"Bénéteau is an entertainment group"
During his autumn presentation, Bénéteau Group CEO Jérôme de Metz gave an update on the strategic developments of the French leader in the marine industry. Reviewing the progress of the Let's Go Beyond plan, launched at the end of 2020, he emphasized how the crisis has accelerated the transition, redefining the company's role: "We are a group that creates experiences, an entertainment group. The success of the small boats has allowed us to preserve more jobs than expected. The pandemic has accelerated the entry into new activities (editor's note: boat rental, acquisition of Your BoatClub). We have to create a new business model with our dealers. Our reason for being is still to build boats."
Reorganization of boat brands
Deputy CEO Gianguido Girotti highlighted the efforts made to bring the various brands of the Bénéteau Group closer together industrially, while giving them marketing consistency. "We have fewer brands, but fortified, with now 4 leaders (Bénéteau, Jeanneau, Lagoon and Prestige) and 5 challengers (Four Winns, WellCraft, Excess, Delphia and DB). We want to be the most industrialized in a world of craftsmanship."
A boat tracking application
The Bénéteau Group also presented its new boat tracking application. Intended to collect information on usage and maintenance, the device, called Sea n Apps, should facilitate subsequent resale by the boater. The Vendée-based manufacturer denies that it is seeking to acquire data, emphasizing the interest for the owner. Available from 2021 at Bénéteau, Jeanneau and Prestige, Sea n Apps will be offered for all brands by 2025.
Relaunch of Delphia for electric boats
With the new slogan "Mindful sailing," the group announced the relaunch of the Polish brand Delphia, which was discontinued shortly after its takeover in 2018. "This will be the brand for alternative propulsion. By 2024, we will offer only electric boats. We have the will to be leaders in electric inland waters. As Tesla has changed things on land, on the water it will be Delphia" says Martin Schemkes, brand manager, optimistically.
American boats on steroids
In a surprising communication, the Bénéteau Group presented just a few moments later the development of its American offers. After announcing a new range of "adventure" boats at Well Craft, Nick Harvey confirmed the arrival of outboard catamarans at Four Winns. "It's a new category killer, a deckboat on steroids!" he enthused. When asked about the gaps between these two concepts of yachting, the CEO of the Bénéteau Group emphasizes the differences between the markets, and in turn his economic obligations. "We can't evangelize the world in five minutes. We'll start with Europe, which is more sensitive to environmental issues."
Prestige launches in the multihull
Last novelty put forward during the event, the Prestige brand launches the M Line, a range of motor catamarans. It will complement the Lagoon motor boats. "The Lagoon boats are basically sailing boats. The Prestige catamarans are designed from the outset as motor boats, with the appropriate structure, which will allow for different layouts" explains Gianguido Girotti.
