2004 MARKET INTERVIEW
Triumph: a good progression
Great progress for Triumph: new machines with a strong character such as the Thruxton or the Rocket III have boosted the image of the British which now appears as a modern interpretation of the classic values of the motorcycle.
Good progress in 2004 for the British manufacturer. New machines with a strong character like the Thruxton or the Rocket III have boosted the image of Triumph, which is presented more and more as a modern interpretation of traditional motorcycle values..
Moto-Net: 2004 was pretty good for you. Which models work the best ? Christophe Couet, Triumph France Sales Director: In a rather difficult 2004 market, Triumph was able to do well with sales up 17%. In particular, with two new products which brought in new customers: the Thruxton which got off to a good start and the Rocket which gave us very high visibility, even outside the motorcycle world. It allows the brand to establish its notoriety, but it is also a great commercial success with 250 units sold in six months.
Moto-Net: Find yourself the same type of clientele as Harley Davidson ? CC. : Triumphs are very different motorcycles from Harley Davidson, but it is true that we find a profile of close customers: CSP + (higher socio-professional category) and occasional users of motorcycles, our customers are more attached to the object and the brand as an image vector. They are not looking for the best braking or the most powerful motor.
Moto-Net: It’s the end of Triumph for heavy riders ? CC. : No, we have two goals. First establishing Triumph as a leading brand, which is what we have done this year with iconic models. Second, to offer new products for our traditional customers, with the new Speed Triple and Sprint ST. Rollers are therefore not forgotten, on the contrary !
Moto-Net: But the Trophy fell by the wayside … CC. : There are no plans to replace her … We can’t do everything! Half of Triumph’s sales are made in the United States, where demand for this type of motorcycle is low. On the other hand, we are already forecasting double-digit growth … so choices have to be made !
Moto-Net: In short, Triumph customers are becoming more Harley than BMW ? CC. : Neither of us have enough identity and the market is large enough that we don’t have to go looking for other people’s customers. Triumph is a very strong brand, attached to the classic values of the motorcycle.
Moto-Net: Why is your positioning less clear in the sports field ? CC. : The Daytona 600 is a great success in England where it is N ° 1 in sales. Although more repressive than France, the English market is dominated by sportswomen. The 2005 model goes to 650 to meet a demand from this English clientele. In France it is not our priority and that is why we have decided not to import it. Likewise, the Daytona 955 is a sports car with a unique character with its 3-cylinder engine. Her ambition is by no means to outbid the Japanese. Clearly, our ambitions are more on machines like the Speed Triple or the Sprint ST than on sports
Moto-Net: Can a Triumph be a first motorcycle? CC. : Our offer is located at the top of the market, so the profile of our clients is rather 35-40 years old, CSP +. These are usually experienced riders or, in the case of the classics, people who get back to riding after a long period of hiatus. We also find a larger proportion of women in our classic range..
Moto-Net: Are you satisfied with your network ? CC. : With 55 points of sale for France, that’s enough. We do not have any expansion plans at the moment but we are always working to improve the service, as customers are always more demanding. We do not have an exclusivity policy: we only make sure that the other brands distributed are compatible in terms of image. In general, this is not a constraint, because the dealers themselves are concerned about this consistency.
Moto-Net: What is your sales target for 2005 CC. : We expect to sell between 2,500 and 2,600 motorcycles.
Interview by Benoît LACOSTE
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