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MOTOREX Magazine 2012 95 EN

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EXPORT Photo: Gonzalo

EXPORT Photo: Gonzalo Rivas Felipe Olivares has been MOTOREX’s man in Santiago de Chile since 2009. The MOTO LINE, BIKE LINE and CAR LINE product lines will soon be followed by others. There is no shortage of opportunities in this market. The FKM garage in Santiago de Chile provides unequalled customer service from A to Z. FKM services several makes, but uses MOTOREX products exclusively. CHILE: PASSIONATE ABOUT MOTOREX Felipe Olivares is focusing strongly on the MOTOREX quality advantage. With a “quality over quantity” strategy and imaginative use of new media, the young entrepreneur has achieved rapid growth with MOTOREX during the past three years. Chile is a land of contrasts. Deserts, snow-capped mountains and volcanoes are all in close proximity to each other, yet there are endless distances. Chile is a South American country stretching more than 4,275 kilometers from north to south, along the Andes and the Pacific Ocean as far as the Antarctic Circle. It averages only about 180 kilometers in width and borders Peru, Bolivia and Argentina. AN INTERESTING MARKET A republic with a president as head of state, Chile is anything but a typical South American country. Many regard it as a "model pupil", thanks in part to the exceptionally high level of education of its 16 million people. About half of all Chileans live in the capital, Santiago de Chile. In the past, the world’s attention has been drawn to Chile by recurring political unrest and the devastating effects of several major earthquakes. Some 26 % of all Chileans are younger than 15, 12 % are 60 or older, the rest somewhere in between. Thus the 28-year-old engineer who is MOTOREX Chile’s general manager is no longer part of his country’s youngest generation. With a solid education and outstanding knowledge of the market, he knows how to make the most of his strategic advantages. The company has seen explosive growth from year to year, and the extremely broad market (nautical applications, alpine infrastructure, etc.) leaves plenty of opportunities for sustainable future expansion. VISIBLE QUALITY “Top quality is when the biking elite use MOTOREX”, Felipe confidently told readers in a recently published trade magazine interview. He first became aware of MO- TOREX through the Swiss lubricant manufacturer’s collaboration with KTM and mountain bike makers Trek, Scott and Merida. When he noticed the breadth and 16

Cyril Despres won this year’s Dakar Rally on his KTM 450 Rally, giving prominent exposure to MOTOREX Chile. Every autograph hunter’s dream: Felipe Olivares has a MOTOREX shirt signed by the entire KTM Dakar 2012 team – including Cyril – on display in his office. MOTOREX is a conspicuous presence at various sporting events in Chile. The personal touch soon turns customers into friends. The MOTOREX Chile team (left to right): Carlos Castillo (marketing manager), Carla Gomez (sales assistant) and Felipe Olivares (owner). depth of the brand’s clearly structured product lines, he knew the time was ripe for MOTOREX to join the old, established oil suppliers in Chile. As we all know, the fact that quality has its price does not exactly open the doors to the mass market. Instead, Olivares serves customers who are looking for a professional solution for demanding applications and will pay close attention to the all-important manufacturer’s recommendations. USING SOCIAL MEDIA Gaining a foothold quickly in Chile can be accomplished either through the painstaking work of building a large network of distributors, or by applying unusually innovative ideas through new distribution channels. Felipe Olivares and his team have done both. The distribution network is growing steadily, and interested parties and potential customers are being constantly visited. But Olivares also uses Facebook®, Twitter® and the Internet in general to directly address motorbike and cycle enthusiasts. “We use blogs to give advice on product choices and applications. Sometimes we put short videos on Youtube®. Young people today like to exchange information around the clock and learn from other people’s experiences. This has helped us increase awareness of MOTOREX throughout the country very quickly. What’s more I can also rely entirely on my righthand man, Carlos Castillo, when it comes to marketing activities!” says Felipe with some pride. DAKAR 2012 THROUGH CHILI Chili, as the indigenous inhabitants called the territory of Chile, was ceded by Peruvian Indians to the Spanish conquistadors in the 15 th century, who later changed the “i” in the name to an “e”. This year the world-famous Dakar Rally ran from sea level in Argentina over the Andes, or more precisely over the Paso de San Francisco at 4,765 meters above sea level. The racers continued over fifteen stages through Chile and on to Peru in January. Naturally our MOTOREX man was there and received a warm welcome from the KTM team. The whole nation joined Felipe in celebrating the fourthplace finish of Chilean Ignacio Casale, a first-time Dakar competitor, in the ATV category. Of course the passionate MOTOREX importer also supports bike and motorcycle talent wherever he can, making the greenand-yellow logo a frequent sight on the winner’s podium. BY SKILL AND PROFICIENCY The national banner of Chile bears the words “Por la Razón o la Fuerza” – “By Right or Might”. Felipe Olivares is well on his way to embodying this proud motto in his successful activities. Not, fortunately, by means of the sharp swords of bygone times, but skilfully and with a great deal of hard work, using the Internet and Chile’s ubiquitous smartphones. • MOTOREX MAGAZINE I APRIL 2012 17



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