Market reports – Marcel Driessen: 2010 is a record year for us – Used BMW

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Marcel Driessen: 2010 is a record year for us

Market reports - Marcel Driessen: 2010 is a record year for us - Used BMW

With 8,753 registrations in 2010, BMW posted a 17.3% increase in the French motorcycle market. Marcel Driessen, Director of BMW Motorrad France, establishes for Site the 2010 assessment of the German brand and reveals its 2011 objectives.

Site: What do you think of the general evolution of the French motorcycle market in 2010? ?
Marcel Driessen, Managing Director of BMW Motorrad France : In a difficult economic context and a declining motorcycle market, we can however note an increase in the "more than 700 cc" segment of + 7.1%. In this segment, BMW Motorrad achieved growth of 15.9%. We note above all that the French market remains dynamic compared to other European markets and it is therefore encouraging for 2011.

MNC: What is your assessment of your year? ?
Mr. D. : We had an excellent year, both in terms of our results and the success of our new products. 2010 was a record year with 8,753 vehicles sold, representing double-digit volume growth of + 17.3% and the largest gain in PDM with + 2% to reach 9.9% market share. On the product side, whether it is the S1000RR or the F800R, our motorcycles are at the top of the majority of the specialized press reviews. In competition, the S1000RR has confirmed its domination and in our network, these motorcycles have convinced a large number of new customers. In 2010, we also unveiled the K1600 at the Cologne Motor Show. Since then, it has been eagerly awaited by the network and our customers. (and very soon in trial on Site, Editor’s note).

MNC: Immates are not everything … How would you qualify your balance sheet? ?
Mr. D. : BMW Motorrad’s commercial policy has always been built on respecting the margins of our network, a guarantee of good financial health allowing them to invest in their point of sale and to offer their customers quality of welcome, advice and after-sales service to BMW standard. Regarding BMW Motorrad France, we are happy with our results. They allow us to offer quality service to our network and to end customers.

"The F800R has fulfilled its objective of attracting a new type of clientele"

MNC: Are you completely satisfied with the results of your best sales: R1200 GS (standard and Adventure), R1200 RT and F800 R ?
Mr. D. : The arrival of the new 1200 engine greatly contributed to the excellent sales results of the GS and RT. These motorcycles have confirmed their leadership position in their respective segments. The F800R has fulfilled its objective of attracting a new type of clientele, younger, demanding, looking for a vehicle that allows them to stand out while enhancing their image..

MNC: Which models have you been disappointed with in sales and what was the cause ?
Mr. D. : All vehicles generally achieved their objectives, even those at low volume. In this context, we were not disappointed.

MNC: In your opinion, have your new products for 2010 (S1000RR, new R1200GS and RT) passed their first year? ?
Mr. D. : Whether it is the network or our end customers, all are unanimous in praising the technological and dynamic performance of these new motorcycles.

MNC: What was the good surprise 2010 ?
Mr. D. : The S1000RR shows a strong comeback of the Bavarian firm on the sports market, dominated for many years by Japanese brands.

MNC: What was the worst ?
Mr. D. : We had to cope with very strong demand which on certain models created supply difficulties, thus extending delivery times to end customers.

"Concept C will be presented in its final version later this year and its deployment in the network will take place in early 2012"

MNC: In your opinion, what was the highlight of 2010 in the world of two-wheelers? ?
Mr. D. : The very strong growth of European brands, most of which have known how to evolve technically and aesthetically to become refuge brands in a difficult economic environment.

MNC: How were your new products for 2011 (G650GS, R1200R and K1600) received by your network and by all bikers ?
Mr. D. : We have a very promising network order book, with many reservations for new 2011 products. Our new ranges are attracting a new type of customer, most of whom come from competing brands. Our motorcycles today meet the expectations of the most demanding bikers.

MNC: You also recently unveiled two scooter concepts (Mini E Concept and Concept C). Will we see them rolling at the end of 2011 ?
Mr. D. : It’s too cool to talk about the Mini E concept. Concept C, meanwhile, will be presented in its final version later this year and its deployment in the network will take place in early 2012..

MNC: In 2011, what will be your objectives ?
Mr. D. : Confirm our leading position in the premium segment and continue our efforts to get closer to the BMW Motorrad PDM Europe, which is around 16%. For 2011, we are going to support our network to meet new customers. We will set up events as well as a structure allowing us to increase contacts and find BMW Motorrad in places where we are not necessarily expected…

"Continue our efforts to get closer to the BMW Motorrad PDM Europe which is around 16%"

MNC: What will be your major events this year ?
Mr. D. : In 2011, we are setting up a national Road Show allowing us to get as close as possible to consumers and to increase the possibilities of living a unique experience riding our motorcycles. In competition, we will defend our title in the French championship but we will also participate in endurance in all the EWC events. The year 2011 should be rich in partnerships … but it is too good to talk about it.

MNC: In conclusion, which maxim would best illustrate your 2010 results? ?
Mr. D. : BMW unstoppable !

Interview by Matthieu BRETILLE

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