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Iranian motorcycle production statistics in 1399 / Analysis of the country’s motorcycle industry

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Racists: Compound is the fourth need of the people of the society. The first human need is air, food and water, the second is clothing and the third is housing. Therefore, motorcycle manufacturers need to change their marketing and sales in view of the difficult economic situation of today’s society.

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According to Motorcycle News, Mohammad Ali Nejadian, Managing Director of the Motorcycle Industry, wrote in a note: “Last year, the outbreak of the Corona virus affected the whole world and imposed mandatory closures on the world motorcycle industry, but eventually the Iranian motorcycle industry grew and in total The record was broken three years ago.

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List of contents you read in this note:

1- Defining needs, wants and demands
2- Reasons for increasing motorcycle numbering in 1399
3- Companies that were active and semi-active in 1399
4- Statistics of motorcycle numbering in 1399
5- Production statistics of Iranian motorcycles since 2001

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1- Defining needs, wants and demands

Before examining the state of Iran’s motorcycle industry last year, I begin my analysis by defining some basic marketing concepts from Philip Cutler and Colin Lynn Keller, some of the most respected marketing thinkers and theorists in the world. I do.

Definition of needs: They represent the basic needs of human beings. People need air, food, water, clothing and shelter to survive. Humans also have a strong need for recreation, education and travel. (Refer to Maslow’s Pyramid for information on classification of needs)

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Definition of desire: It is noteworthy that desire is formed when a person leans towards a particular object to satisfy his needs. For example, an American may satisfy his “need for food” by eating a hamburger, french fries, and soda, while an Mauritanian may satisfy the same need by eating mango, rice, and peas. Thus, it can be said that an individual’s desires are shaped by the society in which he lives.

Definition of demand: This term means that a person wants a particular product, which is associated with his ability to pay to buy that product. Many people want a modern car or motorcycle, but there are few who can afford such cars or motorcycles.

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Therefore, in addition to determining the number of people who want the product, companies must also determine the number of people who can afford the product.

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Question: Do marketers influence needs or wants?

The difference between need, demand and demand leads to criticisms such as “marketers create special needs” or “marketers encourage people to buy products that they do not really need”. Therefore, it should be noted that marketers do not create any new needs; Because needs existed before marketing came into being. Marketers, given the social and cultural conditions in societies, can only influence the desires of individuals.

For example, a marketer can only satisfy people’s need for social status by offering a luxury car or motorcycle, but he can never satisfy that need.

Knowing the needs and wants of people is not an easy task, because human beings have many unknown and unconscious needs. Even if a person is aware of a need, he or she may not be able to articulate it or may show it in a way that misleads marketers into recognizing the need. For example, when someone says they need a strong motorcycle or a quiet hotel, what is their real need?

Marketers consider five basic needs:

Expressed needs: A customer wants a cheap motorcycle
Real Needs: The customer in the example above actually wants a low-maintenance motorcycle, not a cheap motorcycle.
Unspecified needs: The customer wants appropriate and cheap after-sales service from the engine manufacturer
Satisfactory needs: The customer asks the seller to install a navigation system on the purchased motorcycle
Hidden needs: The customer wants to prove to his friends that he has made a successful purchase

Merely meeting the stated needs may lead to customer dissatisfaction; Because many customers do not know exactly what products they need. For example, when mobile phones first came on the market, many buyers did not know what kind of cell phones they needed. Meanwhile, Nokia and Ericsson, recognizing the different needs of customers, were able to design and supply mobile phones that took into account the different needs of customers.As a result, the two companies formed customer demands and made them dependent on themselves. In a competitive environment, offering the product that the customer ostensibly wants cannot satisfy the customer. As a result, leading companies are teaching their customers how to express their true wants and needs.

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2- The reasons for the decrease in production in the last three years and the increase in motorcycle numbering in 1399

Among the reasons that led to low production of motorcycles in the last three years:

A- Preventing the numbering of carburetor motorcycles and the import of low-quality injector or injector products:

Numbering of 733,890 carburetor motorcycles in 2016, which was definitely more than the “sales capacity” of that year. Note here that sales capacity does not represent “wants and needs”. Because, citizens may need or want motorcycles, but they can not buy them due to economic problems. Of course, from another point of view, the Iranian motorcycle industry produced an average of 620,000 motorcycles a year from 2007 to 2016, but the reality of that year should not be assumed to be the same as previous years and the demand situation in 2016. Because, this number was compressed in the second half of the year.

B- Occurrence of some closures which are:

2016: About 5 months off due to a decree to prevent the numbering of carburetor motorcycles
2017: Closed for about 6 months due to non-production of injector propulsion by foreign factories
1397: The first half of the year is closed for 4 months due to the issue of Euro 4 and the second half of the year is closed for 4 months due to the plan to scrap worn-out motorcycles.
2009: About 2 months off due to the fact that 10% of factory production should be allocated to electric motorcycles.

C- Inflation, high prices and shrinking people’s table.

Other factors that increased motorcycle sales in 1399 include the following:

Special sale of several companies in 1399
The outbreak of the Corona virus has caused people who did not use motorcycles to use the vehicle due to the poor condition of public transportation.

Expand the variety of products in the world
Expansion of exhibitions and stores of several famous companies
Expensive and quota gasoline
Expensive car

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3- Companies that were active and semi-active in 1399

In 1399, the two poles of the Iranian motorcycle industry, with a large difference from the third rank, were:

Niroo Motor Production and Industrial Group (19.4%)
Kavir Motor Group (17.2%)

Also, motorcycle manufacturers who received license plates in 1399 are:

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4- Statistics of motorcycle numbering in 1399

In 1399, a total of 211,466 motorcycles were numbered, with the highest monthly statistics belonging to Esfand with 53,334 units. Meanwhile, the total number of license plates in 2017 was 116,536, which was a total increase of 81.4% last year. Also, in March 2017, 15,753 license plates were issued, and this March 2016, compared to the previous year, it has increased by about 338.5 percent.

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Motorcycle production statistics from 2009 to 1399 by month

5- Production statistics of Iranian motorcycles since 2001

The statistics are quoted in two columns below. The first column is based on information collected by the Motorcycle News from various sources over the past few years, and the second column is a statistic that the Iranian Motorcycle Industry Association has. It is noteworthy that over the past few years, official and government sources have refused to disclose motorcycle numbering statistics (even to the association).

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• خبرنگار : محمدعلی نژادیان
• منبع خبر : موتورسیکلت نیوز

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