HanseYachts AG – HANSEGROUP strategy
Focus on the future. That is our approach. As one of the largest shipyards in the world for sport boats, the HanseYachts group has a great responsibility for the future. Our strategy combines growth and innovation leadership with responsibility towards our employees.
After the majority shares were taken over from company founder Michael Schmidt by Aurelius AG in 2011 in difficult waters, a variety of measures were implemented to steer the company towards a long-term stable and profitable future. The first step was to focus on the Greifswald site and to close sites in West Germany, Norway and France. The fixed costs and process fields were also optimized within the company. A major step was achieved with a quality initiative in all areas of production and the professionalisation of development processes. The introduction of a lean production (optimization of the production and material costs) also had a positive effect on the entire production and profitability of HanseYachts AG.
Now that these measures are complete, the focus has switched to the growth of the company.
In the coming years, the existing capacities will be utilized with the addition of the new motor boat brand "Sealine" to the HanseYachts AG portfolio. As the global market volume for motor yachts is around 2.5 times larger than that of the sailing yachts market, there is significant growth potential here.
A further strategy for the future is the continued globalisation of our brands. Fluctuations in regional demand are balanced out by international sales. Gaps in the portfolio will be closed even further and the existing brands will be rejuvenated.
Our strong and established brands will continue to set themselves apart clearly from the competition with innovative products and a special product design. This will increase profitability and secure jobs in the future mainly through ongoing optimization and development in production.