For bike enthusiasts, their names should be all too familiar; during the recent 2016 Singapore Bike Show, we caught up with Eugene Mah of Mah Motors, Michael Ang of Yew Heng Group (official distributor of MV Agusta) and Doc Dol of Motorparts Asia on their thoughts about the event as well as to find out a little more about Singapore’s bike industry.
Eugene: Overall, the bike show is quite good, there is a crowd with a good mix of the general public as well the targeted audience, which consists of bikers and riders in general. In terms of sales there has been, but because its an event, we do not expect a lot of it as we are more into it in for marketing and branding.
Marketing and branding itself, I would consider it a success, as for sales, anything we sell here is considered an added bonus. Triumph is probably the most popular brand here at the show as it caters to the widest range of customers, you got classics, sports bikes and adventure tourers, its a brand that has something everybody wants.
Whilst for the Indian and Victory brands, they are all cruisers so its quite targeted. You also have the Vespas and everybody knows and loves them. It would be good to have another bike show next year, hopefully next year there would be more participants, this year its half a hall, if we can next year it should be a full hall.
We are now more focused on marketing the current brands that we carry because last year we started taking on the Piaggio group, as it is, the Piaggio group already consists of four brands and we need to focus on those. We also got Triumph, which has just came up with a new range of modern classics this year so we also need to focus on the new models.
Overall we are improving sales of course, but the way to improve sales is to go into the lifestyle segment. We want to promote a lifestyle, which defers from the norm of having a bike as a means of transport but instead having one for leisure or a past-time activity; not something that you go back to if you do not own a car.
The motorcycle industry is pretty tough, sales has dropped by about 40%, its a declining industry but its still very fun, its something which I want to be in and not do anything else. You have to have the passion for motorcycles and the industry otherwise its just going to be a struggle!
Its a combined effort by many countries, the media and brand owners. So you can see the European dealers, distributors or trading companies come to Singapore and scout out Asian brands to distribute in their home country. It can happen, but depends on whether we want to do it or not.
For our booth, when we first took it, we targeted it at for a helmet brand we distribute, KYT. KYT, being an international brand already, having riders in MotoGP, is good value especially when you consider that Arai helmets are retailing for SGD$500 and up, we are selling KYT helmets from SGD$150, this is why we sell a lot. During the course of the show, we sold a lot as we came prepared with a lot of stocks – so its definitely good!