Sanlorenzo grows sales force into Spain and the UK
As part of recently-appointed CEO Fulvio Dodich's sales and marketing strategy for the Italian yacht builder, Sanlorenzo opens offices in London and the Costa del Sol…
Sanlorenzo, one of the leading Italian yachtbuilders, has moved to extend its sales force across Europe with the opening of two new brand representative offices in Spain and the UK. Alan Gulliver, who comes from Sunseeker to head up Sanlorenzo’s London office, based in Mayfair, says the move is proof of the ambitions of the yard’s recently appointed CEO, Fulvio Dodich.
“To have the opportunity to come on board and help execute the new vision for Sanlorenzo’s brand in Europe and the UK with Fulvio Dodich is a big plus,” Gulliver said to SuperyachtNews.com exclusively. Gulliver who was previously based in Spain, will work closely with Francis J. Holbourne, heading up Sanlorenzo Spain in Puerto Banus on the Costa del Sol to coordinate sales and marketing efforts.
“Sanlorenzo has not been a particularly well known brand in the UK , which is already well served by Sunseeker and Princess,” Gulliver said. “We think it’s time it should be.”
The trend among British customers is towards larger boats, Gulliver said, and so Sanlorenzo’s broad selection of hull options (GRP from 19m to 36.5m, aluminium in a 40m and 42m explorer and steel at 46m, 60m and 62m) should attract clients in the UK looking to trade up in quality. “Once these clients have had a boat or two, they start to know what they want from a boat and can see the quality behind the gloss," Gulliver said. "They’re the clients who will go further afield than just the UK boat shows to shop for quality; Cannes or Monaco are typically the next steps. They will then be more exposed to what the European brands have to offer. That’s where Sanlorenzo comes into its own.”
Gulliver admits it will take a while for the Italian brand to establish itself in the minds of the buyers in the UK, but that once they grasp the yard’s commitment to tailoring interior design, it will present a strong, viable option. “The new Sanlorenzo models and some of the ideas in the pipeline are definitely good competition for anything that’s out there,” Gulliver said. There are no plans to bring a Sanlorenzo to the London Boat Show in January, as the costs are prohibitive.
Fulvio Dodich took over as CEO at Sanlorenzo at the beginning of the year and has quickly established his vision for the brand. Formerly CEO at Ferretti, Dodich has stated that he intends to take the brand global. Upon his appointment, Dodich explained his vision for Sanlorenzo: “I am thinking of an aggressive approach: the creation of new models and the simultaneous strengthening and enlargement of the dealer network will allow successful new market penetration—especially in the emerging markets in Asia and Latin America—with a resulting turnover enhancement. This is a big challenge, but without big challenges there is no zest for life.”
“To have the opportunity to come on board and help execute the new vision for Sanlorenzo’s brand in Europe and the UK with Fulvio Dodich is a big plus,” Gulliver said to SuperyachtNews.com exclusively. Gulliver who was previously based in Spain, will work closely with Francis J. Holbourne, heading up Sanlorenzo Spain in Puerto Banus on the Costa del Sol to coordinate sales and marketing efforts.
“Sanlorenzo has not been a particularly well known brand in the UK , which is already well served by Sunseeker and Princess,” Gulliver said. “We think it’s time it should be.”
Alan Gulliver (left) with Sanlorenzo chairman Massimo Perotti (centre) and Francis J. Holbourne (right)
The trend among British customers is towards larger boats, Gulliver said, and so Sanlorenzo’s broad selection of hull options (GRP from 19m to 36.5m, aluminium in a 40m and 42m explorer and steel at 46m, 60m and 62m) should attract clients in the UK looking to trade up in quality. “Once these clients have had a boat or two, they start to know what they want from a boat and can see the quality behind the gloss," Gulliver said. "They’re the clients who will go further afield than just the UK boat shows to shop for quality; Cannes or Monaco are typically the next steps. They will then be more exposed to what the European brands have to offer. That’s where Sanlorenzo comes into its own.”
Gulliver admits it will take a while for the Italian brand to establish itself in the minds of the buyers in the UK, but that once they grasp the yard’s commitment to tailoring interior design, it will present a strong, viable option. “The new Sanlorenzo models and some of the ideas in the pipeline are definitely good competition for anything that’s out there,” Gulliver said. There are no plans to bring a Sanlorenzo to the London Boat Show in January, as the costs are prohibitive.
Fulvio Dodich took over as CEO at Sanlorenzo at the beginning of the year and has quickly established his vision for the brand. Formerly CEO at Ferretti, Dodich has stated that he intends to take the brand global. Upon his appointment, Dodich explained his vision for Sanlorenzo: “I am thinking of an aggressive approach: the creation of new models and the simultaneous strengthening and enlargement of the dealer network will allow successful new market penetration—especially in the emerging markets in Asia and Latin America—with a resulting turnover enhancement. This is a big challenge, but without big challenges there is no zest for life.”
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