As Covid-19 turns the world upside down, Highfield is doubling down on a growth strategy that will transform the RIB and inflatables landscape. A raft of new model launches targeting new markets and a refinement of its current extensive portfolio, look set to give the Sino-French firm a strategic edge.
A strong Q1 and a solid order book until July, has given Highfield the confidence to forge on with its expansion plans that will see it re-organizing its range from 7 to 4 lines to simplify the customer journey, and the launch of an entirely new range of cutting edge, luxury boats. Hitting dealerships in September, the ground-breaking Sport range will offer 8 new models from 3 to 8m that will share the Highfield DNA of performance and sea worthiness, coupled with a refined luxury look.
Highfield’s CEO Julien Carussi explains: “The new Sport range takes us into the deluxe family RIB segment for the first time, leveraging the brand into new territory. Our Ultralite and Classic ranges have just been updated for 2020 and lead our entry-level tender offering, while our Patrol range will continue to cater to the needs of customers needing a heavy duty boats – for search and rescue, race support, sailing and dive, fishing – that are performers in any conditions, but the Sport range takes the brand to yet another level.”
“The Sport range takes the brand to yet another level.”
Highfield CEO, Julien Carussi
Key Sport features include EVA teak decks, premium electrical packs, sundeck and tow posts on all models. On all models 5m and up, the RIBS feature shower kits, stern platforms with a ladder, and 8m models offer a hob, sink, toilet, bow and stern sundecks.
So how do you launch a new range in the shadow of Covid-19?
Highfield is taking its innovative approach to model development to its marketing message too, harnessing YouTube brand ambassadors like free diving champion Samo Jeranko, and is currently working closely with its engine partner Honda on an series of dynamic marketing initiatives such as product walkthroughs, that will be published online or via open days at key dealerships in lieu of the boat shows, in the coming weeks. So watch this space for more exciting developments at Highfield.
Highfield Boats is a world leader in aluminium rigid inflatable hull boats delivering more than 27,000 RIBS globally since 2010. Offering a complete line of tenders, family RIBS and high-performance commercial craft ranging in length from 2.4 metre tenders to the 5 metre plus sector where it is a global player. Featuring exclusive powder-coated aluminum hulls, Highfield boats are built in the company's state of the art production facility covering 10,000sqm in Weihai, China and operating under European management.
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