Business – Jean-Luc Mars reorganizes Honda Moto in France – A marketing strategy based on proximity

REORGANIZATION

Jean-Luc Mars reorganizes Honda Moto in France

Business - Jean-Luc Mars reorganizes Honda Moto in France - A marketing strategy based on proximity

After 6 months of reflection, the new CEO of Honda Moto in France formalizes the reorganizations announced internally and specifies his strategy in terms of business, image and competition to resume the offensive on the French market.

Explanations.

A marketing strategy based on proximity

Honda’s new marketing strategy is based on three main pillars – environment, safety and fun, but with a "big effort"to do on the third.

The objective is to "make Honda a local brand, boost motorcycles in France and reposition Honda as a high-end generalist manufacturer", indicates Jean-Luc Mars:"it’s our common mission to get people rolling !"

This will include "forge smart links with clubs", foremost among which is the famous Goldwing Club of France, and in general to keep Honda customers rolling. Under the responsibility of Ludovic Devos, holder of the new position of relationship marketing manager, Honda will therefore offer key packs in hand for walks in the Alps, Corsica, the Mediterranean coast, Morocco and Tunisia.

The Honda Days, once a year on the Le Mans circuit, must also become "a real Honda festival with activities, rides and pilots to bring together all the enthusiasts of the brand".

Eric MICHEL

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