Groupe Beneteau: ‘innovation key to bouncing back’ – Cannes report
Groupe Beneteau has shared its vision, unveiled new launches and discussed how it is navigating an ‘uncertain market’ at Cannes Yachting Festival, which opens today and runs 10-15 September.
Bruno Thivoyon, CEO of Groupe Beneteau, 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. Once again, our teams are demonstrating their ability to be both agile and transformative, in order to continue fulfilling our mission: bringing dreams to water.”
With 14 new models this year, Groupe Beneteau says it has remained strong in a slowing market. It reports that after a historic year in 2023 in terms of revenue, driven by the post-covid boom and a four-year transformation plan, the company must ‘show agility in responding to the challenges of its sector, whether they be economic, demographic, industrial, or environmental’.
Readying for recovery?
The company says that improving stock inventory and actioning reinvestment in production enables the group to prepare for a recovery – with the firm ‘ready to react at the first signs of activity restarting’.
Thivoyon emphasises the conditions for a successful recovery: “Adapt to the uncertainty of the market to emerge stronger. Accelerate our development roadmap in a pragmatic manner, centered 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.”
In July, the Groupe Beneteau boat division reported a significant downturn in its revenues in the first half of the year with a 32 per cent decrease compared to the record year of 2023, primarily due to the expected change in dealership inventory levels.
Groupe Beneteau says that dealer stock levels are improving gradually. It expects the sector to regain momentum after the election periods, particularly in the US, when the consumer market typically shows some hesitancy.
The group says it has chosen to continue its investments, particularly in production sites, and further boost its innovation policy.
The importance of boat shows was also reaffirmed by the group, ahead of the company atending Cannes, Southampton, Genoa, La Rochelle, and Düsseldorf.
Boating market trends
Groupe Beneteau now says it expects interest rates to decline, while being aware that post-covid inflation is the new key factor to take into account. Its positioning across three product segments and its ability to expand its offering to meet broader needs are major assets.
Understanding and adapting to the rise of artificial intelligence in the marine industry landscape will be pivotal moving forward, the company says. It flags its Seanapps application with 10,000 connected boats, as a solid footing in this arena.
Lastly, the group anticipates major demographic changes such as ageing populations, new generation aspirations and income disparities. It already offers new solutions, both in terms of products and services.
Market segments
Groupe Beneteau has redesigned its organisation around three market segments: Dayboating, Real Estate on the Water and Sailing.
Dayboating: strengthening brands in Europe and expanding American brands worldwide
Groupe Beneteau’s Dayboating segment consists of five brands – Beneteau, Jeanneau, Wellcraft, Fourwins, Scarab – and 78 boat models ranging from 6 to 14 metres. In a market heavily impacted by inflation, particularly in the US, the group continues its launches and aims to consolidate its positions in Europe while expanding in the US.
With Jeanneau and its new Merry Fisher 895 Sport Series 2, the focus is on nautical and sporting recreation with a comfortable interior, large cockpit and modular spaces for watersports equipment.
The launch of the Fourwins TH36 with foils engages sustainability and navigation comfort. The integrated foils and design enhances glide on the water and reduces drag by a claimed 25 per cent.
Real Estate on the Water: moving upmarket while expanding the offering
In this corner of the market, the group offers 23 boat models ranging from 10 to 24 metres under its Beneteau, Jeanneau, Prestige and Delphia brands. The objectives in this segment are to strengthen the value strategy and expand the offering.
Customer experience is central to the new Benteau Swift Trawler 54, with the cockpit and in/outdoor spaces boasting a 360° view of the surroundings. The model offers electric stabiliser fins. Its 18 solar panels and lithium batteries provide eight hours of autonomy on board.
Premiering at Cannes, Prestige is unveiling the upcoming M7 and its new Flybridge Prestige F5.7.
Sailing: expanding this offering to make it accessible to the widest audience
As the global leader in this segment, its four brands – Beneteau, Jeanneau, Lagoon and Excess – have 38 boat models ranging from 4 to 24 metres, available worldwide, and this year the group is introducing six new models.
The Benteau brand marks the return of the First 30, completely redesigned and now equipped with Seanapps connectivity. Starting at €100k, it is hoped this pricepoint will reach a broad audience.
The new Excess 13 is announced for 2025, for which the design has been entirely revamped by the Marc Lombard yacht design firm.
Lagoon, the global leader in catamarans, has four new models launching at Cannes, the Lagoon 38, 43, 60, and Eighty 2, reflecting the brand’s desire to extend its offering to meet its customers’ diverse expectations.
Gianguido Girotti, CEO of the boat division, summarises the group’s position: “We place the user experience at the heart of our strategy, convinced that by improving the onboard experience, we will meet our customers’ expectations. We are developing new products and services to offer sustainable and accessible boating for all generations and uses.”
CSR – Groupe Beneteau
Having set a target to reduce its CO2 emissions by 30 per cent by 2030, the company has focused on three main pillars of action — namely naval architecture, alternative propulsion systems and the use of new materials such as recyclable Elium resin, which is integrated into the Beneteau Oceanis Yacht 60. Today, the group has announces two new sustainability initiatives.
1 – The Island Cruising boat
“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. “This study reveals that sailors’ primary expectations are an enhanced outdoor experience, simplified required skills, and a greater focus on sustainability.”
According to Beneteau, the Island Cruising boat meets these needs by ‘offering exceptional poolhouse comfort, with a design focused on space and silence. It incorporates hybrid propulsion technology and a new-generation hull. Noise and vibration are minimised and energy management is fully autonomous, which reduces fuel consumption by 50 per cent’.
2 – Launch of the Lagoon 620 NEO – end of life management
The Lagoon 620 NEO drive involves renovating existing catamarans and offering them with a manufacturer’s warranty. Deisgned to contribute to the management of end-of-life boats, the company says this initiative addresses the growing demand for a circular economy and supports customers in a post-inflation scenario.
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