Beneteau, now 125 years old, is heading for China.
It watched the rise of the sailing culture in Europe, and then in the USA, where it took 50 years for the sport to become popular.
So now, aiming for China is just second nature, as Mandy Lo of The Standard writes:
‘Today we are building the market from the top down. China can become one of the most important markets one day when the middle-class is interested in sailing,’ Beneteau Lagoon China manager Francois Rodrigues said this week.
‘But there is a long way to go,’ he conceded, noting that the 43 percent tax on imported boats will make it difficult for a sailing culture to reach mass popularity.
‘High-class customers are quality and brand-oriented and the middle-class will be more price-oriented – they don’t care so much where the boat is built,’ he said. To that end, Beneteau is considering launching a new series of boats that are more affordable but may not be made in France. READ ARTICLE