In its press call this morning on the first day of the 2025 Cannes Yachting Festival, Groupe Beneteau confirmed customer demand for time on the water remains strong, even as global headwinds create uncertainty.
Rising interest rates, high prices and inflation are among the factors the company believes could weigh on consumer confidence. Despite this, the French builder is pressing ahead with 14 world premieres and four further model reveals at the Cannes Yachting Festival 2025.
The French boatbuilding giant has developed a clear roadmap for each of its brands, with a fresh strategy designed to protect pricing integrity and avoid heavy discounting.
During its press conference this morning (9 September 2025), the company revealed it is leaning into so-called ‘price elasticity’ in the face of global trade challenges.
“It’s a collective effort. This market needs volumes,” a spokesperson told gathered media. “You find agreements that fit the rules with everyone. We have decided to commit collectively to price elasticity. Go into it and discover what your customer wants – not what you want to put on the boat. It’s the only approach, when designing, to make it meaningful for the owner.
“We know so much about our boats. We have an army to question owners, charterers and skippers. We are starting from a minimal value proposition. It’s a change of angle. We began this approach more than a year ago – in fact, three years ago. As the biggest organisation in the market, we had to anticipate much more. We are tired, but excited.”
This shift forms part of the group’s broader acceleration plan.
“This is step one of the acceleration plan for 66 models in three years,” said Bruno Thivoyon, chief executive of Groupe Beneteau, speaking to MIN.
Thivoyon noted: “I still don’t know what’s a normal year in boating, even after five years in the company.” He said he is looking for a reference point, adding: “Today’s market conditions will be stable for next year – I consider.”
Political turbulence in France is influencing sentiment, he admitted, but stressed that uncertainty is a global reality. “Here in France, there is political instability. Political instability is the new normal somewhere in the world. Stability now means permanent political instability.”
Thivoyon said many markets are now focused on pricing elasticity. “It’s about adapting the value proposition to what the customer will pay for at each step. This means innovating with materials and offering vessels at a reduced cost.”
The group maintains that this approach is essential in a volume-driven market. Agreements have been reached across the supply chain to support it. By focusing on customer discovery, Beneteau says it is prioritising features that owners genuinely want on board, rather than dictating them.
Thivoyon also underlined the group’s financial strength. “We have 140 years of crossing through economic and other cycles, which helps us not to overreact. We have cash and no debt. We can take the investment decisions we want, and this will make the difference in the future.”
He points out that this strategy is encapsulated in the group’s concept of “Meaningful Boating” – placing customers at the centre, balancing value and sustainability, and ensuring each brand delivers relevant, long-term solutions.
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