Long-term success driven by making connections at boot Düsseldorf
With the marine world’s focus on boot Düsseldorf this week, MIN spends time with Greenline, Maxim, Saxdor and Sunreef Yachts – all exhibiting in Germany. In part two of this series exploring what drives companies to exhibit at marine events, MIN discovers what motivates each of their shows and how the businesses calculate success.
Yesterday, MIN revealed that Aiata’s strategy is to use boot to establish its brand as global player, while Cantieri Aschenez is all about connecting with less accessible markets, and Cockwells is pushing further into Europe with its classic ranges.
Building lasting connections is what drives long-term success, says Greenline Yachts
“boot Düsseldorf provides a fantastic platform for us to showcase our latest advancements,” says Luca Raumland, chief commercial officer with Greenline Yachts (pictured right). “This event offers us the opportunity to demonstrate how our yachts, built around the principles of responsible yachting, are shaping the future of boating. We are also excited to engage with industry leaders, potential customers, and partners who share our vision for a more responsible boating experience.
Vladimir Zinchenko the company’s CEO (pictured left) is expecting to see a shift in mentality among boatbuilders at the show, with a greater focus on responsibility and sustainability. “We anticipate more companies prioritising responsible innovations like hybrid and electric propulsion systems, along with energy-efficient designs. This shift reflects a broader industry movement towards responsible yachting, where sustainability is becoming central to how boats are built and experienced on the water.”
Raumland agrees: “Boat shows also offer a platform to discuss the broader context of responsible yachting and sustainability, which is vital as the industry evolves. These events provide a unique opportunity for direct interaction. In an increasingly digital world, face-to-face engagement remains invaluable for building relationships, showcasing products, and gaining insights into customer preferences.”
The top priority for Greenline exhibiting is to strengthen bonds and connect directly with the target market. “Building relationships with existing partners and customers helps us grow and improve, while direct feedback from our market keeps us in tune with their needs,” adds Zinchenko. “While meeting new prospects and staying informed on trends is important, building lasting connections is what drives our long-term success.”
The company recently started offering extended battery packs and special alternators that can eliminate generators on all its diesel models. The new ‘Responsible Power Pack’ technology features a combination of bigger battery packages and alternators, enabling lower emissions.
Maxim Yachts looks to talk to its primary target audience, second-home owners from Northern Europe
“We are incredibly excited and proud to exhibit at this trade show for the first time,” says Marc Forné, Maxim Yachts’ head of sales (pictured above). “Its scale and international appeal make it the perfect way to kick off the year. We hope to solidify our position in the Northern European market through this event.”
Forné is pictured above alongside the Max 43 Comfort which makes its German premiere at the show.
Currently Maxim’s primary target audience includes individuals living in Northern Europe who own a second home in the Mediterranean, so it’s a no-brainer that the company would attend.
“We recognise that a significant number of Mediterranean residents are originally from Northern Europe, making the boot show an excellent opportunity for them to explore the market. Additionally, we aim to expand our presence in more countries and use this event to present our product to a broader audience.”
Forné is looking forward to connecting with clients in person and expand the customer database. “While closing deals is a key objective, we also value the chance to discuss customisation options, such as hull colours and engine configurations, ensuring timely delivery before the summer season.
“Physical interaction remains crucial due to the nature of the products we work with,” he says, pointing out that boats are comparable to works of art. “Seeing them in person, stepping aboard, and experiencing their craftsmanship is invaluable.”
As well as presenting Maxim Yachts, Forné is excited to see what’s evolving in the boats that emphasise the “pure concept of day boating”. He’s expecting to see the latter equipped with bigger and more efficient engines. “In recent years, outboards have evolved significantly, offering higher horsepower with improved fuel efficiency and advanced systems,” he says.
Saxdor Yachts is focused on exploring potential partnerships and gathering valuable feedback
“boot offers us a platform to reach an international audience and strengthen our relationships with them, as well as with our dealers and partners. It also offers a valuable space for networking with key players in the marine industry, exchanging ideas, and exploring potential partnerships,” says Erna Rusi, CEO of Saxdor Yachts (pictured above).
She believes it’s essential to present your fleet there for the upcoming season.
“This event is a key opportunity for us to showcase our latest innovations and developments in technology and customer service to a diverse and influential audience. As one of the world’s largest boat shows, boot is the place to be,” she says.
“For clients, it’s fundamental to see the products up close, step aboard, and feel the quality firsthand. Equally important is the opportunity for direct, face-to-face conversations between buyers and sellers. While technology will continue to shape the industry, it will complement boat shows rather than replace them.
“At boot Düsseldorf, our primary focus is strengthening our brand, engaging directly with our target market, and gathering valuable feedback. Building relationships with both existing and potential customers is key, as is staying informed about industry trends and innovations.
“While closing deals is important, our participation is also driven by the opportunity to connect, learn, and showcase Saxdor as a leader in modern boating.”
Sunreef Yachts believes boot Düsseldorf is a great environment to present its superyacht philosophy
According to founder and CEO of Sunreef Yachts, Francis Lapp (pictured above), the show provides a complete experience. “The idea is to enjoy all aspects of boot,” he says.
He cites networking, learning, sharing and discovering as key. “Obviously, we also count on a great environment to present our philosophy of yachting. We are in the superyacht hall, where we will share our own vision of the superyacht experience. We have a different, unique approach to superyachts, and we are excited to share it with the visitors.
“boot gives us a great opportunity to connect with our customers and get a feel of the industry in general. We have plenty of news to share and new models joining the range. Our boot showcase gives us the perfect time and place to connect with our clients and tell them about the new Sunreef superyachts and the new Ultima range.”
Sunreef recently announced it had sold its first ‘emission-free’ sailing catamaran, and prior to that, it opened a sustainable boating hub in China. The main image for this article is from when Sunreef Yachts launched the second 100 Sunreef Power superyacht at its shipyard in Gdansk.
Tomorrow (Wednesday 22 January 2025), MIN examines commercial strategies, grand reveals and boot Düsseldorf as a key start to the year. Don’t miss exclusive interviews with HP Watermakers, Twisted Marine, Vetus, Smartgyro and Quick.
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