Marine Business: Eagle soars high with Bertram

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Bertram 630 boat

Eagle soars high with Bertram

02 Feb 2008

EAGLE YACHTS secured the exclusive Australian and New Zealand distribution rights for the acclaimed American-built Bertram Yachts Inc. in early 2005, which at the time coincided with the first new Bertram delivery into Australia in nearly 13 years.

Since then, Eagle Yachts has taken delivery of nine new Bertram’s with a retail value of around $23 million with another two boats due for delivery by mid-2008.

Eagle Yachts embarked on an extensive promotional program through the latter half of 2005 and all of 2006 in an attempt to re-introduce the iconic US brand, which is now owned by one of the world’s largest recreational boat builders, the Ferretti Group.

Eagle Yachts was then able to consolidate its efforts through 2007 with deliveries to key customers in strategic locations around Australia and as far away as Fiji.

According to Brad Rodgers, East Coast sales manager for Eagle Yachts, nearly every model from the Bertram range can now be found in the company’s designated territories.

‘A crucial part of establishing our presence in the market place has been the fact that we were able to invest in getting a number of boats into Australian waters so quickly,’ he said.

‘This allowed customers to touch and test what was a new generation of Ferretti design-influenced Bertrams, rather than having to make judgements out of a brochure.

‘This couldn’t have been achieved without the significant financial backing of our parent company, Cape Bouvard Investments, or without Bertram allowing us to secure boats ahead of normal delivery timeframes.’

Bertram 630 boat

2008 looks like being the watershed year for Eagle Yachts, to be kickstarted by the release of the new 700 Enclosed Bridge at the upcoming Miami International Boat Show. The same vessel will then be shipped to its new home in Western Australia.

Eagle Yachts hopes that the new flagship of the Bertram fleet will soon be followed to Australia by other 700’s. ‘With the current strength in the exchange rate, we expect discerning big boat buyers to capitalise on the opportunity to buy one of the world’s most prestigious brands. People who know boats appreciate what Bertram can deliver in terms of sea-worthiness and performance, evidenced by the fact that nearly all of the Company’s Australian clients are prior boat owners. They love the brand and aspire to own a Bertram.’ Rodgers also described how the Company had worked hard to set up the crucial infrastructure network necessary to satisfy the demands of its high-value customers, anywhere in Australia.

Eagle Yachts unveiled two versions of the Bertram 630 to the Australian market during 2007. The Bertram 630 Enclosed Bridge and Open Convertible both made their east-coast debuts at the Sanctuary Cove and Sydney boat shows. For Eagle Yachts it was an important message to the Australian market showing that Bertram can not only deliver to its traditional sports-fishing market, but also to the critical cruising segment.

‘The enclosed bridge pricing delivers a mixture of performance and luxury with a range that other similar imported makes would find hard to match,’ he said. ‘We think Bertram offers the best of both worlds in terms of cruising or sport fishing, but is unashamedly committed to the reputation of being one of the best open-water performing boats in the world.’

Eagle Yachts sees the main competition in its niche being other American imports such as Hatteras and Viking. ‘We see ourselves being removed somewhat from competing against the higher-volume Australian manufacturers,’ said said. ‘Buyers are prepared to pay a premium for the American imports and are astute enough to know that whilst the bigger power options and heavier displacement may cost a little more, the ride is very hard to beat.’

Eagle Yachts has stock boats available for immediate delivery with new-order deliveries available in the second half of 2008. The Company has offices near Fremantle servicing Western Australia and South Australia while its Sydney office looks after the requirements of Australia’s East Coast with some support coming from sub-agents in Queensland and Auckland, New Zealand.

Bertram 630 boat
Bertram 630 boat
Bertram 630 boat
Bertram 630 boat
Bertram 630 boat
Bertram 630 boat
Bertram 630 boat
Bertram 630 boat
Bertram 630 boat
Bertram 630 boat

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