Interview / Dometic, from fridge to marine toilet under a new unique brand.

Dometic Masterflush Toilets

Julien Le Feuvre, head of Dometic's OEM Marine department, explains the OEM's new strategy and its consequences. End of Cruisair, Marine Air, SeaLand or WAECO brands. New image...

BI : What are the motivations for creating a unique Dometic brand?

Julien Le Feuvre: The main objective of Dometic's new positioning is to create a brand recognized worldwide by our customers. At the heart of this choice is a special focus on our end consumers. By harmonizing distinct brands, we unify our capabilities and clarify Dometic's position as a leading provider of intelligent solutions, with the resource and expertise to meet the needs of shipyards, mariners and owners.

The aim is also to highlight that all the group's equipment, from air conditioning to toilets, including refrigerators and watermakers, are part of the same product family, offering the same high level of engineering and design. This will immediately be seen with our new graphic identity, present on all our products and packaging.

This new image will also identify our products worldwide as a reliable solution, produced by a complete company that provides not only for the nautical market but also for all nomadic lifestyles, from caravans to trucks.

What are the consequences for the distribution network?

We anticipate a positive effect of the new single Dometic brand for our distributors and resellers, as well as for us as a company and for customers. Previously, our products were sold under different names. The increased visibility of the new brand will give it greater weight and consistency in the distribution network. It will make it easier for customers to choose, at home or when travelling.

Are there also issues on the mutualisation of production?

There is obviously no prospect of a drop in production. On the contrary, we are preparing to support the brand's strongest visibility. Brand harmonization will not affect supply.

Some brands, like Waeco or Cruisair, were known. Don't you fear a loss of notoriety for the products of these brands?

We have seen great customer loyalty over the years for our brands like Marine Air, Cruisair or SeaLand. It is therefore important to remind customers that the expertise and innovation associated with these brands will not be lost. We continue to build on this legacy within Dometic.

Dometic is already a very strong brand in Europe and worldwide. We are therefore confident that the new identity will further strengthen our leadership position in marine equipment.

What is France's share of Dometic's business?

Dometic France represents approximately 3% of Dometic's total sales.

What is the most important market for you between original equipment and aftermarket?

While the aftermarket activity has been more important for Dometic in recent years, it is important to stress that Dometic has an equal interest in OEM and OEM. We have the expertise and capabilities to design, develop and supply custom equipment for shipyards and boat builders. These possibilities will be even more important with the new brand.

Innovation and new products also ensure the growth of the aftermarket for customers looking for ecological, economical and functional solutions.

What are the evolution objectives for marine activity?

Our goal is to strengthen our leadership position, surpassing market results through innovation, focusing on essential offshore customer needs and communicating through our extensive support network. We have 22 plants worldwide and sell our products in over 100 countries. Our goal is to continue to build on this foundation to satisfy our customers and ensure future growth.

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