Sailing forward

Looking ahead, Groupe Beneteau is preparing for the changing landscape of the boating industry. The company anticipates a decline in interest rates but remains aware of the inflationary pressures brought on by the post-Covid environment.

In addition, demographic shifts, including ageing populations and income disparities, are influencing the demand for new boating solutions. The group is already addressing these changes with a variety of new products and services.

Bruno Thivoyon, CEO of Groupe Beneteau, emphasised the importance of the firm adapting to market conditions. “Adapt to the uncertainty of the market to emerge stronger,” he says.

“Accelerate our development roadmap in a pragmatic manner, centred on improving the customer experience. And innovate, to continuously offer new boating solutions. I am convinced that we are on the right track in these three directions.”

Groupe Beneteau has restructured its operations around three key market segments – Dayboating, Real Estate on the Water, and Sailing. In the Dayboating segment, the company operates five brands – Beneteau, Jeanneau, Wellcraft, Four Winns, and Scarab – with a total of 78 models ranging from 6 to 14 metres.

Despite inflationary challenges, particularly in the US, the group continues introducing new models. Jeanneau’s latest Merry Fisher 895 Sport Series 2 prioritises comfort and outdoor functionality, with a large cockpit and modular spaces for water sports equipment. Similarly, Four Winns has launched the TH36, a foiling boat designed to reduce drag by 25 percent, offering an improved balance of sustainability and comfort.

In the Real Estate on the Water segment, Groupe Beneteau is enhancing its product value while expanding its range of offerings. The Beneteau Swift Trawler 54, with its 360-degree sea view, electric stabilisers, and solar panels providing eight hours of autonomy, exemplifies the company’s focus on comfort and efficiency. Prestige is also showcasing new models at the festival, including the M7 and the Flybridge Prestige F5.7, both designed with an emphasis on space and luxury.

As a global leader in sailing, Groupe Beneteau is broadening its product range to make boating accessible to a wider audience. The Beneteau First 30, newly redesigned and equipped with Seanapps connectivity, is available at a competitive price of €100,000 (A$166,000), aiming to appeal to a broad customer base without compromising on safety or design.

In addition, the Excess brand has announced the launch of the Excess 13, designed by Marc Lombard, for 2025. Lagoon, another key player in the company’s sailing portfolio, has introduced four new models at Cannes this year: the Lagoon 38, 43, 60, and Eighty 2.

Groupe Beneteau says environmental responsibility has become a core element of its strategy. The company has set a target to reduce its CO2 emissions by 30 percent by 2030, supported by a comprehensive Corporate Social Responsibility (CSR) roadmap.

The company’s CSR roadmap includes two major initiatives. The first, the Island Cruising Boat, addresses the growing demand for space, silence and energy efficiency.

“The Island Cruising boat is a concept boat derived from an in-depth analysis of data from 1,000 boats connected to Seanapps, covering the practices of 180,000 users,” says Damien Jacob, Product Development Director at Groupe Beneteau. The boat features hybrid propulsion technology and a new-generation hull, reducing fuel consumption by 50 percent while minimising noise and vibration.

The second initiative is the Lagoon 620 NEO, a programme that involves renovating existing catamarans and offering them with a manufacturer’s warranty. The firm says this new initiative aligns with its focus on circular economy principles and its commitment to managing end-of-life boats while “supporting customers in a post-inflation scenario.”

The ongoing digital revolution and the rise of artificial intelligence are set to alter user behaviour, and the firm says it is well-positioned with its Seanapps application. The project, which was launched three years ago, now connects 10,000 boats, making it the largest connected fleet in the world.

This project is described as a step toward smarter boating, offering users enhanced insights into their vessels’ performance and maintenance needs. The firm is also embracing the sharing economy through its Wiziboat initiative, which operates across more than 30 boating bases in Europe.

The group’s expertise in boat rentals has also been bolstered by its presence in the U.S. with Your Boat Club and the decision by Le Boat, Europe’s leading river cruise company, to renew its fleet with Delphia boats.

Reflecting on the company’s ongoing transformation, Bruno Thivoyon says: “For 140 years, Groupe Beneteau has continuously adapted to market changes. It’s when the market slows down that we must launch the right new models and take initiatives on tomorrow’s trends. Innovation is key to bouncing back and becoming even stronger in the future.”

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