Market reports – Jean-Luc Mars (Triumph): it is more than ever necessary to see what is working well in our country – Used TRIUMPH

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Jean-Luc Mars (Triumph): it is more than ever necessary to see what is working well in our country

Market reports - Jean-Luc Mars (Triumph): it is more than ever necessary to see what is working well in our country - Used TRIUMPH

With 5,621 registrations, Triumph posted a drop of -16.5% on the French motorcycle market. Jean-Luc Mars, General Manager Triumph France, establishes for Site the 2012 assessment of the English brand and reveals its 2013 objectives. Interview.

Site: What do you think of the general evolution of the French motorcycle market in 2012? ?
Jean-Luc Mars, Managing Director of Triumph France : Disappointment with regard to the global slowdown which accelerated over the last quarter, but also the feeling that the deep structural changes that are taking shape represent a great opportunity to reflect on our market and our industry, and take a number of strategic decisions.

Site: What is your assessment of your year? ?
J.-L. M. : I will not give you the blow of positivism at all costs … The year 2012 was not a great year, even if overall, we have recovered the figures of 2010. The spectacular increase in spring 2011, linked upon the arrival of the Tiger 800, was absorbed by the very severe decline in the roadster market. Contrary to certain very widespread ideas, the market for large-displacement motorbikes (excluding scooters) also fell sharply in 2012 … Only the large scooter, and in particular the success of the T-Max 530, made it possible to save the statistics. However, the results are encouraging for Triumph: on the one hand the general fall in the market and the slump in certain segments have impacted us more than we had feared, on the other hand the waves of new products that we have presented and reactions which are beyond our expectations allow us to be relatively calm to face 2013. Finally, we are continuing the in-depth work started with our network in order to improve the quality of our points of sale and the service offered to our customers. . It’s a long-term job, in close partnership with our 50 dealers.

Site: Are you completely satisfied with the results of your best sales: Street Triple, Speed ​​Triple and Tiger 800 (standard and XC) ?
J.-L. M. : We are very satisfied with Street sales. The older generation, which we no longer deliver to our dealers since the summer, has done much better than resist and the order levels on the new generation are very good. The same goes for the Tiger 800s, which are well established over time and in the French motorcycling landscape. In addition, their versatility / pleasure / price ratio is particularly topical. The Speed ​​is a disappointment, let’s face it: the large displacement Roadster segment (over 900 cc) has halved in three years and we are obviously on the front line….

Site: Which models have you disappointed with sales and why ?
J.-L. M. : The Speed, we have already talked about it, and the Sprint GT, an excellent, somewhat forgotten rolling machine.

Site: Immates are not everything: how would you qualify your balance sheet ?
J.-L. M. : The results are very satisfactory. Our management is rigorous and as I said, our sales figures, although down compared to 2011, remain at a very satisfactory level. It is good to remember that Triumph is an independent company, with no accountability to shareholders, and that we work with relative peace of mind given our long-term prospects..

Site: How do you analyze the second-hand market? How important is it today within your network ?
J.-L. M. : The second-hand market is very important in volume. We encourage our dealers to understand this major activity as well as possible.

Site: In your opinion, did your 2012 novelties (Tiger 1200 Explorer, Speed ​​Triple R and T100 McQueen) pass their first year? ?
J.-L. M. : The Speed ​​R is also affected by the decline in the segment. The T100 McQueens were practically all reserved before they arrived in store … As for the Explorer, we are within the range of our forecasts. The arrival in the spring of the XC version should allow us to strengthen our positions on the large trail adventurer market..

Site: What was the good surprise 2012 ?
J.-L. M. : The announcement of the abandonment of the reflective armband and the upcoming abolition of the 100 horse law…

Site: What was the worst ?
J.-L. M. : The worsening of the general depressive climate at the start of September. Even if objective reasons are at the origin of this feeling, it is more than ever necessary to see what is working well in our country, to "roll up your sleeves" and to move forward. !

Site: What do you think was the highlight of 2012 in the world of two-wheelers? ?
J.-L. M. : I particularly appreciate the – deserved – success of the Moto Legende show, a real place of authentic passion and temple of motorbike pleasure … in all its forms !

Site: How your new products for 2013 (New Street Triple and Daytona 675, Trophy 1200, Tiger Eplorer XC) were they received by your network and by all the bikers?
J.-L. M. : The reception of the Trophy, Daytona and Explorer XC, to which we must now add the Tiger 1050 Sport, is excellent … But what about the reception of the Street? Difficult to do better I think, so much the bike is unanimous! We have also fought in France to keep its price as competitive as possible and I believe that this is a trump card! Triumph makes a considerable effort in research and development. The factory’s top priority is to complete our range and constantly improve the quality of our machines. More than a priority, it is a real obsession instilled by our boss, Mr. John Bloor. For me, who now has a little seniority in this profession, it is extremely motivating to serve a manufacturer who is moving so much forward, so quickly, in the development of its range..

Site: What are your objectives for 2013 ?
J.-L. M. : The priority for us is the launch on the market of all our new products for 2013 … We therefore envisage relatively sustained growth! In terms of trade, we remain on a vision of a network of reasonable size because we favor quality over quantity. However, openings are planned in some major cities.

Site: What are your major events for 2013 ?
J.-L. M. : The big meeting will of course be the Paris Motorcycle Show in December !

Site: In conclusion, which maxim would best illustrate your 2012 balance sheet ?
J.-L. M. : This year I am going to quote a great French philosopher … Adrien Morillas, who repeated to me several times during his internships: "it is in the difficult that we find the easy easy!"

Interview by Matthieu BRETILLE

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