International Dealer News IDN 140 December 2017 / January 2018 | Page 13
looking for entry level opportunities to
get into light urban mobility, and
when an entirely new generation of
dealerships are opening up, shops
catering specifically to the fast-
growing new generation of urban
riders.
“Our business model is to appoint
importers to manage national
distribution and brand support, but
also to work directly with shops until
we have found the best solutions on
a market by market basis. However,
we are taking it slowly, this is a serious
long-term project, so we are not going
to rush into relationships that can’t
stand the test of time. We are looking
for the right partners, not just any
partners”, said Jorge when IDN met
with him at EICMA.
Price-points start at around 3,300
euro for the entry level Brinco R-B (net
of taxes etc.), with registration and
regulatory requirements generally
quite light, depending on the market
and the speed rating. Jorge says that
the bikes have “class leading range
and charge times” and “sufficient
charge cycles so that most people will
“we are targeting
1,000 sales outlets
by 2021”
have replaced the bike before they feel
the need to replace the battery.”
With an initial stocking commit that
depends on the models, market and
opportunity, Jorge says their business
plan targets having some 1,000 sales
outlets right across Europe by 2021.
With an initially cautious approach,
production capacity shouldn’t be a
problem. “Right now, we are just
running one shift and one production
line and can produce some 6,300
bikes a year on that basis. We can
expand production to three shifts if we
need to do so, and have the space for
a second production line that we can
eventually tool for new models and
special editions for particular markets
or even specific retailers.
“What we have tried to do is to be as
faithful as possible to the spirit and
values of the original brand,
honouring the heritage and
recognising the passions of the
brand’s legions of enthusiasts.
“However, faced with a contemporary
market much changed from where
that heritage lived, we see our
responsibility as creating a new
chapter in the Bultaco story, based on
the same design and engineering
excellence, but anticipating where the
demand and opportunities lie as we
head towards the mid-21st century”..
www.bultaco.com
Bultaco General Manager/Sales & Marketing VP Jorge Bonilla:
“We are opening up an entirely new niche”
INTERNATIONAL DEALER NEWS - DECEMBER 2017 / JANUARY 2018
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