Being as close as possible to customers in three very distinct market segments – Sailing (monohulls and multihulls), Dayboating (6 to 12 metre powerboats and day sailing) and Motor Yachting (12 to 24 metre power yachts): this is the challenge of the new business unit organisation set up in 2024. Meet the three directors overseeing these activities.
Dayboating - Better targeting customer needs
“The Dayboating market is characterised by a heterogeneous customer base, with varied profiles and expectations,” explains Yannick MADIOT, Director of the Dayboating business unit. This market has two key characteristics: a balanced geographical spread, with 50% of sales in Europe and 50% in the United States; and a highly diverse customer base, thanks to our five brands*, each of which caters for very different customer profiles. Our dealers generally have one or two preferred segments. This new business unit organisation enables us to address these customers with a focus tailored to their needs. This specialisation is also reflected in the distribution network, where sales forces dedicated to Dayboating ensure even greater proximity to customers. The existence of dedicated design offices optimises the product development process, tailoring it precisely to the specific needs of different types of customer.“
Yannick MADIOT – Managing Director, Dayboating Business Unit
Sailing - Greater agility and relevance
“To serve our customers effectively, it’s essential to listen to their expectations and understand their needs by being at their side,” says Clément HIMILY, Director of the Sailing Business Unit. “A shared passion unites our customers. Their route to ownership is often very long. They are heavily involved in the
purchase and did extensive research into the boat of their choice, which should reflect their personality and their plans. For some, performance is key. For others, elegance, durability and innovation. But every time, our customers are experts in the product they are going to buy. In a market that is cyclical and in the throes of great change – particularly in terms of eco-responsibility and the aspirations of new generations – it is essential that we remain focused on our customers.”
Clément Himily – Managing Director, Sailing Business Unit
Motor Yachting - Meeting market demands
“Customers in our Motor Yachting market often have a comfortable level of income. Demanding and well-informed, they have a real interest in sailing and life aboard their boat,” explains Michelangelo CASADEI, Director of the Motor Yachting business unit. Among the trends in this segment, we are seeing a growing attraction for space on board, cruising comfort and sustainable
development. This new organisation is a key development in our customer-focused strategy to meet customer demand as a dedicated entity. Having a smaller scope in terms of product development and sales management, benefiting from a faster time-to-market and a network with dedicated products and services are all assets we need to leverage to develop customer loyalty further and recruit new users.”
Michelangelo Casadei – Managing Director, Motor Yachting Business Unit
