International Dealer News IDN 116 Dec 2013/Jan 2014 | 页面 13

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Robin Brad
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Wo r d s a n d p i c t u r e s b y R o b i n B r a d l e y r o b i n @ d e a l e r- w o r l d . c o m a n d S o n j a Wa l l a c e s o n j a @ d e a l e r- w o r l d . c o m
s I mention elsewhere in this
edition of International Dealer
News (Comment, page 4) the
‘market sentiment’ that we here at
IDN detected while pounding the
aisles of the Fiera Milano a few weeks ago was
in marked contrast to the overwhelmingly
negative vibe tha t has hung over the halls in
the past few years.
Actually describing it as positive may, in reality, be
overstating the fact, but compared to the deeply
pessimistic ambiance of the show in recent years, there
was a new realism about business prospects for the
next months and years that is often the first, primary,
and necessary precursor of growth.
With a few honourable exceptions (in both
directions) the majority of exhibitors and visiting
vendors that we met and spoke with were reporting
that 2013 had been an “okay” year. This is primarily
because the majority of business finally, if belatedly,
responded to the downturn some 24 months ago as
they realised that this recession was no 36-month blip.

A

As new motorcycle registration statistics
throughout Europe, but especially in Italy, wore away
at confidence like a dripping tap of constant bad news,
those who failed to embrace the true scale of the
difficulties that the market faced following the
collapse of capital markets in 2008, remained in
denial.
Those who acted quickly are those who still have
the bright and shiny booths. Indeed, congratulations
to everybody who exhibited at EICMA this year
because they truly are the survivors.
As motorcycle ownership becomes increasingly
concentrated in the hands of the most dedicated and
passionate of riders (statistically speaking) those parts,
accessory, performance and tuning, and service and
workshop product vendors who are still “in-play” are
seeing those important core characteristics of an
industry where (relatively speaking) the miles are still
being done, show modest, single-digit growth in
demand.
There is no question that the industry remains under
serious price pressure, and that is as much due to the

internet/mail order as it is to low demand or oversupply, but those who are offering mid-market and
premium grade products have reasons to view 2014
and beyond with a little more confidence than those
whose price-points leave little room for margin or
profit.
It is conspicuous that booth sizes have continued
to be reduced, as marketing budgets continue to be
scrutinised, but this year there was less (apparently)
unsold open space in the six halls used for the show
than was the case in 2011 and 2012.
It has been rightly pointed out that in years such as
this, it might be as much due to there being no
INTERMOT as any other factors, but that said the trend
towards fewer ‘international’ vendors taking their
own booths, and instead focusing their annual Italian
market presence by booth-sharing with their
distributors, would suggest that, in reality, the market
in Italy has started to improve if expo square meterage
(regardless of who is buying it) is any kind of
bellwether.
The majority of vendors appear to be not just

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INTERNATIONAL DEALER NEWS - DEC/JAN 2013

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