Sailing, the Bénéteau Group's refuge in times of crisis
During a virtual conference, replacing its usual event at the Cannes Yachting Festival, the Bénéteau Group presented its news for the sailing, monohull and multihull sector to the press. Gianguido Girotti, Group Vice President in charge of brands, highlighted the positive sales figures for the summer of 2020, although they do not compensate for the losses due to the production stoppage during the containment period. He also stressed the group's attachment to sailing boats and their importance for the group in difficult times. "Sailing is part of the group's history and so is everything else. When the sailing market has fallen by 6% in recent years, the group has increased its market share by 8%," said Gianguido Girotti.
Few new yachts unveiled
As for the motorboat segment the day before, the number of new models announced remains limited. 3 monohull yachts were presented, completed by 2 catamarans. Luca Brancaleon, Director of Bénéteau, whetted his audience's curiosity by anticipating quick announcements for the First range, without specifying the content.
An attraction for yachts
The average size of the boats presented is high. The Oceanis 40.1, the smallest of the monohulls, remains of good size. The Oceanis Yacht 54, Jeanneau Yachts 60 and Lagoon Sixty 5, are deliberately positioned in the high-end category. "Since its creation in the mid-2000s, Jeanneau Yachts has attracted loyal customers who want to buy boats of the brand. It's a real owner's market. On the Jeanneau Yachts 60, we offer 19 different interior design versions," says Paul Blanc, Jeanneau brand manager.
Only the presentation of the Excess 11, already unveiled in Düsseldorf at the beginning of 2020, contrasts with this positioning. "It is the most accessible catamaran on the market" asserts Thibaut de Montvalon, director of Excess Catamarans.
The difficult articulation of the House of Brands
The term "Maison des Marques" (House of Brands) was coined as soon as the new Chairman of the Bénéteau Group, Jérôme de Metz, arrived, to evoke the complementary nature of the different brands and a more integrated management under the direction of Gianguido Girotti. With high freeboards to offer maximum interior comfort, one with steps and the other without, the Oceanis Yacht and Jeanneau Yachts seem close in their positioning. When asked about the differentiation between the two ranges of Jeanneau and Bénéteau, Gianguido Girotti smiles: "There is enough room in the area for both. It doesn't matter if one is first and the other second or the other way round. The Oceanis, as a spin off from the First is more sporty than a Jeanneau Yacht, more for the owners. Jeanneau has a wider portfolio, with the possibility of charter."
Another surprising evolution, the announced arrival of a "sky-lounge" option, with benches on the roof of the Excess catamarans for use at anchor, whereas the latter differed from the Lagoons by their willingness to keep a low boom, for more performance and simplicity.
Let's hope that the implementation of the 2020-2025 strategic plan, with the reduction of the brand portfolio (Editor's note: CNB, which will be leaving the group within 5 years, has only been the subject of one sentence confirming a full order book) will allow us to see more clearly in the positioning of each one.
