GC Magazine: Prestige Yachts In style on the water
Exclusivity begins with the customer relationship
In conversation with Richard Gründl
At this year’s Cannes Yachting Festival, we had the opportunity to talk to Richard Gründl, Managing Director of Prestige Yachts in Germany, about brand development, customer loyalty and Prestige’s special understanding of the brand.
The French shipyard Prestige has been part of Groupe Beneteau for over 30 years and has established itself in the upper segment of luxury motor yachts. But instead of relying on loud effects, Prestige pursues a quieter, well thought-out approach. Design, function and emotion should come together to form a coherent overall picture.
“Our boats should convey lightness, a vacation atmosphere and joy,” says Richard Gründl, describing the brand’s understanding. The brand’s yachts are aimed at people with a flair for style and functionality, often couples and families who steer and enjoy the boat together.
Timeless design instead of loud effects
In conversation, it becomes clear that Prestige deliberately focuses on understated design that is durable – both visually and functionally. “We work with light tones such as beige and white and avoid high-gloss, dark surfaces. The aim is to create a timeless overall look,” explains Richard Gründl.
The owner’s cabin forms the heart of many models. The rest of the boat is planned around them. In terms of materials, feel and features, the focus is also on details that subconsciously impress. Customers recognize this care, and this is precisely what strengthens the bond with the brand.
Emotions decide on the purchase
A purchase process in the yacht segment is rarely rational. “If the emotion isn’t there, you can’t sell a boat,” Richard Gründl sums it up. Boats have to be fascinating before price lists play a role. Only when a customer has fallen in love do the considerations regarding equipment, budget and individual wishes begin.
Prestige Yachts meets these expectations with a high degree of flexibility, for example in the organization of handovers, in customer service throughout Europe and in the way customers experience the boats. Some are convinced spontaneously at trade fairs, others need years of support through events and discussions.
“Water sports enthusiasts are individual. If you bring ten together, you also have ten different ideas about what is important when buying a boat,” says Richard Gründl. This makes it clear that exclusivity at Prestige is not just a design promise, but is also practiced in the customer relationship.
