Sunseeker Middle East LLC builds regional network in bid to boost sales

Published November 22nd, 2009 - 01:02 GMT

Sunseeker Middle East LLC will build an operations network across the Gulf and into Lebanon as part of a dynamic expansion plan to boost sales and establish itself as the regional market leader for luxury motor yachts over the next three years.


Having weathered the global financial crisis, the Dubai-based company, a division of the Ilyas and Mustafa Galadari Group, says giving the Sunseeker brand a permanent presence in Saudi Arabia, other Gulf countries and Lebanon is its top priority.


“We are well established as a major player in the Middle East but we now have plans in place to make Sunseeker the clear market leader,” said Francesco Pitea, the company’s recently appointed general manager.


“We are looking at a number of options, including establishing sub-dealerships and opening our own offices in other countries around the region, in order to take the brand closer to our customers there and have the facilities on their doorstep to deliver world-class service.


“We have adopted a much more aggressive marketing approach and we’re confident that this, added to a stronger regional presence, will allow us to increase our sales significantly over the next three years.”


Sunseeker Middle East LLC has represented the world-famous Sunseeker brand in the region for more than four years. Pitea, who has more then ten years’ experience in the marine sector, has been busily formulating the expansion plans from the company’s new headquarters in Emaar Business Park, Sheikh Zayed Road, Dubai.


While the global economic crisis saw other luxury brands struggle to find buyers, with  large numbers of motor yachts in stock, Sunseeker enjoyed an increase in sales of its larger craft.


“While there was an overall slowdown of sales in the market, we actually experienced an increase in demand for Sunseeker yachts of 70ft and above,” said Pitea. “It showed that people who want to invest in a luxury motor yacht will always find the money to buy quality.”


“The market has had the worst of the financial downturn, although we believe it will not fully recover until the last quarter of 2010. But from that point on we expect a significant jump over the next three years and we’ll be in a position to capitalise.”



Added Pitea: “This market is still relatively young and it has huge potential. There are a lot of developments with marinas taking shape and this will encourage more people attracted by the luxury lifestyle to buy yachts.”


Pitea expects major interest in Sunseeker’s new 30 meter yacht, one of several craft due to be seen in the Middle East for the first time next year, as well as for the current top seller, the Manhattan 70. “One of our unique selling points, which is particularly attractive to buyers in the current climate, is that we offer financing for the complete Sunseeker range,” he said.

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