Branded boats that can be separated from each other
At that time, the naval architects building the boats were mainly working on the navigation features and not on the design. It was very difficult to recognize one boat among another as their similarity was so pronounced. Today, it is not only about technology but also about design. Customers are attracted by the image, the brand. At Bénéteau, we have chosen to integrate a calanque on the new range of "Day Boat" Flyer and Monte Carlo yachts.
On a car, this part is used to protect the radiators, here, it is installed to collect the logo of the manufacturer. "The nautical world will increasingly adopt the automotive codes" explains Romain Chareyre, Director of the Style and Design agency, who had the idea of taking inspiration from the automotive world and applying it to boats. He adds "The grille puts forward a strong code, this signature reassures the buyer and gives him the pleasure of owning a branded boat" .
Well, still according to Romain Chareyre, "This work to make the brand identifiable is crucial to democratize access to the sea and get the nautical world out of its image of a world of initiates" . Moreover, for the resale of a boat, it is not negligible to have a recognized and recognizable brand to enhance the value of your property.
Co-brand your boat with a brand from the nautical world
Co-branding, a technique that consists of associating a car model with a brand (Twingo and Benetton, Zadig and Voltaire and Smart, Hyundai and Prada) to more easily target a specific clientele, is also making its appearance in the nautical world.
Indeed, Rhéa Marine, a boat builder, has called upon the Saint James sailing clothing brand to co-brand its helmsman, in limited edition. This one proudly displays the logo of the sailors and thus stands out from its peers.
Standardize the boats of the same brand
In order to recognize the brand of a boat, manufacturers are working to homogenize certain characteristics common to all their models "As for cars, shipyards have been implementing for two years a homogeneity of shapes and details of accessories âeuros opening of storage lockers, doors of cabins âeuros inside the ships, in order to create an atmosphere, a universe specific to the brand" romain Chareyre tells us. Moreover, Quicksilver is banking on an atmosphere "art of living" by signing these boats with a blue stripe on the hull and by favouring wide decks.
