I apologize for the absence of our CDM EXPERIENCE buletin for such a long time.
We have been completely focused and busy with both boats under construction and (many) new contracts, while a very important number of new projects and prospect clients have started their CdM Experience Path.
News have been summing up at such a pace, that there was no way to find a gap and say: let's publish the latest ones!
What a success CDM is having... New contracts (one every 2.5 months and the last 4 all over 100 feet), new products (the new Darwin 121 and the Nauta Air 108 under construction), extreme quality (surveyors and captains all smiling), and all the owners of the delivered yachts happy and satisfied (three of them already in discussions for the bigger one!).
I sincerely have to say that if only a few months ago we were saying that we were proud to be part of this shipyard... now we are all proudly shouting I AM CDM! at every possible occasion! I AM CDM!!!
Anyway, and in order to give substance to our words of enthusiasm, we thought it was a good idea to share with all of you some datas which have been taken from (among the others) the Global Order Book 2015 (Showboats) and Market Intelligence Report (Boat International).
Personally, reading those pages again this morning, I was still feeling very emotional: the efforts made by all of us in these 4 years and a half, sacrificing a lot of our private lives, are finally paying off, even more than expected!
It sounds almost crazy, but we can now dare to compare our results with the ones of the three top builders
worldwide, in the 80 to 112 feet segment, widening the comparison to semidisplacement and full displacement yachts of whatever material.
What is even crazier is that our results in terms of sales and boats under constructions are really close to theirs, as you can see from the following charts!
This is really amazing, considering the strength and the decades of presence in the market of those brands, the number of great dealers, the quality of their sales directors, and the beauty of their boats!!!
This is almost as rewarding as seeing CdM representing 60% of the Steel/Alu Explorer Yacht market worldwide between 80 and 112 feet, with the closest competitor having only one boat under construction!!!
Reading the following chart is definitely a great way to start year 2015, but it is just the beginning, we are only in February: stand by for even more exciting news on the next CDM EXPERIENCE buletin!
Mr Virgili, as President of Cantiere delle Marche, could you tell us what persuaded you to back the project right from the start?
Well firstly I have always been a yacht owner and this was an important factor in my decision.
I was always looking for boats that could respond to my needs as closely as possible, but the market never seemed to offer what I was looking for.
When the CdM project was proposed, I immediately understood the difference: everything would spring from an acute awareness of market requirements and the strong desire to meet the demands of boat purchasers in the post-2008 era. This was the first time that a shipyard factored the customer into the centre of its equations. Basically, this was the exact shipyard that I had been seeking as I navigated the waters of buying boats!
The company was just started a little over 4 years ago and now accounts for 60% of the target global market as we can see in
the infograph following (Explorer Yacht - 80 to 110 feet - steel and aluminium). What has changed at CdM since August 2010?
With respect to the figures, in all honesty, we shouldn't forget that CdM works in a very specific, niche area. Numbers should always be read carefully, and the less crowded the market, the easier it is to look good in terms of percentages! If we made similar-sized planing boats, we clearly wouldn't have achieved the same market share!
With respect to change, our vision, mission and values have remained exactly the same. We would like to continue to be the first shipyard of call for those who want yachts with high added value, are incredibly sea-worthy, high quality and that can be custom built to customer specifications. We want to be able to do it with passion, honesty and maximum respect for our customers and captains. The changes have almost all been positive: for example, the atmosphere in the boatyard improves every month, the link between employees and sub-contractors is getting stronger and the simplicity of the organisation makes it work extremely efficiently (simplicity is considered to be a virtue at CdM). I am really happy that 40 employees and sub-contractors got together for dinner last week-end, finishing off the evening in the discotheque. I should point out that this was their idea and not just a team building exercise imposed by management. It just goes to show that the spirit of the shipyard has not changed at all despite the growth!
But something even more important must have changed!
Certainly: awareness. This mainly came about from selling yachts to expert boat owners who already owned vessels made by Feadship, Leurssen, Moonen etc., so we don't feel like we are Cinderella at the ball any more. We keep our feet firmly on the ground, but employ all our expertise in this difficult work.
The achievement of that awareness has been a giant leap forward. It removes any traces of arrogance, and helps us to keep our standards high. Nobody likes the idea of having to retreat from where they believe they have finally arrived. This is why we reorganised the company, with the clear goal of maintaining the original spirit without having to become a factory (which I believe is very different to a shipyard).
How does it feel to see your brand competing at a market position that is very close to more historical, renowned brands even
though it was only established four and a half years ago?
Absolutely thrilling. We are talking about the top three ship builders in the world. We are talking about brands that have always brightened the eyes of us fans and continue to light them up every time they put a new product on the market. Extremely high level professionals, the best designers in the world, business people and high ranking managers, dozens of sales offices all over the globe. We can only feel excited, proud, and somehow dismayed! It just serves as another incentive to keep the head down, our feet firmly on the ground, and that spirit of sacrifice that everyone has shown since CdM opened in August 2010.
I would also like to mention that the average age of our workforce is very young (the oldest is our sales director who is 45) and that we are 100% Italian: from the shareholders to the sub-contractors and the vast majority of suppliers, CdM is a true Italian shipyard. And believe me, this still carries enormous weight.
A word on the future of CdM?
I hope that we carry on working closely with our customers and their consultants, stay very attentive to quality and detail, that there is a special bond between the people who work here, and that we continue to be imbued with that somewhat provincial, naive spirit that has always made us so special and successful.
I think I could summarise our future goals as follows: we would like to become increasingly better, not increasingly big.
Since being founded four years ago, Cantiere delle Marche has sold an Explorer yacht every three months in Europe,
Australia, United States and South America, and has practically become the key reference in its segment.
Moreover, in 2013, 'Darwin Class' was awarded a prize in Cannes for the best performance and results.
2014 marks another important milestone in the company's history, with the launching of the first two models of the Nauta Air range, a new class of yachts that will flank the established Darwin Explorer class.
With the Nauta Air range, Cantiere delle Marche confirms its evolutionary approach in creating its products, which are aimed at a global clientele. Regardless of their modified forms, the yachts of this class preserve their core identity, as they are built for cruising and satisfying yacht owners on all waters throughout the world.
Evolution has been a core concept ever since the name 'Darwin' was chosen for the first class of Explorer yachts, which embody a product approach based on the ongoing quest for technical and stylistic perfection.
I AM CDM developed naturally out of the communication strategy initiated in 2011, which emphasises the role of people, with their names and surnames they are indeed the major players behind Cantiere delle Marche's success.
In 2013, the campaign featured the designers of the two product classes: Mario Pedol of Nauta Design for the CdM Nauta Air yacht class and Sergio Cutolo of the Hydro Tec studio for the Darwin Class Explorer Yacht range.
This year, the aim was to amplify Cantiere delle Marche's consideration of people as the cornerstone of its activities, by assigning the role of testimonials to CdM's staff and to crew members of Explorer yachts produced and delivered by CdM.
We therefore have Laura Pugnaloni - Sales &: Marketing Dept, Bruno Piantini - General Manager, David Shave - Captain of M/Y YOLO, Rachel Adams - crew member of M/Y YOLO, Domenico Ranieri - Technical Dept, Maurizio Mancini - in charge of outfitting, and many others to follow during the year.
Each one of them reflects part of the essence of Cantiere delle Marche and its yachts, embodying its character and distinctive traits. In this way, I AM CDM evolves from being a mere brand pay-off into an approach capable of guiding the company on a virtuous path, where the professionals who are responsible for the excellence of every product component reclaim their pivotal role.
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