Market reports – Olivier Cianelli: the new Tweet quickly garnered the support of our customers – Used PEUGEOT

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Olivier Cianelli: the new Tweet quickly gathered the support of our customers

Market reports - Olivier Cianelli: the new Tweet quickly garnered the support of our customers - Used PEUGEOT

With 7,686 registrations, Peugeot posted an increase of + 17.3% on the French motorcycle market. Olivier Cianelli, Peugeot Scooters France sales director, establishes the brand’s 2010 report for MNC and explains its 2011 objectives to us..

Site: What do you think of the general evolution of the French motorcycle market in 2010? ?
Olivier Cianelli, Sales Director France, Peugeot Scooters : With just under 230,000 registered scooters, the market fell 7.4% in 2010, all engine sizes combined. 2010, the last year of the automobile scrapping bonus, was probably a year of "landing" for the scooter markets. For 2011, we expect the 50 cc market to stabilize as well as a slight increase in the 125 cc and above market..

MNC: What is your assessment of your year in 125 and large cubes? ?
O. C. : The Peugeot brand experienced significant progress in 2010. Its market share for the entire segment (including 3-wheelers) stood at 9% as of December 31, a gain of nearly 1.5 points. Note the excellent breakthrough of the Satelis 500 which, following a re-entry commercial operation with competitive price positioning on the "flagship" of the range, made it possible to experience immediate commercial success.

MNC: Immates are not everything … How would you qualify your balance sheet? ?
O. C. : It will comply with our commitments to our shareholder, PSA.

MNC: Are you fully satisfied with the results of your best sales: Satelis 125 and Tweet ?
O. C. : The Satelis family and the Tweet are the pillars of our 125 range. In 2010, Satelis strengthened its status as a benchmark in this segment and alone represents 5% of the market for 125 cc and above scooters. New to the range, Tweet quickly garnered support from our customers. A homogeneous, versatile and accessible product, it is already the leader in the 125 cc large wheel segment and 12th in total. And 2011 will be his first full year…

MNC: Which models have you been disappointed with in sales and what was the cause ?
O. C. : Vivacity 125 has not yet given the expected success despite obvious product qualities. After a successful launch in June 2010, we were unable to give enough keys to our network to position this vehicle in a legible way in an already very complete range. We were correcting it at the start of 2011.

MNC: In your opinion, have your new products for 2010 passed their first year? ?
O. C. : The Vivacity 125, no. On the other hand, we must underline the excellent commercial performance of Kisbee in 50cc, another novelty in 2010.

MNC: What was the good surprise 2010 ?
O. C. : The Tweet family, 50 and 125 cc, as well as the development of our market share in more than 50cc.

MNC: What was the worst ?
O. C. : Market contraction.

"We will take all the necessary dimension on the issue of security, both in terms of teaching vis-à-vis our customers and support for our network"

MNC: In your opinion, what was the highlight of 2010 in the world of two-wheelers? ?
O. C. : The guidelines of the public authorities in terms of the safety of users of motorized two-wheelers. The short-term arrival of technical control for the 50 cc, compulsory driving school training for newcomers to the 125cc: two parameters that change the game on many subjects. Convinced that these provisions will be likely to strengthen the credibility of our products, we will take all the necessary dimension on the issue of safety, both in terms of teaching vis-à-vis our customers and support for of our network.

MNC: How were your new products for 2011 (e-vivacity, Citystar and Jet Force H2i) received by your network and by all bikers ?
O. C. : The recent exhibitions in Cologne and Milan have allowed us to collect the impressions of the public and professionals. Without a doubt, the expectations are very high. E-Vivacity arouses a very wide enthusiasm, from individuals to large companies, which goes well beyond the traditional scope of users of motorized two-wheelers. It is quite possible that this vehicle will contribute very strongly to the development of a new market. Public confidence in Citystar, even before its launch, allows us to measure the progress made by Peugeot Scooters on the 125 market. This GT is already perceived as a homogeneous vehicle and we invite your readers to try it out. this spring. As for our new 50 cc H2i engine, unveiled on Jetforce, the proof will be made by example !

"Our ambition is to establish the Hybrid 3 Evolution as the benchmark in the segment from its launch"

MNC: When will we see your "Hybrid 3 Evolution" running? ?
O. C. : The series development of our 3-wheeler vehicle is progressing in accordance with the roadmap determined at the start of the project. It is still too early to reveal its name, style and technical characteristics, but our ambition is to establish this 3-wheeler as the benchmark of the segment from its launch. See you at international trade fairs in Italy or France at the end of 2011 to judge…

MNC: In 2011, what will be your objectives ?
O. C. : Our very complete range. The presence in a full year of best-sellers (Kisbee, Tweet), our major new products (e-Viva, Citystar) allow us to aim for increasing volumes compared to last year. We will continue to develop synergies with the group’s automotive division on strategic and commercial approaches and on our product plans. These include our 360 ° mobility offer "MU by Peugeot", the complementarities between the Peugeot and Peugeot Scooters Automobile dealerships at national meetings and the variation of common special series. This entire system will be put to the service of our network, which carries our colors high, in order to develop its turnover and profitability. Beyond our product plan, 2011 will allow us to expand the range of services offered to our customers through our dealers. It’s up to us to facilitate its deployment, to the network to reap the benefits and our customers to benefit from it.

"We are ready to provide the most relevant solutions!"

MNC: What will be your major events in 2011 ?
O. C. : If we had to remember only one appointment for the French manufacturer that we are, let’s mention the Paris Motorcycle and Scooter Show, which will take on a very special dimension. We will prepare this event as it should.

MNC: In conclusion, which maxim would best illustrate your 2010 results? ?
O. C. : The scooter market continues to change. Expectations are changing. On products, on services: we are ready to provide the most relevant solutions !

Interview by Matthieu BRETILLE

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