European L-homologation and T-homologation regulations are due to change by 1st January 2016. Our client, a leading market player, wanted to explore ways to increase its utility ATV business in Europe in light of these upcoming regulatory changes. Ipsos Business Consulting therefore worked with the client team to assess the impact these changes would have on the market in two countries, France and Germany, and identify opportunities for the client within each of these markets.
The client is a leading player in the European ATV market offering a wide range of sports and utility models for both leisure and utility use. Some examples of their motor products are motorcycles, scooters and all-terrain vehicles. In addition, the company offers maintenance services and spare parts such as oils, lubricants and care products. These products are distributed throughout Europe through the client's large network of dealers.
The new homologation regulations will significantly change the market environment in which our client operates and in the absence of a new direction or strategy being set, will result in a drop in European product sales.
Our client is therefore looking to explore the possibility of new strategies for their products, in order to identify ways that they can maintain and then expand their position in Europe.
Ipsos Business Consulting undertook a three staged approach through a combination of secondary research and indepth interviews with key stakeholders, to gather insights which addressed the client's business issue:
Ipsos presented the client with opportunities and implementation initiatives that the client could incorporate in their strategies going forward within these two markets. Some key findings included identifying where growth is most likely to come from in each market, and the strategies the key competitors are employing to grow their business and retain customers in the changing market environment.