Beneteau CEO upbeat about Asia-Pacific market

By David Robinson
Mon Apr 16 2018, 09:54 AM

Hervé Gastinel says region represents just 5% of the boatbuilder's annual global sales

At his first press conference in the Asia-Pacific region, Beneteau Group CEO Hervé Gastinel told a group of journalists at the Singapore Yacht Show that the company’s different brands makes it unique among global boatbuilders. Gastinel said that its 10 brands offer 200 boat models from 4.6m-32m (15ft-105ft) for three key sectors – day boating, cruising and luxury/premium.

He presented a profile of the group, explaining that its 10 boat brands accounted for €1.025.5bn of the group’s total €1.2bn revenues in 2016/17 – equivalent to 85%. The group builds some 10,000 boats a year, comprising 56% motor and 44% sail. Of these, Europe accounts for 48.5%, the Americas 30%, APAC 7%, Rest of the World 7%, and fleets 7.5%. Beneteau builds boats at 19 plants – 15 in France, two in the US and one each in Italy and Poland.

For Beneteau, the Asia Pacific region represents about 5% of annual global sales but the company has been taking steps to increase its presence in the region. The group’s regional strategy includes:

  • Taking a long-term view in APAC
  • Building on the region’s positive boating trends
  • Growing the boating culture
  • Continuing to participate in tourism developments with a boating component

Gastinel explained the group has built a stronger dealer network including recent ones in Vietnam and Indonesia. An 11-strong team manage Beneteau’s APAC activities from its headquarters in Hong Kong. This, he added, has allowed it to better communicate with its 50-plus dealers in the region. At the show, the French conglomerate had three Asia launches comprising the Beneteau Oceanis 51.1, Lagoon 51 and Jeanneau Sun Odyssey 440.

At the 2018 Asian Boating Awards, held during the Singapore Yacht Show, the company won four categories for its MCY 96, Lagoon Seventy 8, Jeanneau Sun Odyssey 440, plus Jeanneau having the best brand presence in China.

For 2018 Gastinel stated that the group would launch 38 new models made up of seven monohulls, two multihulls, one jet boat, 18 outboard models and 10 inboard craft. The investment for 2018 in new models is €70m.