DAFY MOTO… Cher(e)s motard(e)s, ce nom ne vous est sûrement pas inconnu, surtout si vous êtes arrivés sur ce blog, en train de lire ces quelques lignes. Mais vous êtes-vous déjà posé la question de savoir d’où venait ce nom ? Ou s’il avait une signification particulière ? Maintenant que vous êtes là, bien assis confortablement, autant que vous restiez et que vous en appreniez un peu plus sur les débuts de cette petite enseigne auvergnate, devenue leader national de la distribution d’équipements et d’accessoires moto. 3 min de lecture |
L’origine du nom Dafy
Dans Dafy Moto, il y a « moto ». Jusque-là, tout va bien. Nous ne vendons pas de fruits et légumes, ni d’assurances… enfin si, mais ça nous vous l’expliquerons plus tard ! Reprenons ! Pour la partie moto, vous l’aurez compris, les esprits ne se sont pas torturés longtemps pour trouver que ça parlerait quand même super bien aux gens. Mais Dafy ??? Vous avez une petite idée ?! Allez, il est temps de vous dévoiler le premier secret d’une histoire, qui dure désormais depuis 50 ans !
En 1974, le fondateur de Dafy Moto, Monsieur David, est à l’époque associé avec Monsieur Philippe sur les premières années de vie de l’enseigne. Vous nous voyez venir ? Quoi de mieux que de sceller une entente professionnelle et d’en faire un symbole fort qui perdurera, qu’en lui donnant le nom des personnes sans qui la marque n’existerait pas aujourd’hui ? -DA- pour DAVID et -FY- pour PHILIPPE. Vous savez tout ! La seule chose qui n’était probablement pas prévue dans l’esprit des deux compères à l’époque, c’est la notoriété qu’ont prise ces 4 lettres au fil des années…
En plus d’être reconnue du grand public par son nom, une marque doit aussi construire son image. Son logo est généralement la première étape pour développer sa popularité. Celui-ci devient en effet son emblème année après année, incarnant ses valeurs et ses ambitions. Souvent plein de significations cachées au simple coup d’œil, un logo peut cependant vouloir dire beaucoup. Son choix est crucial, mais il doit aussi savoir rester dans l’air du temps et donc évoluer au fil des ans pour ne pas rester figé dans le passé.
Les débuts d’une notoriété insoupçonnée
Dafy Moto, comme toute entreprise, a dû faire ce choix il y a 50 ans… Et autant vous dire qu’en 1974, les codes de communication n’étaient pas les mêmes ! Nous avons toutes et tous déjà souri devant une vieille publicité ; il en est de même pour les logos. Toutes les grandes enseignes de ce monde ont vu leur image évoluer au fil du temps, sans pour autant oublier d’où elles venaient ; alors nous aussi, prêtons-nous à l’exercice et faisons une petite marche arrière.
En 1977, la première identité graphique de Dafy Moto voit le jour avec la représentation d’un fennec noir, choisi à l’époque pour son caractère de redoutable chasseur, sa ruse et sa vélocité. Des traits de personnalité forts, à l’image de toute la persévérance qu’il a fallu pour mener les différentes batailles, portant l’enseigne là où elle est maintenant. À la porte des années 80, Dafy Moto compte déjà 4 magasins à son actif : Clermont, Paris, Lyon et Grenoble ; il était donc temps de créer une identité visible pour les clients et pour les 196 magasins suivants…
Ensuite, dès 1993, le logo de l’enseigne évolue une première fois. Le fennec se modernise et devient un triangle inversé, plus conceptuel et plus design. Depuis cette date et jusqu’à aujourd’hui, l’esprit du logo est resté le même, mais connaît néanmoins quelques évolutions, afin de ne pas rester dans son jus. Par exemple, lors de dates d’anniversaires, il est également décliné différemment, pour marquer le coup sur les passages historiques de l’enseigne. 35, 45… et aujourd’hui : 50 ANS !
Pour fêter ce demi siècle, le logo se devait donc de faire peau neuve et on peut dire que votre fidélité a inspiré les équipes de Dafy Moto ! Un symbole de l’infini, car nous espérons que la route de cette aventure que nous vivons à vos côtés se continue encore de nombreuses années. Votre confiance et votre fidélité au fil du temps sont aujourd’hui la clé de notre réussite, et pour cela, un grand MERCI.
L’incarnation de la marque rouge et noire
En plus du nom et du logo, les entreprises s’adressant au grand public font souvent le choix d’une mascotte pour représenter leur marque. En 2006, Dafy Moto opte pour le loup. Baptisé « Wolfy », l’animal arbore une personnalité à la fois combattive, mais très sympathique ; les clients l’adoptent rapidement ! C’est sous la mine aiguisée du célèbre illustrateur Daniel Isach qu’il se dessine, puis il prend vie quelques temps après, lors d’évènements auxquels Dafy Moto participe en tant que partenaire.
Plus qu’une simple mascotte, Wolfy devient même un personnage de B.D., inclus dans les Mag’Daf’ et catalogues produits Dafy de l’époque. Les clients-lecteurs s’y attachent et peuvent ainsi suivre ses aventures et celles des compagnons de route qu’il rencontre au fil du temps. Encore aujourd’hui, le loup motard attire les fans lors de ses sorties ; peut-être l’avez-vous-même déjà croisé ? Dites-le-nous en commentaire si vous avez des anecdotes !
Vous l’aurez compris, au-delà de la simple mascotte, c’est l’image que véhicule le loup qui décide les équipes de Dafy Moto à faire ce choix.
En effet, cet animal totem n’est pas anodin ; il reflète à la perfection les valeurs que Dafy Moto souhaite véhiculer : la liberté, l’indépendance, la force et la camaraderie. Le loup est un animal qui vit en meute et qui se doit de la protéger, mais qui se veut tout aussi indépendant et libre. Ces caractéristiques correspondent parfaitement à l’esprit motard et aux valeurs partagées par notre communauté de passionnés !
Tout est dit ! Enfin presque… 50 ans d’histoire, ça ne se raconte pas en quelques lignes, mais c’est déjà un bon début. Qu’en avez-vous pensé ? Depuis quelle année connaissez-vous Dafy Moto ? Si vous avez partagé un bout d’histoire avec l’enseigne, n’hésitez pas à nous le partager en commentaire !
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Dafy moto, ce sont mes débuts en 1975 sur ma 125 Honda CBS, mon casque Everest vert métallisé acheté place Philippe Marcombes à côté de la mairie à Clermont-ferrand. Le premier magasin Dafy avec ce vieux parquet en bois hors du temps, mon blouson de cuir Anglais Lewis Leather et mon babour, copie d’un belstaff mais beaucoup moins cher…
C’était Jean-Claude la plupart du temps qui nous renseignait, n’hésitant pas à me dire: ce casque t’intéresse, vas donc l’essayer!
Sur les casques à l’époque, on devait soi-même y coller des autocollants réfléchissants et les visières se verrouillaient à l’aide de boutons pressions souvent difficiles à déverrouiller. Cet aspect là est bien fini et tant mieux!
C’était tout cela ce petit « bouclar » à taille humaine, où, bien que le choix soit limité, nous étions tous contents de trouver quelques équipements pour affronter les frimas de l’hiver, des manchons par-ci, un tablier par-là.
C’était une toute autre époque, où les grandes surfaces, c’était uniquement pour l’alimentaire.
Je regrette aujourd’hui que le personnel change beaucoup trop souvent, il n’y a plus ce lien qui se créait entre personnes partageant la même passion.
Je continue à venir chez Dafy tout comme je vais aussi chez le concurrent d’en face, lui aussi ayant été crée à Clermont-Ferrand, mais quelques années plus tard . Une ville où la moto a un passé glorieux avec dix Grands Prix de France courus sur le circuit de Charade entre 1959 et 1974, ce n’est donc pas un hasard, c’est une suite logique qui continue de vivre intensément encore aujourd’hui…
J’ai connu Dafy, dans le magasin à la bastille a Paris, puis ensuite bien sûr à Clermont fd, bd clementel c’était très sympa. On connaissait tous le monde, c’était près de chez moi. Et puis le magasin a déménagé et a perdu progressivement le côté presque familial pour devenir un gros supermarché de la moto, beaucoup moins convivial. On y faire de très bonnes affaires quand même. Le personnel est plus jeune et toujours très compétent mais je regrette l’ambiance d’avant.
Etant originaire de Clermont Ferrand je connais la marque depuis 40 ans.
Bien comptent maintenant que je vie en Baie de somme de trouver un magasin Dafy à Merlimont.
Bonne continuation.
Pour moi aussi, que de souvenirs du bouclard derrière la cathédrale !
J’y ai acheté mon barbour gras, noir bien sûr avec l’intérieur et tissu écossais rouge, je l’ai gardé des années !
J’ai également le souvenir d’une tête de fourche Bottelin Dumoulin pour ma 400 Honda, installée devant le magasin avant de repartir…
Punaise, ça commence à dater tout ça…. J’ai toujours du plaisir à faire un tour « Chez Dafy ». Même si, évidemment, on est assez loin aujourd’hui de l’esprit du petit magasin d’origine, c’est toujours un bon moment.
1975, ma première 125 en région parisienne, puis des 500 et 750 ont suivi. Dafy est l’icontournable quand on rentre dans le monde de la moto. J’ai migré vers la Bretagne, Dafy st malo et Rennes. Autre migration vers le 64, là , contact avec Dafy Anglet ( et il y en a 2 !👍) 50 ans de moto aussi / 50 ans de Dafy ! Ma hantise quand je pars hors frontières… où me dépanner !? Les motos sont plus fiables, ok, mais c’est toujours rassurant de se dire qu’il y a un Dafy dur la route. Merci à vous Mrs et aux collaborateurs.
frederic, client depuis 1976 dans le petit bouclar a côté de la cathédrale de Clermont, c etait vraiment tres petit mais il y avait l essentiel, premier achat, des bottes d enduro Vendramini. chouette boutique a l epoque
50 ans, ça fait un demi siècle, pas un quart😉
Bonjour,
C’est important de connaître l’histoire d’une entreprise.
Je découvre donc l’origine du nom que j’aurais, comme beaucoup certainement, associée je ne sais trop pour quelle raison au canard noir de la Warner Bros même s’il manque un F. J’ai passé mon permis A à 40 ans et, bien qu’étant Picard, c’est au Dafy Moto de Rouen que j’ai acquis mon premier équipement puis ensuite à Beauvais et maintenant à Amiens.
Longue vie à Wolfy. V
Bonjour
Premier achat, par correspondance, d’une combinaison cuir dès les premiers temps de l’enseigne, toujours client après presque un demi siècle, j’y crois pas…Dans ma tête, je reste toujours pareil…
Le magasin d’Etupes fait perdurer l’esprit, ça fait plaisir
Bonjour Emmanuel !
J’ai eu la chance de « faire mon armée » avec Mr David.
Dans la foullée, un deuxième magasin c’est ouvert à Saint-Etienne… J’étais jeune, trop pour me projeter dans le futur et penser à une carrière avec cette enseigne. St-Etienne n’aura tenu qu’une année. Et je suis parti vers un autre avenir. Je suis resté fidèle client de Dafy, étant toujours motard, çà va continuer. C’est toujours un bonheur de franchir la porte d’un Dafy.
Bonjour,
Est-tu le Claude RAY que j’ai connue à Saint-Etienne ?
Si oui nous avons travaillé ensemble et tu me parlais souvent de ton expérience Dafy….
Gerard cathernet
Du petit bouclard derrière la cathédrale, puis la jolie boutique de la gare routière, jusqu’au bld clementel avec gégé aux commandes, j’ai bien connu l’évolution du Dafy. Forcément aujourd’hui sur Villeneuve, je ne retrouve pas tout à fiat l’esprit fortement motard et moins commercial que l’évolution a dicté. Mais c’est la vie.
Longue vie à cette belle entreprise auvergnate.
25ans que Dafy m’accompagne dans mes choix, professionnel incontournable de la moto et du scooter avec un catalogue de vêtements et accessoires impressionnant! Comment ne pas y faire référence lors d’une sélection pour une nouvelle saison. Quand on est en Roadtrip… un petit souci .., et je pense toute suite à « Dafy, y a t’il un magasin dans le coin ? » et je n’ai jamais été déçu par leur solutions et leur accueil… ( juste un conseil: la signalétique et la sécurité : mettre des plots gris béton ou noir « stop voiture bélier » ou démarcation stationnement dans un univers moto …. Totalement invisibles par temps de pluie ou ensoleillement fort … drôle d’idée dans ce monde de motards?? C’est dangereux dans l’univers de la moto …. Attention à ne pas figurer dans une publication avec un bonnet d’âne … contrôlez tous vos magasins… chute évitée de justes au magasin près de Vence .. super accueil mais plots à repeindre en blanc ) le visuel doit respecter la sécurité du motard avant tout ….