Bénéteau: A step closer to the car dealership model

Headquarters of the boat builder Bénéteau

Bénéteau welcomes an exceptional distributor to its boat sales network. The RCM group, a major car dealer, has taken over the Atlantic sites of Massif Marine and will develop a pilot offer with Bénéteau. A further step towards the automotive model wanted by the former CEO of the Bénéteau group.

RCM takes over the Bénéteau de Massif Marine concessions

The RCM group, a distributor of the Mercedes-Benz, Toyota, Lexus and Porsche brands, is launching into the boating industry. With a forecast of 45,000 vehicles sold and a turnover of ?1.1 billion in 2019, it will now sell boats. The group has announced the acquisition of the 3 Massif Marine sites on the Atlantic coast in Saint-Gilles-Croix-de-Vie, Crouesty and Les Sables d'Olonne. This sale followed the implementation of the recovery of its parent company Chemins d'Océans in October 2018.

A new model of nautical concession

The arrival of the automotive professional in the nautical sector should be accompanied by commercial experiments in partnership with the Bénéteau shipyard in the Saint-Gilles-Croix-de-Vie concession. Although entitled Horsepower, the project concerns sailboats and motor boats. It should focus on services. "This proximity (Editor's note: to Bénéteau's headquarters) will allow us to set up a real collaborative approach in the design of an innovative distribution model and to be inspired by the best practices from the automotive sector. The various departments of the Bénéteau brand will be closely involved in the implementation of this new project," explains Luca Brancaleon, General Manager of the brand.

This desire to be inspired by the automobile is not new at Bénéteau. Hervé Gastinel, the former manager of the Bénéteau group, while sparing his network, did not hide his desire to shake up the distribution system and small concessions, as we noted in these columns .

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