a drop in the motorcycle market (-2.8%) which masks significant variations according to the segments: -9% on 50cc motorcycles against -1.7% on motorcycles over 50 cc.

MNC: What is your assessment of your year in 125 and large cubes? ?
G. C. : Our performance has improved significantly this year on motorcycles over 50cc, with an increase of + 11% for Aprilia and + 72% for Moto Guzzi. The Aprilia scooter range (especially Atlantic 125) that I mentioned in the Piaggio review (read, NDLR) has fallen like the market and has tarnished the good result on the motorcycle ranges. Presumably, the new 7-hour training had an unfavorable impact on this market, leading some customers to pass the A license or to suspend their acquisition..

MNC: Are you fully satisfied with the results of your best sales: Aprilia Atlantic 125, RSV4 and Shiver, Moto Guzzi Norge and V7 ?
G. C. : Despite an aggressive price positioning, the Atlantic 125 suffered like all scooters in 2011. In a context of crisis, sales of RSV4 decline but we can not forget the possible transfer also side Tuono V4. As for Shiver, sales increased by 9% without taking into account the impact of the promotional operation at the end of 2011 (+ 18% taking into account the end-of-year promotion). On the Moto Guzzi side, we are smiling with sales of Norge and the V7 range (+ 500% and + 97% respectively compared to 2010) in a full year, which allowed the brand to exceed the milestone of 1000 units sold. in 2011 (a historic performance in France). Do not forget also the fine performance of the Griso 1200 (+ 32%), Bellagio (+ 51%) and 1200 Sport (+ 24%): a very nice way to also celebrate the 90th anniversary of the brand !

MNC: Which models have you been disappointed with in sales and why ?
G. C. : The GT versions of Shiver, the Dorsoduro 750 range and Moto Guzzi Breva 1200 did not meet their audience in 2011, although they are models kneaded of quality and endowed with their brand’s DNA. Perhaps insufficient visibility is the cause.

MNC: Immates are not everything: how would you qualify your balance sheet? ?
G. C. : No financial comment.

MNC: In your opinion, did your new products for 2011 (Dorsoduro 1200, RSV4 aPRC SE, Tuono V4 and RS4, new Stelvio and V7 Racer) pass their first year? ?
G. C. : The late arrival during the season of the Tuono V4 or RS4 prevented from having superior results in terms of registration in 2011, but they marked by their character and their efficiency all those who drove them. Stelvio and V7 Racer also largely contributed to the success of Moto Guzzi in France in 2011. The new products therefore contributed to the performance of both brands..

MNC: What was the pleasant surprise 2011 ?
G. C. : The confirmed enthusiasm of the French for motorcycles of character like Aprilia and Moto Guzzi, in a general context not very inclined to euphoria.

MNC: What was the worst ?
G. C. : A more dynamic market would have been welcome, even if the 2011 market declined less than in 2010.

MNC: According to you, what was the highlight of 2011 in the world of two-wheelers? ?
G. C. : The impact of the 7-hour training on the 125cc motorcycle segment and the return of the Salon du 2 Roues to Paris in 2011.

MNC: Exactly, the Motorcycle Show was back in Paris this year. What is your assessment and what improvements would you make to the 2013 edition ?
G. C. : A slightly longer duration, especially a Monday for network professionals, and why not a second weekend for the general public. However, it remains to frame the economic equation because it is a costly event.

MNC: How were your 2012 novelties (SR 125, SRV 850 and new V7 range) received by your network and by all bikers ?
G. C. : Having spent the majority of the show in contact with visitors at all of our brands’ stands, I am very positively impressed by the feedback from our customers and prospects. These bodes well for 2012 because these new products are the materialization of significant technical, financial and human investments to serve European customers as closely as possible to their expectations..

MNC: In 2012, what will be your objectives ?
G. C. : Strengthen our market share by continuing our growth in 2011 with the two brands (motorcycles over 50cc with Aprilia at + 11% and Moto Guzzi at + 72% at the end of December 2011). Also strengthen the technical and commercial know-how of our network to follow the strong expectations of our customers.

MNC: What will be your major events in 2012 ?
G. C. : The Moto Live Tour in the Aprilia / Moto Guzzi network starting in the spring to allow testing of the entire range, not to mention circuit sessions for Aprilia owners. We will also be present at the French round of the Moto GP and the SBK championship to show our ranges as close as possible to a passionate public..

MNC: In conclusion, which maxim would best illustrate your 2011 balance sheet? ?
G. C. : In a context of a stagnant market, the Aprilia and Moto Guzzi brands have shown that they have solid assets to meet the high demands of French consumers in love with character, technology but also affection and passion for transalpine products. It is a great satisfaction for us.

Interview by Matthieu BRETILLE

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