Benetti Powers Forward With APAC Expansion
Published: Friday, 04 November 2016
Italian shipyard Benetti grew by spreading its influence in the Asia-Pacific region, including Thailand, Sri Lanka and Australia. It also shined at the prestigious yachting events in Europe this year. Attendees at the Cannes and Monaco yacht shows, two of Europe’s premier industry events, were offered a close look at a number of fascinating Benetti models.
(Photos: Benetti - Benetti Classic Supreme 132 BS008 MY Emuna)
At the Cannes Yacht Festival Sept 6-11, Benetti brought its four luxurious superyachts namely BS008 MY Emuna Benetti 132, BF102 MY Constance Joy Benetti 125, BK005 MY Varvara Benetti 108 and BD008 MY Mister Z Benetti 93. These four models fully demonstrate the Italian design of both custom and semi-custom yachts as well as details and functions. The four superyachts represent Benetti’s comprehensive manufacturing capacity. In addition, each yacht is unique, built around her Owner's needs and desires so as to further reinforce Benetti’s ‘customer first’ philosophy.
During the yachting festival, Benetti invited media from all over the world to join the Azimut | Benetti press conference. The management shared the Group’s annual results and future business outlook. Moreover, Benetti host an Italy themed cocktail party to celebrate the festival and present the brand to all the guests during the show.
(Benetti Vivace 125 BF102 MY Constance Joy)
Three weeks later, the Italian superyacht maker debuted a newly completed project at the Monaco Yacht Show Sept 28-Oct 1:
FB701 MY Domani 45m is a custom yacht in steel and aluminium, which is articulated on three decks, with four guest cabins on the lower deck, one VIP cabin on the upper deck, and a full beam Owner suite on the main deck featuring a private terrace overlooking the sea.
(FB701 45m MY Domani)
Benetti Now Series is the new smart-designed custom series, conceived to halve clients’ waiting and double their yachting pleasure. Created by the shipyard in collaboration with architect Stefano Natucci and British Design Studio Redman Whiteley Dixon, Benetti Now will ensure Owners unique yachts, in line with modern standards of seafaring excellence, with reduced construction time. The goal is to simplify as much as possible the ideas and desires of a potential customer when faced with a major purchase like a yacht over 50 metres in length, and to deliver its 'turnkey dream' in the shortest possible time.
The superyachts in the new Benetti Now range will all be over 50 metres in length and built from steel and aluminium at the Livorno shipyard. Four models will be available: B164 (50 metres), B192 (58.6 metres), B214 (65 metres) and B240 (73 metres).
(Benetti Now 50m B164)
Benetti signed on as the official sponsor of 2016 Asia Superyacht Rendezvous Dec 16-18. The Rendezvous is one of the most exclusive events in the superyacht sector, and will be in Phuket, Thailand. With the increasing popularity of yachting in Asia, Benetti will be available at Rendezvous to speak and advise attending partners and boating enthusiasts.
The decision to sponsor the Rendezvous is a reflection of Benetti’s commitment to bring the authentic superyacht lifestyle and culture to Asia. This is one of the few events in the world that allows both motor and sailing yachts (75ft and longer) to participate alongside each other, with sailing superyachts racing on a course marked by power superyachts. Along with the organisers, Benetti will present a magnificent selection of superyachts to fans from across the region.
As part of a commitment to the Australian market, Benetti Asia General Manager Nizar Tagi participated in the Sydney International Boat Show July 28-Aug 1. He met with local brokers, agents and potential customers, and inspected Benetti 145 Sovereign 3 during the boat show.
(Benetti Asia General Manager Nizar Tagi visited Sri Lanka)
Tagi was also invited to attend the International Boat & Fisheries Exhibition in Sri Lanka Oct 13-15. Although this is South Asia’s smallest boat show promoting the development of the industry, as well as leisure and pleasure yachting, Sri Lanka’s geographical location and being close to India and Maldives makes it a strategic spot that will in the next years become important.
While in Sri Lanka, Tagi met several government representatives – including the Deputy Minister of Foreign Affairs, Minister of Development Strategies and International Trade and the Minister of Fisheries and Aquatic Resources Development to discuss how to make Sri Lanka – The Emerald Island – a more yacht friendly environment. The exhibition also provided the opportunity for Benetti to enter into talks with potential agents based in Sri Lanka, India and the Maldives, which are expected to be finalised by the end of this year.
(Benetti Now 73m B240)
With good progress being made in Australia, Benetti also remains dedicated to developing the unique Japanese market with the recently appointed agent Bingo Sports, one of the Japanese leaders in upscale sports/racing cars. The Benetti team delivered marketing and sales training on the ground and visited its showroom in Tokyo to help ensure staff were fully informed of the latest models, trends and developments, as well as the culture driving the brand. Benetti and Bingo Sports will be present at the Japan Boat Show Mar 3-6 2017.
In addition to geographic expansion, Benetti has worked hard to enhance its brand further and engage more closely with customers. It has moved its Hong Kong office to Central, providing a more accessible and convenient location to prospects and customers, and it has signed a strategic partnership with Kiton, a top Italian bespoke tailoring and haute couture fashion brand. This partnership will offer customers the chance to get even more of the essence of Italy.