Pyxis Yachts, a new player in the motorboat market

© Pierpaolo Lanfrancotti, Flypix/CVS/ Pyxis Yachts SA

Pyxis Yachts is a new brand of motor boats, with headquarters in Switzerland and the shipyard in Tunisia. It is launching its first walkaround model and intends to develop its network.

Water sports specialists

Pyxis Yachts is a new brand of motor boats, launched by Lucio Apollonj Ghetti, a former executive of a French multinational. This Swiss sailing enthusiast has joined forces with his son, a graduate of the INB - training centre for nautical professionals - and Olivier Louedec - former co-director of the Espace Vag shipyard - technical director in charge of setting up the yard and training the workers.

"Even though my heart goes to sailing, the size of the powerboat market is much bigger. It's easier to get started. You start by launching a small 30-foot model and then you develop a range. Either by keeping the hull to adapt it to different deck plans or by making the boats grow in size. The second model is currently being considered, it will probably be a trawler but with a sporty hull, a kind of SUV of the sea" explains Lucio Apollonj Ghetti.

An Italian design

For the design and architecture, the brand called on Italian designers Alessandro Chessa from the Akes Design studio for the exterior lines and Carlo Galeazzi for the interior fittings. "The boats are very seaworthy, capable of sailing in seas formed by high freeboards " says the founder.

A first model has already seen the light - the P-30 WA - with a weekend program. Small cruising, fishing or water sports, its use is versatile. For the motorization, the shipyard has set up a partnership with the engine manufacturer Evinrude. The boat will however be sold without electronics, the owner should contact his dealer.

© Galeazzi Design/ Pyxis Yachts SA

Construction in Tunisia

While the marketing, sales and communication departments are in Switzerland, the boats are built in a shipyard in Tunisia, in Rades, a town on the outskirts of Tunis. The founder is already working with Tunisia and the choice to set up production there seems to him the best choice. Currently, 25 people work in the shipyard, supervised by the technical director. The boats are built in laminate in contact with vinylester.

"The yard has the capacity to produce about 20 boats a year. We want to stay in small series, building good quality, safe, seaworthy boats, with competitive prices." says Lucio Apollonj Ghetti. The P-30 WA is sold 115?000 euros HT without engine, excluding transport costs.

Introductory offers

While waiting for the official launch of the boat in Cannes - the application is currently being validated - and its presentation in Genoa on the Evinrude stand, Pyxis Yacht will soon launch offers on social networks.

The first four models are part of a pre-series with more sporty interior designs and finishes. It is from hull N° 5 that the shipyard has called on designer Carlo Galeazzi - who works on the Chris-craft brand - to take care of the interior and exterior design of the boats. The boats will now be sold with several hull colour and upholstery options.

Thus, the first four P-30 WA will be sold with significant discounts of 25-35% for prototype No. 1.

Beau Malingri, CVS/ Pyxis Yachts SA

Development of a network of resellers

The brand is currently developing a network of resellers. In Italy, it already has 7 resellers, spread from the centre to the north of Italy. It will soon have a reseller in Monaco and intends to develop its network in France.

For the moment, the yard intends to sell directly on the French market, but also with agents on site. It is also in contact with brokers and relies on Evinrude's distribution network to expand.

Developing subcontracting

Lucio Apollonj Ghetti would like to develop the subcontracting of polyester parts in his Tunisian shipyard, for French shipyards looking for savings. A diversification of activity made possible by the creation of two entities - Pixys Yachts SA which manages the design and construction of the moulds and the sale of the boats) - and the production shipyard Pyxis Industries which builds the boats.

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