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Exhibition Salao Duas Rodas 2011
Salao Duas Rodas 2011 Ended without Surprise
  • Date:31-05-2012

 

Like the global motorcycle exhibition industry had encountered, the Salao Duas Rodas 2011 Trade Show Sao Paulo (Salon Two Wheels Brazil 2011) didn't bring any surprises to the foreign motorcycle exhibitors in Brazil. The increasingly localised exhibition is apparently aiming at the local consumers. The remaining motorcycle importers in Brazil after the industry reshuffle are numbered. These few surviving outstanding importers had already carried out in-depth cooperation with excellent motorcycle manufacturers from Japan, China, India and Europe. Some small importers are living in between, and don't have enough strength to import more products from overseas. Along with the motorcycle sales recovery in Brazil and South America, the imports of motorcycle parts is entering its peak season. Many Chinese motorcycle parts manufacturers achieved good sales results at the Salao Duas Rodas 2011.

The sluggish trade show reflected the economic downturn of Brazil this year, and the relatively weakened purchase power of consumers in the gloomy overall economic environment.

Exhibitors from across the world came to the show, most of which included Europe's BMW, Ducati, KTM, MV Agusta, America's Harley-Davidson, Victory Polaris, Japan's Kawasaki, Yamaha, Honda, and Suzuki, China's Jialing, Traxx, Keeway, Shineray, and Haojue's partner Dafra, Zongshen's Kasenski, Iros, Sukadi, Dayuan and Huansong's cooperation partner Ditalay, Lifan, Dihao,Yamasaki, Shengqi, Feishen, and electric scooter manufacturers including Suzhou Rununion, Yadea, Shenzhen TAILG. Shineray, Jialing Traxx, and Keeway showed up with special booths. Mr. Gong Daxing, who is the president of Shineray Motorcycle which is a top seller in Brazil, came to Sao Paulo in person for the show. This proved Mr. Gong took the Brazilian market very seriously.

Apart from PROTORK, other large scale Brazilian motorcycle parts importers like MONTANA, MOTOCICLO, and LAQVILA also attended the show. Chinese motorcycle parts exhibitors were made up of trade companies, and parts manufacturers. Their common feature was that their exhibition products were not high class products. The presence of well known Chinese motorcycle parts manufacturers was rare. The low grade parts on display also reflected the attitudes of some parts dealers who were new on the South American markets. To the contrary, products upgrade has begun along with the rise of Brazil. Low grade motorcycle parts will have no market in the future.

I will give some data here regarding the Brazilian market.

Picture 1 shows Brazil's five regions: Middle West, Northeast, North, Southeast and South. By the end of June 2011, their respective market shares were: 10.49%, 33.56%, 10.88%, 35.87% and 9.19% respectively.

Apart from the Southeast Brazil, which is the big market traditionally and experienced a sales decline in 2008 due to the economic crisis, has an increase from a year earlier, other regions are all steady. It is a good choice for motorcycle manufacturers and parts traders to put their efforts in either the matured Southeastern region or the constantly rising Northeastern region.

The market share of Honda went up from 2010. Its base number is big, so each increase is achieved with difficulty, and an increase of 1.61% was a good job. In addition, the growth of KASINSKI is fast. Suzuki had the biggest fall (1.43%) among the top five motorcycle brands. It is easy to notice that the concentration of motorcycle brands in Brazil is getting higher and higher which means that the sales and market shares of other brands will be affected. However, some traditional well known American and European motorcycle manufacturers maintained steady growths.

We can see from table 2, among the four dominant Japanese motorcycle manufacturers only the sales of Suzuki had certain degree of decline, the sales of other three Honda, Yamaha and Kawasaki all remained steady. It's delighting that the sales of Chinese joint ventures or cooperation partners of Chinese motorcycle manufacturers including KASINSKI (Zongshen), Shineray and Iros all increased greatly. Those motorcycle manufacturers with sales falls include SUNDOWN, GARINI and MVK. Motorcycle sales of HAOBAO, which came to invest in Brazil a long time ago, were not pleasing. It's a great pity to learn its sales of 761 units of motorcycles in 2010. DAFRA listed top 3 as expected. This result owed greatly to its in-depth cooperation with Chinese Haojue and Indian TVS. However, the incomplete after sales services let some DAFRA consumers down. We hope that its cooperation with BMW and TVS will strengthen its after sales services in the future.

Best selling model determines motorcycle sales. The following figures are comparison between the sales of best selling models in 2010 and 2011.

We can see from the table 3, among the four dominant Japanese motorcycle manufacturers only the sales of Suzuki had certain degree of decline, the sales of other three Honda, Yamaha and Kawasaki all remained steady. It's delighting that the sales of Chinese joint ventures or cooperation partners of Chinese motorcycle manufacturers including KASINSKI (Zongshen), Shineray and Iros all increased greatly. Those motorcycle manufacturers with sales falls include SUNDOWN, GARINI and MVK. Motorcycle sales of HAOBAO, which came to invest in Brazil a long time ago, were not pleasing. It's a great pity to learn its sales of 761 units of motorcycles in 2010. DAFRA listed top 3 as expected. This result owed greatly to its in-depth cooperation with Chinese Haojue and Indian TVS. However, the incomplete after sales services let some DAFRA consumers down. We hope that its cooperation with BMW and TVS will strengthen its after sales services in the future.

Best selling model determines motorcycle sales. The below figures (table 4) are comparison between the sales of best selling models in 2010 and 2011.

We can see that Japanese motorcycle manufacturers hold the absolute advantages on the Brazilian motorcycle market as eight out of top 10 best selling models are from Honda, and the other two from Yamaha. However, DAFRA can enter top 3 in total sales has a great to do with the popularity of India TVS APACHE RTR 150. This also reflects Brazilian consumers' recognition of Indian motorcycles for their practicality and durability. The sales of Zongshen KASINSKI 150cc and 250cc are increasing greatly. The table shows that the 125cc to 150cc displacements motorcycles are still the dominant displacements, and the 250cc to 600cc displacement motorcycles are also on the rise steadily.

The popularity of Japanese motorcycles on the Brazilian market owes to the support of their great banking network and also their product quality and complete after sales services. This makes Japanese motorcycle manufacturers No. 1 on the Brazilian motorcycle market, the nearly 93% market shares of Japanese motorcycles is enough to prove this. Although it's not easy to shake the dominant position of Japanese motorcycle manufacturers on the Brazilian market, Indian and Chinese motorcycle manufacturers are beginning to develop the Brazilian market for the second time, and becoming the true dominating brands are the core business of these challengers.

 

Video
Basic Information
Date:
04.10.2011 - 09.10.2011
Address:
Anhembi Show Pavilion
  Selected Exhibitors list

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