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, 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 optimizing fixed costs and various processes.
Quality drive
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 and motor yachts. Once all the necessary quality assurance and cost reduction measures were in place, the company shifted its focus to growth.
Growth strategy
HanseYachts AG revenue growth for several years in a row and reached a peak value of around 152 million euros in the fiscal 2018/2019. Due to the effects of the Corona pandemic, revenue in the fiscal 2019/2020 declined to circa EUR 128 million. The consequences of the pandemic also had a negative impact on production in the fiscal 2020/21. As a result, turnover declined to circa 121 million euros. In the first quarter of 2021/2022, the company recorded record sales and incoming orders. In the first three months of the fiscal year, HanseYachts AG generated consolidated revenue of around 34 million euros. This implies a 20% increase in turnover compared to the same period of the previous year. With circa 94 million euros, incoming orders are around 52% higher than the previous year's period. It is expected that new models of various brands and innovations will enable future growth.
Multi-brand strategy
HanseYachts AG has adopted a multi-brand strategy, allowing it to address the diverse needs of sailors as well as owners of motor yachts. 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.
Globalisation offensive
The six 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 and motor yachts 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.
Sustainability
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.
Read moreInnovation leadership
Innovation is a key driver of continued growth at HanseYachts AG. The company has pioneered the use of cloud applications to provide onboard services and security. Through the app, customers can view boat data in real time. It contains operating instructions and onboard alerts. A digital maintenance manual keeps track of regular maintenance and provides a favorable reference value for yacht valuation in case of secondary resale. 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.