Abu Dhabi MAR Group (ADMG) is to be the new branding which will now promote the joint venture with CMN and Nobiskrug. It will be launched officially at the Monaco show.

Each of the yards will have its own stand at the show and they will all have new group brochures sporting a common logo. The new business strategy has been evolved over recent weeks at a series of meetings in the south of France.

The group now has some 2,000 staff, including 700 based in Abu Dhabi. Central to the initiative is a new joint marketing, sales and purchasing office at Mandelieu, close to Cannes. A single design and engineering office is also being set up.

The yards will now share common quality standards. "These will be higher than the standards any of the yards currently have," explains a company spokesman. "It will help reassure buyers they can expect the same high standards no matter which yard they choose."

However, ownership of the group remains strictly confidential — although it is known that the owner of CMN is an ADMG shareholder — and, despite now having three custom superyacht building yards, it is unlikely ADMG will launch its own designs.
The company remains interested in continuing its expansion. A source close to ADMG has told SB that: "ADMG wants to acquire other yards and is actively looking for other purchases."

ADMG will undertake commercial marine work alongside its superyacht construction. It recently acquired three fast ferries for a reported $50m in Canada. They will be refurbished to operate on ferry services in the UAE.


Superyacht Business / David Robinson, 5 August 2009