By 2025, the KTM group posts record losses. Massive layoffs, significant budgetary restrictions on the industrial and sporting levels, uncontrolled slippage in the bicycle sector… A hard blow for the off-road activity because the KTM group drives sales in the sector. This does not prevent the “Moto Verte” activity from experiencing rare dynamism with the arrival of new manufacturers on the market (Triumph, Ducati, Stark Future, Chinese brands, etc.) while the events are in full swing, the number of licensees remains massive in both cross and enduro while trail, returning to a marked off-road inspiration, is further expanding its presence. Some lights are red but the lights are green. What a weirdness! We take stock…
What is the state of health of off-road motorcycles in France? How is the market doing? It's the same questions every year for those who have to deal with the economic aspect of our noble leisure. Or because he makes a living from it, because it is at the heart of his business. Or for its practice. The answer is not linear. Overall, business is going well. The championships are full in enduro, from enduro kid to “France” while the classics are sold out. It is more complicated for the Elite in MX, prey to the combined problems of calendar and pilot remuneration but the regional championships and the Minivert always bring activity, while the number of licensees hardly weakens despite rising prices. Long live us! Off-road drives the FFM in France, with cross, enduro and trial representing more than 80% of the volume of licensees while the number of events organized is stable. We hammer him at a regular pace but the activity deployed by our federal authorities to defend motorcycles and protect practice sites has a considerable impact on his good health. The know-how is supported by impactful communication. It doesn't spoil anything. An idyllic picture then? Do you still want something positive? We have plenty! Brands are increasingly believing in two nipple wheels. No artifice or Coué method but a reality. You have witnessed the resurrection of the “real trail”. Now Suzuki, which we thought was on a drip after a major sporting stroke (no more MXGP, now underdeveloped RMZ, no more motoGP, etc.) is bringing the mid-size off-road trail back to life with the 400 DRZ. A golden piece in the off-road juke box which could well inspire other manufacturers to follow, consolidating the dynamic in our sector. After cross, Triumph is deploying in enduro while Ducati is preparing to deliver its cross machines into production on the same “green” line nourished by its trails range. We bet that enduro motorcycles will not be long in coming. Finally, Stark Future continues its growth. The Varg has set attractive milestones in cross country. Next “target”, enduro during the first quarter of 2025 for what could lead to a small revolution. Not enough to act Léon Marchand in front of the Eiffel Tower but still, if these are not the clear signs of major momentum, these movements do as much good as a swimming pool Spritz lowered under the dodger!…
The annoyances target the enduro market, in clear stagnation since the “whatever it takes” of Covid. As it is masterfully said and repeated by our interlocutors in our investigation (page 80?), the KTM group got its feet caught in the carpet a bit in its management of the post-epidemic (especially with my bicycle branch responsible for 80% of the deficit…), with an overproduction of motorcycles which are now struggling to leave stores, and very high prices which must be sold off, subsequently weakening the second-hand market. It squeaks, it creaks on all sides and since our Austrian friends hold a considerable part of the activity, it's the entire “enduro” business that suffers. We are far from the 10-12,000 enduros completed 15 years ago but fortunately, things continue to run despite less regular bike changes. Let's hope that things move quickly into a growth perspective, like the fantastic success of the Blues at the ISDE in Spain (another proof of the good health of French enduro, so to speak!). The aforementioned elements should contribute to this. So the off-road motorcycle by 2025, is it wow or is it blah? Not at the top of the bill but more than ever on the wave.
Bertrand Sanlaville
Editorial Director
