Boat shows may no longer deliver their value through immediate orders, but marine equipment suppliers are still finding reasons to be there – from closer relationships with boatbuilders to growing opportunities in electric propulsion, hybrid systems, larger vessels and smaller commercial craft.
That is the view of Ray Browning, UK branch manager at Vetus. Speaking from his prime waterfront stand at Southampton International Boat Show last week, he says the company attends shows to support boatbuilders and maintain relationships across the industry.
“We don’t sell direct [to consumers],” says Browning, who has worked for Vetus for 37 years. “So I have dealers and end-dealers that work on the stand.”
Browning therefore does not measure a show’s success purely by number of orders.
“We are more here as a flag waver – to support the OEMs and some of the other builders,” he says.
The approach is similar to that at the Crick Boat Show, where Vetus works with narrowboat builders and other inland-waterway businesses.
That relationship building role is becoming increasingly important as propulsion technology develops and equipment suppliers work more closely with boatbuilders on new systems.
Electric and hybrid propulsion becomes an OEM opportunity
Within that, Browning says electric and hybrid propulsion is becoming an increasingly important part of Vetus’ business development.
The company is currently offering a 22kW electric propulsion system and is working on a broader range of hybrid engines “right-up from our two cylinders, three cylinders, four cylinders.”
Browning says he is seeing particular demand in the inland-waterway sector for electric propulsion and there are also opportunities in electric for smaller commercial craft, with Vetus looking at vessels of around 12m and below.
Browning expects demand to continue increasing.
“I think hybrid will be an opportunity,” he says. “I think electric propulsion will grow.”
Bow thrusters move into larger applications
But this is not the only area where Vetus sees opportunities.
The company is extending its range of bow thrusters and Bow Pro systems, including into larger vessels and higher-end applications.
“We’re always extending our range of bow thrusters and bow pros,” he says.
The Bow Pro range uses brushless motors and is continuously rated, and Browning says Vetus is now producing larger units, taking established technology into larger and more demanding applications.
For Vetus, that includes relationships with major yacht builders, as well as company’s such as Cockwells.
Thus the value of the show is in providing an opportunity for suppliers, dealers and builders to discuss future projects and maintain relationships.
Positive outlook despite difficult conditions
Browning describes the current market as “testing”, while also saying he remains positive about the opportunities available.
SIBS is considerably smaller than when he first attended as a teenager, and he questions whether the cost of attending represents a direct sales opportunity for suppliers.
But Vetus places value in being there.
“We’re very upbeat,” he says. “We’re here, we all come away from it feeling positive, and we’ll always pick up leads.”
The distinction is important. The immediate commercial return from a show may not always come in the form of a sale.
Instead, the value can come through OEM contact, future projects, dealer relationships and maintaining visibility within the market.
At the same time, Browning acknowledges that the wider industry is under pressure.
For Browning, the market therefore presents a mixture of pressure and opportunity. Boat sales may be challenging and shows may have changed significantly, but he sees a growing market for new propulsion technologies and equipment – and a reason for suppliers to keep talking to the builders who will shape the next generation of boats.
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