Young, handsome, well dressed, well schooled and well travelled, Johan Attvik could easily be mistaken for some international playboy customer of J Craft. And in fact that’s exactly what he was. Until he bought the company.
Born in 1973 in Gothenburg on the west coast of Sweden, he comments, “ I have always been very passionate about boats and have owned a craft for as long as I can remember... I think perhaps my first was at the age of six.”
With a penchant for all things vintage – how owns a Fiat 500 Jolly and a 3.5-litre Mercedes-Benz 280SE – he was immediately attracted to J Craft and purchased one of their early offerings, which he named ‘Seabiscuit’ after the legendary racehorse. Two years later, his father passed away and this tragic event caused him to re-evaluate his life choices. As a long time entrepreneur involved in many different businesses ranging from owning restaurants to venture capital, Attvik realised that, as he puts it, “I was too old not to be doing what my heart wanted to do.”
Why did you decide to buy the boat manufacturer J Craft?
Mr. Johan Attvik: Frustration. I couldn’t find the boat that I wanted. There wasn’t a single one that really matched my desires in both performance and style. Essentially, I was looking for something really very special and I finally found it with J Craft.
The company was doing badly before. What have you changed in order to turn around its fortunes?
Two key things: first, we launched the Torpedo and second, we built a brand. The Torpedo design eradicated the issues with the early 38-foot boat. It’s superior in every way - more glamorous, more powerful, more comfortable. It has better accommodation and is easier to enjoy with Volvo IPS [Inboard Performance System, which eliminates drive shafts for forward-facing prop pods]. As for the brand, we’ve had to educate the marketplace so that people understand what J Craft stands for, which is essentially effortless style, luxury and craftsmanship.
What would you say J Craft offers that other mahogany boat builders do not?
Very few builders of boats of the vintage era have managed to adapt them to the needs and desires of the clients in today’s market.
Who are the key personnel behind the brand?
It’s a small team which can be a hindrance as well as an asset. Because there are so few of us, everyone is key and that helps create a great atmosphere around the brand. It’s like a family and everyone pulls together.
How well can Swedish boat builders compete on a global level?
Swedish design is held in high regard around the world. The fact that we have a long history of building robust, seaworthy boats certainly helps. And though we may manufacture our boats on a small island in Sweden [namely Gotland], our outlook – and our ambitions – are global and this has helped us grow.
For the moment you have just one craft, the Torpedo. Why did you start with this particular product?
It is an evolution of where J Craft came from. We spent a very long time developing this product, working directly with Volvo on integrating IPS, testing the hull and even working with luxury fabrics and other materials. It has been in development for a long time.
How well is it doing?
We are doing well. In the last 18 months we have sold more than 20 boats, and for J Craft, that’s a lot. We’re about to sign on several new dealers and frankly interest in the brand has never been higher.
Where are your largest markets? And how do you plan to expand your global reach?
At the moment it’s the Mediterranean, then the U.S. We have been working hard in China and Hong Kong and this year will prove to be big for us in those markets. Equally, things are just about to take off in Eastern Europe.
Tell us a little about service and maintenance – how often does the Torpedo need to be sanded down and re-varnished?
This is an aspect that’s everything to do with the ease of ownership – we’ve engineered a finish to the veneer that will allow you to go about five years between treatments providing standard basic care is applied after use.
Where are your service centres?
Our new dealer body will increasingly take care of servicing, particularly in markets further away. We also pride ourselves on having a first rate technical team and we tend to go straight to the customer just to add to their convenience.
How would you describe the typical J Craft owner?
Full of life, open, appreciative of style, cars, art etc.
What will be your next product(s)?
There’s something in the pipeline but I cannot really say too much about it at this stage.
What are the attributes that will define all future J Craft models?
Style, glamour, classic good looks, power, craftsmanship. All future products will genuinely need to be able to put a smile on the faces of those who see and experience them.
In an ideal world, envision J Craft twenty years from now.
Staying entirely true to the vision that we set out to achieve, we’d have multiple models that are all selling well around the globe.
What’s the best experience you’ve ever had on a J Craft?
A few years ago, we made a delivery crossing from Barcelona to Menorca with an ecstatic new owner. It was one of my many great moments aboard a J Craft.
What’s the worst experience you’ve ever had on one?
You know, I really can’t think of one [laughs].
What is luxury to you?
Inner peace, friends and family aboard a boat on a beautiful day. d family aboard a boat on a beautiful day.
Length overall 12.63m
Beam overall 3.63m
Draft 0.95m
Cruise Speed (mid load) 35 knots
Sprint Speed (Light ship) 44 knots
Estimated range 150 nautical miles @ 43 knots
Fuel Capacity 1,000 litres (265 gal)
Fresh Water 200 litres (53 gal)
Main Engines 2 x Volvo Penta IPS500
Transmissions Volvo IPS
Accomodation Sleeps 4 + 1 crew
Price starts at 915,000 USD
