MIAMI 2020: Cigarette goes high-end with ‘Hyperlux’ models

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Cigarette Racing and Mercedes-AMG launched their 12th special-edition boat and automobile at the Miami International Boat Show last week, gaining international coverage of the matching performance boat and performance car. This year’s land-and-sea twins were the 59-foot Tirranna AMG Edition with six 450-hp Mercury Racing outboards and the Mercedes-AMG G 63 Cigarette Edition G-Class.

Cigarette president Skip Braver told Trade Only Today that this year’s collaboration between the two companies was more in-depth than ever. “We started talking about a year ago on the project, and these two seemed to make the most sense,” Braver said. “We wanted to make sure they both had the same luxury and sport DNA. That included the same red-accent styling and quality of the upholstery, the custom inserts that went into the front panels of both boat and car, and the gray color.”

The two companies typically invite journalists from mainstream media to cover the event, and the matching speed machines always go viral online. The fact that the 59-foot Tirranna had six 450-Mercury outboards hanging off the transom, giving it a top end of 83 mph, bolstered views. The super-sized center console has the capacity to carry 26 people.

Braver said his company also changed its marketing strategy in the last year, narrowing its boats into two categories: the Heritage and Hyperlux editions. The Hyperlux series includes the Night Hawk and Auroris models, which were also on display at the show. As the name suggests, they are designed for the luxury segment.

“The DNA of the brand has changed in the last 50 years,” Braver said. “In 1969, Cigarette was all about speed. Now people want to spend time with their family and friends aboard the boats. We still offer the speed — after all, this 60-foot boat does 83 mph. But they’re more likely to want to use their boats for other purposes. We’re now adopting different technologies in our boats to improve the quality of life on board.”

The AMG boat has the integrated CZone digital switching system, along with Seakeeper stabilizers. Braver said the company knew the Mercury Racing 450s were in the pipeline when they introduced the boat last year, so they designed the hull around the outboards. “We went to four naval engineering firms to make sure the boat would work with these engines,” he said. “After all, speed is still very important to us.”

Mercedes also spent a lot of time converting a G-Class to the one-off Mercedes-AMG G 63 Cigarette Edition.

“It’s even more individualized than any other car before within our successful cooperation,” said Tobias Moers, chairman of the board of management for Mercedes-AMG, in a statement. “For the first time ever, we followed a holistic design approach in designing both — the car and the boat. The exterior and interior of this one-of-a-kind G-Class Edition was tailor-made in our performance studio in Affalterbach, underlining the high-performance appearance of the Mercedes-AMG G 63.”

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