http://www.ibi-plus.com International Boat Industry | DECEMBER 2015 23
At the smaller-end of the market, new start up
English Harbour Yachts, launched by former Fairline
executives in 2012, has reported a strong year, and is
now on the lookout for more dealers for its range of
small, hand-built motorboats.
“Sales of our 16ft and 27ft models have been
steady, and our new offshore 29-footer, launched at
the Southampton Show, has been very well received,
with orders into Q2 of next year,” said joint MD Adam
Greenwood. “Our UK dealer has been selling one
boat a month, so now we are looking to extend into
Europe, particularly Scandinavia.” Exports have been
hampered, but not deterred, by the euro.
“The weak euro remains a big challenge, but our
business model has always been to deliver a small
boat of particularly high quality, something were
there is a gap in the market,” Greenwood said. “Small,
low cost motorboats are well catered for by the likes
of Beneteau and Jeanneau, but there isn’t much
choice for semi-custom, high quality versions out
there. We will be exhibiting at the London Boat Show
again, as well as at Düsseldorf.”
Part of the appeal for the brand has been the
combination of electric propulsion with a high quality
boat. “We are looking particularly at electric now, for
a cheaper version of our 16. As electric propulsion
from companies like Torqueedo becomes more
affordable and efficient, this is the way to go – not
because of environmental concerns, but because
boaters on inland waterways love silent propulsion.”
In a niche of their own, Williams Performance
Tenders say that trading has been slightly down on
last year, with around 700 boats produced and sold.
“We are budgeting for stability in 2016,” said James
Robertson, another former Fairline executive. “We’re
not actively pursuing new markets, but instead
investing heavily in new products to compliment the
existing range, particularly with the new Diesel Jet
line up, where the boats are desirable in their own
right, and not just as luxury tenders.”
Robertson has also said that a focus on customer
care at Williams’ new dealership in the US is paying
dividends with an increase in sales there.MID-RANGE SAILING YACHTS
In the sailing boat sector, Southampton-based
Discovery Yachts has also reported renewed interest
after the general election. The company builds an
average of six sailing yachts a year between 55ft-67ft
and employs 65 full time staff. The turnover is around
£5.8 million.
“Our financial year runs from 31 August, and the
2014-2015 figures are reasonably good,” said CEO
John Chanley. “Up until then there had been no
increase in turnover, but from May to June this year
turnover was up by 20%. We have also managed to
improve profitability. We set out to provide semi-
custom builds, and are now offering more options as
standard, air-conditioning being a prime example.”Chanley introduced a new 48-foot model at the
Southampton Boat Show, and is planning to increase
production to 8-10 boats a year. He is also broadening
the marketing of the brand. “We’re taking a booth at
Düsseldorf next year, and will be at Cannes for the
first time,” he said. “We also had a boat at the Orust
Open Yards show in Sweden in late August, where we
had good feedback. We always attend the Jersey Boat
Show at the end of May, an island of high net worth
individuals, and we’re getting growing interest
from Brazil, Canada, Norway and Switzerland, as
well as Australia.”
Competing with Discovery for the mid-range
market is West Country based Rustler Yachts,
producing fast and stylish yachts from 24ft-44ft.
“Our turnover remains comparable with last year,
but things picked up towards the end of 2015,” said
CEO Adrian Jones. “Our order book is full for eight
months ahead, and we’re building about 7-8 boats a
year. We had a very good Southampton Boat Show,
and have also increased our workforce, so we’re
pretty positive about 2016.” Rustler is also breaking
into the US market, with a presence at both the
Newport and Annapolis shows, whilst increasing its
efforts on the UK and European markets.
“I think the changes to the pension rules could
be good for our industry,” Jones said, “As it is giving
people a lump sum to spend on something they will
enjoy in retirement. Around 20-30% of our owners go
blue water cruising, and I think the US market could
become a strong one for us in the future”.
The UK also has a small but thriving niche in
classically styled boats, with Spirit Yachts a prime
example. The Suffolk-based yard builds handcrafted
wooden yachts and motorboats and produces around
three yachts a year. The yard currently has a 50ftTDiscovery says
its order book is full
until the back end
of 2016SDiscovery
Yachts CEO John
ChanleySWilliams says
new dealership in
the US is paying
dividends with an
increase in sales