Market reports – Laurent Videmont (Aprilia and Moto Guzzi): we have stayed the course – Second hand APRILIA MOTO GUZZI

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Laurent Videmont (Aprilia and Moto Guzzi): we have stayed the course

Market reports - Laurent Videmont (Aprilia and Moto Guzzi): we have stayed the course - Occasions APRILIA MOTO GUZZI

With 2,609 and 991 registrations, Aprilia and Moto Guzzi posted growth of + 9.2% and -3.6%. Laurent Videmont, marketing manager for the two brands, draws up their 2012 reports for Site and reveals their 2013 objectives. Interview.

Site: What do you think of the general evolution of the French motorcycle market in 2012? ?
Laurent Videmont, Marketing and Network Development Manager Aprilia and Moto Guzzi : On the 125 cm3 and more motorcycle market, the market fell by 8% in 2012 while it was almost stable in 2011 (-1.5%). It is therefore necessary to carefully monitor the first trends in 2013 as well as the acceptance, understanding and implementation of the new driving license in January..

MNC: What is your assessment of your year in 125 and large cubes? ?
L. V. : We have stayed the course, keeping roughly the same market share as in 2011.

MNC: Are you fully satisfied with the results of your bestsellers: SRV850 and Shiver, Moto Guzzi Norge and V7 ?
L. V. : The Shiver has made significant progress in terms of sales (+ 35%) and it is finally a reward for this totally accomplished and particularly well-equipped motorcycle with an extraordinary value for money. The 850cc SRV with ABS and traction control having arrived at the end of the season, we will do the accounts in 2013. The V7 range, with its new modern and overhauled engine (while keeping its Guzzi "sound") has gained in volumes. La Norge fulfilled its role by remaining stable in market share.

MNC: Which models have you been disappointed with in sales and why ?
L. V. : Maybe the Stelvio. It has suffered from the introduction of competitive products in its market segment. It’s up to us to put forward its road and safety qualities since it has ABS and an anti-skid system.

MNC: Registrations are not everything: how do you qualify your balance sheet? ?
L. V. : No comment.

MNC: How do you analyze the second-hand market? How important is it today within your network ?
L. V. : This market is less declining than the new home market and it is therefore a market in which the manufacturer and its network must be present. We help our network to take back and sell used vehicles through two actions:

  • A site dedicated to our dealers ()

  • A used vehicle recovery aid for the purchase of a new Moto Guzzi.

MNC: Did your 2012 novelties (RS4125, SRV 850 and new V7s) pass their first year? ?
L. V. : Yes without hesitation with nevertheless the small downside already expressed on the off-season arrival of the SRV 850 cm3 Abs and anti slip

MNC: How were your new products for 2013 (Caponord, RSV4 Factory, California 1400) received by your network and by all bikers ?
L. V. : A fabulous welcome for the California Touring 1400cc. The range will expand with the Custom model also expected in the first months of 2013. The new RSV4 APRS ABS has been completely redesigned and benefits from numerous improvements (increased power and torque, new injection and injection mapping. APRC, larger tank, new engine position in the chassis, latest generation ABS). The Caponord marks Aprilia’s return to the "sporty road trail" segment and will demonstrate Aprilia’s know-how in terms of technology and comfort..

MNC: What was the good surprise 2012 ?
L. V. : The WSBK victory of Max Biaggi and Aprilia as well as the arrival of Sylvain Guintoli.

MNC: What was the worst ?
L. V. : The departure of Max Biaggi, a real character that we love or hate, but a real good pilot with a long and remarkable career.

MNC: In your opinion, what was the highlight of 2012 in the world of two-wheelers? ?
L. V. : Confirmation of the reform of driving licenses and the possibility, in the long term, of no longer having the power limit of 100 hp in France.

MNC: What are your objectives for 2013 ?
L. V. : We must progress in sales thanks to our new products and by being helped by the quality of our dealers which improves regularly. We must also reassure the end customer about the qualities of Aprilia and Moto Guzzi vehicles by inviting them to try our motorcycles..

MNC: What are your major events for 2013 ?
L. V. : The Motolive Tour, an itinerant structure in France which offers 22 dates to test our Aprilia and Moto Guzzi motorcycles between April and October 2013. The WSBK in Magny Cours to celebrate another victory for Aprilia and its riders. And the Paris Salon in December 2013.

MNC: In conclusion, which maxim would best illustrate your 2012 balance sheet? ?
L. V. : Excellence may seem an unattainable goal, but only fatalists have reached their maximum. In-depth work always pays off.

Interview by Matthieu BRETILLE

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