{"id":2170,"date":"2005-12-08T22:59:35","date_gmt":"2005-12-08T22:59:35","guid":{"rendered":"http:\/\/blogs.thesocialmedia.com\/leblogmoto\/2005\/12\/08\/succs-commercia\/"},"modified":"2012-07-11T14:12:41","modified_gmt":"2012-07-11T14:12:41","slug":"succs-commercia","status":"publish","type":"post","link":"https:\/\/blogs.thesocialmedia.com\/leblogmoto\/2005\/12\/08\/succs-commercia\/","title":{"rendered":"Les raisons du succ\u00e8s"},"content":{"rendered":"

Vous \u00eates-vous d\u00e9j\u00e0 demand\u00e9 ce qui fait le succ\u00e8s commercial<\/a> d’une marque, ou d’un mod\u00e8le en particulier ? Pourquoi la SV \u00e0 carbus a cartonn\u00e9, et pas sa rempla\u00e7ante \u00e0 injection ?
\"Cbr_rr\"Pourquoi Honda, qui est une formidable machine de guerre industrielle, voit sa CBR 1000 RR r\u00e9guli\u00e8rement devanc\u00e9e dans les chiffres de ventes par les R1 et GSX-R 1000 de ses concurrents ? Pourquoi les sportives de chez Kawa jouissent-elles d’une image plut\u00f4t favorable, en termes d’agr\u00e9ment moteur par exemple, mais demeurent relativement \u00e0 la tra\u00eene au hit-parade ? <\/p>\n

Curieuse alchimie qui fait qu’un mod\u00e8le sort au bon moment, et sait rencontrer les attentes des utilisateurs, cr\u00e9er un nouveau "concept", lancer une nouvelle mode …<\/p>\n

\"Bmw_r1200st\"<\/a>Le design<\/strong> ? C’est point non n\u00e9gligeable, \u00e9videmment, on ne peut nier son influence. Si la SV inject\u00e9e n’a pas l’aura de sa soeur \u00e0 carbu, c’est sans doute davantage \u00e0 cause d’un physique moins facile que du fait de l’adoption d’un syst\u00e8me d’alimentation en essence plus moderne. Mais le style ne fait pas tout, sinon … sinon BMW ne vendrait pas autant de motos \ud83d\ude42<\/p>\n

Les retomb\u00e9es de la comp\u00e9tition <\/strong>? C’est un \u00e9l\u00e9ment qui me laisse perplexe. C’est s\u00fbrement positif pour un petit constructeur qui essaie de se faire une place au soleil, et je ne serais pas \u00e9tonn\u00e9 que KTM<\/a> doive une part de son renouveau \u00e0 ses succ\u00e8s dans le Dakar. Peut-\u00eatre serait-ce une piste \u00e0 suivre pour Voxan,<\/a> d’ailleurs ? (Oui, je sais bien, les moyens requis ne sont sans doute pas compatibles avec les imp\u00e9ratifs actuels de la marque).
\"R1100s_replica_02\"Mais pour un gros constructeur, d\u00e9j\u00e0 solidement \u00e9tabli, le b\u00e9n\u00e9fice est-il aussi \u00e9vident ? Jusqu’\u00e0 l’arriv\u00e9e de Rossi dans leurs rangsYamaha ne gagnait pas face \u00e0 Honda en motoGP, mais vendait pourtant davantage de R1 … En tout cas l’image sportive ne fait pas tout, sinon … sinon BMW ne vendrait pas autant de motos \ud83d\ude42<\/p>\n

<\/p>\n

L’image<\/strong>, tout court ? C’est ce qui assure le succ\u00e8s d’une marque sur le long terme, mais suffit-elle \u00e0 garantir le succ\u00e8s d’un mod\u00e8le ? Assur\u00e9ment pas. Ducati ou Harley sont sans doute les deux constructeurs parmi les plus symboliques de la plan\u00e8te deux-roues, ce qu’on peut v\u00e9rifier au nombre de fan-clubs, ou au nombre de profanes pour qui ces noms sonnent de mani\u00e8re symbolique. Mais \u00e7a ne les a pas emp\u00each\u00e9s de conna\u00eetre l’\u00e9chec commercial<\/a> pour certains mod\u00e8les. <\/p>\n

La sup\u00e9riorit\u00e9 technique<\/strong> ? La r\u00e9putation de fiabilit\u00e9<\/strong> ? Les performances<\/strong> ? La liste est longue … Nombreux sont les param\u00e8tres qui s’entrecroisent, et qui tous, d’une mani\u00e8re ou d’une autre, contribuent au succ\u00e8s populaire.
En tout cas, s’il est possible de donner des explications a posteriori pour justifier le succ\u00e8s d’une moto, bien malin en tout cas celui qui aurait pu pr\u00e9dire les grands changements de tendance qui ont jalonn\u00e9 l’histoire de la moto.
Enfin, plut\u00f4t que pr\u00e9dire, peut-\u00eatre faut-il savoir les provoquer<\/strong> ?
Avoir la bonne id\u00e9e au bon moment, comme Andr\u00e9 l’a d\u00e9j\u00e0 \u00e9voqu\u00e9 ici<\/a> ou l\u00e0<\/a> par exemple.<\/p><\/p>\n","protected":false},"excerpt":{"rendered":"

Vous \u00eates-vous d\u00e9j\u00e0 demand\u00e9 ce qui fait le succ\u00e8s commercial d’une marque, ou d’un mod\u00e8le en particulier ? Pourquoi la SV \u00e0 carbus a cartonn\u00e9, et pas sa rempla\u00e7ante \u00e0 injection ? Pourquoi Honda, qui est une formidable machine de guerre industrielle, voit sa CBR 1000 RR r\u00e9guli\u00e8rement devanc\u00e9e dans les chiffres de ventes par […]<\/p>\n","protected":false},"author":332,"featured_media":6852,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-2170","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"\nLes raisons du succ\u00e8s - leblogmoto.com<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blogs.thesocialmedia.com\/leblogmoto\/2005\/12\/08\/succs-commercia\/\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"Les raisons du succ\u00e8s - leblogmoto.com\" \/>\n<meta name=\"twitter:description\" content=\"Vous \u00eates-vous d\u00e9j\u00e0 demand\u00e9 ce qui fait le succ\u00e8s commercial d’une marque, ou d’un mod\u00e8le en particulier ? Pourquoi la SV \u00e0 carbus a cartonn\u00e9, et pas sa rempla\u00e7ante \u00e0 injection ? Pourquoi Honda, qui est une formidable machine de guerre industrielle, voit sa CBR 1000 RR r\u00e9guli\u00e8rement devanc\u00e9e dans les chiffres de ventes par […]\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/blogs.thesocialmedia.com\/leblogmoto\/files\/2012\/07\/cbr_rr.jpg\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"eric cabrol\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/blogs.thesocialmedia.com\/leblogmoto\/2005\/12\/08\/succs-commercia\/\",\"url\":\"https:\/\/blogs.thesocialmedia.com\/leblogmoto\/2005\/12\/08\/succs-commercia\/\",\"name\":\"Les raisons du succ\u00e8s - leblogmoto.com\",\"isPartOf\":{\"@id\":\"https:\/\/blogs.thesocialmedia.com\/leblogmoto\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/blogs.thesocialmedia.com\/leblogmoto\/2005\/12\/08\/succs-commercia\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/blogs.thesocialmedia.com\/leblogmoto\/2005\/12\/08\/succs-commercia\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/blogs.thesocialmedia.com\/leblogmoto\/files\/2012\/07\/cbr_rr.jpg\",\"datePublished\":\"2005-12-08T22:59:35+00:00\",\"dateModified\":\"2012-07-11T14:12:41+00:00\",\"author\":{\"@id\":\"https:\/\/blogs.thesocialmedia.com\/leblogmoto\/#\/schema\/person\/2d0df6c5d59ff2f74f5d0b431cdcd17d\"},\"breadcrumb\":{\"@id\":\"https:\/\/blogs.thesocialmedia.com\/leblogmoto\/2005\/12\/08\/succs-commercia\/#breadcrumb\"},\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/blogs.thesocialmedia.com\/leblogmoto\/2005\/12\/08\/succs-commercia\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\/\/blogs.thesocialmedia.com\/leblogmoto\/2005\/12\/08\/succs-commercia\/#primaryimage\",\"url\":\"https:\/\/blogs.thesocialmedia.com\/leblogmoto\/files\/2012\/07\/cbr_rr.jpg\",\"contentUrl\":\"https:\/\/blogs.thesocialmedia.com\/leblogmoto\/files\/2012\/07\/cbr_rr.jpg\",\"width\":\"127\",\"height\":\"99\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/blogs.thesocialmedia.com\/leblogmoto\/2005\/12\/08\/succs-commercia\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Accueil\",\"item\":\"https:\/\/blogs.thesocialmedia.com\/leblogmoto\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Les raisons du succ\u00e8s\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/blogs.thesocialmedia.com\/leblogmoto\/#website\",\"url\":\"https:\/\/blogs.thesocialmedia.com\/leblogmoto\/\",\"name\":\"leblogmoto\",\"description\":\"Toute l'actualit\u00e9 des 2 roues\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/blogs.thesocialmedia.com\/leblogmoto\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"fr-FR\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/blogs.thesocialmedia.com\/leblogmoto\/#\/schema\/person\/2d0df6c5d59ff2f74f5d0b431cdcd17d\",\"name\":\"eric cabrol\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\/\/blogs.thesocialmedia.com\/leblogmoto\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/?s=96&d=mm&r=g\",\"caption\":\"eric cabrol\"},\"url\":\"https:\/\/blogs.thesocialmedia.com\/leblogmoto\/author\/eric-cabrol\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Les raisons du succ\u00e8s - leblogmoto.com","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/blogs.thesocialmedia.com\/leblogmoto\/2005\/12\/08\/succs-commercia\/","twitter_card":"summary_large_image","twitter_title":"Les raisons du succ\u00e8s - leblogmoto.com","twitter_description":"Vous \u00eates-vous d\u00e9j\u00e0 demand\u00e9 ce qui fait le succ\u00e8s commercial d’une marque, ou d’un mod\u00e8le en particulier ? 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