Market reports – Jean-Charles de Saint Pastou (Piaggio, Vespa, Gilera): this year we will celebrate ten years of MP3 – Occasions GILERA PIAGGIO VESPA

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Jean-Charles de Saint Pastou (Piaggio, Vespa, Gilera): this year we will celebrate ten years of MP3

Market reports - Jean-Charles de Saint Pastou (Piaggio, Vespa, Gilera): this year we will celebrate ten years of MP3 - Occasions GILERA PIAGGIO VESPA

With 6,450 registrations, Piaggio posted a decrease of -5.1% (8,381 MP3, -11.5%). Jean-Charles de Saint Pastou, Piaggio marketing manager, draws up the 2015 assessment of Piaggio, Vespa and Gilera scooters for Site and sets out his 2016 objectives.

MNC: Can the Paris Motor Show at the end of 2015 stimulate the market at the start of the year? ?
J-C. S. P.: The rest is a major event in the world of two-wheelers in France, allowing people to meet the public and discuss new things. In this sense, it can only be beneficial for the market. However, the current positioning of the Paris Motor Show, in particular with its proximity to the, does not seem totally appropriate to us. An outfit at the beginning of the year would seem more judicious to us in order to echo more with the EICMA after the holidays. Therefore, for strategic reasons and not simply wishing to be present, we have decided not to participate in the 2015 edition..

MNC: How do you interpret the current success of "neo-retro" motorcycles? ?
J-C. S. P.: The neo-retro boom is explained by a growing community of enthusiasts and novices in search of pure driving pleasure and simple values. Where some bikers seek performance and power, they indulge in a different form of motorcycle expression based for example on customization and the search for uniqueness.

MNC: What is your opinion on the ban on motorcycles before 2000 in Paris from this summer? ?
J-C. S. P.: Environmental issues such as reducing pollution are everyone’s responsibility. However, in a context of budgetary pressure on households, this ban seems restrictive, in particular for users living on the outskirts of Paris, who will be forced to renew their vehicle. Especially since a two-wheeler remains less polluting than a car. Favoring measures such as alternating traffic or carpooling (via a dedicated lane, for example) seem to us more appropriate in the long term since these measures positively support French households in their changes in habits..

MNC: How do you feel about the overall evolution of the French motorcycle market in 2015? ?
J-C. S. P.: The new vehicle market continued to decline in 2015 (-3.3% vs. 2014). The French market remains the largest in Europe in terms of volumes. However, it is also the only one not to return to a growth worthy of the name, as observed in our Spanish and Italian neighbors. However, it is true that we were less impacted by the crisis, the stability of 2015 therefore appears as a positive sign. With this in mind, we can welcome the dynamism of the scooter market above 50 cc, which via a novelty effect stabilized in 2015.

MNC: What is your assessment for your brand in 125 and large cubes? ?
J-C. S. P.: Despite a decline in our sales due to a particular (renewal of the and), we are rather satisfied. The MP3 confirms its leadership position in the three-wheeler segment with our flagship product, the MP3 500, which continues to appeal to business customers looking for safety and driving comfort. Like the last five years, the MP3 500 is the best-selling scooter in France in 2015, all engine sizes combined..

In the 125 cc segment, the lack of new products has been detrimental to us in a segment marked by high competitive intensity due to customer volatility and the dynamism of other players (in particular). Our Piaggio 125 range therefore fell by -6%, despite the honorable score of the Xevo 125 which increased by + 15.5% compared to 2014.

As for Vespa, the brand closed the year with a decline in market share of -0.2 point on the scooter market above 50 cc. However, we remain satisfied with the work carried out on the repositioning of the brand, particularly on the improvement of perceived value. Note the outperformance of the 126-300 segment which shows an increase in sales of + 19.6% and is, in our opinion, a real alternative to classic GTs..

Overall, Piaggio Group remains the leader in the global scooter market in France in 2015..

MNC: Which models have performed particularly well this year?
J-C. S. P.: As mentioned previously, the Piaggio MP3 range is showing good performance once again this year, in particular the one, which retains its place as a best-seller for all engine sizes. Unlike the current competition, our three-wheeler models (,, and) evolve within a real range capable of offering a solution adapted to the needs of each customer, which translates into sales.

MNC: Who are those who have stayed behind? Why ?
J-C. S. P.: Our 125 cc offer paid for its lack of novelties. Sales remained more timid in a segment boosted by the competing offer such as the or. The Vespa 50 range, for its part, suffered from the strong price elasticity in this difficult market that is the 50 cc market..

MNC: Did your new products for 2015 reach their commercial objectives? ?
J-C. S. P.: After 2014 marked by the launch of new MP3s, 2015 was a sluggish year in terms of new products for Piaggio. The opportunity for us to start a strategic reflection on the life cycle of our products and prepare the arrival of the .

MNC: What was the pleasant surprise of your 2015? And the less good ?
J-C. S. P.: One of the good surprises of this year 2015 was the good results of the Xevo 125. Indeed, this "old" of the segment was able to take advantage of a certain inertia created by the effervescence of the 125 segment and shows a growth of + 15.5% at the end of the year. Proof that this scooter still seduces thanks to its versatility and its attractive price. It was also an excellent year for the Vespa GTS 300 which outperformed its segment. This elegant sports car has distinguished itself by its design but also by its equipment (ABS braking and ASR traction control, smartphone connectivity, analog speedometer, etc.). This translates into an increase in sales of + 19.6%

MNC: According to you, what was the highlight of 2015 in the world of two-wheelers? ?
J-C. S. P.: One of the highlights remains the commercial success, which we can only salute, of the Honda Forza. These results are beneficial for the market since they reflect a user interest in new products. Which is all the more stimulating with regard to our 2016 news…

MNC: What are your good resolutions for 2016 ?
J-C. S. P.: For us, the success of a resolution depends on its realistic and quantifiable nature. Our orientation for 2016 goes in this direction. For Piaggio, it will be a question of increasing our quality of service by simplifying, for example, the daily life of our MP3 customers as much as possible. On Vespa, the aim is to continue the work started in 2015 on the positioning of the brand. Regarding the network, it is a question of refining our marketing and sales tools but also after-sales service in order to offer suitable working tools to our dealer network. The objective being to promote a relevant dialogue between the triptych Piaggio France – Network – Customers.

MNC: What are your major events in 2016 ?
J-C. S. P.: This year we will celebrate ten years of MP3. The MP3 is 100,000 machines sold and for 5 years the most popular "two-wheeler" in France. Its success lies in the fact that this vehicle has been able to respond, in terms of technical specifications, to motorist codes: ABS, Anti-skidding (ASR), comfort … With this in mind, we are going to expand our service offer via offers that enhance accessibility (financing offer) and simplify the daily lives of our users. We can cite the new MYMP3 space which will allow a complete follow-up of his scooter (maintenance, warranty …) and which will be accompanied by maintenance offers at national level.

The other big Piaggio meeting is definitely the launch of the Medley in the 125 cc category. This compact with a resolutely Italian design inaugurated our new Iget liquid engine incorporating Start & Stop. In terms of comfort, it will not be outdone via high-end equipment and storage space which places it at the top of its category. To conclude, its unique price-content-size-technology balance should enable it to position itself as a serious competitor in the segment..

After more than 18 million scooters sold across the world, Vespa will return in 2016 in an anniversary version, a special series that sublimates the characteristics of its inimitable elegance. This 70 years special series will be distinguished by an exclusive color, the Azzurro 70, accompanied by a series of details which include an all new dark brown saddle, branded with the Vespa Settantesimo logo. These Vespa Settantesimo models are also characterized by a dedicated graphic on the side fairings and an identification plate on the glove box, while the rims are coated in a special color. Vespa will meet you in April 2016 to discover the Vespa Settantesimo range in concession.

MNC: To conclude, what Piaggio ordered from Santa Claus this year ?
J-C. S. P.: Before believing in Santa Claus, we believe in our offer and in the work of our teams and the network. This new year 2016 promises to be full of challenges with the launch of the Medley and the anniversary of the MP3 range and the Vespa brand, but also the launch of our first eBike, branded Piaggio. Piaggio Wi-bike will be a benchmark product in the growing eBike market, and will excel in style, quality and unique connectivity technology. Our first Wi-Bike dealers are currently finalizing their new dedicated showroom to accommodate the Wi-Bike. And who knows, Santa Claus may be seduced by this new mobility solution offered by Piaggio.

Interview by Matthieu BRETILLE

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