Market reports – Guillaume Chatillon: the 7-hour training session acted as a barrier – Occasions APRILIA GILERA PIAGGIO VESPA

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Guillaume Chatillon: the 7-hour training acted as a barrier

Market reports - Guillaume Chatillon: the 7-hour training session acted as a barrier - Occasions APRILIA GILERA PIAGGIO VESPA

With 9,312 immates (excluding MP3 LT), Piaggio posted a drop of -14% on the French motorcycle market. Guillaume Chatillon, Piaggio marketing manager, draws up the 2011 balance sheet for Piaggio, Vespa, Gilera and Aprilia scooters, and sets out his 2012 objectives.

Site: What do you think of the general evolution of the French motorcycle market in 2011? ?
Guillaume Chatillon, Piaggio, Vespa, Gilera and Aprilia marketing manager : This is a year marked by great uncertainty with a drop in the scooter market (-3.7%) which masks significant variations according to the segments: + 2.8% on 50cc scooters compared to -13, 4% on scooters over 50cc. Part of this situation is linked to the transfer of part of the 125cc clientele to the 50cc segment, more accessible financially and not concerned by the 7-hour training.

MNC: What is your assessment of your year? ?
G. C. : On the 125cc part, we suffered – like the other manufacturers – from the introduction of the 7-hour training course. It has acted as a "barrier to entry" for newcomers to motorized two-wheelers, which usually start with a scooter or 125cc motorcycle. This is a financial brake because of the additional cost, and a brake in terms of organization because it is necessary to free up time for training and motorcycle school trips. Thus, even if our market share remains stable, our registration volumes suffered on Aprilia Atlantic 125, Piaggio X-Evo, Fly 125 or X7, as well as Vespa on the LX range on the 125cc ranges. For maxi-scooters (Gilera GP 800, Vespa 300), the performance is stable, even improving.

MNC: How many MP3 LTs have you registered this year? Is this result in line with your objectives ?
G. C. : 11,290 MP3 (Touring LT and Yourban LT) were registered this year, or 5% less than in 2010, but with a market share gain of more than one point at over 15% of the scooter market. Also concerned by the 7-hour training, the MP3 range held up very well thanks to the arrival of Yourban LT and the 500cc engine on Touring LT Sport and Touring LT Business. We are therefore generally satisfied with the performance of the MP3 range in the context of the current market..

MNC: Are you fully satisfied with the results of your best sales: Piaggio MP3 LT and Yourban, XEvo and Fly 125, Vespa GTS 125 and 300, Gilera Nexus 125 and GP800 ?
G. C. : As specified, yes on the MP3 range which is less sensitive to market variations than the range of traditional scooters. X-Evo and Fly followed the downward trend in the market, while the Vespa brand suffered much more on the LX (a product chosen by newcomers for its lightness and compactness) than on the GTS range (125 and above). Gilera’s performance is excellent with doubled sales on Nexus 125 and stable sales on GP 800.

MNC: Which models have you disappointed with sales and why ?
G. C. : The main cause of the decline of the 125cc market can be attributed to the need for the 7-hour training which established a barrier to entry into the practice of motorized two-wheelers, even if its interest in safety does not seem to us not have to be questioned. As a result, the products chosen by these first-time buyers saw their sales drop (X-Evo, Fly and Vespa LX for example) while other models performed (Gilera Nexus 125 and 300, GP 800, Aprilia SR Max ).

MNC: Immates are not everything: how would you qualify your balance sheet (failing that, over the last three full years) ?
G. C. : No comment.

MNC: In your opinion, did your new products for 2011 (Piaggio, Gilera and Vespa) pass their first year? ?
G. C. : Yes, we are satisfied with our new products for 2011. The expansion of the MP3 range with the lighter, more manoeuvrable and accessible Yourban LT version has made it possible to expand our clientele towards younger, more urban and more female populations. The 500cc engine developed on MP3 Touring LT in Sport and Business version also helped to meet the aspirations of our customers already equipped with MP3 400 LT, who wanted improved road performance. The Aprilia SR Max and Vespa PX launched in the first half of the year also performed well, both in expanding the range of Aprilia scooters and in the return of a legendary product like the Vespa PX which retains a large fan base in France. . Finally, the Sport Touring version of Piaggio Beverly with the new 350ie engine received a lot of positive remarks, both from journalists and visitors to the Paris Motor Show. Which suggests a new attraction for large wheel scooters in France.

MNC: What was the pleasant surprise 2011 ?
G. C. : Despite the announcement effects, I have the feeling that the road safety policy seems to want to be shared more with the different market players (manufacturers, networks, user associations, the press) with the aim of great pragmatism.

MNC: What was the worst ?
G. C. : The fall of the 125cc scooter market.

MNC: According to you, what was the highlight of 2011 in the world of two-wheelers? ?
G. C. : The return to Paris of the Motorcycle and Scooter Show in 2011, with real popular success and a clear public interest in our ranges of scooters and motorcycles.

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. : Very positive! One could imagine a slightly longer duration, in particular a Monday for the professionals of the network, and why not a second weekend for the general public. However, it remains to frame the economic equation because it is an expensive event.

MNC: How were your new products for 2012 (Piaggio, Gilera and Vespa always) received by your network and by all users? ?
G. C. : Having spent the majority of the Show in contact with visitors on all the stands of our brands, 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. The new Piaggio X10 was particularly appreciated by customers both "scooter" and "biker" looking for a statutory vehicle, spacious, comfortable and safe for urban and peri-urban journeys..

In another register, the Aprilia SRV 850ie – our new maxi-scooter – was particularly appreciated by its design in line with the Aprilia RSV4 sports range and its performance potential in this segment. I am also not forgetting the Vespa 946 concept, which particularly appealed to both Vespa fans and prospects who have fallen under the spell of a pure design, touching and faithful to the Vespa DNA..

MNC: In 2012, what will be your objectives ?
G. C. : Strengthen our market share by continuing our progress in 2011, both for 50cc and 125cc scooters and more. The launch of Piaggio X10 in the first half of the year will be an opportunity to once again show Piaggio’s know-how in urban mobility, driving comfort and safety. Strengthen the technical and commercial know-how of our network to follow the strong expectations of our customers.

MNC: What will be your major 2012 events (events, competitions, partnerships) ?
G. C. : Mainly strong product launches: Aprilia SRV 850 in the first quarter, Piaggio X10 in the second quarter and finally Piaggio Fly in the third quarter.

MNC: In conclusion, which maxim would best illustrate your 2011 balance sheet? ?
G. C. : "Never give up !" Even when the market turns out to be sluggish, the best answer lies in a strong and relevant product offensive to best meet the expectations of our customers, but also in a search for improvement in the quality of sales / after-sales service delivered by the network.

Interview by Matthieu BRETILLE

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