Market reports – Pierre-Laurent Feriti: Suzuki is second for the first time – Used SUZUKI

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Pierre-Laurent Feriti: For the first time, Suzuki is second

Market reports - Pierre-Laurent Feriti: Suzuki is second for the first time - Used SUZUKI

With 32,096 registrations in 2007, Suzuki posted a 2.9% increase in the French motorcycle market. Pierre-Laurent Feriti, communication manager, draws up the brand’s 2007 report for Site and explains its 2008 objectives to us..

Site: What do you think of the general evolution of the two-wheeler market in 2007? ?
Pierre-Laurent Feriti, communication manager at Suzuki France: Optimism. With 239,000 vehicles registered, the market is in good health. The strong increase of the 125 shows that the motorized two-wheeler is democratizing.

M.-N.C. : What is your assessment of your year in 125 and large cubes? ?
P.-L. F.: The results are extremely positive for Suzuki. We are consolidating our leadership position in addition to 125 for the 4th consecutive year. In addition, for the first time, Suzuki is second on the market in cumulative 125 and more than 125.

M.-N.C. : Are you fully satisfied with the results of your bestsellers: Burgman 125, Bandit 650, GSR600 (read) and GSX-R1000 (read) ?
P.-L. F.: Regarding the 125s, our 10.3% increase is due to the Burgman 125, the second 125 scooter sale. We can only be satisfied with the latest evolution of this best seller. We are also very pleased with the sales of the GSX-R1000, which shows that the bike is still about passion with its eleventh place overall. With 1,745 registrations, it is even the first sale of sports cars in France. The Bandits and GSR should have done better than their 4th and 7th place. The Bandit because it has a new very nice engine suitable for daily driving. We haven’t made it known enough. The arrival of the GSX650F which benefits from the same engine should participate in making known this engine and should reflect on the Bandit 650. As regards the GSR, the 2008 colors transform it radically. This should weigh in when deciding to buy.

M.-N.C. : What are the models whose sales have disappointed you and what was the cause ?
P.-L. F.: The Bandit 650 is undeniably the bike we had the most expectations on.

M.-N.C. : According to you, your new products 2007 (Bandits 650 & 1250, Burgman, GSX-R 1000 and B-King, read,,) have they "fulfilled their contract" for their first year ?
P.-L. F.: The B King was released in October and it is still too early to draw conclusions. The Bandit 1250 perfectly fulfilled its objectives with 2120 sales in 2007. The results could have been even better, but an unavailability at the end of the year deprived us of many sales..

M.-N.C. : What was the good surprise 2007 ?
P.-L. F.: The good surprise is the increase in the market and the taking of the second position in the market.

M.-N.C. : What was the worst ?
P.-L. F.: We had difficulties in MX (MotoCross, NDLR). For this year, we are therefore relaunching the original formula of the MX Challenge Diables Jaunes which will allow any buyer of a new RM to participate in tuning and driving courses, as well as races during the elite championships..

M.-N.C. : What do you think was the highlight of 2007 in the world of two-wheelers? ?
P.-L. F.: Ducati’s victory in MotoGP. What this small (in size) European brand has accomplished is incredible. Well done to them. For our part, we are not complaining with an extremely positive record: two world championship titles (in Endurance with SERT and in MX1 with Steve Ramon). And excellent national results: Guillaume Dietrich brought us back the title of French Superbike champion and Ben Spies that of United States Superbike champion. A victory that is also very important for the factory: in the middle of the year, we won the Suzuka 8H with Yoshimura. A beautiful memory finally with the victory in World Superbike of Max Biaggi during his first race on the GSX-R1000.

M.-N.C. : What is Suzuki’s situation on a European and global scale? ?
P.-L. F.: Suzuki remains third in the world and in Europe.

M.-N.C. : How were your 2008 new products (GSX-F 650, GSX-R 600 & 750, Intruder C1800R and DR125SM, read and) received by your network and by all bikers ?
P.-L. F.: We had very good feedback from the Paris Salon. The aesthetics of the GSX-R600 and 750 and the GSX650F are pleasing. The DR125SM allows us to return to the 125 market where our range is still insufficiently supplied.

M.-N.C. : In 2008, what will be your objectives in terms of sales but also of network, image and communication? ?
P.-L. F.: In 2008, we want to consolidate our positions on the market. Since last year, we have started a vast program to develop and harmonize the dealer network..

M.-N.C. : Has the Internet share of your business increased in 2007: official website, dealer websites, impact on sales of new and used vehicles, visibility, advertising ?
P.-L. F.: In 2007 we worked to increase the visibility of network opportunities on the web. Our website has not been subject to any particular changes this year. Not every year all the same !

M.-N.C. : What will be your major events in 2008: events, competitions, partnerships ?
P.-L. F.: At Suzuki, conviviality is at the center of events. So in addition to the Yellow Devil MX Challenge which aims to make amateurs ride on the best French circuits, we will organize during the Bol d’Or a branded parking lot with barbecue, a driving course with the SERT team in Nevers Magny Courses… We are also working on other surprises that we will let you know as soon as possible.

M.-N.C. : On the occasion of the 2007 Paris Motor Show, Suzuki had literally repainted the "Portes de Versailles" metro station: how much does this type of operation cost, what is the expected effect and how do you assess the return on investment ?
P.-L. F.: It is always difficult to measure the return of an advertising campaign. However, we are delighted with people’s comments that they have seen it..

Interview by Matthieu BRETILLE

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