Groupe Beneteau Outlines New Strategy

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Groupe Beneteau has adapted the model lines of the eight brands it will retain in its post-pandemic strategy, and is changing the value propositions of the brands, according to CEO Jérôme de Metz.

“The brand pyramid is the essence of each brand,” de Metz said in a webinar last week to lay out the company’s five-year strategy.

The group will focus on four market segments: dayboating, real estate on the water, monohull sailing and multihull sailing, de Metz said during the announcement, adding that Beneteau will seek partnerships for four of its brands, including Glastron and Scarab.

Dayboating is the world’s largest market in terms of both volume and value, said Gianguido Girotti, executive vice president and CEO for brands and products. It’s also the most fragmented, he said. Groupe Beneteau occupies 12 of the segments with six brands, he said.

“Tomorrow our objective is to have a worldwide penetration of this market win 13 segments with four brands,” Girotti said.

In part, that will happen with a transition for Four Winns. “The American brand Four Winns … will be the only brand in the group to offer outboard catamarans worldwide,” he said.

Beneteau and Prestige will continue to focus on real estate on the water, and the group is making a specific push in the 40- to 80-foot segment left open when Sea Ray stopped building models larger than 40 feet.

“The group wishes to help its brands and its customers in these demanding markets, especially in the over-60-foot segment,” Girotti said. “Of the 12 segments that make up this market, the group is present in eight segments with six brands. Tomorrow our objective is to have a worldwide penetration of this market in seven segments with three brands.”

Delphia will focus on inland navigation, and electric power will be a key offering for the brand, Girotti said.

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