At a press conference on the sidelines of the Dubai International Boat Show, Azimut Yachts shared with IBI its new strategy for the region. The brand strategy is called La Dolce Vita 3.0, based on the theme of the classic Italian film La Dolce Vita by Fellini.
According to Federico Lantero from Azimut Yacht: “The new strategy presents a contemporary take on lifestyle combined with luxury, fine design and innovation. Azimut Yachts has been very active in the Gulf market for over 20 years with 30% of the Grande Collection line being sold in the Middle East where the brand’s turnover has tripled in the last five years. We have a very profitable connection with our Gulf area dealer Seas & Deserts headed up by Ahmad M Al Ameeri with distribution throughout the GCC.”
Talking about market figures, Lantero said: “As a brand we have recorded 35% growth year-on-year with an overhaul growth of 325% over the last five years. There are more than 100 of the Grande Collection yachts in the GCC. It’s a key market for us and we have eight models to deliver to the GCC in the next six months.”
Ahmad M Al Ameeri added: “We offer customers a tailor-made concept for their yacht with a degree of semi-custom building. We adapt the yachts to meet the special need of the GCC customers in terms of layout and decor. Our focus is also strongly on warranty support for our customers, with a dedicated Italian service manager based with us in the GCC. As a result of this, 80% of our owners upgrade to another Azimut brand yacht.”