Market reports – Jean-Philippe Dauviau: our MP3 LT opens a new path – Second hand PIAGGIO

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Jean-Philippe Dauviau: our MP3 LT opens a new path

Market reports - Jean-Philippe Dauviau: our MP3 LT opens a new path - Second hand PIAGGIO

With 17,150 registrations in 2008, Piaggio posted a decrease of -22.9% on the French motorcycle market. Jean-Philippe Dauviau, Marketing Director Piaggio France, establishes for Site the 2008 balance sheet of the brand and reveals its 2009 objectives.

Site: How do you feel about the general evolution of the two-wheeler market in 2008? ?
Jean-Philippe Dauviau, Marketing Director of Piaggio France: Our attention is focused on the scooter market, a segment which grew by 6% in 2008 if we include our MP3 LT which remains a scooter. The market is therefore healthy. The last months of November and December show negative growth linked to the economic situation but also to cold and rainy weather.

"Our sales fell by 10% in volume, but we have evolved positively with an average selling price increasing"

M.-N.C. : What is your assessment of your year in 125 and large cubes? ?
J.-P. D .: Overall our sales have decreased by 10% in volume, but we have evolved positively with an average selling price increasing.

M.-N.C. : Are you fully satisfied with the results of your best sales: XEvo 125, MP3 125, Vespa LX125 and GT, Gilera Nexus 125 and GP800 ?
J.-P. D .: The Xevo made up for a good part of our losses due to the discontinuation of the X9 in 2007. The MP3 125 had a good start to the year but slowed down due to rumors about the launch of the LT version. The Vespa LX and GT have generally suffered from all the promotions in the GT segment which have sucked the prices down. In this context, the price differential becomes difficult to maintain. The Nexus 125 is in line with our goals. Finally, the GP 800 also matches our expectations, although it could have done better.

M.-N.C. : Which models have you been disappointed with in sales? ?
J.-P. D .: The X7 125 did not find its audience because of a too high launch price, while it represents a good urban scooter, agile and efficient. Repositioned at € 3,099 in 2009, we hope it will regain market share.

M.-N.C. : Did your new 2008 models (Piaggio, Gilera and Vespa) pass their first year? ?
J.-P. D .: Apart from the X7 that we mentioned above, the other novelties have correctly taken their place in a market strongly promoted in 125 cc.

"The good surprise of the year is without hesitation the success of the MP3 LT"

M.-N.C. : What was the good surprise 2008 ?
J.-P. D .: Without hesitation, the success of the MP3 LT 250 cc and 400 cc which sold over 2,000 copies in the last quarter. If we integrate the LT into the scooter market, it represents almost 2% of the market share over the year while it was only marketed three months.

M.-N.C. : What was the worst ?
J.-P. D .: The X7.

M.-N.C. : What do you think was the highlight of 2008 in the world of two-wheelers? ?
J.-P. D .: I naturally think of our MP3 LT which opens a new path in urban mobility.

"The MP3 makes a very positive start in the USA thanks to the rise in fuel prices which is diverting Americans from the automobile"

M.-N.C. : What is Piaggio’s situation on a European and global scale? ?
J.-P. D .: Most European countries are suffering from the economic crisis to varying degrees. We can remember the fine performance of Piaggio in Holland and especially in the USA where MP3 has made a very positive start thanks to the rise in fuel prices which is diverting Americans from the automobile.

M.-N.C. : What are the other activities of the Piaggio group and what repercussions do they have on your "Scooter" activity, from a technological and sporting point of view, but also budgetary and financial? ?
J.-P. D .: The Piaggio group, with the Piaggio, Vespa, Gilera, Aprilia, Moto-Guzzi and Derbi brands, has incredible strength to play in all segments of the two-wheel market. Our position as the leading European manufacturer and engine manufacturer gives us the ability to develop synergies that benefit all brands..

M.-N.C. : How were your new products for 2009 (Piaggio, Gilera and Vespa always) received by your network and by all users ?
J.-P. D .: Piaggio dealers actively participate in the launches of new products. Vehicles like the MP3 LT quickly mobilize energy and quickly achieve significant results. Concerning the users, they know our flagship products like MP3, Xevo, Vespa, GP800. They also know the outlets in their area where they can try out newer models. Then, it’s up to us to make the difference by facilitating the purchase through value-added offers or services….

"It is possible that Piaggio will start the ball rolling with the MP3 Hybrid in 2009 …"

M.-N.C. : During the press presentation of the MP3 LT (accessible to motorists), you announced the arrival of the hybrid version in early 2009 … Do you have any news on this subject ?
J.-P. D .: No manufacturer has yet launched a hybrid scooter while various prototypes have been presented at international shows. Piaggio has developed several projects and conducted tests. The MP3 Hybrid is the most successful concept. It is possible that Piaggio will start the ball rolling with MP3 in 2009, but we are still awaiting confirmation. Current customers are mainly focused on the economics of products. Hybrid cars have difficulty achieving financial equilibrium. A hybrid vehicle is an image product that only large manufacturers can afford to put on the market. So let’s be patient a little longer…

M.-N.C. : What are your goals in 2009 ?
J.-P. D .: In terms of sales, we want to win back market share by optimizing the positioning of our products, by launching new models or versions. Our network will evolve qualitatively by improving the presentation of points of sale and by offering services that facilitate purchasing: credit, insurance … Finally, we will support our brands by communicating about our "flagship products" ".

"Scooter users are people in a hurry in their mode of transport but also in their media consumption"

M.-N.C. : Did the Internet share in your business increase in 2008 ?
J.-P. D .: The Internet is an essential source of contact with the end customer. Scooter users are people in a hurry in their mode of transport but also in their media consumption. The Internet therefore represents an essential but vast information medium. It’s up to us to make the difference through a strategy of creating information content, partnerships and classic advertising in the form of banners…

M.-N.C. : What are your major events in 2009 ?
J.-P. D .: Our plans are being finalized. It’s still too early to talk about it !

M.-N.C. : What do you think of the new compulsory training of 3 hours for holders of the B license who wish to taste the joys of 125 ?
J.-P. D .: I don’t think that’s a barrier to access to two-wheelers. Only the youngest are subject to this security constraint. This generation has always traveled in car seats, fastened their seatbelt … Safety is part of their universe. I just regret the obligation to carry out the training on a 125 motorcycle when the scooter will represent 70% of the uses.

"I just regret the obligation to carry out the training on a 125 motorcycle when the scooter will represent 70% of the uses"

M.-N.C. : Will 2009 be the year of the crisis ?
J.-P. D .: I don’t have a crystal ball, but whatever the economic conditions, the two-wheeler will always remain both a utilitarian tool necessary to move easily and quickly in the city, and an object of passionate pleasure, of freedom. .. I therefore remain optimistic for our sector.

M.-N.C. : How do you approach the Mondial du deux-Roues 2009 "New formula" ?
J.-P. D .: The Mondial is moving in the right direction: closer to new two-wheeler customers, closer to manufacturers’ expectations. The best experts have come together to make this edition a strong event.

M.-N.C. : In conclusion, which maxim would best illustrate your 2008 balance sheet ?
J.-P. D .: 2008 will remain a good vintage but not an exceptional year…

Interview by Matthieu BRETILLE – Photos DR

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