After a few years of stagnation, Suzuki seems to be reborn, and proof of that is the new GSX-S 1000 GX. That’s why we wanted to talk to the Sales and Marketing Manager of Moteo Portugal S.A., João Nuno Cruz, about this and other topics related to the company from Aveiro that has several brands in our country.
Originally from Angola and 51 years old, João Nuno Cruz (or just Nuno Cruz as he prefers) has been one of the key figures at Moteo since 2019. Since then, the company has shown great stability, not only with Suzuki – which will always be the renowned brand of the Aveiro company – but also with the other brands it sells in our country, which led us to this brief interview conducted during the national presentation of the new Suzuki GSX-S 1000GX.
Motorcycling – Nuno, when the Suzuki brand showed global intentions to withdraw from sports competitions, with MotoGP at the forefront, was that something that left you – and personally left you – concerned about the future of the brand?
Nuno Cruz – Honestly not worried, hopeful yes. This response has a framework that is the fact that Suzuki had already internally expressed the need to reinvest in the development of its commercial range and that would imply making some concessions in terms of company organization and resource allocation. Financial resources, human materials as well. So not worried, we naturally kept the brand’s DNA that is very connected to competition and sports, and we were somewhat dismayed, but it was a decision that brought us hope for a renewal of the brand that we are seeing, so clearly the answer is that we were not worried. Personally, I am not either, but hopeful.
Motociclismo – Following this first question, that question that many fans of the brand would also like to ask. How is the Suzuki two-wheeler brand doing globally at the moment?
Nuno Cruz – The operation of Suzuki on a global scale has very distinct facets. When we talk about the European market and the restrictions that exist today in community regulations, this makes Suzuki’s range short and the framework is one. When we look at it on a global scale, the framework is completely different, and I think it’s not just for Suzuki, it’s something that all brands suffer from today with these restrictions from the European Union, and they are starting to focus on markets that are, well, more free and less restrictive from a development perspective. So, globally Suzuki is experiencing a positive moment, very positive, after going through complex years. And we’re talking about the Asian market, the Indian market, and the North American market, which make Suzuki’s overall numbers globally interesting.
Motociclismo – Many motorcyclists in Portugal, especially those with more years in the field, still remember Veículos Casal as the company that worked with Suzuki. How is Moteo implanted compared to that old company?
Nuno Cruz – In the end, Moteo is actually Veículos Casal, there was just a name change. The tax number is the same, and when the capital of Veículos Casal was bought by Moteo Two Wheels, the Belgian group to which we belong, obtained this name transformation. Naturally, today Moteo’s activity is much more extensive than Veículos Casal’s, which was born to sell Casal, later to import Suzuki. Other companies were born around it, some to import SYM, others to import Ducati and Peugeot at the time, and then with this acquisition by Moteo they merged again, a great amalgamation. So today Moteo has a much more extensive activity in the mainland in terms of dealerships than it had when it was Veículos Casal with Suzuki.
Motociclismo – And they have always remained under the umbrella of the Belgian group until today.
Nuno Cruz – Exactly, and we have expansion projects for Spain and Germany, so the Moteo group is growing into other markets. There are 8 markets, and even the Spanish operation will be based on the Portuguese team.
Motociclismo – Regarding the current range of Suzuki motorcycles, it is a range that has been updating a lot, but still has some gaps. What kind of models are most needed at this time?
Nuno Cruz – Well, in this aspect we have to talk about what the market is looking for. It is clear that our range is already a bit more enriched. We have launched some interesting models and this pace will continue in the coming years and will accelerate, I can’t say much more. Now, naturally we lack something in the mid-range, as the Suzuki range goes straight from a 125 cc to a 650 cc. And here in the middle we think there is space for something in various segments, road, trail, etc. We lack a custom in our lineup, and Suzuki being a predominantly sporty brand does not have a true sports bike at the moment, since the Hayabusa is what it is, it is not a sports bike and the GSX-R also does not fill the role of a pure sports bike. So we have some “gaps” here, both in terms of displacement and in terms of product type.
Motociclismo – However, Moteo is not just Suzuki. How are the other brands in the group, namely the newly arrived F.B Mondial?
Nuno Cruz – We do indeed have a large portfolio of brands, not always ideal, as having more brands is not just about adding products, there is a complex logistics behind it and the team is the same, so to speak. But we have mixed behaviors. SYM is also a historic brand in the Moteo group, in fact, it is the brand that the group has in all the countries where it currently operates. It is the largest private importer of SYM worldwide, and we have a very good relationship with them and we even have a logistics base with them in Belgium, which serves SYM subsidiaries in Europe. The brand is very vibrant, showed good news at EICMA, and the brand will continue to evolve. Among the more historic brands, Peugeot is going through a somewhat turbulent moment in its history, one of many it has had throughout its life. At the moment, it shows some stagnation in terms of range and development, and we maintain a somewhat expectant spirit regarding what the future will hold. In the other brands, electrification is a key point, and Moteo was one of the first private importers of some size to invest in electrification. The European market had a fantastic growth peak last year, but this year is declining in motorcycles as it is in cars.It’s a market that is still very green to me, and I still have my doubts. I think in terms of mobility it makes perfect sense, and I’m naturally talking about Super Soco, because it’s a product that makes sense and the market will have to adjust, as dozens of brands are emerging daily and there is not enough room to absorb all the players that are appearing. As for Energica, it’s a niche product within a niche, with high-performance motorcycles. For us, it has always been a matter of prestige and that’s what we want to have, with a brand that is a reference and we will continue to bet in that direction. As for the new additions, F.B Mondial is the latest and comes within the scope of what I mentioned earlier about Moteo’s expansion, going to other markets like Spain or Germany, with brands to work with. In this search for partnerships, the opportunity for F.B Mondial to be negotiated on a global scale in all countries arose. In this group policy we are part of, we have to work with what comes up, and in this case we are talking about another historic brand, which has also gone through several difficult moments like many Italian brands. At the moment, the brand is part of the Pelpi group, in the hands of someone who has many years in the two-wheeler industry and has always been connected to the industrialization of two-wheelers. A person, and I’m talking about Cesare Galli, who has a very interesting vision for the brand. We have expectations, you must have seen that in Milan the brand presented a Piega 452 which is an “out of the box” motorcycle and I think we will continue to work a bit in that direction, with hope even though it’s not an easy path.
Motociclismo – And expectations regarding this new GSX-S 1000GX?
Nuno Cruz – The expectations are interesting. The market where the GX will fit is not very large, it is a product concept where there are not many competitors. Suzuki itself identified two competitors, the Kawasaki Versys 1000 and the BMW S1000XR, and that was a bit of how things started. Interestingly, at least so far, the bike is receiving much more receptivity than I expected, from the general public, from the commercial network itself, because it is not a mass product it is creating appetite in dealerships, and that is interesting. If you ask me if we will achieve fantastic sales with this GX, that is not the goal. But it will certainly surpass the sales of the GT, that is clear.
