Azimut/Benetti Group welcomes the nautical season



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For the Azimut/Benetti Group the 2015/2016 nautical season opens with significant news aimed at strengthening growth strategies and development of all the markets of reference; a renewed brand identity; and a 16-model showcase at the Cannes Yachting Festival.

Revised market strategies

With a value of production of over €650 million, an increase of about 10% over last year, 265 yachts delivered and a healthy financial position, the sales forecast for the 2014/2015 season shows a positive trend which can be interpreted as sign of a partial recovery of the market.

The market scenario is very dynamic for the Group which, during these times of relative instability, has nonetheless worked to strengthen its dealership network all around the world while increasingly working towards having a direct presence in each territory. The aim is to protect and nurture markets, not with a multi-brand distributor, but with exclusive distribution of the Azimut Yachts brand in partnership with the best operators available in these territories. This means markets that are directly and professionally nurtured by experts with local knowledge, customer services provided by Group staff and brand exclusivity.

In Europe, the 2014/2015 season closed with an increase in market share which, in this area, represents a third of total volumes. There was an increase in the sales of new models from the up to 50-feet category.

Central and North America were the markets of reference for the Group with significant growth in Latin America. There was a slight drop in the Asia Pacific area which reflects the recent economic downturn in China. There has been a very interesting upturn in the Middle East which has been to the benefit of a new and highly efficient distribution network. In Brazil, sales are going well but are slightly penalised by devaluation of the local currency.

All in all, an excellent season for Benetti with 18 signed contracts of which 5 were for Custom builds over 50 metres. This also demonstrates the effectiveness of the sales strategy and the superb production capacity of the Italian Megayacht shipyard.

Cannes Yachting Festival

Participation at the first boat show of the season is in great style. The Italian boatyard presents a fleet of 16 boats, two of which are Azimut Yachts models and one a Benetti making their debut appearances.

Renewed brand identity

The entire brand identity of Azimut Yachts and Benetti has been renewed. Publicity campaigns, websites, catalogues and images of yacht saloons aim to transfer the true values of ‘Made in Italy’ to all points of contact with clients. The pride felt on entering and taking part in a world characterised by the style and excellence of ‘Made in Italy’ will become an unforgettable experience of contact with a brand name of an exceptional level.

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