Market reports – Jean-Luc Mars: no disappointment will have marked this year 2007 – Used HARLEY-DAVIDSON

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Jean-Luc Mars: no disappointment will have marked this year 2007

Market reports - Jean-Luc Mars: no disappointment will have marked this year 2007 - Used HARLEY-DAVIDSON

With 5,517 registrations, Harley-Davidson posted an increase of 15.4% on the French motorcycle market. Jean-Luc Mars, director of Harley-Davidson France, establishes for Site the 2007 assessment of the American brand and sets out its 2008 objectives.

Site: What do you think of the general evolution of the two-wheeler market in 2007? ?
Jean-Luc Mars, director of Harley-Davidson France: The market is rich, abounding, with new customers, new brands, new distributors … It is difficult to know who will still be there in five years! Nevertheless, we can only rejoice to see more and more of our fellow citizens on two wheels.

M-N.C: What is your assessment of your year? ?
J.-L. M .: 2007 was an excellent year with 15.4% growth for Harley-Davidson and 9.2% for Buell. These increases show that the performances of our two brands in 2005 and 2006 were not artificial and are the result of in-depth work on the French market. The development of our network is also very satisfactory, with a rise in the quality of many concessions. Other sources of satisfaction, the professionalism, the requirement, the ambition shown by our dealers do not come at the expense of the passion for motorcycles.

M-N.C: Are you fully satisfied with the results of your bestsellers: Sportsters 1200 L and R, Ultra Classic Electra Glide and Road King Classic ?
J.-L. M .: Without a doubt. Beyond these machines, the progress of the entire Dyna range, boosted by the arrival of Street Bob in 2006, is a real source of satisfaction..

M-N.C: What are the models whose sales have disappointed you, what was the cause ?
J.-L. M .: Really no disappointment will have marked this year 2007.

M-N.C: In your opinion, have your new products for 2007 (new engines in particular, read) "fulfilled their contract" for their first year? ?
J.-L. M .: The new engines have completely fulfilled their mission, both in terms of quality, customer satisfaction and commercial performance..

M-N.C: What was the good surprise 2007 ?
J.-L. M .: The commercial success of our entire range, Bruno Destoop’s title in Protwin over Buell and Denis Bouan’s second Moto Tour victory … Although there, we can hardly speak of surprise as the man / machine duo is so efficient !

M-N.C: What was the worst ?
J.-L. M .: The February strike made our supplies particularly difficult in March and April, which did not allow us to perform well at the start of the year..

M-N.C: According to you, what was the highlight of 2007 in the world of two-wheelers? ?
J.-L. M .: More than an event, the redistribution of the cards on the motorcycle market in Europe and France, with historically low market share for Japanese brands, is a spectacular change. In this dynamic, the title of Ducati in MotoGP is certainly one of the highlights of the year 2007 and I will allow myself to congratulate this company for this performance..

M-N.C: How were your 2008 novelties (Nightster, XR1200, Rocker, Fat Bob, read) received by your network and by all bikers ?
J.-L. M .: All these machines have been extremely well received, both by our network and by the public, in particular during the Mondial du 2 Roues, and by our customers with regard to Nightster and Fat Bob. Indeed, these two machines are already on the market and the waiting lists are growing….

M-N.C: In 2008, what will be your objectives in terms of sales but also of network, image and communication? ?
J.-L. M .: No revolution but constant work of quality and professionalism. Some planned concession openings, some strategic moves, the installation of important tools, such as a label for used motorcycles … And then, of course, all the communication related to the launches of our new models, XR 1200 , Rocker, 2009 range in summer.

M-N.C: Has the Internet’s share of your business increased in 2007: official website, dealer websites, impact on sales of new and used vehicles, visibility, advertising ?
J.-L. M .: The Internet is of course more and more present, both internally, in communication with our network, and externally through the now unavoidable presence of specialized sites. The question is no longer whether or not we should use the Internet, but how to optimize our actions and our communication according to the new media situation..

M-N.C: What will be your major events in 2008: events, competitions, partnerships?
J.-L. M .: As I have already indicated, 2008 will be a year dominated by the launches of new machines.

M-N.C: Inspired by the queen of "Flat Track", do you think the XR1200 could allow the development of this type of discipline in France? ?
J.-L. M .: I don’t think that’s enough … unfortunately … nothing exists today: no infrastructure, no team, no equipment … European Racing culture is already very rich with others disciplines.

M-N.C: In conclusion, which maxim would best illustrate your 2007 assessment? ?
J.-L. M .: A word from Henry Ford: "enthusiasm is the basis of all progress !"

Interview by Matthieu BRETILLE

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