Yanmar strengthens distribution in France

Japanese engine manufacturer Yanmar Marine International has opened a sales and customer representative office in the Vendée region of western France. Based in La Roche-sur-Yon, Yanmar France SAS was established to assume full responsibility for the distribution of all the company’s products and services.

A dedicated local team based in the new office will coordinate with Yanmar in the Netherlands to re-establish and support a selective dealer network in France.

“France is a key market and its boating industry is a sector in which the country still enjoys a leading global position,” says Floris Lettinga, Yanmar’s director of sales and marketing. “We look forward to further developing our footprint in France and improving customer satisfaction through a closer connection to the market.”

Yanmar selected the Pays de la Loire region, between Nantes and La Rochelle, as its base due to its status as a leading region for economic development. It is also home to some of the most famous names in yacht building.

According to the company, the new distribution strategy will guarantee supply stability and a professional support network, and will enable Yanmar to establish closer relationships with boatbuilders and dealers. It will also allow orders to be placed directly and result in shorter lead times, quicker responses to local requirements and greater levels of customer satisfaction.

“Our new distribution base and dealer network will enable our current and new customers to have easy access to our complete line-up of integrated propulsion systems with modern marine engines from 9mph-480mph for leisure and light-duty commercial applications,” Lettinga adds.

This latest strategic development, says Yanmar, follows recent acquisitions and investments to significantly strengthen the group’s position in the recreational marine industry.