From a volume policy to a value policy
At a well-organized press conference, the Bénéteau Group gave its annual update on its strategy on the eve of the Cannes Yachting Festival 2022. The management team, reshuffled during the year, is now headed for the boat part by Gianguido Girotti. The latter was delighted with the conclusion of his first House of Brands project: "We have now succeeded in rationalizing the brands. The Bénéteau Group is a multi-specialist. We are moving from volume-based growth to value-based growth. This involves branding, design and excellence."
This reorganization is reflected in the new positions on the organization chart and the vice-presidencies, which no longer refer to any of the Bénéteau Group's boat brands. Erik Stromberg, vice president of powerboat and motoryacht, and Damien Jacob, vice president of sailing, took to the podium to talk about the new products in the catalog. Each of them spoke about the boats without dwelling on their brand, from the DB43 to the Excess 14 catamaran, the first of the second generation of the young multihull brand, via the First 44.
Sustainable leisure
While the Bénéteau Group was still saying in 2021 that its status as a heavyweight in the sector made it difficult for it to carry out breakthrough innovations in construction or propulsion techniques, the tone has changed in 2022. The group's new managing director Brune Thivoyon, without quoting anyone, mischievously explains on the subject of sustainable development: "The group has always been attentive to this. It tends to do more than it says, unlike others.
In this field, Gianguido Girotti mentions the current projects in composites, with the 1st First 44 made with Arkema's Elium recyclable thermoplastic resin or the 2 Mini 6.50 prototypes for The Arch event.
In terms of propulsion, he recalls the partnership between Four Winns and Vision Marine for an open electric hull with 180 horsepower, as well as the marketing of the Oceanis 30.1.e in the fall of 2022. Delphia is expected to be the group's first 100% electric brand by 2025.
Finally, on the production side, the switch of the factory producing "small parts" for the group, 30,000 elements equivalent to 200 boats, to biosourced resins has saved 11% of CO2 emissions.
Connected boat
The last vice president to speak, Clément Douet, in charge of digitalization, and founder of the start-up Hey Captain, acquired at the end of 2018, gives figures on the deployment of SeanApps, the connected boat application unveiled in 2021. "2,000 boats have been equipped in 2022. The goal is to equip 100% of new boats in September 2023 and to also offer it in retrofit. This will enable traceability of boats."
An international group
The Bénéteau Group claims to have a "start-up spirit", but remains the second largest player in the yachting industry after the Brunswick Group. Half of its sales are made outside the European Union. However, the international economic situation, and in particular the conflict in Russia, is not a major concern to date. "Russia represents less than 1% of sales. For the moment, everything is going well. The order book is full," he says in conclusion.
