New owners reposition Etap brand
By IBI Magazine
Following the announcement of its acquisition in January, Etap Yachting's new owners, Dehler, has announced a repositioning of the brand within the marketplace, with emphasis on safety, quality, comfort and energy efficiency. "Where Dehler in its product strategy compares itself with Porsche, Etap be positioned as the 'New Volvo' in the boat industry," read a statement issued from the boatbuilder.
"The target group will be families/couples from 35 to 65 years of age. Clients who want to identify with an image brand, which radiates quality, safety, energy saving and a high degree of comfort."
Changes have already begun and new Etap models will be introduced in 2009. "The interior will be changed from vinyl to high quality wood interior with new more classical colour propositions. The customer will have more choice in high quality upholstery," read the statement. Etap exteriors are also being modified: "From now on there will be more possibilities to order the hull in another colour than white. New striping integrating the new positioning/logo will be implemented on all yachts. There will be the possibility to have the deck in cork or teak. The anti slip metal rail will be re-placed by an elegant wooden rail and there will be improved deck gear / hinges and taps. In the future a new uniform window design will be developed on all the boats."
The overhaul is designed, its new owners claim, to leverage the Etap brand to compete with the likes of Swedish built yachts Hallberg Rassy and Najad.
"Our ambition is to bring Etap Yachting in the coming 2 to 3 years back to the level where it was before, so around 200 yachts a year compared to around 100 in 2007," says new owner Wilan van den Berg. "This by better products and finishing, a more clearly and fresh positioning, better marketing, more enthusiasm and a better service to our dealers and clients."
A new corporate identity will be soon published alongside a new corporate advertising campaign.
(11 March 2008)
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