Market reports – Jean-Philippe Dauviau: the GP800 scooter is now on par with the motorcycle – Second hand PIAGGIO

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Jean-Philippe Dauviau: the GP800 scooter is now on par with the motorcycle

Market reports - Jean-Philippe Dauviau: the GP800 scooter is now on par with the motorcycle - Second hand PIAGGIO

With 22,245 registrations in 2007, Piaggio posted a 6.2% increase in the French motorcycle market. Jean-Philippe Dauviau, Marketing Director of Piaggio France, establishes for Site the 2007 balance sheet of the brand and reveals its 2008 objectives.

Site: What do you think of the general evolution of the two-wheeler market in 2007? ?
Jean-Philippe Dauviau, Marketing Director of Piaggio France: Our vision of the Market is limited to our reference universe: the scooter. Nevertheless, we again see that it is the scooter that is driving the majority of market growth. The 125 scooter segmentM-N.C: What is your assessment of your year in 125 and large cubes? ?
J.-P. D .: We can say that 2007 was a difficult year for Piaggio as we fell slightly in market share in the segment (from 24.9% to 24.3%) despite our overall progress in the two-wheeler market. However, we are maintaining our leadership position in the 125 and above scooter segment. The year has also been positive thanks to high added value scooters which have found a good cruising speed.

M-N.C: Are you fully satisfied with the results of your best sales: X9 125, MP3 125 (read), Vespa LX125 and MP3 250 ?
J.-P. D .: Regarding the products you mention, our fortunes are diverse. The production of the X9 125 was stopped for reasons of industrial constraints. France remained the only country to market it in large quantities. The X9 125 was still growing in volume and market share when the decision was made. The MP3, an innovative concept of three-wheeled scooters, has succeeded in establishing itself on the market with a market share of 6% by accumulating versions and displacements (MP3 + Fuoco), that is to say a total of 5,193 customers who have purchased MP3 125, 250, 400 and Fuoco 500. And the Vespa LX 125 suffered in 2007 from bad summer weather conditions: the Vespa has traditionally been one of the most "emotional" scooters on the market. Its purchase is often done by impulse during the beautiful days. Unfortunately, sunny days were scarce in 2007…

M-N.C: What are the models whose sales have disappointed you and what was the cause ?
J.-P. D .: Our disappointment centers on the sales of the Vespa as we have mentioned above.

M-N.C: In your opinion, have your new 2007 models (Piaggio, Gilera and Vespa) "fulfilled their contract" for their first year? ?
J.-P. D .: As we have mentioned, the MP3 has fulfilled its mission correctly. It is aimed at a segment of customers looking for a scooter that gives them more in terms of safety. These people do not travel for pleasure, but for a real concern of personal productivity. However, they want to minimize the risks inherent in driving a two-wheeler in the city. The MP3 is quite close to our forecast of landing a 6% share in the Scooter market. Gilera also benefited from a significant increase in market share thanks to the Nexus 125 which reached 1.3% playing in a hyper competitive segment that is the "Scooter GT 125". This scooter was born out of a request from our dealer network who wanted to offer a "sporty" alternative to the Piaggio GT range. In 2007, Vespa had a historic year with the discontinuation of the PX125. Sales rose 25% for his 30th birthday, his retirement. We can consider that the Vespa PX had a glorious start thanks to the anniversary limited series "30 Anni" limited to 999 units in the world and which was sold (limited quota) to 115 numbered copies in France. It’s a page that turns and leaves us nostalgic…

M-N.C: What was the good surprise 2007 ?
J.-P. D .: The MP3! Piaggio made an important bet by deciding to market such a concept. It still took three and a half years of research and testing to come up with the product we know. Like products that revolutionize a market, consumers must be given time to appreciate their qualities and advantages. We are at 6000 units (MP3 + Fuoco) in circulation since its launch. Nothing was for granted !

M-N.C: What was the worst ?
J.-P. D .: Without a doubt, the shutdown of the X9 which was not scheduled so soon. But we are counting on the X-Evo and the X7 to maintain Piaggio’s place.

M-N.C: According to you, what was the highlight of 2007 in the world of two-wheelers? ?
J.-P. D .: Scooter performance in the two-wheeler market. We are far from the controversy sometimes fueled artificially, sometimes really based on scooter-motorcycle cohabitation on the road. The scooter represents a solution of the future for a large majority of potential customers. Our Gilera GP800 even achieves comparable performance with an average motorcycle. We are therefore witnessing a long-term phenomenon that represents growth potential for brands.

M-N.C: What is Piaggio’s situation on a European and global scale? ?
J.-P. D .: The overall figures have not yet been communicated to us, but we can already say that Piaggio is consolidating its positions in all European markets..

M-N.C: How were your 2008 novelties (Piaggio, Gilera and Vespa, read) received by your network and by all bikers ?
J.-P. D .: Not all of our 2008 novelties have been launched yet. The two major launches concern the Piaggio X7 and the Gilera GP800. The Piaggio X7 is a new performance GT 125 scooter for the GT Medium segment. It is placed in the segment of scooters from 3000 to 3500 €, in which a majority of sales are made. The GT concept characterizes the scooters that replace the automobile in daily commuting by its ability to be both easy in the city and efficient on expressways. The "hyper-scooter", a new concept represented by the Gilera GP800, is the first scooter to really connect with the motorcycle. It combines the performance of a motorcycle (75 hp, 850 cc, 200 km / h) and the advantages of a scooter (protection, automation, helmet compartment, etc.). We are starting to deliver the first models to the hurrying network, given a filling order book and numerous test requests. Web forums show that the GP800 is arousing the curiosity of a number of riders who question the usefulness of a traditional motorcycle for the daily commute to work. For the moment, we have received a warm welcome from all sides that we wish to extend.

M-N.C: In 2008, what will be your objectives in terms of sales, network, image and communication? ?
J.-P. D .: As a European manufacturer, Piaggio must evolve in the direction of quality. Both in terms of its network, its product offering, its services … All brands know how to produce scooters that provide minimum service to customers. This is particularly true for "low-cost" brands sold in parallel networks. Thanks to innovation, the quality of vehicles and the welcome, we must make a difference and retain our customers.

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.-P. D .: The Internet is now an essential tool for brands and customers alike. Aside from the Vespa brand which has clubs of enthusiasts, scooter buyers are driven by a rational mind. The Internet offers them an incredible field of investigation to find information, offers, products … We are progressing in the use of our sites as in the selection of communication tools on the web. However, the Internet is also the territory of scams of all kinds. Too many potential customers buy scooters based on price alone. They are often disappointed and sometimes duped. Only the brands in their traditional network have the capacity to provide a real service: advice, maintenance, accessories, compliance with regulations … In this "jungle" of information, we recommend that customers turn to websites of information like yours, but there are others, to find credible information and access the right brands and products. Piaggio products can be purchased through the traditional and official brand network.

M-N.C: What will be your major events in 2008: events, competitions, partnerships?
J.-P. D .: 2008 will be a peaceful year. We must support the launch of our new scooters: X7 and GP800. For the rest we have no scoops to share.

M-N.C: Why not offer ABS on your MP3s, knowing that they can very well "lose the front" like a classic two-wheeler? ?
J.-P. D .: The MP3 already brings a real benefit in terms of active safety to its pilot. Customers are not mistaken because the business results speak for themselves. Adding ABS to the front two-wheelers could perhaps improve braking even further, while the figures announced are already 20% shorter braking than an equivalent scooter equipped with ABS and an angle of greater than 35 °. The MP3 125 at 5599 € is already 2000 € above the classic GT scooters. Equipping an ABS would add to the bill, which would surely exceed € 6,000. I am not sure that the end customer accepts this price, nor that it will allow further development of sales … Piaggio does not rule out this possibility, however, once the concept has further increased its penetration and demand is quantified for an ABS version.

M-N.C: In conclusion, which maxim would best illustrate your 2007 assessment? ?
J.-P. D .: 2007 was a good year, marked by maturity and innovation. Maturity for all our products which confirm or consolidate their positions. We haven’t talked about the 50cc, but our Vespa LX 50 is achieving growth of over 50%, or + 1% market share on a segment volume of almost 170,000 pieces. And innovation thanks to the launch of the GP 800 at the end of the year. It shakes up the ideas acquired about the performance of the scooter. The GP800 is now on par with the bike.

Interview by Matthieu BRETILLE

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