Oyster to cultivate Asian market

by Vincent Wee, The Business Times on 16 Apr 2010 Asia is now seen as a coveted pearl for Oyster Marine and this is the reason why, after decades of focusing on the UK and Europe, the UK-based yachtmaker has appointed a representative to look after the needs of the growing South-east Asian and China market.

And it could not have chosen a better emissary for the brand than Asia Yacht Services (AYS) managing director Bart Kimman, who not only recognises the premium value of the yachts but also the market potential of Asia.

As part of its move to develop a sales and servicing network across Asia, Oyster is working with AYS and its associate Asia Pacific Superyachts. AYS will also be the exclusive agent for Oyster's highly regarded 46-foot to 82-foot deck saloon sailing yacht range, and in addition will be an agent for its latest range of Oyster 100 and 125 superyachts.

The long-distance cruising nature of the Oyster yachts means that they are going further afield. Traditionally this has meant just cruising across the Atlantic and into the Caribbean, and much of its clients' needs were serviced from Oyster's head office in the UK.

The boats are so popular for this type of sailing that they usually form a large proportion of the fleet in the annual Atlantic Rally for Cruisers (ARC), the world's largest transocean sailing event. Oyster yachts make up so many of the participating boats that the company even provides a dedicated service team to accompany them across the
Atlantic.

However, as the brand expands, owners are taking their boats further afield, including places as far off the beaten track for cruising yachties as Asia. 'Cruising in South-east Asia is on the up big time,' said Mr Kimman. 'People are beginning to discover that we have incredible cruising potential and places like Phuket, Langkawi, Singapore, Kota Kinabalu and events like the cruising regatta in Indonesia (Sail Indonesia) are going to reinforce that.'

There are also increasing numbers of Oyster owners and prospective buyers here in Asia, which is another reason behind setting up a service and marketing presence in the region. Mr Kimman estimates that there are about five Oysters currently in Singapore and he expects to find at least another one or two prospects during the show.

Appointing a representative and exhibiting at Boat Asia indicate that it is 'the first time that Oyster is taking Asia seriously', Mr Kimman said. He pointed out that from the UK-centric model where all sales and after-sales service were handled from Oyster's base in Ipswich, the company has found that over time its client base has become more far flung and it has decided to appoint a global network of agents to better service the owners and also boost marketing efforts. AYS is exhibiting an Oyster 56 at this year's Boat Asia show.

But more than just selling boats at the show, Mr Kimman is keen to meet up with former and current Oyster owners and other ex-customers just to re-establish relationships.

Comparing the Oyster brand to that of Mercedes-Benz, he said that owners tend to have tremendous brand loyalty, switching between models and sizes and brand new or pre-owned boats, but always keeping within the Oyster family. Likewise, the company also knows its market well and, like the famous car marque, makes very small incremental changes to its models, rather than introducing revolutionary new designs every other year.

For example, the move into the bigger superyacht category with the brand new Oyster 100 and Oyster 125 was a very considered four-year process from conceptualisation to eventual delivery of the first 100-footer which is now near completion.

'Now that Asia is beginning to look like a serious cruising area, we're expanding in this area with people and services primarily to support the boats. But if someone wants to buy an Oyster we can help with that too,' said Mr Kimman.

'It's important to note that Singapore is right in the centre of these cruising grounds,' he added. 'If you keep your boat here, you've got premium service, good marinas, proper support facilities, and you can just follow the seasons to go cruising around the region.'

Mr Kimman points out that Indonesia, in particular, holds much potential for cruising, and the Sail Indonesia event even has the possibility of expanding into a sort of long-distance rally-type event like the ARC. 'This is something Oyster owners will jump at and they will come here in big numbers,' he said.

If the event takes off it will also create an interest among local buyers because it will give them something to do with their boats and let them exploit the full cruising potential of the Oysters, Mr Kimman said.

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