<div style="page-break-before: always; page-break-after: always;">La necesidad de tener experiencias al aire libre cobr&oacute; mayor relevancia en la pandemia. Las motocicletas&nbsp;de aventura, cuyo precio ronda el medio mill&oacute;n de pesos, tuvieron un auge en ese periodo.
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<p id="3">Esta inercia positiva se mantiene y nuevas marcas, como Triumph, est&aacute;n dispuestas a capitalizar la tendencia. El principal atractivo de estas motos es su capacidad para ir pr&aacute;cticamente a cualquier parte, lo que impuls&oacute; su venta.</p>
<p id="4">&ldquo;Estar en la naturaleza, salir al aire libre y alejarse del caos de la ciudad y el ruido, ese es el atractivo de este tipo de modelos&rdquo;, dice Juan Pablo Mart&iacute;n del Campo, presidente y CEO del grupo importador de Triumph.</p>
<p>La empresa, que comercializa la marca en M&eacute;xico desde 2018, est&aacute; impulsando una renovaci&oacute;n en los concesionarios para transformarlos en centros de experiencias &ndash;m&aacute;s que en solo tiendas de motocicletas&ndash; en donde los clientes puedan comprar todos los accesorios para la aventura. Esta es la era dorada de los servicios y, para sobrevivir, las empresas se est&aacute;n transformando&nbsp;en negocios de servicios, m&aacute;s que de productos. Esto es mucho m&aacute;s evidente en el mercado premium.</p>
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<p>&ldquo;Lo primero que hacemos cuando llega un cliente es preguntarle para qu&eacute; quiere una motocicleta, para qu&eacute; la va a usar, y de eso partimos para guiar a nuestros clientes y darles una mejor asesor&iacute;a&rdquo;, explica Manuel Rivero, accionista de una de las 16 agencias que Triumph tiene en M&eacute;xico.</p>
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<p id="1">La marca de origen ingl&eacute;s ha buscado asociaciones con fabricantes de ropa, accesorios y cascos para ofrecer todo lo necesario en los concesionarios. Rivero calcula que la venta de accesorios, en ocasiones, puede ascender al 50% del valor de la motocicleta. Lograr esa inversi&oacute;n adicional por parte de los clientes requiere, adem&aacute;s de la asesor&iacute;a, un despliegue adecuado en las tiendas.</p>
<p id="2">Tigger, una moto de gran turismo con algunas capacidades off road, se presenta en tienda completamente accesorizada, con maletas de aluminio con capacidad para emprender un viaje de semanas, un parabrisas m&aacute;s alto, defensas e iluminaci&oacute;n adicional. En su parte trasera hay un display con chamarras, cascos, guantes, pantalones impermeables y t&eacute;rmicos. Todos los elementos para que el cliente se visualice listo para la aventura.</p>
<p>La compa&ntilde;&iacute;a importadora ha trabajado con la casa matriz para abastecerse desde la subsidiaria de Triumph en Estados Unidos, luego de las disrupciones log&iacute;sticas que encarecieron el transporte mar&iacute;timo y alargaron los tiempos&nbsp;de espera. &ldquo;Esto nos permite tener un tiempo de respuesta de no m&aacute;s de dos o tres semanas para la mayor&iacute;a de los accesorios&rdquo;, a&ntilde;ade Mart&iacute;n del Campo.</p>
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<p id="2">La compa&ntilde;&iacute;a tambi&eacute;n ha dise&ntilde;ado cursos semestrales de manejo para atender a los motociclistas m&aacute;s j&oacute;venes.</p>
<p id="3">Cuando la mayor&iacute;a de la gente se imagina a un motociclista estereot&iacute;pico de carretera, probablemente imagina a hombres tatuados y vestidos de cuero que recorren la carretera en motocicletas con manubrios altos. Pero en los &uacute;ltimos a&ntilde;os, m&aacute;s mujeres ingresan al segmento, conforme la masa de consumidores se vuelve m&aacute;s joven.</p>
<p id="4">&ldquo;En el pa&iacute;s hay una porci&oacute;n de consumidores que est&aacute;n satisfaciendo su necesidad de movilidad asequible con una motocicleta o scooter. Antes de la pandemia, solo el 2.2% de la poblaci&oacute;n en M&eacute;xico ten&iacute;a una motocicleta y ahora ya es alrededor del 10%. Pensamos que esto va a seguir creciendo de manera importante&rdquo;, dice Mart&iacute;n del Campo. El comercializador espera cerrar este a&ntilde;o con 1,000 unidades vendidas y el objetivo es llegar a 5,000 en 2027.</p>
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