Upset by the pandemic, the change of generation of its trucks has weakened MAN France commercially, particularly in tractors. But the brand is attacking 2021 with an entirely renewed range, the most recent on the market.
For the French subsidiary of MAN, 2020 was to be a year of celebration (its 40 years) and a major launch (the new TG generation). But between confinement, recovery and change of generation, everything has been complicated at the industrial level. Scheduled for the first half of the year, the marketing of the TGX, its premium tractor offer, has been postponed to the second. “The demonstration vehicles were delivered in September,” explains Jean-Yves Kerbrat, Managing Director of MAN France. But the new generation TG now covers the entire truck range, as the TGL-TGM arrived last summer and the construction range in October, as expected. A four to five month promotional tour will begin soon with “distribution” customers. In the spring, it will be the turn of construction vehicles with quarry operations. »
Jean-Yves Kerbrat: “Coming back to our place”
In terms of market share, the year was mixed for MAN: its carriers set a new historic record at 11.4% (+ 0.2 point), but its tractors fell to 8.4% (10.9% in 2019), their worst score since 2010 (7.1%). Jean-Yves Kerbrat, who foresees 45,000 registrations in 2021, does not hide his objective: “To return to our place. “That is to say 11% in addition to 5 t as in tractors.
Johanness Kramer, VI sales director since last November, is in charge of piloting the recovery operation, which will be carried out by means of a complete renewed range. In addition to financing and MAN Rental offers, which are strategic if customers have difficulty borrowing, it can rely on the levers that are partnerships with bodybuilders (19 referenced) and ready-to-go models (Trucks to go). “We are going to increase our stock to be ready in the spring. In 2020, major accounts have delayed their investments, ”says the leader.
Those made by MAN France in its network will reach 100 M € over the period 2017-2022 (70 M € from 2010 to 2017). Last year, the Genas branch (69) doubled its surface areas (indoor and outdoor) compared to the old site, and at the head office in Evry (91), the Service Center Paris Sud got a new look and has grown.
Jean-Luc Foucret
–
