Two new brands of motorcycles, Kove and Macbor, land in France jointly with the creation of the MB Motor France subsidiary. These two new manufacturers intend to make room for an already well -busy market and which has recently seen new entrants arrive.
The creation of the French subsidiary, MB Motor Francehas been effective since March 27 under the leadership of the Spanish importer Bordoy motorcycles. Kove and Macbor are two manufacturers distinct from each other, displaying each of the different philosophies and very singular market positions. In fact, the product strategies of these two brands will not phagocyter between them. The French market is already cataloged with “mature” due to manufacturers historically in place and new entrants in recent years – in fact, MB Motor France will have a lot to do to deploy, but the motivations are there.
Bordoy motorcycles: What is it?
The Bordoy family started in the motorcycle trade by distributing, From 1971the brand’s Italian motorcycles Cagiva Via a company created not far from Barcelona. At the end of the 90s, the Bordoy family decided to create its own brand: Macborwhich was oriented at its beginnings towards the creation of mini competition motorcycles for children – Spain being very fond of motorcycle competitions, it was necessary to meet an increasing demand. Then, the team of the Bordoy brothers wanted to expand its offer via road motorcycles, wanted affordable and general public – a bit like the French brand Mash, but without confining itself to a resolutely retro style. From 2017, Macbor offers a route range of small displacements of all kinds and from China. Motos Bordoy now has 110 employees in Spain, 150 dealerships and 1,000 technical assistance points on Iberian territory.
The originality of Bordoy motorcycles lies in its functioning in terms of industrial partnership. Indeed, rather than getting closer to an exclusive industrialist to design and order his production of motorcycles, Motos Bordoy chooses the industrialist most likely to provide him with the desired motorcycle in question. The custom can come from such a Chinese industrialist when the trail can come from another. An action plan which allows not to be feet and hands linked with a single technical interlocutor – but which also requires more substantial logistical monitoring and flexibility in the monitoring of production and its routing.
This operating mode is not new, however, as we have seen in particular with the Austrian company KSR Group which has multiplied the brands by being scored on different manufacturers. In France, companies like DIP or SIMA have already used different-suppliers, even if these French entities prefer to work with an industrialist chosen and that, over time.
Kove: the Chinese manufacturer who comes from the desert
The general public discovered Kove motorcycles through the EICMA fair in Milan, then by the presence of Kove motorcycles in the Dakar rally with some success, especially for the reliability of its motorcycles in the end less expensive than the KTM, Yamaha or Honda. Kove has also taken over the road segment with different models and also the world of motorcycle sport on the circuit within the Supersport 300 world championship, with a race for the race. The philosophy of the Kove brand is very sporty, very close to the leisure-Plaisir motorcycle and with a leitmotif of power-power relations which is reminiscent of KTM. However, this philosophy could move significantly due to the distance from his illustrious boss and founder, Zhang Xue, who came to the motorcycle industry through competition. Motos Bordoy is getting closer to the Kove brand and wins its distribution for Spain, Portugal and now France, even if rally motorcycles (450 cm3) remain distributed by another distributor.
Macbor: a clean brand of bordoy motorcycles
Macbor is the clean brand or distributor brand of the Bordoy motorcycle importer. Macbor’s vocation is the general public and far from the world of sport. Macbor motorcycles are small and medium -displaced, intended for B, A1, A2 permits. They integrate the market into a context of inflation and bet on the best value for money to attract a beginner and/or young audience. The 125 cc are designed for great ease of access and assertive userity of use. Motorcycles of more than 125 cc aim for an audience of “switching” as occasional users. Macbor attaches importance to the fairer sex with low and accessible motorcycles.
At a time when we publish, more than 35 French dealers have joined the MB Motor France distribution network and the ambition is to quickly advance this workforce despite a delicacy market this year.
Official sites:
Kove Moto France
Kove Moto Racing for Rally Raid
Macbor moto France
