Astondoa and Yachtside bring Spanish yachts to Asia -Cars Automobiles


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After 35 years at Volvo, you started as sales director at Astondoa in 2016, when the shipyard celebrated its 100th anniversary. How well did you know Astondoa?

I was very familiar with Astondoa. I had been doing business with the company for 25 years as it was one of the most important customers on the Spanish market for Volvo Penta.

Yachtside Philippe Chadel (left) with Jaime Cortecero from Astondoa

What are the main markets of Astondoa and which areas have you focused on?

America has been the main market for the past five years. In America, the United States is one of the strategic markets for the brand, as we have an important presence in Florida, while Mexico is another important market in the region.

During these early years, my strategy focused on consolidating the shipyard's expansion into European markets, where it is already represented by our dealers, such as France, Monaco, Poland, Italy, the Adriatic region, such as Croatia, Slovenia, Serbia and Montenegro as well as Germany, Benelux and Russia.

In Asia, Astondoa is represented by Yachtside Asia in Dubai, Lebanon, Singapore and Thailand.

Astondoa builds between 11 and 60 m. Which of your yachting programs do you think would be the most pleasing to shoppers in Asia?

We believe that our Flybridge motor yachts from 44 to 80 feet and the Century series of luxury yachts from 100 to 120 feet are attractive to the Asian market.

Astondoo's second 110 Century was introduced in 2018 and continues the yacht's international orientation since its centenary

The second century of the century was launched in 2018 and continues the international orientation of Astondoa since its centenary

What do you think about the superyacht market in Asia? Is there a potential for your steel assortment and if so, where?

Of course. The standard of living in Asia has risen rapidly and a new, growing middle class, which can increasingly enjoy the leisure and thus the leisure cruise.

ICOMIA comments: "Over the past 30 years, most Asian economies have grown and in the last 10 years, most countries' GDP has risen at an average rate of 5-10 percent per annum, well above that of Europe and Europe the USA. & # 39;

In your opinion, which Asian markets offer the greatest potential for Astondoa?

At the moment, Astondoa launches our presence at Yachtside in Singapore and Thailand. We believe that these markets and China are the countries with the greatest potential.

Our strategy, however, is to consolidate our new presence in the Thai market at this time, and expansion into other markets will depend on the results achieved there.

Michael Buurmeijer, Eric Fromento, Anthony Brisacq and Boom at the Yachtside Asia office in Bangkok

Michael Buurmeijer, Eric Fromento, Anthony Brisacq and Boom at the Yachtside Asia office in Bangkok

Yachtside Asia opened its new Thai headquarters in Bangkok in October 2018 and has since moved its office in Phuket to the Boat Lagoon Marina. How important is it for Astondoa and Yachtside to have such a strong office presence in these two key markets in Thailand?

In the key markets, professionals must be present, both where potential customers work and where they can go on holiday and use their yachts. From the beginning, Yachtside has done much to consolidate its presence with strong offices in Bangkok and Phuket.

What led Yachtside to become an Astondoa dealer over a year ago?

Yachtside is part of the Be In Yachts group and Astondoa has already worked with them as a dealer for France and Monaco. We appreciate the strong international orientation of this company and also its experience in the management of yacht charter.

Astondoa hopes to bring some of Spain's outdoor life to Asia

Astondoa hopes to bring part of Spanish life outdoors to Asia

Yacht owners in Asia know the leading brands from Italy, France, Great Britain, Germany and the Netherlands. Is there a challenge in applying for the Spanish brand Astondoa?

Astondoa has been in an internationalization and renovation process since its centenary in 2016. It was the right time for the company to change and evolve.

The Century range embodies this evolution while retaining the distinctive features of Astondoa, while at the same time venturing into more modern lines, cutting-edge technology and functional elements.

This development is supported by the promotion of our social media strategy, a stronger presence at international boat fairs and much more.

Astondoa is Spain's leading luxury yacht builder, but why are not there any more global brands from Spain considering the country's rich sailing history and amazing coastline and scenery.

The last crisis concerned several shipyards in Spain that needed to be closed. The nautical market in Spain consists mainly of boats of short length. About 90 percent of yachts are boats up to 8 meters in length.

Why do you think that Astondoa yachts will be successful in Asia and what features should owners in Asia pay attention to?

Tradition, quality, tailor-made design – and more than 100 years of experience in the construction of luxury yachts.

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