Market reports – Yamaha: a disappointing year – Used YAMAHA

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Yamaha: a disappointing year

Market reports - Yamaha: a disappointing year - Pre-owned YAMAHA

While Yamaha is enjoying a triumphant year in world competition, the results in sharp decline of the traditional French No. 1 are well below expectations … Explanations.

While Yamaha is enjoying a triumphant year in world competition, the results in sharp decline of the traditional French No. 1 are well below expectations… Explanations.

Moto-Net: The 125 market is growing, but Yamaha is slowing down as much for motorcycles as for scooters. What did you miss in 2004 and what will be your reaction in 2005 ?
Alexandre Kowalski, Yamaha Motors France Communications Director: Yamaha has stalled in a rapidly growing market, mainly due to a shortage of supply due to new Euro2 emissions standards. The TDR and DTR disappeared from the catalog in September 2003, and the new DT125R and DT125X did not arrive until a year later. But over the last few months we have regained a 19% market share.

Moto-Net: Don’t you worry about losing customers forever??
A. K .: No, the 125 market is growing strongly with a high renewal rate and we have already returned to our 2003 level. In 2005 we will strengthen our offer with 4-stroke models: the trail XT125 and the road YB125.

Moto-Net: Your scooter offer is still withdrawn from Piaggio. Why ?
A. K .: Even though it’s been around long enough, the Majesty 125 is doing well. But it faces fierce competition where some do not hesitate to engage in a price war.

Moto-Net: Isn’t that just part of the problem? Yamaha, historical leader in France, is it not behaving a little in conquered ground ?
A. K .: No, you can’t say that. For us, as for other manufacturers, nothing is ever taken for granted. From a business point of view, the 12 months of the year are like 12 Grand Prix: each time you have to fight and you never know the winner in advance! At Yamaha we have a competitive spirit: we fight because we know that a result is never a given.

Moto-Net: In big engines, your historic leadership is threatened by Suzuki. Doesn’t the exceptional success of the Fazer 600 / FZ6 and the R1 mask an aging or overpriced range??
A. K .: Once again, due to Euro2 standards, we suffered a break in the entry level supply with the discontinuation of the XJ600 Diversion. But we’ve made an effort to price the Fazer, which offers excellent value for money. And then it must also be said that some competitors buy market share by practicing an insane price war! There is a 1200 roadster on the market for 300 euros more than a Fazer! We will not go into this logic and we will continue to offer original and quality products with an attractive image..

Moto-Net: These competitors may have lowered their costs to meet a new demand for simple, inexpensive motorcycles purchased for partly utility use, for example in large cities ?
A. K .: We will be offering a replacement for the Diversion 600 but I cannot tell you when. On the other hand, for this type of request we offer the Majesty 400 scooter. But the Yamaha will always remain passionate motorcycles, with a strong personality..

Moto-Net: In sports, you are a hit with the R1. But aren’t the figures a little skewed by combining the 2003 R1, the R1 Steelfighter and the 2004 R1? ?
A. K .: Following a mixed 2003 year, at the start of 2004 the 2003 model continued to be sold. As for the special Steelfighter series, it was very successful. But from the second half of the year, the 2004 model was out of stock. We knew from the start that we could not meet all the demand.

Moto-Net: But how do you explain the collapse of the 600 Supersport class? ?
A. K .: These bikes are the most radical, they are really aimed at enthusiasts, usually very young. For them, insurance rates have become a deterrent. The repressive road safety discourse did the rest. Yet this passionate clientele eager for sensations exists and it is up to us to channel it, to find suitable proposals. This is what we do through the driving courses or the circuit days.

Moto-Net: Exactly, what actions do you plan to develop this year in the network for the 50th anniversary of Yamaha ?
A. K .: Historically the 50th anniversary is in July. So it’s still in the making, I can’t say more for now.

Moto-Net: Are you satisfied with your network ?
A. K .: There are a lot of metrics to assess a network and we all follow them very closely. But overall yes, we are satisfied with our 290 concessions. We have always favored the single-brand concept and today more than 80% of our concessions are exclusive.

Moto-Net: What are the objectives of the MT-01 ?
A. K .: The MT-01 will be available in dealerships in March 2005. This bike brings together all of Yamaha’s values: passion, sensations, design. But it is also a bet because it is unlike anything known and we do not have a quantified target today.

Interview by Benoît LACOSTE

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