Market reports – Nathanaëlle Heinrich (BMW): the R nineT is the best-selling maxiroadster in France – Used BMW

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Nathanaëlle Heinrich (BMW): the R nineT is the best-selling maxiroadster in France

Market reports - Nathanaëlle Heinrich (BMW): the R nineT is the best-selling maxiroadster in France - Used BMW

With 12,456 registrations, BMW posted an increase of + 7% on the French motorcycle market. Nathanaëlle Heinrich, Head of Sales BMW Motorrad France, establishes for MNC the 2015 balance sheet of the German brand and reveals its objectives for 2016. Interview.

Site: Do you consider that the announcement of the end of the law of 100 horses had a negative effect on the market in general and on your results in particular? ?
Nathanaëlle Heinrich, Head of Sales BMW Motorrad France: As expected, this announcement did not have a negative impact on our commercial results which were largely driven by our brand strategy, our product line and our dealer network.

MNC: On the contrary, will it boost activity in 2016? ?
N. H .: This new regulation will undoubtedly help support our activity by further enhancing the attractiveness of some of our models, in particular the range, and also our 6-cylinder models, which will offer a unique offer and services in the road segment. . Our customers will now be able to take full advantage of these exceptional free-standing engines. Finally, the latest generation of liquid-cooled boxer models will now also deliver all the character and power of this iconic engine..

MNC: Can the Paris Motor Show at the end of 2015 also stimulate the market at the start of the year? ?
N. H .: The allowed us to present all of our 2016 novelties: maxi-scooters and, new and, the roadster and finally the. We also took advantage of the event to organize one on our stand, aiming to fill numerous sales and after-sales positions in concession, throughout France. This week of the show was an opportunity to interact live with our customers and prospects, and to see the public’s enthusiasm for our models, through the many test requests that we recorded during the week..

MNC: How do you interpret the current success of "neo-retro" motorcycles? ?
N. H .: This is a real underlying trend, with a return of the pleasure bike as a real object of style and customers looking for rewarding and customizable machines, beyond technical characteristics or technology. The success of the was further confirmed in 2015 and the which will be available in the second half of the year is already eagerly awaited by customers. These two models are now the new "Heritage" segment of our brand, which will continue to grow in the years to come..

MNC: What is your opinion on the ban on motorcycles before 2000 in Paris from this summer? ?
N. H .: Atmospheric pollution is one of the urban and environmental issues facing major cities, in France and abroad. These are important social issues, the BMW Group is particularly sensitive to them and wishes to be an actor of change and a provider of solutions, as illustrated by our electric maxi-scooter, which is very successful in France..

MNC: How do you feel about the overall evolution of the French motorcycle market in 2015? ?
N. H .: The French market for over 125 cc remained stable in 2015 (+ 1.2%) while it progressed significantly in other countries (Germany, Italy, Spain and United Kingdom). Let us remember, however, that the two-wheeler market in France had withstood the crisis of the late 2000s a little better than in some of our European neighbors. In the end, the overall development in 2015 turned out to be in line with our forecasts..

MNC: What is your assessment for your brand in 125 and large cubes? ?
N. H .: 2015 marks a new record year for BMW Motorrad in France with a total of 12,456 registrations (+ 7%) and now a 15.2% market share (+0.8 pt) in the over 500 cc segment, our market reference. BMW Motorrad thus consolidates its second place in the market for more than 500 cc and is now positioned as the third manufacturer by volume on the total two-wheel market in France. This is another very positive development for our brand and we are both proud of the work accomplished by our dealer network, and honored by the trust our customers place in us. In comparison with other European markets where the brand exceeds 20% market share, we can nevertheless consider that BMW Motorrad still has great growth potential in France..

MNC: Which models have performed particularly well this year?
N. H .: The BMW Motorrad range was a resounding success in 2015, both in the flagship models and in the novelties. With 2,247 registrations, the is our best-seller, followed by the, which further accentuates its leadership in the road segment, and the. On the roadster side, the is now the best-selling roadster over 1000 cc in France with 1145 registrations! It is ahead of the new R1200R and the ultra-powerful, while the other 2015 novelties were also particularly well received. Finally, this very clearly confirms its success in 2015 with more than 400 registrations, which makes it the 4th best-selling maxiscooter in France. !

MNC: Who are those who have stayed behind? Why ?
N. H .: The C600Sport and C650GT scooters were a bit behind in terms of volumes, but that was expected and linked to their life cycle, since their successors were presented in September and then launched in December. We have strong ambitions for our new maxi-scooters C650Sport and C650GT which are already available in concession with an in-depth revised content, both aesthetically and technically..

MNC: Did your new products for 2015 reach their commercial objectives? ?
N. H .: Absolutely, our 2015 novelties (S1000XR, R1200RS, F800R, R1200R, S1000RR) all achieved the commercial objectives that we had set ourselves, without exception..

MNC: What was the pleasant surprise of your 2015? And the less good ?
N. H .: Let’s start with the worst, the mixed season in the endurance world championship where we were entered with Team BMW Motorrad France Penz13.com. Even though we have demonstrated the performance and efficiency of the new S1000RR as well as the talent of the drivers who fought in the wheels of the top teams, we lacked success and perhaps a little experience as well. As for the (very) good surprise: the success with the public and the media of the two concept-bikes presented in 2015, the which foreshadows a 6-cylinder bagger and the which foreshadowed the Scrambler. The plebiscite that was reserved for these two models confirms that we are working in the right directions in terms of development and style, to meet an ever larger and more demanding clientele..

MNC: According to you, what was the highlight of 2015 in the world of two-wheelers? ?
N. H .: Undeniably the. This is a very good thing for the world of motorcycle sport, and more generally for motorcycles in France..

MNC: What are your good resolutions for 2016 ?
N. H .: Our main resolution for 2016 is the same as in 2015, to take care of our customers and our future customers. Because it is the confidence and satisfaction of our customers that will allow us to continue our progress on the French market by relying on the six upcoming novelties (F700GS, F800GS, C650Sport, C650GT, G130R, R nineT Scrambler), on the professionalism of our dealer network and on the development of our brand communication "Make Life a Ride". We also want to develop sales to businesses thanks to financing offers and dedicated services, and to attract female customers with motorcycles and truly adapted equipment..

MNC: What are your major events in 2016 ?
N. H .: First of all at the end of February, the will take place in Thailand with the French Marc Antoine Peltriaux, Julien Batier and Sebastien Saphores who qualified to participate in this international challenge which brings together the best GS pilots in the world, for a week of challenges and of proofs. The French Stephanie Bouisson also brilliantly won her qualification and joined the international women’s team for this 2016 edition. Then we will meet all the enthusiasts at the BMW Motorrad Days, which will take place the first weekend of July in the south of France. Germany, to celebrate the 100 years of the BMW brand. Mid-August, the second Pure & Crafted Festival will bring together rock fans in Berlin for a festival dedicated to custom bikes and lifestyle. At the same time, BMW Motorrad France will once again participate this year in numerous motorcycle events to meet all bikers and share moments between enthusiasts: 24 Heures Motos at Le Mans, Moto GP, Bol d ‘ Gold or the Wheels & Waves festival, the Coupes Moto Legende or the Cafe Racer Festival.

MNC: To conclude, what BMW ordered from Santa Claus this year ?
N. H .: Even more opportunities for our customers to drive, whether on the RR circuit, on the other side of the world in GS or on the occasion of the BMW Motorrad Days. And since Santa Claus exists, we are already looking forward to seeing you at the beginning of July to celebrate the brand’s centenary in Garmisch-Partenkirchen. !

Interview by Matthieu BRETILLE

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