Market reports – Jean-Philippe Dauviau: no new 2010 product that could have boosted sales – Pre-Owned APRILIA GILERA PIAGGIO VESPA

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Jean-Philippe Dauviau: no new 2010 product that could have boosted sales

Market reports - Jean-Philippe Dauviau: no new 2010 product that could have boosted sales - Pre-Owned APRILIA GILERA PIAGGIO VESPA

With 10,827 registrations, Piaggio, Vespa and Gilera posted a drop of -8.4% on the French motorcycle market. Jean-Philippe Dauviau, Piaggio France Marketing Director, establishes their 2010 reports for Site and sets out their 2011 objectives.

Site: What do you think of the general evolution of the French motorcycle market in 2010? ?
Jean-Philippe Dauviau, Marketing Director Piaggio France : The market for scooters over 50 cc (MP3 included) has fallen by -7.3% overall, which is less of a problem given the economic and climatic conditions. We must not forget that we had particular winter weather conditions in January, February and December 2010. From experience, we have seen that the losses caused are not fully compensated over time. In addition, the French market has withstood the crisis rather well compared to our European neighbors: Italy -27%, Germany -17%…

MNC: What is your assessment of your year in 125 and large cubes (excluding MP3 LT) ?
J.-P. D. : We are losing some market share in 125cc, but we did not introduce any new product in 2010 that could have boosted sales. The Vespas progressed slightly and the Xevo 125 remained stable. Gilera made good progress with the GP800 which sold 922 copies.

MNC: How many MP3 LTs have you registered this year ?
J.-P. D. : We have registered a total of 12,000 3-wheel scooters (Fuoco included) including 11,442 MP3 LT. This score is in line with our forecasts, after a euphoric year at 14,000 in 2009 when we also delivered orders at the end of 2008.

MNC: Immates are not everything … How would you qualify your balance sheet? ?
J.-P. D. : We can announce a good year 2010 financially thanks to a favorable mix and above all thanks to the growing volumes in the 50 cc segment. The Piaggio group achieves good results in all segments and in all geographic sectors of France, which is also positive for our network.

MNC: Are you fully satisfied with the results of your best sales: Piaggio MP3 LT, XEvo and Fly 125, Vespa GTS 125 and 300, Gilera Nexus 125 and GP800 ?
J.-P. D. : As already mentioned, MP3 stabilized well at 12,000 units as we had anticipated. The Xevo is stable thanks to the offers we have supported. The Fly 125 is up 36% in volume. The Vespa LX and GTS are also making progress. The Nexus 125 has lost volume because of all the promotions offered in the GT 125 scooter segment. The GP 800 has grown by 65% ​​in volume.

MNC: Which models have you been disappointed with in sales and what was the cause ?
J.-P. D. : The New Beverly 125 deserves better than the results obtained. All the press tests are positive. It is a very elegant, well-finished, modern scooter that provides performance worthy of a GT. As such, we offer an offer that includes the top case and the windshield for 1 euro more.

MNC: In your opinion, did your new products for 2010 (Piaggio, Gilera and Vespa) pass their first year? ?
J.-P. D. : The only real novelty in 2010 was the Beverly 125 and 300. We could also mention the MP3 300 LT Hybrid which is struggling to take off, but we know that this type of product can only be sold with financial or tax assistance from the part of the government. However, 2 and 3-wheelers do not benefit from the advantages of the car. Piaggio, however, is taking a position on a segment that is bound to develop.

MNC: What was the good surprise 2010 ?
J.-P. D. : MP3 sales stabilized at 12,000 copies, as we expected. So it’s not a surprise, but good news for Piaggio.

MNC: What was the worst ?
J.-P. D. : Difficulty getting started with Hybrid MP3. We hoped for better.

MNC: In your opinion, what was the highlight of 2010 in the world of two-wheelers? ?
J.-P. D. : I am thinking of the adoption of the 7 hours of compulsory training for 125 two-wheelers and three-wheelers … Even if the application is made on January 1, 2011, this corresponds to a real recognition of MP3 by the public authorities in the same family as traditional scooters. After investigating the MP3 accident, they found that this vehicle is one of the safest on the market..

MNC: How have your new products for 2011 (Piaggio, Gilera and Vespa always) been received by your network and by all users? ?
J.-P. D. : For a number of years and "bestsellers" (X9-X8-MP3), Piaggio has built a network of very professional dealers and partners. We have their support for all product launches. Our Piaggio, Vespa and Gilera brands cover all segments of the scooter. Regarding end customers, they recognize our products as market benchmarks. The Piaggio group is the leader in the scooter segment over 50 cc. As such, users closely follow our innovations.

"The MP3 Yourban should enable us to convince a new category of customers who found the classic MP3 too cumbersome to slip into city centers"

MNC: In 2011, what will be your objectives ?
J.-P. D. : In 2011, we will launch the MP3 Yourban, a new addition to the MP3 family. It should allow us to convince a new category of customers who found the classic MP3 too cumbersome to slip into city centers. Improving the quality of the network remains an area on which we will continue to develop, in particular in customer services. In terms of communication, the MP3 family will always be the heart of our efforts, but we do not forget the Vespa range on which we will better exploit the capital of sympathy as well as the potential for growth.

MNC: What will be your major events this year ?
J.-P. D. : We will launch the MP3 Yourban at the end of the first quarter. Aprilia continues the motorcycle competition in World Superbike and the Piaggio group will be present at the big 2 wheels festival at the Paris Motor Show in December 2011.

MNC: In conclusion, which maxim would best illustrate your 2010 results? ?
J.-P. D. : "It’s the effort that makes you strong", an old peasant maxim which illustrates the fact that the Piaggio group is entering a phase of growth after various efforts of restructuring, innovation and investment…

Interview by Matthieu BRETILLE

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