A necessary repositioning in a demanding market
Melanja Koro?ec, Senior Vice President of KJK Sports, Elan's owner since 2018, explained that Elan Yachts' development had become bogged down in recent years in a very difficult and demanding market environment. The aim of this strategic reorientation is to completely reposition the brand and its products. âeuros
Production at Begunje na Gorenjskem will be gradually scaled back over the coming weeks. Units currently under construction will be completed and delivered, but no new orders will be accepted at this time. Any deposits already paid will be refunded, and the after-sales service and support network will remain operational. âeuros
A future in the making for Elan Yachts
No precise timetable has been given for this reorganization. According to well-informed sources, this pause could last at least twelve months. Solutions are being sought for the 50 or so employees in the Elan Sports Group, which also manufactures ski equipment and other sporting goods.
An industrial pause of this magnitude does not augur well for the Slovenian shipyard's future production. What's more, a hypothetical return after a long absence would mobilize significant marketing and communications resources to ensure that the brand asserts its new identity and regains the trust of customers.
Over 70 years' experience in boating
The Elan shipyard has its roots in the post-war era. Officially founded in 1945, the company turned to shipbuilding in 1949, producing canoes, kayaks and small wooden boats. Success came quickly, particularly with exports to the United States. A forerunner in the use of reinforced polyester in the 60s, Elan launched its first sailboats in the following decade. Almost 10,000 units were produced in the 70s and 80s, thanks in particular to the famous cruiser-racers designed by J&J Design. The Elan 31, for example, won many regattas. In 1995, the collaboration with British designer Rob Humphreys marked a turning point, and enabled the brand to win several awards, including the European Sailboat of the Year prize.
