Jérôme de Metz, CEO of the Bénéteau Group, answers BoatIndustry's questions about the technological development projects and diversifications of the leader in the yachting industry towards new businesses. He comes back to the digitalization and its stakes.
What technological developments are underway within the Bénéteau Group? What progress has been made on the electric motor or foils since the prototype was unveiled in 2019?
There are a lot of things going on in terms of innovation, in terms of processes, products and materials. The key word is that we are more users of other people's technologies than a technology company. There is obviously a fine line between the two. Our design office works hand in hand with the design offices of engine manufacturers on the subject of alternative engines to combustion engines. This is also true for resins on environmental issues. The group has made concrete progress, but it has not yet been finalized. The foil-powered boat remains a concept boat. The first sailboat with an optional electric motor, the Oceanis 30.1, will arrive in September and the first motorboat from Delphia in the fall of 2021.
What about the new businesses announced in the strategic plan, namely rental, boat clubs and marina management? What form will this take: partnership, external growth?
The spirit is to not just be a spectator. It's interesting to consider being a player. In 2020, we had other operational priorities. In 2021, we're going to put more time and energy into it. We have a lot of discussions with a lot of people. There are almost as many schemes as there are discussions going on. That should result in something in the next 12 months.
What are the projects in terms of digitalization of boats and sales? What is the role of Band of Boats in this strategy?
Regarding the commercial aspect, there will be no direct sales. We still work with our dealer network. However, we want more interaction between us and the end customer. Within 2 years, all brands should be equipped with a more sophisticated online configurator.
As for Band of Boats, there has been a refocusing on the boat transaction. We have some satisfaction and an increasing transformation rate. We are thinking about strengthening this division through alliances or organic growth. In our 5-year plan, this is an independent business unit.
Finally, regarding connected boats, there will be announcements in the coming months. It allows us to collect usage data. This is a strong cultural evolution. We have a very BtoB tradition. Before, we valued the product. Now, we need to look for and better understand how the product is used.
