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HomeFashionTaking The Lead: Giovanna Vitelli of Azimut-Benetti

Taking The Lead: Giovanna Vitelli of Azimut-Benetti


What has led to Azimut-Benetti’s “all-time excessive” document guide and the corporate ending final 12 months by growing its lead on the prime of the International Order Guide?

I can’t recall when the market has been like this. It has been booming for the previous 12 months or so. Our order guide was as much as €3 billion after the primary two boat reveals of the season, the Cannes Yachting Pageant and the Genoa Worldwide Boat Present (in September 2022). It’s a document for us, not just for the worth of the order guide however particularly for the length, as we’ve got orders for deliveries as much as 2026 and 2027.

Such an order guide helps us plan manufacturing as a result of we are able to foresee our orders. It’s nice when it comes to worth but additionally when it comes to giving stability for a few years. It’s additionally recognition from the market. Why has this occurred? For all of the business, the pandemic was unimaginable. None of us was anticipating this. It led to individuals rediscovering the pleasure of yachting, being in a spot the place you’re free, each when it comes to the place you possibly can transfer and when it comes to selecting the individuals round you.

This is applicable from the smaller fashions to the large yachts. We now have most likely been luckier or higher than others in introducing tendencies that grew to become much more in style through the pandemic, resembling this concept to return to nature. Our Benetti Oasis has loved document gross sales. It’s unimaginable. For the Oasis 40M, we needed to double the moulds to fulfill the demand. This has by no means occurred earlier than for a 40m yacht.

Benetti Oasis 40M launched the Oasis Deck

The concept is to have a seashore membership which is known as a seashore space, not a cave the place you go inside. As an alternative, you return to being near the ocean, to the water, having fun with one related space between inside and outdoors, with large home windows that open. This lifestyle-focused design has been extraordinarily profitable, particularly in sure mature markets, with Europe the forerunner. 

So, why has Azimut-Benetti led the International Order Guide for superyachts for 23 years?

It’s a reflection of the enterprise going nicely. It’s a mirrored image of being winners available on the market with our yachts, which is rewarding as a result of it means we’re chosen by many house owners. Nevertheless, the expansion can’t be quick and large ceaselessly, as a result of we wish to hold high quality beneath management.

We don’t wish to develop our services regardless that the market is booming now. We’re on the restrict, which is why our deliveries are thus far forward. We don’t wish to push manufacturing an excessive amount of at the moment, however to maintain the state of affairs beneath management, particularly high quality smart.

The Group says it has anticipated the tendencies and desires of present house owners whereas progressively buying youthful house owners, with a median age of 45 for Azimut patrons and 55 for Benetti shoppers. How have you ever achieved this?

It’s fascinating from a social perspective to see how the profiles of rich persons are altering, and that’s not simply on this business however throughout the globe. Previously, it took you a lifetime to turn out to be actually wealthy, however within the new economic system, digital applied sciences have modified this.

In Benetti, we nonetheless have the basic navettas or the Motopanfilo [37M], however within the final 5 years we’ve added some additional product ranges extra centered on a life-style proposition, such because the Oasis. Even within the metal manufacturing, the B.Now collection, we suggest a extra conventional stern and the Oasis Deck® model, which is extraordinarily in style.

Are you able to inform us extra about your deal with Low Emission Yachts, which Azimut says accounts for over half of its present fashions.

Our new-generation Low Emission Yachts provide appreciable discount in consumption, about 20-30 per cent lower than the market common. This has even began to turn out to be a promoting level. Within the Azimut Grande vary, we’ve centered on three components for 10 years. Firstly, the sunshine weight of the fashions because of the intensive use of carbon-fibre, which we produce internally for the superstructure.

Secondly, our hull shapes, together with some which can be patented such because the D2P (displacement to planing), which is much more environment friendly in its newest technology.

Azimut Grande 26M options the POD 4600 propulsion system by ZF

The third ingredient is the propulsion and having the most effective propulsion for the kind of yacht we use. We’ve been pioneers in pods. First, it was with Volvo, such because the triple set up of the IPS on the Azimut line, then it was Rolls-Royce pods on the Benetti Quick collection. Now, the brand new Azimut Grande 26M is the primary to have the Pod 4,600 system by ZF.

So, principally weight, hull effectivity and pods. The mix of the three components brings efficient outcomes when it comes to lowering consumption, which suggests much less emissions — and we’re not speaking a few per cent.

We’re additionally very curious about concepts for the longer term, so we’re concerned in new fuels, hydrogen and so forth, however that’s the subsequent stage. Immediately, we imagine hybrid electrical propulsion is the reply.

Benetti B.Yond 37M makes use of a brand new Siemens hybrid propulsion system

We lately launched the Benetti B.Yond 37M, the greenest yacht in its class. Its Siemens hybrid propulsion system reduces CO2 (carbon dioxide) by 24 per cent and NOX (nitrogen oxides) by 85 per cent. New purposes are all the time a danger, so it was actually an entrepreneurial choice. We mentioned it inside the firm, with the gross sales group initially preferring to have the programs examined elsewhere.

Nevertheless, we as a household, particularly my father, have been saying, “If you wish to keep forward, you need to take a danger.” We labored cheek to cheek with Siemens and the system proved to work very nicely. In fact, it’s way more work for the technical division, so these steps in expertise are a problem, however that is the way you present you’re a frontrunner.

What are your ideas on the Water Revolution Basis’s new Yacht Environmental Transparency Index?

Individuals usually discuss sustainability in very generic methods, and I feel we must always all attempt to use figures with an index. To me, the one actual index at the moment is consumption, as a result of it’s one thing that may be examined and used to check boats. I feel the business ought to begin to solely discuss numbers and never simply individuals speaking in regards to the “most sustainable supplies” however with no tangible method. I feel it’s essential to indicate the true dedication of the business to this subject.

The 30M is the flagship of Azimut’s Magellano collection

I feel the concept for the Water Revolution Basis to determine an index is totally the proper one, as a result of the business doesn’t have one, though I imagine YETI consumption is an efficient index. I imagine it must be handed to an impartial authority resembling a category society, for instance, so it’s not a part of an affiliation with members and we take away all potential “second ideas” behind that. I feel the idea is correct, however it ought to most likely go from the Water Revolution Basis to an impartial physique at a sure level.

What do you suppose would be the main change in superyachts within the coming years?

I feel sustainability and lowering emissions is a necessity. We should always not go in opposition to the rules, however we do want rules that permit shipyards and engine and propulsion producers the time to adapt to new requirements. 

Even on the affiliation stage, I feel we must always be part of forces in creating these new applied sciences collectively. In the long run, the aggressive benefit you’ve in saying you’re the primary with hybrid propulsion or hydrogen is a quick advertising and marketing benefit of some days. In an business with excessive funding however few models, we must be extra collectively. I’m on the Board in SYBAss (Superyacht Builders Affiliation) and I wish to push extra in that route. It’s higher to take a position our energies and cash collectively.

How do you view the Asia market, the place Azimut and Benetti have a robust historical past and proceed to be very fashionable?

Asia has all the time been a really rewarding market and we’ve got an extended relationship with the area. After my father purchased Benetti in 1984, the Hong Kong-based proprietor of Ambrosia was a minority shareholder. He was an excellent buyer of Benetti and fell in love with the corporate, in order that helped us enter the market earlier than others. 

The Oasis Deck choice is obtainable on the B.Now collection together with the 67M

We promote fashions throughout our ranges, each from Azimut and Benetti, into Asia and I imagine the house owners there are refined prospects. The mainland China market is but to evolve correctly and isn’t progressing as we had all hoped, for a wide range of causes together with boating rules and free use of the shoreline. We see Chinese language house owners protecting their boats elsewhere. Within the quick time period, I don’t see a market of center class house owners shopping for 50-60ft Azimuts and shifting up in measurement, like elsewhere.

Marine Italia is considered one of Azimut’s most profitable sellers, based mostly in Hong Kong but additionally representing the model in Taiwan, Guangdong and Singapore. They’ve historically offered a variety of Fly and Grande fashions, however at the moment are beginning to promote extra fashions from the Magellano line, which your father highlighted as considered one of his most essential initiatives in Azimut’s first 50 years. What’s the attraction of this line?

Magellano has been a revolution in yachting, as the primary crossover mannequin out there. It was conceived in 2007 and launched in 2009. We have been adopted by many different shipyards, from the small ones to the large ones, and now everyone talks about crossovers. The concept was impressed by trawlers, designed for lengthy cruises, the place you get pleasure from quantity and luxury inside.

Nevertheless, the Magellano is environment friendly in displacement mode and has a bit extra pace than conservative trawlers, so house owners can attain 22-24 knots if they should attain a port rapidly or the climate instantly modifications. 

Azimut’s Magellano 25M revived the collection

The flagship Magellano 30M we launched on the final Cannes Yachting Pageant is wonderful and we had double-figure gross sales earlier than it was at any present. I imagine on this idea and personally cruised on a Magellano 25M a few years in the past, having spent all my life on planing hulls. I made an extended cruise in a short while as a result of I needed to take it from our Fano shipyard (on Italy’s Adriatic coast) all the way in which right down to the southern a part of Italy and again north and on to the Cannes present.

Many instances, I used to be consuming lunch throughout navigation — it was so nice, even at 21 knots. You’ll be able to eat and sleep throughout navigation as a result of it’s so easy over the waves. It’s a special manner of cruising. There’s a variety of inside house with a up to date design, with out that conventional feeling of the previous trawlers.

How have you ever loved collaborating with Vincenzo De Cotiis, whose first yachting initiatives have been the interiors of the Magellano 25M and 30M fashions?

When he began working with us, all the inside magazines within the US requested for an unique as a result of he’s an enormous title. He’s an architect in addition to an artist. He designs collectibles and is represented in New York by the Carpenters Workshop Gallery, which is famend all over the world. He brings an architectural method and a few concepts for the structure I wasn’t anticipating and was actually impressed with, particularly as he had by no means labored within the business.

Vincenzo De Cotiis on the Magellano 25M

For instance, on the Magellano 25M, it was the primary time I’ve ever heard anyone say to me, ‘In the principle saloon, why do you place the eating desk like this (athwartships), which is a visible impediment when you get in. In the event you flip it (alongside the centreline), the boat has a a lot wider impact and is way more nice, with higher service.”

Then once I cruised on the mannequin, I all the time saved it longitudinally, as a result of he’s proper: you don’t have such an enormous construction in your view, which modifications the impact of the boat.

He additionally performs loads with mirrors, so that you all the time have a view of the ocean and the sensation of water. On prime of that, for his collectibles, he has this concept of mixing poor supplies with wealthy supplies, however these poor supplies are reinterpreted. He instructed me, “My favorite materials is fibreglass as a result of I personally convert it by hand and put in some color powder myself, offering this impact, a mix between a textile, a resin, a fabric which doesn’t exist.” 

Inside element on the Magellano 25M

So, the choices embrace this creative fibreglass, which is handmade, in line with his recipe! It’s very textural. It has nothing to do with the fibreglass we’re used to and it’s fascinating as a result of it’s such a typical marine materials utterly transformed into one thing you wouldn’t recognise as such. It’s very fascinating.

On the Magellano 30M, the place we suggest each this materials and extra conventional choices, a lot of the prospects went for the design from De Cotiis.

His design may be very refined. It’s a up to date inside, however completely different to what you see on different boats, which are sometimes an empty field the place the shopper can play with free furnishings, sometimes by the large manufacturers like Minotti and Poltrona Frau. I imagine the Magellano may be very fascinating as a result of the inside is a up to date interpretation however with a really particular character.

As Vice President, you’re employed immediately together with your father Paolo, President of Azimut-Benetti. What have you ever learnt from him and the way do you’re employed collectively?

I’ve realized from my father that on this market, you win with the product. Advertising and marketing is good, however you should win available on the market together with your boats. Even within the interval of the worldwide financial disaster in 2008 and 2009, we didn’t save one penny in product growth. That made a distinction. It was a possibility to realize market share in these years as a result of we have been capable of hold investing in new merchandise. Our focus is to maintain our toes on the bottom and focus on being winners in what we provide to our prospects.

Paolo and Giovanna Vitelli

Since working collectively, we’ve deliberate and managed an essential change from the founders’ time to the following stage. Immediately, Azimut-Benetti is a billion-dollar turnover firm. Over 10 years, we deliberate the expansion of our administration, so we’ve got a transparent governance, the place the household has the imaginative and prescient and we’re nonetheless those to resolve on the product growth. The product is then based mostly on a committee that I coordinate however then delegate and depart house to managers, as a result of that is the way in which you develop.

The corporate couldn’t exist as a one-man or one-woman present. I imagine we’re on the proper path, as it is a technique to put together the corporate sooner or later for rising greater, possibly going public or involving extra managers. I feel it is a path for good, sustainable progress somewhat than protecting the household 100 per cent palms on and limiting enlargement.

Immediately, my father is concerned within the strategic imaginative and prescient, fortuitously, however a lot much less concerned within the on a regular basis enterprise. Other than the B.Yond household, which actually got here from his spirit and imaginative and prescient, he’s not that concerned in the remainder of the product growth anymore. Generally, when I’ve slightly doubt, I am going to him for recommendation, however it’s extra about my private considerations. He’s spending extra time on his hospitality actions, because the household owns a number of motels within the mountains, however he retains an eye fixed on the corporate.

This text first appeared on Yacht Model.

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