Strategy of HanseYachts AG
As one of the biggest suppliers of recreational yachts in the world, HanseYachts AG carries a special responsibility for the future. The company’s strategy encompasses growth, innovation leadership and responsibility for its employees. Since 2011, HanseYachts AG has been majority-owned by Aurelius AG. Thanks to a quality drive as well as the acquisition of several sailing yacht and motor yacht brands and the catamaran-builder PRIVILÈGE, HanseYachts AG’s revenue has doubled over the past six financial years. More than 80% of yachts sold are exported.
Acquisition by Aurelius AG
In 2011, Aurelius AG purchased a majority interest from HanseYachts AG founder Michael Schmidt and currently holds 76.77% of issued shares. At present, around 23.23% of shares in HanseYachts AG are freely traded. Shortly after the acquisition, measures were introduced aimed at leading the company into a stable and profitable future over the long term. The first of these measures was to concentrate on its sites in Greifswald, Germany, and Goleniów, Poland, which entailed the closure of its sites in the west of Germany, Norway and France. Within the company, a quality drive was launched with the aim of optimising fixed costs and various processes.
Since the acquisition by Aurelius AG in 2011, a quality drive was launched in all areas of production. Development processes were also professionalized. The introduction of lean production (optimized production and material costs) had a positive impact on production as a whole and the profitability of HanseYachts AG. Year after year, numerous international awards are testament to the outstanding quality of its sailing yachts, motor yachts and catamarans. Once all the necessary quality assurance and cost reduction measures were in place, the company shifted its focus to growth.
HanseYachts AG's revenue has increased for seven consecutive years from around 80 million euros in fiscal 2012/2013 to around 152 million euros in fiscal 2018/2019. Due to the effects of the Corona pandemic, sales declined to circa 131 million euros in fiscal year 2019/2020. In the first quarter of fiscal 2020/2021, order intake is around 62 million euros, 85% higher than in the first quarter of 2019/2020. The number of yachts on order increased from 158 in the first quarter of 2019/2020 to 264 in the first quarter of 2020/2021. New models of different brands and innovations are expected to enable future growth.
HanseYachts AG has adopted a multi-brand strategy allowing it to address the diverse needs of sailors as well as owners of motor yachts and catamarans. This is why a further five brands have been added to the portfolio of the founding brand Hanse over the past five years. Moody was acquired by HanseYachts AG in 2007, expanding the model range to include deck saloon sailing yachts and one aft cockpit yacht. Dehler was acquired in 2009 and appeals to sailors with sporting ambitions. The acquisition of FJORD in 2005 and SEALINE in 2013 allowed HanseYachts AG to enter the market for motor yachts, which is two-and-a-half times bigger than the market for sailing yachts. The RYCK brand recently expanded its brand spectrum in the motorised segment. HanseYachts AG's product range was completed in 2019 by the acquisition of the catamaran manufacturer Privilège, which produces luxurious sailing and motor catamarans.
The seven brands under the umbrella of HanseYachts AG are sold to customers in more than 60 countries all over the world via a network of around 250 dealers. Subsidiaries in key markets are responsible for local sales and marketing. The sailing yachts, motor yachts and catamarans are showcased at more than 80 boat shows in almost 30 countries. In the wake of the Corona pandemic, most boat shows have been cancelled in 2020 and 2021 and replaced by virtual boat shows and individual yacht demonstrations at local dealerships. The export share of the company is more than 80%. International sales compensate for regional fluctuations in demand.
As the second-biggest manufacturer of sailing yachts in the world, HanseYachts AG is committed to the protection of the oceans and sustainability. In 2016, the shipyard became the first ever to equip one of its series-produced sailing yachts with an electric motor. With E-MOTION RUDDER DRIVE, the drive is integrated in the rudder. This reduces water resistance, which means that the drive offers a range of benefits even if you are just sailing. The yacht is easier to dock because the drive rotates with the rudder. The PRIVILÈGE Signature 510 catamaran is available with solar cells and an all-electric drive. The prototype was unveiled at the Southampton International Boat Show in 2018.Read more
Innovation is an important growth driver at HanseYachts AG. The company is setting new standards in on-board service and safety by becoming the world’s first manufacturer of sailing yachts, motor yachts and catamarans to offer a special cloud-based app that customers can use to call up live data about their yacht, including owner’s instructions and alarms on board. Routine maintenance is logged and monitored in a Digital Service Book, which has a positive impact on the resale value. Since July 2019, all models offered by HanseYachts AG can be equipped with the necessary hardware. For existing customers, the company offers a retrofit package via its online shop and global dealer network.
MyHanse Safety Cloud
Everything under control. With the MyHanse Safety Cloud you have full access to all important data of your HANSE. Anytime, anywhere. Intelligent applications such as BoatMonitoring, eLogBook and eServiceBook enable you to easily and conveniently monitor your yacht, keep an automatic logbook and keep an eye on all maintenance appointments.