Thierry Mouterde (Ducati): injecting new life into the Monster range

With 4,363 registrations, Ducati posted an increase of 5.7% on the French motorcycle market. Thierry Mouterde, General Manager Ducati West Europe, establishes for Site the 2012 balance sheet of the brand and reveals his objectives for 2013. Interview.

Site: What do you think of the general evolution of the French motorcycle market in 2012? ?
Thierry Mouterde, General Manager Ducati West Europe: The market for +500 cc excluding scooters is -7%, which is rather worrying even if it is not a real surprise. The fall continues and does not announce anything folichon for 2013…

MNC: What is your assessment of your year in 125 and large cubes? ?
T. M.: Unlike the market, we are growing by 5.7% in volume thanks to our Streetfighter 848 and our new Superbike 1199 Panigale. Efforts have been considerable to stay positive.

MNC: Are you fully satisfied with the results of your bestsellers: Streetfighter 848, Diavel, Panigale and Monster 796 ?
T. M.: Yes for the SF 848 and Panigale, which unfortunately arrived a bit late. The Diavel for its second full year exceeds 700 units, which is fantastic. Small Monster tended to slow down, unlike the 1100 Evo.

MNC: Which models have you been disappointed with in sales and why ?
T. M.: The little Monsters 696 and 796. It’s time to breathe new life into this range !

MNC: Immates are not everything: how would you qualify your balance sheet? ?
T. M.: The balance sheet is up sharply by around 12%, which is an excellent thing.

MNC: How do you analyze the second-hand market? How important is it today within your network ?
T. M.: A Ducati remains an excellent investment product considering the speed with which the used vehicle fleet is sold. Our dealers complain that they don’t have enough … that’s a good sign !

MNC: In your opinion, did your 2012 new products (1199 Panigale and Streetfighter 848 in particular) have passed their first year? ?
T. M.: Most certainly, even if an arrival of the Panigale in February rather than April would have allowed us to sell a hundred more.

MNC: What was the good surprise 2012 ?
T. M.: Stay positive against the market.

MNC: What was the worst ?
T. M.: See our national market in constant decline.

MNC: In your opinion, what was the highlight of 2012 in the world of two-wheelers? ?
T. M.: Our takeover by Audi.

MNC: How were your new products for 2013 (Hypermotard and Hyperstrada, Panigale R, Multistrada Granturismo mainly) received by your network and by all bikers ?
T. M.: If we stick to the programming of orders, I would say that our network adheres 100% to the novelties for 2013. Now, we will have to convince consumers.

MNC: What are your objectives for 2013 ?
T. M.: Do as well as in 2012.

MNC: What are your major events for 2013 ?
T. M.: Undoubtedly, the Paris Salon.

MNC: In conclusion, which maxim would best illustrate your 2012 balance sheet? ?
T. M.: The secret to success is work.

Interview by Matthieu BRETILLE

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