Whitehaven Motor Yachts seeks inroads into U.S. market

Australian refrigerator magnate Bruce Scott has poured $7 million into Whitehaven Motor Yachts and is looking to bring the boats to new markets.
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Australian refrigerator magnate Bruce Scott has poured $7 million into Whitehaven Motor Yachts and is now looking to bring the boats to new markets, including the United States.

Scott sold his family's 63-year-old business — Scott's Refrigerated Freightways — for $116 million last year.

He partnered with bluewater racing veteran Keith Hanson in 2010 to start Whitehaven, having the yachts built in Taiwan and outfitted with Australian appliances and systems.

Whitehaven unveiled its 6000 model — in Flybridge, Coupe and Sun Bridge versions — at the Sydney International Boat Show, which runs July 30-Aug. 3.

The plan is to roll out a marketing strategy and build relationships with new- and used-boat brokers.

"People who buy boats do not do so lightly; you don't just walk on to a $2 million boat and decide to buy one,” Scott told the Sydney Morning Herald. "But I can tell you this is a brand with serious financial firepower behind it, founded by people who love boats.

"The U.S. is a big market for Australia but also a competitive market, so price is a key factor, and China continues to be a hard market, despite all the hype about the growing middle class, the number of millionaires and so on,” Scott told the paper.

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