Interview Suzuki La Défense: We want new features for sale!

In 2020, Suzuki won his first Pilot and MotoGP team titles (new era, 4-stroke) with Joan Mir, Alex Rins and the GSX-RR.The Hamamatsu firm has also won a sixteenth time (!) In the world of endurance championship with the SERA and the GSX-R1000R.And after ?

What is the point of winning prestigious sports competitions when you divest on the commercial level?This is the legitimate question that the dealers can arise from the Hamamatsu firm in France, whose sales were divided by four in a decade (32,096 Immats in 2007 vs 7643 in 2019).

Admittedly, the Motorcycle Grand Prix are popular at the four corners of the globe, and impose its race machine (prototype) must allow to sell many more motorcycles (standard) everywhere on the planet, especially on the most promising markets like the'Far East currently.

But what is the point of succeeding and uniting in endurance (as a reminder, the SERE and the Yoshimura team have just merged)?This much more confidential championship is essentially interested in Europe and especially France, or the 2019-2020 champion no longer offers sportsmen in its catalog ... If forgiveness, 70 copies of GSX-R1000R will be marketed in 2021 in a superb liveryMotoGP, "collector" therefore!

After having requested it to analyze the motorcycle market, Moto-Net.com interviewed the Suzuki La Défense dealership about the brand which it represents exclusively since 1974. With its boss Henri Farcigny, MNC spoke of the competition'International as in France, commercial successes and flops, the new features to come or expected ...

Aware that the management of a company like Suzuki requires making often difficult and sometimes misunderstood decisions, our interlocutor explains why, for his part, he has decided to market a second brand since this summer: Super Soco, including motorcycles andElectric scooters do not compete - direct - with Suzuki products.Interview...

MNC: The coronations of Joan Mir and the factory team in MotoGP, is it good for the Suzuki brand, the network and your concession?H. F .: It was first of all incredible!Is it good for us?For trade no, it is useless.It's like competition in general ...

For trade, MotoGP titles are useless

MNC: You are indeed well placed to find out: the victorious season of your Thibaut Nagorski driver in Promosport 600 two years ago, did not bring you the slightest sale of sportswoman?H. F .: Thibault won the Plateau GSX-R600 only on the GSX-R600, a motorcycle that disappeared from the Suzuki catalog in 2016, already ... Each season, we find a recent opportunity with a low mileage.We always find it, because sportsmen no longer drive!He provides us with us in pieces, tires, equipment ... When he wins, his fans are delighted, some of our customers follow him and congratulate us, but that stops there!However, he put the pâté to everyone, to the latest generation R6: out of the 8 rounds, he signed 8 poles.Each round had two races which ended in 15 podiums including 14 victories!At the end of the season, we were entitled to the full disassembly of the engine to verify that we had not cheated.

MNC: The adversaries imagined that he was driving on a "Sept-et-Demi"?!H. F .: That's it, but everything was in conformity, of course: we do not openly target the title by cheating, there is nothing worse to be fooled!In 2019, we went to Supersport 600 and despite three failed weekends, Thibault finished 7th in the French championship, with two podiums and two 4th places.The FSBK is more followed than the promosport, we were still the only Suzuki, but that did not bring us anything.Aside from of course a great pride because we displayed it everywhere, on our site, social networks, in the store of course, etc.

MNC: You have no more sportsmen for sale.Without products, how to capitalize on success in competition, in MotoGP mainly?H. F .: The question arises.It's a shame because Mir is champion ... But Rins is third in the world championship too, proof that it is not a simple blow of a pilot, but the success of the whole team.Besides, the Suzuki Ecstar team wins the team title.It was played for nothing for the manufacturer championship, when we have only two motorcycles, against six for Ducati, by the way.

The day after the title of the serve I had a client, but no gex

MNC: Endurance and its series models bring more?H. F .: I have an anecdote on this subject.The day after the 2019-2020 World Title of the SERE, a customer entered us: "Hello, I would like a GSX-R1000R!".I had to answer him that there was none.

MNC: We had to offer him one of the 70 copies "2021" in its MotoGP birthday livery, which risks becoming a collector for once!H. F .: They will have a good rating indeed.But in the aftermath of the coronation, we had no gex for sale.Anyway, when we look at market figures (on Moto-Net.com, of course, note!), What is sold?Forza 125, Xmax, Tmax, Mt-07 ... Scooters and motorcycles that are not boosted by the aura of Valentino Rossi or the successes of Marc Marquez.Last year, Honda sold nearly 7000 forza 125 (6,751 very exactly), not much less than the entire Suzuki range (7,643 immat).It is not thanks to Marquez, which I love however - he rolls in shoei, a brand that I love!-, but tomorrow, Mir will not make us sell burgman.However, sport counts in the motorcycle.

MNC: The motorcycle is not just a means of transport, it is also a passion!H. F .: Absolutely, we are proof.For example, we were among the first to support a woman in global endurance and French superbike, it was Véronique Parisot, in 1988. We have always been sensitive to that (read the Suzuki La Défense Palmère page on her official website).

MNC: The GSX-R disappears ... but it seems that a new Hayabusa is coming soon!Would it be interesting to have it in the window?H. F .: Again, yes and no.On the principle, everyone is waiting for this new Hayabusa ...

The new Hayabusa arrived in 2021, for sunny days

MNC: Let us specify that the term "Hayabusa" no longer designates the Pélerin falcon in Japan, but a sea serpent ... since the time we talk about it without ever seeing anything.H. F .: No, no, no, it arrives well in 2021, but its exit may be a little delayed.Afterwards, going out this machine in January would be a bit ridiculous.Better to wait for sunny days.But there is a concern with Hayabusa: between those who talk about it, dream of it or like it, and those who will actually buy the motorcycle, there is a chasm.

MNC: The GSX-R1000R knew the same problem?H. F .: completely.Let us take over the previous generations of GSX-R1000: in 2009 with its pair of exhausts (4 in 2) and no electronics, in 2012 the same with its simple silencer and its Brembo brakes, in 2015 the same with ABS ...This motorcycle won everything, even in 2016 against the brand new R1M, or against the S1000RR which has never won anything despite its performance and because of its lack of reliability.The Gex had everything for her, including the price: 14,000 euros.But no one wanted it!The majority of our customers were waiting for a cheap demonstration model, a recent opportunity, or a copy or sold ... the favorites "Oh I love it, I take it!"came very rarely.Other customers expected Suzuki better: power, weight, electronics, look, etc.

MNC: Suzuki executed in 2017 with the brand new GSX-R1000 Standard and R!H. F .: Yes, with 202 horsepower, 202 kilograms, TRACTION-CONTROL ABS, RIDE-BY-WIRE: The total!So, I called my clients to tell them that she was there ... "Ah but I bought a used GSX-R750 K7," said one.So certainly, this K6-K7 is one of the best "Sept-et-Demi" never designed, recognizable by its small pots.We don't want this customer, he stayed at Suzuki.But he did not wait.And others were not really interested!The prices were well placed: the standard was 16,000 euros, the R at 19,000 euros, the price of competition standards.In agreement, moreover, the Suzuki dealers were delighted with these prices, me first.

MNC: But customers haven't seen it like that?H. F .: No, they found that ultimately, the old one was not so expensive!But she had nothing to do in terms of sophistication.Customers asked for a road motorcycle, but at the cost of the old one.Impossible, even for Suzuki who knows how to compress costs, however: some pieces have not changed since the 1970s and 2-stroke.Not the engines, huh!

Customers wanted a MotoGP at the cost of the old GSX-R

MNC: Are your customers particularly demanding?H. F .: They have always been.I will always remember my beginnings at the concession: in March 2011, a GSR750 test was systematically concluded with a sale.I spent my days stopping the bikers at the red light in front of the store, whatever their motorcycle, to offer them a test.And almost all signed.Then everyone asked us when the "GSR1000" would come out.The GSX-S1000 arrived in 2015, it rained as much during the tests, but the customers found it too expensive.However, it was better placed than the Z1000, while being more powerful, lighter and endowed with traction control.In fact, I think the GSX-S1000 was out of the budget, rather than too expensive.Tomorrow you offer me a Ferrari Enzo at 20,000 euros, I don't take it: I don't have them!

MNC: The name, "géssixesse", was less seller than GSR?H. F .: For the record, the name GSR1000 was not free, reserved in a completely different field that I do not know, I admit.But Suzuki had out of it with great sense by distinguishing his sportsmen in the traditional GSX- "R" for Racing, from his roadsters with an "S" for Street (including engines from GSX-R are modified for usein town and on the road).It was coherent.But customers have taken time to integrate it.

MNC: The GSX-S750 is the best Suzuki sale in France. What model do you sell the most? H. F .: The V-STROM 650 XT, because it is the motorcycle that replaced full of motorcycles in the range. It has the engine of the SV, the comfort of a trail, the flexibility and the approval of a bandit, all at a great price. It pleases everyone, even to the little ones because it is ultimately very fine thanks to its V -engine. The 2016 makeover helped a lot, people liked the look a little more DR, its magnificent motocross yellow. And then it's a real flying carpet. It is typically a motorcycle that we do not sell: we are buying it! No matter the color elsewhere: "You just have white left? I preferred black or yellow, but I still take"! A success similar to the Van-Van 125, the bandit, the GSR750 ... It is also a bit because of the success of the GSR that we sold much fewer GSX-S750. Our customers keep them, and do not replace their "Sept-Cinquant" with another. They prefer to go to 1000, or to competition unfortunately.

MNC: Have you sold more GSR750 than your little comrades?H. F .: Our colleague and family friend, Luc Motos, had shot promotional video with Stunter Matt Mekatrix.She was great ... so much so that we wondered if he was not going to prick us too much sales!In the end, we don't really know how, people came to us.We must recognize that we are very, very well placed, at the foot of the defense towers.This is what saves us, especially in times of crisis.But this type of videos are also used!We miss that elsewhere.It would take more at the national level, fun, training videos, in which we can see the motorcycle.Not taken from afar, at the bottom of a garage or a smoked and funeral parking.

We do not sell the V-STROM 650 XT: we are buying it!

MNC: What welcome was reserved for V-Strom 1050?H. F .: Same "punishment" as with the GSR750 ... Our customers delighted with the last V-STROM 650 were not ready to reinvest in larger, or saw no interest.We were talking about the reliability of our products, but we can also talk about very attractive Suzuki credits, limits too much!Customers are faithful to us but do not buy motorcycles every year!

MNC: The fashionable neo-retro of the 80s with Katana, is it still too early?H. F .: No, I would say that as usual, Suzuki arrived after the war, with the SV650 Scrambler for example, or the Cafe Racer.Katana is a motorcycle that was rather well received in terms of look, of image in general.But its first defect is to be available only in 1000 CC, so at a substantial rate.In the 1980s, it was available in several displacements, and we miss it.Then, it should be remembered that it is a "remake" of a flop.

MNC: She became cult for some, later ... H. F.: Completely, like the Delorean in the automobile.Before return the future, this car was a full flop.

MNC: Marty McFly would have had to travel in Katana!H. F .: Maybe.In the meantime, this model had been a flop, like the first 4-stroke at Suzuki elsewhere.And the remake of the flop ... made a flop.Partly because people did not seek this as a priority at Suzuki.

Remake of a flop, the Katana has made a flop ...

MNC: What model is the most lacking in you now?H. F .: What we are sorely lacking in my opinion is electric.It doesn't know much here, but Suzuki sells a lot of electric bikes in Japan.We must be able to drive despite the new legislation, especially in Paris and the small crown.Hydrogen why not?!Suzuki also worked on the fuel cell in 2007. Two years later, the brand presented the first Fuel Cell Burgman, tested by the London municipal police.But he was never approved in France: "too dangerous", supposedly ... Suzuki was at the forefront on these engines, but it never materialized.They made new with old.Unfortunately it shows, in terms of sales volumes.And fortunately, in a certain sense, because it proves that customers are demanding and know what they want: it's nice somewhere!

MNC: And in thermal, what do you need?H. F .: We are missing from the 50 CC, but Suzuki stopped them in 2001-2002.Before, we had the RMX and SMX motorcycles, the Zillion and ... Katana scooters!I have demand almost every week.I am asked when Suzuki will offer 50 again: never!

MNC: The 50 CC market leaves?H. F .: Fund.Young people get back to it, especially because the 125 permit no longer interests them.And the youngest come back to it, when they lose their permit or preventive so as not to lose points.This is why we immediately accepted the Super Soco proposal: their 50 CC (the electric equivalent, editor's note) is a box, we sell 2 to 3 per week!

MNC: 125 CC scooters are also very successful with motorists.Forza, Xmax, PCX, NMAX ... H. F .: Yes, and we observe that it is not a question of budget: the first two are very expensive, around 5000 euros!Our Burgman 125 was 4,300 euros with a larger chest, a lower saddle and a look that does not attract thieves (MNC laughs).It's true !It must be recognized, he did not have an aggressive or seaman design, but it was precisely a strong argument for a client tired of being bitten his forza three times.Well, in the meantime he had bought three Honda.But it is true that it would be good to recondate the Burgman range!

The GSX-S750 A2?A PS4 Pro to play PS2 games ...

MNC: The GSX-S750 works well commercially in A2.But a machine originally intended for A2 permits would be good, right?H. F .: The GSX-S750 is a very good motorcycle.But it is expensive for an A2, with our customers anyway.And then a large 4-cylinder restrained at 47.5 horsepower, that does not advance.You have to get high in the towers, except that we arrive at the breaker after 7000. As much to take an SV!This is what I try to say to young bikers, using a comparison of "gamer" - I am one -: buy a GSX -S750 A2, it amounts to buying a PlayStation 4 Pro to play onlyto PS2 games.And when the PS5 comes out, we sell the 4 pro without ever having benefited in the end ... "Ah yeah, it's not stupid".I explain to them that it is almost the same price as the "GSX-S750 Full", the same cost in insurance and maintenance, for performance below those of an SV.

MNC: The "Sept-et-Demi" is rewarding.And at Suzuki, it is a reference displacement.H. F .: Yes, but it is up to the competition and its 900. And in "700", the MT-07 is devastating.Well, I understand that she likes the look, now her image of a rear wheels ... It is not proof that she works stronger than a SV.After all, I "get up" also with a super soco 50!

MNC: It would be necessary to reboss the SV ... H. F .: It was a huge success in 1999, confirmed with the injection in 2002-2003.It is unfortunately aging.Its round headlight is old ... or maybe not enough to place itself in the neo-retro movement.Young people want a motorcycle that is strong, inexpensive and efficient.

MNC: And the big displacements that have completely disappeared from the Suzuki catalog? H. F .: Again, I join the opinion of the parent company, with the example of the GSX-R1000: we do not offer it because it does not sell! People want it, but on occasion. We sold more than Gex 1000 than 600 and 750 together. The customers said: "Ah it's a shame, the supersport and the" Sept-et-Demi ", they were good". But if they were so pleasant, they had to buy them! When Suzuki announced the end of the GSX-R1000 in Europe, I spent my time on social networks moving, not criticizing but questioning the comments of sad or furious people of this decision. I submitted a small questionnaire to them: when will your last purchase of new Suzuki go? The last GSX-R? New or used? I never had an answer. Or I was answered "a GSX-R600 K6, a GSX-R1000 K5" ... I quote the most popular models, because none had recent gex. I would be the first delighted to see the return of the Gex 600 or the 750, which we were the only ones to keep. But they would not sell ...

Were the GSX-R600 and 750 pleasant?You had to buy them!

MNC: Honda not anyone not her new CBR600RR, Yamaha will only sell a track R6 ... H. F .: And some bikers are scandalized!But when you ask how much a check to reserve one, there, right away: no one.This is the problem.Or reality.This is where I defend Suzuki, despite the difficulties we can have at the moment: the market is sometimes difficult to identify in France, and in Europe.

MNC: and the big Bandit 1200 or GSX-F1250, simple, efficient, comfortable and inexpensive.Is there any more customers for that?H. F .: There too, we can cite the V-Strom 1050 which has just been released.Those we see rolling are demos.We saw it on the Tour de France ... Even those who do not follow the bike closely saw the fall of the cyclist!But we, in the Parisian suburbs, we see none.My father, the founder and director of Suzuki La Défense, goes back and forth every week between here and his house in the Loiret.He saw his first V-Strom XT only yesterday.We have a customer who runs daily in Burgman 650, who bought a V-STROM 1050 for leisure.That's all.He did not buy it from us, but we maintain it.As for the 1200, it no longer sells.There is no more CB1300 either, nor XJR1200, etc.These big engines basically, it only pleases journalists!

MNC: Touched.H. F .: I say that but I understand.I myself rolled a lot on TL1000S, a 97 model bought from a customer.It was wonderful as a machine, it was coupleux, powerful, it suddenly left, "Broaaaar!"Some regret this TL1000S or the TL1000R.But Suzuki would revive them today, they would not sell better than at the time.In the Paris region, we can no longer use it, or on the Carole circuit.

MNC: Except that the French prefer the big ones, it is well known.You just have to see the success of the Z750.H. F .: Yes, but Kawasaki offered this motorcycle at a price close to 600. Today, the increase in displacements has led to an increase in prices.A Gladius was worth 5,600 euros, today an SV is worth more than 1000 euros more.A GSR750 was worth 7000 euros, the GSX-S is worth 2000 more ... A GS500F, then defined, was worth 4500-4600 euros, which is not even the price of a 250 at Suzuki.

A monster success with Inazuma 250!

MNC: The 250-400 CCs do not work in France.H. F .: False!We had a monster success with Inazuma.Already because I have bet a lot on it, personally.It was the CEO of Suzuki France then, Haruo Ito, who had made the decision to import these first motorcycles "Made in China".It looked like Mini GS500s.She took 140-145 km/h at the bottom, her 250 CC twin-cylinder was unbreakable, and her price was only 3500 euros!I sold this motorcycle to all those who came to seek an SV, Bandit or V-Strom occasion ... Those who were looking for above all, pass me the expression, a "drag" to go to work or go shopping.In the end, they preferred the new inazuma 250, wrapped by their care, under 2 year warranty and labor warranty, in good standing in the latest antipollution standards.

MNC: This is what made Dacia's success in the car: sell a new Sandero at the cost of a used clio.H. F .: Absolutely.I made my workshop manager laugh because as soon as a client crossed the threshold of the concession, I offered him an Inazuma 250!As in the Sandero ad precisely.It was a bit "Do you want to do the city? Take an inazuma. From the road? Take an inazuma, etc.".Then arrived the V-Strom and GSX-R 250 and there, big drama ... The look was there on the sportswoman, the suspensions were great on the trail.But that did not stick because of the performance, identical to those of the Inazuma without more, and because of the exorbitant price.It must be said that Yamaha hurt a lot with his MT-07.

MNC: In contrast, Porsche makes sales records.And on a motorcycle, BMW is in the TOP5 of French sales with its standard R1250GS and Adventure.H. F .: Yes, but GS are often corporate motorcycles, so users do not pay them directly.If they break it does not matter, if the small revision/emptying is at 3000 euros (I "trolle" of course) it is not a concern either: it is the box that pays.They do not realize the real and total of the machine because it is staggered in time or taken care of by their box.However, we do not have this type of clientele at Suzuki.Yes, we had a little with the Burgman 650, but it is arrested!

MNC: You are talking about monthly payments ... Rental (with purchase or long -term option) are increasingly popular in the motorcycle, not to mention the car.This is the case with you?H. F .: We do very little because I have the "defect" or the quality of informing my customers.The problem is that it makes me miss sales.But I prefer that: when I see the monstrous contribution sometimes required and the price of ridiculous redemption, in order to limit the monthly payments as much as possible, I do not want my client to pay 1.5 times his vehicle.And if he does not wish to take over a novelty at all costs (this is the case to say, note) or that his brand does not offer it - like Suzuki!-, the customer is massacred at the slightest stripe, as with car rental companies.

Not want the customer to pay 1.5 times his motorcycle

MNC: Some of your colleagues and their customers seem however delighted in this new way of consuming the motorcycle ... H. F .: Yes, I know that our colleague at Le Mans, Moto Parc 72, has bet a lot on it.He is very strong on this and congratulations to him by the way.But it is a department store that has a large catchment area.And the products it sells are not the same as us.Suzuki France has sent us many documents about the LOA, offered online training.But our customers are not very receptive.Or I may be too objective on this financing solution.In general, moreover, I prefer to offer the right motorcycle at the right price, rather than offering a discount on a machine that does not meet the needs of my client.I manage to convince some who are super happy with my kindness and my expertise.

(A customer, right next to it: "I can testify. I am a super happy customer thanks to Henri!")

H. F .: Ah, that's (laughs).Others remain camped on their decision and in this case, I do not refuse the sale: it is not legal, in addition to being suicidal.But it happens that people turn off and capture my message badly: they then prefer to go and see elsewhere, and I understand it.But I sometimes prefer to miss a sale rather than provide a customer with a product that does not correspond to him.I will not sell a Burgman 650 to someone who makes Courbevoie-Bastille every day.Our maxiScooter is made for the greatest spaces.

MNC: These people will get their machine with a colleague!H. F .: In a competitor in fact.Because my competitor is not my neighbor Honda National Motos: we do not have the same ranges, the same products.My competitors are the other Suzuki dealers.However, some do not hesitate to sell a motorcycle or a scooter without worrying about the customer's interest.And to make the sale, they make a big discount.Except that for maintenance, people return home for convenience or confidence.Because question of service, we try to be impeccable.Personally, I can even be drunk ... No one is perfect but again, a happy customer is a customer who comes back!

MNC: How is it that you don't sell more motorcycles, if you are so nice and pros?!H. F .: Honestly?I did not understand.I only sold 5 Suzuki motorcycles/scooters this year, 49 last year.It is much less than in other years, and especially much less than the majority of our "colleagues-concurrents" ... Ten years ago, we were fighting to be first in Ile-de-France sales of new vehicles.Today we are at the back of the peloton.So I called Suzuki France to find out."Listen (yes, I am one of the few to tu everyone there because we are one of the oldest stores), I do not understand: we are very well rated on Google, Facebook, etc, each quoteOffice with a sale. This is the case for two years: 100% success, I am very proud of myself. Except that I do not make enough quote "...

An old -fashioned policy: traders, not commercial

MNC: And the answer, in the end?H. F .: I learned - and seen invoices - that some Burgman 650 or 125 had been sold with furious crazy discounts.But are we not going to sell without winning anything?!I am frank with customers who claim impossible discounts: if it is cheaper there, go ahead, I cannot align myself.So they go there ... but come back for the interview.We prefer that the opposite, it brings us more.At Suzuki La Défense, we keep an old -fashioned policy, merchants and no salespeople.Today, the concept of service tends to disappear: people command their McDonaldes on terminals.Tomorrow, they will buy Suzuki on terminals too, with calculation of the automatic discount.But it's sad!And that does not correspond to the motorcycle in my opinion.We sometimes read comments on social networks: I was looking for a motorcycle, I found a family.

MNC: Some have found the Farcigny family!H. F .: Exactly, the father, the mother and the son!My brother was also a while, but he got into the car, still Suzuki of course.

MNC: +14% in 2019 for Suzuki in Auto ... 31,500 Immats, a return to the 2007 level, before crisis (financial, not health).Does it work well for your brother?H. F .: Ah for him, it works thoroughly!So much so that he cannot deliver.Too much request, not enough arrival!In the motorcycle it is much more tense and customers run after the discounts.I missed the sale of a vehicle at 7000 euros for 15 euros.The guy made three round trips in the south of the department.

MNC: It cost him more petrol ... H. F .: That's it.We must find a fair balance: provoke sales without forcing them, ensuring that the customer feels well surrounded.It is that my mother had established in 2001 on her arrival.The former seller was more commercially "aggressive", which was careful was fruitful.With my mother, we moved on: benevolent, attached to the service, even devoted.And I wanted to keep this line of driving.

Cause sales without forcing them ...

MNC: The concession is still there, 20 years later.It's a good formula!H. F .: Yes, but it's hard, on two levels.On the real estate level, my mother who is now retired always monitors the concession because with the town hall and the future Grand Paris, we are constantly asked.From a commercial point of view, this recipe works provided you have something to sell.The proof with the super soco "125" and "50"!I want Suzuki news for sale !!!

MNC: It will be the word of the end ... and the title of the interview no doubt!Thank you for all his answers without a tongue of wood.H. F .: Thanks to you.And sorry for the length of the interview, I'm talkative!