Yacht Manufacturers Must Change Marketing Strategies to Meet Demand: Gulf Craft

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Sunseeker 38

Yacht Manufacturers Must Change Marketing Strategies to Meet Demand: Gulf Craft

/ 12 March 2010

DUBAI — Yacht industry transformed due to the global financial crisis and manufacturers need to change their marketing strategies to meet buyers’ demand, Gulf Craft Chief Operating Officer Erwin Bamps said.

Speaking at the annual Gulf Boating Conference at this year’s Dubai International Boat Show, Bamps highlighted the defining changes that the yacht industry has undergone in the last two years and the challenges facing yacht manufacturers in the next 12 months.

“The global yacht industry has undergone fundamental changes in terms of product demand and customer behaviour. As the region’s largest and internationally renowned fiberglass boat manufacturer, we have witnessed a transformation of the industry, not only in the Middle East but globally as well. Today’s customers place far more importance on the corporate brand of boat manufactures and need to trust the company’s ability to deliver beyond expectations,” Bamps said.

Superyacht sales at boat show

Companies at this year’s Dubai International Boat Show are reporting good early sales, with one of the superyachts already sold on the first day of the show. The Sunseeker 38 Metre Special Edition superyacht was purchased by a buyer from the GCC on Tuesday, the first morning of the show, for Dh72 million. “The sale of this beautiful superyacht is a great example of how confidence is returning to the leisure marine market, especially here in Dubai,” said Helal Saeed Almarri, CEO, Dubai World Trade Centre.

“We experienced a great number of serious buyers during the first day of the show and we are confident that we will see further good news stories from the Dubai International Boat Show throughout the week.”

Sunseeker is one of the leading companies at this year’s show and have eight boats on display including the Sunseeker 82 Yacht, Manhattan 70, Manhattan 60, Manhattan 52, Predator 62, Portofino 47 and the Superhawk 43.

Azimut Grande launch

ART Marine, the Middle East’s largest importer and distributor of luxury motor-yachts, joined forces with Azimut Yachts to announce the world launch of the new ‘Grande’ range of superyachts at this year’s Dubai International Boat Show.

Four new yachts of over 30 metres were announced ahead of the second day of the region’s biggest leisure marine event. There has already been great interest in the yachts on the opening days of the show.

“We are delighted that ART Marine and Azimut Yachts have chosen the Dubai International Boat Show to launch the new Grande range to the world,” said Almarri said.

Eco-friendly coating

Sunseeker 38

Jotun Paints, producer and supplier of paints and coatings, highlights ‘Megayacht Professional’, a new range of protective and eco-friendly coating solutions for luxury yachts at the show.

The unveiling of the new coating range is in line with the manufacturer’s aim to address the growing demand for increased fuel efficiency, vessel protection and reduced environmental impact within the maritime industry.

The ‘Megayacht Professional’ range is comprised of high performance top coats, antifoulings, primers, undercoats, fillers and sealers, which have been formulated to give luxurious water vessels a silky gloss finish while keeping their underwater hulls clean.

“By launching this range of products, we have an excellent opportunity to help the industry resolve some of its most pressing issues, especially those pertaining to vessel protection and environment-friendliness,” said Stein Kjolberg, Regional Marine Director, Jotun Paints.

Pocket Yacht

Emocean Marine, Abu Dhabi-based boat manufacturer, launched its latest masterpiece, the Charm 27, at the event. Coined as a ‘pocket yacht’ for its optimised use of space and yacht-like features, the Charm 27 holds two sleeping quarters and a living area, stylish interiors and a full range of high-end facilities, all delicately designed into the 27-foot boat.

“The Charm 27 has all the features of a yacht, but which are unique to the size of this boat. It is a pocket-sized yacht, a first of its kind marine product in the region that was proudly conceptualised and built in the UAE,” said Hamad Kassab Bachi, CEO of Emocean Marine.

Some of the unique features absent on other boats of the same size include the world’s smallest marine generator, a powerful marine air conditioner, the latest in electronic drive systems and Italian style interiors combined with American style practicality. abdulbasit@khaleejtimes.com

Sunseeker 38
Sunseeker 38
Sunseeker 38

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