The market for scooters was originally launched by Italian Vespa in 1946 and has been present in France for many years. It is a fashion accessory, a practical means of transportation and a fun mode of transport. Today, the sales from this sector have increased by over 30%, and it operates in a highly competitive environment and covers a large target.
It is interesting to study the French market of the scooter. We successively analyze the overall market for scooters, clients, producers, distributors and finally the elements of the macro-environment that can influence the market.
The distribution of sales of scooters varies depending on the category. In 2001, sales of scooters over 125 cubic centimeters (cc) totaled 4,505 units, while those of 50 to 125cc totaled 34,000 units; and104, 333 50cc scooters were sold.
In 2005, 54,672,125cc scooters were sold, representing a growth of 13.2% over 2004. These sales represent more than a quarter of the total number of motorbikes over 50cc up in France this year.
In 2006, growth does not weaken during the first five months of this year's 125cc scooter market, which has reached an increase of more than 40% over the same period a year ago with the release of new models and a wave of promotional offers.
Thus, we note that today, the trend is reversed compared to 2001; sales of 50cc scooters are plummeting in favor of 125cc.
With the current legislation on driving licenses, the licensed B can drive a motorbike of less than 125cc. Access to this type of scooter is now widely democratized. New audiences of urban workers are attracted to these means of locomotion because of increasing congestion in cities and the saturation of transit networks.
Until then, these vehicles were primarily used by teens and designed especially with 50cc engines. For ten years, 50cc experiencing stagnation in their sales and could even go to ruin. Unlike these, sales of 125cc scooters have doubled over the same period.
Moreover, new emission standards could contribute to the disappearance of 50cc scooters. It is then the 125cc scooters that are the future, because they meet a real need for urban and suburban areas.
Tags: scooters, scooter market in France, analysis of scooter market
[...] The primary qualities of the scooter go through enhanced security combined with maneuverability. • Comfort: unlike the motorcycle, the scooter can be used in skirts, in a suit or any other dress, an important benefit for women. New features are constantly being added (Example of practical storage space and necessary for daily life). • Pleasure (hedonistic motivation): this is the ideal machine for small hikes on Sunday afternoons • The price (which can sometimes be a hindrance to purchase): maintenance cost is relatively low. [...]
[...] The emergence of new needs leads us to believe that the scooter still has a bright future ahead of it. [...]
[...] It is interesting to study the French market for the scooter. We successively analyze the overall market for scooters, its customers, producers, distributors and finally the elements of the macro-environment that may influence this market. The global market Its size and its evolution The distribution of sales of scooters varies depending on the category: In 2001, sales of scooters over 125 cubic centimeters totaled 4,505 units, while those of 50 to 125cc reached 34,000 units, and 104333 50cc scooters were sold. [...]
[...] • Lovers of two wheels: These are users who do not necessarily need a way of moving like the scooter, who experience a spirit of freedom on a scooter (this may include both adolescents and adults). Analysis of buying behavior The criteria that influences the customer: • Practicality: the scooter is intended primarily for utilitarian use. It is a perfect compromise for those who want to avoid problems of traffic jams and parking, without constantly changing speed, it allows you to save time and independence. [...]
[...] Indeed, scooters are rapidly losing their value. Opportunities • The legal environment: Since 1995, the law has allowed permit holders to use a B 125cc scooter. This has contributed to the explosion in sales of this type of scooter. • Technological environment: Multiple innovations allow producers to adapt their products quickly to customer needs, which are becoming even more demanding. • Socio-cultural environment: some emerging values such as the concepts of easy life and pleasure influence consumer choice towards this means of locomotion which is pleasant and above all practical Conclusion In recent years, scooters have met with great success among adolescents and were mainly designed with 50cc engines. [...]
APA Style reference
For your bibliographyOnline reading
with our online readerContent validated
by our reading committee
