Market reports – The market is not the only one responsible for our negative situation – Second hand APRILIA MOTO GUZZI

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The market is not the only one responsible for our negative situation

Market reports - The market is not the only one responsible for our negative situation - Second hand APRILIA MOTO GUZZI

With 3,091 and 670 registrations respectively in 2008, Aprilia and Moto Guzzi posted declines of -25.1 and -31.7% on the French motorcycle market. The two brands draw up their 2008 results for Site and reveal their 2009 objectives.

Site: How do you feel about the general evolution of the two-wheeler market in 2008? ?
Alain Roger and Clement Dagnaux, respectively press manager and marketing manager for the Aprilia and Moto Guzzi brands in France: We are obviously concerned about the trend of the last months of the year, but we can say that the motorcycle market is saving the furniture. It is also important to note that European brands in general are doing well.

"European brands in general are doing well"

M.-N.C. : What is your assessment of your year in 125 and large cubes? ?
A. R. and C. D.: We are aware that the market is not the only one responsible for our overall negative situation. Aprilia is progressing by + 22% in big cubes thanks to the first full year of Shiver and Mana. The Dorsoduro, which arrived last summer, was also a growth vector in 2008. Regarding the 125 cc, let’s distinguish scooters from motorcycles: our Aprilia 125 cc motorcycle range shows a decline in 2008 but we did not expect either. progress in a market segment that is becoming more and more rational. Our 2-stroke engines are very exclusive, but there are still a few enthusiasts for beautiful, high-performance 125 cc machines..

M.-N.C. : Are you fully satisfied with the results of your best sales: Atlantic 125, Shiver 750, Mana 850 at Aprilia, Breva and 1200 Sport at Moto Guzzi ?
A. R. and C. D.: The Atlantic 125 exceeded our forecasts in 2008. No wonder: it is now a must in the GT scooter market with its coupled braking, its timeless design and above all its unbeatable price! On the Shiver 750 side, again the contract has been fulfilled. The Mana 850 has a satisfactory first full year, but slightly below our forecasts. The French biker is conservative. The automatic motorcycle with sequential controls will take its place in the market, we are convinced of that. Regarding Moto Guzzi, the Breva and the 1200 Sport are at the rendezvous and the new 8V engine on the 1200 Sport will confirm this trend in 2009..

"The motorcycle market saves furniture"

M.-N.C. : Which models have you been disappointed with in sales? ?
A. R. and C. D.: The RSV and the Tuono had a difficult 2008 due to a very exclusive price positioning. With the help of our distributors, we will make efforts on these two models this year.

M.-N.C. : In your opinion, did your new 2008 models (Dorsoduro, RX and SX 125, Stelvio and V7 Classic) have passed their first year? ?
A. R. and C. D.: The Dorsoduro 750 had a slightly offbeat launch and did not arrive at the best time in the showrooms. See you at the end of 2009 to take stock of the Dorsoduro 750: it is an incredible bike with its inimitable style and first-rate performance. It crushes the competition! The Stelvio got off to a very good start before facing the market decline in the last quarter. Let’s not forget the new V7 launched in the middle of last year which will undoubtedly be one of our bestsellers! 2009 will be a decisive year in which to be more active than an observer. We will have to support our network and our new products.

"2009 will be a decisive year in which you have to be more active than an observer"

M.-N.C. : What was the good surprise 2008 ?
A. R. and C. D.: The huge excitement generated by the first appearances of the RSV4 !

M.-N.C. : What was the worst ?
A. R. and C. D.: The presence for only three months of the Dorsoduro, which did not allow us to take our share of the market.

M.-N.C. : What do you think was the highlight of 2008 in the world of two-wheelers? ?
A. R. and C. D.: The proliferation of technical innovations (Aprilia and Honda automatic motorcycles, MP3 LT tricycle), which shows us that our industry offers the solutions of tomorrow in terms of driving, mobility and safety.

M.-N.C. : What do you think of the new compulsory training of 3 hours for holders of the B license who wish to taste the joys of 125 ?
A. R. and C. D.: That training should be done on an Aprilia RS 125 !

M.-N.C. : What are the situations of Aprilia and Moto Guzzi on a European and global scale? ?
A. R. and C. D.: We do not have precise information on this point.

"The Piaggio group has also made it possible to significantly improve our logistics and administrative processes"

M.-N.C. : What are the other activities of the Piaggio group and what impact do they have on your business? ?
A. R. and C. D.: The Piaggio group has made it possible financially to see all the novelties of the last two years emerge, but also to significantly improve our logistics and administrative processes. Of course, such integration is never without effort and the best is now to come! Not only does Aprilia maintain its presence in MotoGP, but the brand is developing its racing program with the return in 2009 to the World Superbike..

M.-N.C. : How were your new products for 2009 (RSV4, ABS on the Shiver / Mana / Dorsoduro, Stelvio TT and V7 Cafe Classic) received by your network and by all bikers ?
A. R. and C. D.: It is too early to answer, because some vehicles mentioned are not yet available !

M.-N.C. : What are your goals in 2009 ?
A. R. and C. D.: 2009 corresponds to a year of reconquest, provided that the economic crisis spares our market. Our objectives remain ambitious in terms of sales but also of network, image and communication.

"Our spare parts service rate has improved significantly"

M.-N.C. : Many motorcyclists – and scooters – evoke about you an after-sales service that could be improved, even lacking … Is the logistics grouping with Piaggio functional? ?
A. R. and C. D.: Our PDR service rate (Spare parts, Editor’s note) has made great progress but we are still in the process of resolving problems accumulated in the past. Integration into the Piaggio group will be fully operational this year. We will be able to measure the effect at the end of 2009.

M.-N.C. : Did the Internet share in your business increase in 2008 ?
A. R. and C. D.: We strongly believe in internet media. It allows us to accurately and instantly assess the scope of our investments. For any prospect or customer, the internet is essential. The official Aprilia website will be renewed in a few weeks and we are working on a Moto Guzzi website worthy of the brand..

M.-N.C. : What are your major events in 2009 ?
A. R. and C. D.: The commitment of the RSV4 to the World Superbike will be the high point of 2009. We will share these moments of passion with our distributors and our loyal customers. !

"The RSV4’s entry into the World Superbike will be the highlight of 2009"

M.-N.C. : Will 2009 be the year of the crisis ?
A. R. and C. D.: If the crisis continues, it will spare no one. Aprilia and Moto Guzzi have the arguments to succeed, because the French biker appreciates European alternatives to products of generalist brands…

M.-N.C. : How do you approach the Mondial du deux-Roues 2009 "New formula" ?
A. R. and C. D.: With great hopes, because the new formula seems to be going in the right direction.

M.-N.C. : In conclusion, which maxim would best illustrate your 2008 balance sheet ?
A. R. and C. D.: Life is a journey, you just need to be prepared for the opportunity to present itself.

Interview by Matthieu BRETILLE – Photos DR

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