Laurent Videmont (Aprilia, Moto Guzzi): the V7 results are encouraging
With 1332 and 748 registrations, Aprilia and Moto Guzzi posted declines of -27.9% and -21.2% on the French market. Laurent Videmont, marketing manager for the two brands, draws up their 2014 reports and reveals their 2015 objectives. Interview.
Site: What do you think of the general evolution of the French motorcycle market in 2014? ?
Laurent Videmont, Marketing and Network Development Manager Piaggio France: The good news for 2014 was to see a growing motorcycle market after several years of decline, even sharp decline. The recovery is timid with a motorcycle market at + 3%, but it is nonetheless a positive figure even if it is to be put into perspective by a first quarter with favorable weather conditions and novelties which were very successful in the second part of the year 2014 (read our, Editor’s note).
| "The new V7 II will be our spearhead in 2015" |
MNC: What is your assessment for your brand in 125 and large cubes? ?
L. V .: For Aprilia, the results are not as positive as we had hoped for the segment over 125 cc. We suffered from the introduction of competing products and our V4 (et) range needed to be renewed. On the other hand, on the Guzzi range and mainly the V7 range, the results are encouraging. The new one with ABS, anti slip, new gearbox and new driving position has arrived and will be our spearhead in 2015, accompanied by the range .
MNC: Which models have performed particularly well this year ?
L. V .: There, which is really in a positive dynamic and that others envy us! Come and try it and it will be with a big smile that you get off this bike !
MNC: Who are those who have stayed behind? Why ?
L. V .: The Moto Guzzi’s are on the decline as this was their last year of production and we lacked availability to be able to meet end customer demand. It’s always a shame to see two beautiful motorcycles leaving the range.
| "It is very likely that decision-makers will incorporate this point into legislation and that there will be no problem for buyers of motorcycles in 2015 to be able to upgrade them to more than 100 hp in 2016" |
MNC: The French 100 horsepower law will end in 2016. Do you expect sales of powerful motorcycles to fall in 2015? ?
L. V .: There is no reason to be alarmed on the subject. Motorcycles over 100 hp from the Piaggio group are already all designed to be unbridled and approved in addition to 100 hp in a particularly simple way. Regarding the legislation and especially its retroactivity, it is very likely that decision-makers will integrate this point into the legislation and that there will be no problem for buyers of motorcycles in 2015 to be able to increase them to more than 100 hp in 2016 . We should know more in the first quarter of this year 2015.
MNC: How has your dealer network evolved this year ?
L. V .: Thanks to the breadth of our ranges, the results of past years, the good management of their business, in most cases, our network is well structured. We must continue to provide them with tools and a way of working in line with what customers expect in terms of services and offers, whether in terms of financing and associated services but also in terms of communication..
MNC: Did your new products for 2014 reach their commercial objectives? ?
L. V .: (no answer, editor’s note)
MNC: What was the pleasant surprise of your 2014? And the less good ?
L. V .: (no answer, editor’s note)
MNC: In your opinion, what was the highlight of 2014 in the world of two-wheelers? ?
L. V .: Two great world champions, but above all and his fabulous RSV4 world constructor champion for the third time. What a final during the !
MNC: What are your good resolutions for the year 2015 ?
L. V .: Continue to offer our Aprilia and Moto Guzzi customers motorcycles with character !
MNC: What are your major events in 2015 ?
L. V .: The first meeting is the one which allows customers to try out the entire Aprilia and Moto Guzzi range during a dealer tour of France, starting with the first rays of sunshine (April). The second is on, May 16 and 17, to celebrate and this one year before the date initially planned. Finally, the Aprilia Tracks, at Magny-Cours on June 22, 2015 and at Le Mans on August 31 and September 1, 2015.
MNC: To conclude, what Aprilia and Moto Guzzi ordered from Santa Claus this year ?
L. V .: Passion !
Interview by Matthieu BRETILLE
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