Fairline and Boats.co.uk to split

I must admit it felt like it was coming to a natural end sooner rather than later, so the news didn't surprise me.
The interesting thing now will be what next for Boats.co.uk and also Fairline??????

At the moment though its Fairline that worries me the most.........which is a shame being a Fairline owner!!
 
Full email sent this morning:


PRESS ANNOUNCEMENT

Please find below the following press announcement from Fairline Boats and Boats.co.uk:
Fairline has been making significant changes throughout its sales operations as it prepares for a series of product launches that sees the introduction of 8 new models over the next 3 years. Fairline has also switched its manufacturing strategy to focus on building boats to order rather than for stock and allows more flexibility in the way that the business responds to changes in customer demand.
Fairline Boats has today announced the formation of Fairline GB to supervise the distribution of its boats in the United Kingdom. Fairline GB will be responsible for the management and development of its UK dealer network along with the co-ordination of marketing and promotional activity.
Fairline Boats and Boats.co.uk (the new name for Essex Boatyards) have today also announced the conclusion of their current trading relationship, effective from 23rd April 2015, when the existing dealer agreement between the two parties reaches the end of its current 5 year term.
Colin Sykes, CEO of Fairline Boats said: “We have had a tremendous relationship with Boats.co.uk over the years, which has been successful for both parties.”
Explaining the shift in market strategy, Stuart McCullough, Commercial Director of Fairline said: “The markets and our business, are changing. We, along with James and Nick Barke have been considering our strategies for quite a while now and we have both identified diverging plans for the future.
We have not been in any rush to make changes, but the end of our current dealer agreement seems like an appropriate natural break point. Boats.co.uk will continue to sell and take forward orders for the Fairline range up to the 23rd of April and will have our full support in delivering and maintaining all of the boats that they order as usual.”
James Barke, Managing Director of Boats.co.uk said: “Our business has a strong reputation for used boat sales and brokerage and it’s clear that this area of the market has excellent potential for us in the future. It’s one of the reasons that we recently rebranded to Boats.co.uk.
We and Fairline remain the best of friends and we will continue to support the dealer network and our customers in the same way we always have. We have a number of new Fairline boats on order for customers that will be delivered in the usual way and we will continue to service and support our warranty commitments to the same high standard that everybody has come to expect. We have been, and will always remain, strong advocates of the Fairline brand and boats.”
Fairline Southampton, the brand showroom located on the A27 in Swanwick, alongside the Hamble River will become the main office for Fairline GB.

The full Fairline dealer listing for the UK is;
Fairline Chertsey 01932 571141 chertsey@fairline.com

Fairline Channel Islands 01534 737537 channelislands@fairline.com

Fairline Eastbourne 01323 470066 eastbourne@fairline.com

Fairline Essex (until 23 April 2015) 01702 257061 essex@fairline.com

Fairline North Wales 01758 703013 wales@fairline.com

Fairline Southampton 01489 576 888 southampton@fairline.com


For and on behalf of
Fairline Boats & Boats.co.uk
 
ChrisJefferies said:
So, it looks like Fairline is parting ways with its biggest dealer:
http://www.mby.com/news/fairline-boats-co-uk-end-new-boats-partnership-44576
What do we make of that then?
Will Boats.co.uk pick up a new brand, or go back to being second-hand only?
Click to expand...

I guess that SIBS & LIBS didn't go that well for them...or perhaps there was resistance from the dealer or dealers bank to commit to holding stock boats.
I imagine that the Dealership ingredient is a fairly important part of the pipeline for Boats.co.uk, trade through and part ex must play a big part in their brokerage model.

So Beneteau have been bobbing around since Dickies phoenix from the ashes or maybe Sunseeker are looking to broaden their approach? :)

Wish the best to both brands, interesting times....
 
I don't think that's particularly good news for anyone. I for one wouldn't want to be reliant on a dealer for warranty that is no longer representing the brand I have just bought.
 
Personally I would have more faith in boats.co.uk looking after any warranty issues than the manufacturer. boats.co.uk would be serving their customers, Fairline themselves.
 
ChrisJefferies said:
So, it looks like Fairline is parting ways with its biggest dealer:
http://www.mby.com/news/fairline-boats-co-uk-end-new-boats-partnership-44576
What do we make of that then?
Will Boats.co.uk pick up a new brand, or go back to being second-hand only?
Click to expand...

Was up there last weekend,you cannot move for boats.Have never seen it so packed.
They seemed their usual selves being keen to have a natter and search out any possible deal no matter what end of the market you inhabit.
They have got a P415 up their at the moment which needs a lot and love and care.Pretty certain it was parked on the hard at Burnham for some while.
 
Yet another manufacturer going it's own way severing probably the best bunch of guys ever to promote there product range, let's hope it doesn't go the same way as Sealine.

I cannot imagine how any if the other dealers being in a position to trade in part exchanges of all makes and sizes like Essex have done over the years, they were always up for a deal whatever px you had. There isn't the room at Southampton like there is at Essex of the massive facilities and know how to tackle anything a customer requires.

I am guessing that Essex as I will still call them own the land there on? , where I'd gues everyone else is on rented ground carrying very little stock.
 
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ChrisJefferies said:
So, it looks like Fairline is parting ways with its biggest dealer:
http://www.mby.com/news/fairline-boats-co-uk-end-new-boats-partnership-44576
What do we make of that then?
Will Boats.co.uk pick up a new brand, or go back to being second-hand only?
Click to expand...

James Barke is one of the best sales people I have met in any industry - I have had 5 boats off him. I believe manufacturers will be flying into Essex today to try and get a deal with him. I cannot see how Fairline GB will deal in boats as Essex and Peters used to or do they expect that everyone that wants to buy a new Squadron 65 will be a first time boater. I have had 8 Fairlines so far but don't see me having another now. Look forward to the 24th April!
 
admillington said:
James Barke is one of the best sales people I have met in any industry - I have had 5 boats off him. I believe manufacturers will be flying into Essex today to try and get a deal with him. I cannot see how Fairline GB will deal in boats as Essex and Peters used to or do they expect that everyone that wants to buy a new Squadron 65 will be a first time boater. I have had 8 Fairlines so far but don't see me having another now. Look forward to the 24th April!
Click to expand...

I don't think you will be the only one, many of my clients have gone back time and time again either to Essex direct or through Trevor Betts at Southampton , I bet Trevor knew something before he parted to sunnier climes last spring.
 
volvopaul said:
Yet another manufacturer going it's own way severing probably the best bunch of guys ever to promote there product range, let's hope it doesn't go the same way as Sealine.

I cannot imagine how any if the other dealers being in a position to trade in part exchanges of all makes and sizes like Essex have done over the years, they were always up for a deal whatever px you had. There isn't the room at Southampton like there is at Essex of the massive facilities and know how to tackle anything a customer requires.

I am guessing that Essex as I will still call them own the land there on? , where I'd gues everyone else is on rented ground carrying very little stock.
Click to expand...

Does the announcement of the email address Southampton@fairline read as a new direct outlet for Fairline or has Bates Wharf taken that outlet over?
 
It does seem a bit ambiguous. It'd be interesting to know if Fairline will now sell direct like Sealine did. Seems an odd choice to take a prominent office like that and NOT sell direct.
 
Talk about shooting yourself in the foot! Fairline have shot themselves in both feet me thinks.
EBY i think were doing a great job. I have never heard a bad word about them.
Hope Fairline have got this right! A classic case of one step forward & two steps back.
Now I have to say that Sunseeker have done very well building to order. So who knows.
MM1
 
Presumably the strategy is to go for smaller (or at least no increase in) volumes and to up the margins, thus they want to avoid stock boats and sell direct. Makes sense if that is your strategy. Whether it is the right strategy is another matter.

5 years ago I don't think there was any doubt that Fairline were a modest but noticeable level above Princess in the quality stakes. The Targa 47 was ahead of the Princess V48, but it also cost quite a bit more. At the point I bought the V48 used prices were about £30k to £50k more for a T47. My impression from looking at boats at the SIBS/LIBS is that Fairline quality/design has slipped whilst Princess has improved. I remember the V48 Open at the 2013 show being disappointing in design and finish. The range also looks thin in comparison to SS and Princess.

So I think they have left it too late. If a few years ago they had stepped away from volume and stock boats and shifted to higher perceived quality, customisation and exclusivity they might have just managed it, the brand was good enough (though limitations on hull size would always hamper them). Today though? I'm not so sure but I wish them luck.
 
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