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 13