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Groupe Beneteau adapts its 2021 new model launch strategy

by Groupé Beneteau 7 Sep 02:47 PDT
Oceanis 40.1 © Beneteau

As numerous boat shows have been cancelled in different regions of the world, Groupe Beneteau and its brands are proud to announce the new models of the 2021 season that will be presented through a series of private events.

Unveiled to the press on August 31st and September 1st, 2020, the 18 new models of this season carry the promise of unique nautical experiences.

"We want to make this crisis an opportunity to rethink our customer relationship and experience, traditionally displayed at boat shows. Since May, we have developed digital tools so you can discover our boats online, take an online detailed presentation on board, or have a live chat with our boat specialists. Our brands are also organizing a series of private events for this fall to welcome customers and prospects in the best and safest possible way," explained Gianguido Girotti, Deputy General Manager, in charge of brand and product strategy.

From cruising to performance and charter, a targeted approach in monohull and multihull sailing

Building on the Groupe Beneteau's DNA historically anchored in sailing, Beneteau and Jeanneau are pursuing their dual approach by targeting both the core cruising market with the Oceanis and Sun Odyssey ranges, and the niche markets of performance, luxury and charter.

The winning duo Lagoon and Excess are offering this year two new products in the multihull segment: the luxurious Lagoon Sixty 5 sailing cat and the most accessible catamaran on the market with Excess 11.

Monohull sailboats

Beneteau

Jeanneau Multihull sailboats

Lagoon

Excess

A renewed brand and product strategy

As part of the Let's Go Beyond! plan announced in July 2020, the Group's strategy revolves around four market segments:

  • Dayboats, weekenders and express cruisers up to 40 feet
  • Real estate on the water, for large units between 60 and 80 feet
  • Monohull sailboats
  • Multihull sailboats
In the future, the Groupe Beneteau's House of Brands will consist of eight brands: Beneteau, Jeanneau, Prestige, Lagoon, Excess, Four Winns, WellCraft, Delphia. "To date, the four brands Monte Carlo Yachts, CNB yachts, Glastron and Scarab continue to be active and they attend the various events. We are taking orders and our production sites continue to build these models", Gianguido Girotti recalled during the press briefing.

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