Benelli Q.J. Opens Production Facility in Brazil

Saturday, 15 February 2014 @ 08:07 PM ICT

In line with its global expansion and commitment to rebuild the Benelli name as one of the top motorcycle manufacturers, Benelli Q.J. has announce the opening of a new factory in Manaus, Brazil, where all motorcycles models of Benelli will be produced.

The new Brazilian production area total 12,500 square meters, in addition to the nearly 100,000 sqm of the factory which already exists, the production facility was inaugurated a few days ago in the presence of authorities and press which caused great interest among those present.

The ceremony was attended by Ricado Lessman; president and CEO of Minvest, the Chilean ambassador Brazil; Fernando Schmit, Superintendent of SUFRAMA; Thomaz Noueira, Keeway CEO; George Wang, Benelli project leader; Flavio Zanzini, Bramont CEO; Ivan Contreras, Director of the production company; Marcio Lassance and commercial director; Jean Anwandter.

The new factory, which will become a point of reference for Benelli, will produce the most famous models of the production of Pesaro company, such as the Benelli TNT899 and Benelli TNT1130 or Tre-K1130 and Tre-K Amazonas, but also the new models such as the four-cylinder Benelli BN600. With this the Benelli BN600 will no longer be an exclusive made in China model.

The production company promises a bright future for the company: thanks to the new factory, the company aims to deploy its workforce in the coming months and to sell about 2,000 Benelli motorcycles in the Brazilian market through 2014. With this in mind the first dedicated 'Benelli Store' was opened in Sao Paulo, Brazil.

Source

Quote:

---

The new factory, which will become a point of reference for Benelli, will produce the most famous models of the production of Pesaro company, such as the Benelli TNT899 and Benelli TNT1130 or Tre-K1130 and Tre-K Amazonas, but also the new models such as the four-cylinder Benelli BN600. With this the Benelli BN600 will no longer be an exclusive made in China model.

---

This is interesting on a number of levels.

First, Benelli Qianjiang is turning not to China, but to Brazil, to make its bigger displacement bikes.

Second, it's fascinating that Benelli Qianjiang would consider making the BN600 in Brazil. This means that China is not giving them the production efficiencies that once would have been considered irrefutable. Rapidly eroding is the notion of China as the "world's shop floor" capable of making anything better, or at least far more cheaply, than anywhere else.

Third, this could really put it to the other big Chinese manufacturer that has staked a big claim to Brazil: Jialing, through its wholly owned Traxx subsidiary there. Here comes Benelli Qianjiang, with a sexier product line-up and a far more nimble marketing department, and the Jialing/Traxx JH600 might be dead in the water. Reuters recently reported a huge year-on-year reduction in unit sales by Jialing, down to 313,252 units in 2013 from 434,189 in 2012. Are the lights still on at the Jialing plant in Chongqing?

cheers
euphonius

Nice remarks Euph.
Guess it al has to do with the huge potential market there, in relation to the huge import taxes, but still ...