Aine Denari, President of the Brunswick Boat Group, which oversees all the American leader's boat brands, from Quicksilver and Boston Whaler to Sea Ray, Bayliner and the latest two, Navan and Veer, was in Cannes for the launch of the Navan C30. We took the opportunity to chat with her.
What is the positioning of the new Navan brand you are launching?
As a reminder, this is the 2nd new brand to be launched this year, after Veer, entry-level rotomolded boats aimed more at young people, more durable and adapted in particular to electric motorization.
With Navan, we're targeting a more premium segment for family adventures, with luxurious materials, numerous features and a strong social aspect for family living. It's also our first double-step hull, for which we have filed a patent.
So, this is a different segment from our premium Boston Whaler brand, and compared to competitors like Axopar, our positioning is more upmarket, and safer for families, with a higher freeboard and smoother lines. Even so, performance is very good, reaching 52 knots on our 30-footer.
How will we distribute our products?
We're working on the choice of distributors. There will be Quicksilver sellers, but also others positioned more premium.
Where do you see the Brunswick Boat Group and Quicksilver in particular heading in terms of development and growth?
We're looking at growth opportunities. We have identified opportunities for Quicksilver wheelhouse boats on the Northeast and Northwest coasts of the United States. Quicksilver is also well positioned in boat club pricing.
Today, we are present in all the major segments: RIBs with Protector, tow-boats with Heyday. We don't have any motor catamarans, but we're constantly working on new boat concepts, especially multi-purpose cross-overs.
Geographically, we have a good penetration, first in New Zealand, in the United States, strong in Europe...
With 14 plants and 7,000 employees, we can share tools, improve quality and better negotiate prices. There are more synergies in fiberglass boats than in aluminum.
How do you see the market trend?
The trend is clearly towards a slowdown, and the products in the pipeline are linked to the days when stocks were low. I don't expect a strong upturn next year. That's why industrial efficiency is so important. We need to cut costs wherever we can, without compromising quality. It's also important to have a good brand portfolio, at the right price. Premium brands are holding up better. With Mercury, Navico and the other Brunswick brands, this gives us the opportunity to develop together to better resist. The Freedom Boat Club is also a competitive advantage.
