Market reports – Mickaël Walls (MBK): the decline of the 50 cc scooter is worrying – MBK occasions

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Mickaël Walls (MBK): the decline of the 50 cc scooter is worrying

Market reports - Mickaël Walls (MBK): the decline of the 50 cc scooter is worrying - MBK occasions

With 2,557 registrations, MBK posted a drop of 3.9% on the French motorcycle market. Mickaël Walls, MBK sales director, establishes for Site the 2015 balance sheet of the French brand and reveals its objectives for 2016. Interview.

Site: Do you consider that the announcement of the end of the 100 horse law has had a detrimental effect on the market in general? ?
Mickaël Walls, MBK Sales Director: The MBK network is not directly affected by this announcement. It is nevertheless probable that the announced modalities generated a wait-and-see attitude among the customers concerned….

MNC: On the contrary, will it boost activity in 2016? ?
Mr. W.: The MBK network is not directly affected by this possible effect on our activity focused on urban mobility..

MNC: Can the Paris Motor Show at the end of 2015 also stimulate the market at the start of the year? ?
Mr. W.: Holding an always has a positive effect on the notoriety and media exposure of our products and our businesses. It is always a plus to support the activity and bring dreams to our customers in the current economic and geopolitical context….

MNC: How do you interpret the current success of "neo-retro" motorcycles? ?
Mr. W.: We can put forward different hypotheses or explanations for this phenomenon: the increase in the average age of bikers who are sometimes nostalgic for the 70s and 80s, the fashion phenomenon fueled by the "hipster" trend, the desire to ride in a different way. soothed while preserving the simple pleasure of motorcycling … These are all factors that contribute to the development of this segment.

MNC: What is your opinion on the ban on motorcycles before 2000 in Paris from this summer? ?
Mr. W.: The environmental problem is real. However, it seems to me that other priority actions with more tangible effects should be carried out before sanctioning users of motorized two-wheelers who contribute to the clearance of the roadways and the fluidity of traffic….

MNC: How do you feel about the overall evolution of the French motorcycle market in 2015? ?
Mr. W.: Unlike other European markets showing double-digit growth, the French 2WD market "over 50 cc" is relatively stable in the medium term. On the other hand, the repeated and continuous decline in the market for the 50 cc scooter, which represents the current "core business" of MBK, is more worrying..

MNC: What is your assessment for your brand in 125 and large cubes? ?
Mr. W.: In the 125 scooter segment, we welcome the successful introduction of the during the summer of 2015. It has already found its place in the range strengthened otherwise since the introduction of ABS last spring. Thanks to these new models, we are maintaining our fifth place in this highly challenged segment with a cumulative market share of 6.6%. Finally, it should be noted that in the MTT1 scooter segment, which was down sharply this year (-17%), we achieved 4.4% of net sales and remain mobilized with our network to consolidate our position in this value-creating segment..

MNC: Which models have performed particularly well this year?
Mr. W.: Our mid-range and top-of-the-range 50 cc "naked" models have won over a large audience (Stunt Naked, 13-inch Booster, Nitro Naked). The Ocito 125, a successful and well-born product, has enjoyed considerable success within the network and fits perfectly with the image of urban mobility of the MBK brand..

MNC: Who are those who have stayed behind? Why ?
Mr. W.: We must continue our efforts to develop our sales on the segment of MTT1 scooters of "+ 125 cc" by further developing peripheral offers (financing, accessories) to thus meet the expectations of our customers..

MNC: Did your new products for 2015 reach their commercial objectives? ?
Mr. W.: The Ocito 125 introduced this summer met with a very promising reception that we hope to confirm in 2016. We also continue our role of market leader and developer with Tryptik and Tryptik ABS, the only 125 cc three-wheel scooter on the market.

MNC: What was the pleasant surprise of your 2015? And the less good ?
Mr. W.: The mild weather conditions, still favorable to the development of sales, supported activity well, especially during the first half of the year. However, the global geopolitical context does not encourage consumer confidence and therefore weighs on the economic dynamism of France and, more modestly, on our market..

MNC: According to you, what was the highlight of 2015 in the world of two-wheelers? ?
Mr. W.: The holding of is always a highlight in our market allowing us a more direct contact with the market and the media.

MNC: What are your good resolutions for 2016 ?
Mr. W.: Continue our development in the 125 cc scooter segments by capitalizing on our wide range capable of meeting all needs, and consolidating our legitimacy and our image as an MTT1 scooter.

MNC: What are your major events in 2016 ?
Mr. W.: Continue to develop services (financing with Cetelem, insurance with AMV, long-term rental with ALD, etc.) in line with our product ranges.

MNC: To conclude, what MBK ordered from Santa Claus this year ?
Mr. W.: We wish to continue to successfully develop our sales in 125 cc scooters and in the MTT1 category..

Interview by Matthieu BRETILLE

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