“The boats? A family tradition”. Interview with the manager of luxury yachts


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“Powerboats? A family tradition”. We’re talking of the Cesana family who, led by the class and the intuitions of Piero and Marina, is currently the head of two really unique companies in the segment of the Italian boat industry: Marine Group and Blue Service. We have therefore asked another member of this family, Marketing Director Barbara Cesana, to tell us the secrets of a business reality that, for over 40 years, has been working on the Italian market as a synonym for reliability and concreteness.

“After having been specialized in the segment of English boats for over 40 years – Barbara told us – we accepted the challenge of becoming exclusive Princess Yachts’ distributor in Italy through Marine Group. Starting from our historic seat of Portosole Sanremo and thanks to our efficient network of partners in Italy, we work to help our customers enjoy the full potential of unique sailing experience, like that one guaranteed by Princess Yacht’s creations. Our approach to boating has always been successful because it envisages a complete service, from sales to post-sales, from intermediation to management. We know how important it is to understand the needs of our clients and we follow them in every step of their purchase, offering every sort of custom solutions. Also thanks to our network of partners who embrace and share our philosophy and business values every day: from those who deal with engines and electronics to craftsmen”.

Princess S78
Princess S78

How did you come to the partnership with Princess Yachts?

“At the end of 2017, they contacted us because they wanted to improve their position on the Italian market. They, therefore, needed to provide Italian customers with a unique interlocutor. It was a good challenge but, of course, we also visited the shipyard of Plymouth, where 6 production facilities guarantee a production capacity of 300 boats a year. Moreover, Princess is an always moving reality: at the last boat shows, indeed, they presented many new entries, as the RC35, the F70 and the Princess V60. The latter is a dynamic agile model with extraordinary performances and excellent seaworthiness, easy handling and a top speed of 38 knots. Without forgetting that, today, Princess Yachts is a premium brand with a range that goes from 40 feet to 40 meters and covers different types of boats: Open, Fly and Sportbridge to suit the needs of an increasingly broader clientele”.

There is also another challenge you have issued to the market: to become a distributor of Sealine and Fjord brands, both part of the German Hanse Group, in Italy through Blue Service

“With a special focus on the professionalism of our team, we have decided to establish and spread the two brands. How? Not only thanks to a widespread promotion but also thanks to an important range of post-sales and technical assistance services. But, of course, what really makes the difference is always the “product”: Fjord, indeed, is synonymous with luxury day cruisers and therefore boats designed for customers who look for exclusivity and performance. Sealine, instead, offers boats designed for people looking for a boat that can combine high-quality details with wide spaces for entertainment and relax. It is no coincidence that even the “entry level” model of the range, the 330, is very interesting because it is one among the most spacious and the most attractive boats of the market. However, I want to specify that, in addition to new boats, our two societies also deal with used-boats with great competence and authority. Moreover, our activities include the promotion of seasonal or annual moorings through the sale and rental solutions”.

Fjord 42 open
Fjord 42 Open

In short, you offer a wide range of services, appropriate for a market that is finally growing again, don’t you?

“Yes, we’re confident and this was clear even at the latest boat shows. There is a great desire to enjoy the sea not only by those who are looking for their first boat but also by those who already own a boat but think that it’s time for them to buy a new one. There are also new generations of clients who are given the sector new demands and enthusiasm. The boat remains a way to be special and have fun with family. And we are really good at family matters”.

“We have bought Cantiere del Pardo” | The story of two Italian managers



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