Chances are you’ve heard of Sunseeker. As one of the key innovators that helped advance the modern luxury motoryacht, you’ll find boats by this English manufacturer in almost every marina. But having focussed on building ever bigger models and then being acquired by China’s richest man, the company is now going back to its roots.
Since it was founded in 1979, Sunseeker has grown from a modest yard in Dorset, on England’s south coast, to one of the world’s most recognisable, and commercially viable boat builders.
The brand has also gained a certain celebrity status over the years thanks to a number of famous owners but the beating heart of this manufacturer has always been an ambitious commitment to innovation with a fleet of yachts that lead in terms of performance, build quality and design. One of the marque’s earliest boats, the Offshore 28, for example, was the first leisure boat with a lightweight hull designed specifically to take twin diesel sterndrives. In the 1990s, the Renegade 60 was the first production boat to be powered by water jets. Then, Sunseeker’s Predator 80 broke new ground, combining the size and comfort of a 50-tonne motoryacht with speeds of up to 46 knots, while only needing two crew, which was an achievement that set the company apart from its competitors at the time. By 2001, Sunseeker launched the 105 Yacht, the first British-built production boat to win International Superyacht Design awards.
But having ramped up its facilities to accommodate ever-larger builds, the effects of the 2009 economic downturn took a heavy toll and Sunseeker ran into financial trouble, which ended in foreclosure by the banks. In 2012, the Dalian Wanda Group, owned by the property developer, Wang Jianlin, who was also China’s wealthiest man, invested approximately 460 million USD into the company, becoming the majority shareholder, at 92 per cent, and leaving Robert Braithwaite, their founder, with the remaining 8 per cent.
The question then was: how would Sunseeker reaffirm its identity while continuing to push boundaries and bring something new to the market? In a conversation after the takeover, Braithwaite said that his overruling advice to Jianlin in moving forward was to understand that aside from the financial support the Wanda Group had provided, it was a “business that needs to be kept British. It sells because it is British.” An integral part of this concern led to Braithwaite’s return, even though he had stepped down to be replaced by new CEO Stewart McIntre, and he was brought back and appointed as ‘acting president’ in 2013, at the age of 71.
From the outset, Wang Jianlin made clear his intentions to tap into a rapidly growing yacht market in China that has seen the region’s super-rich become increasingly exposed and accustomed to the superyacht lifestyle. In a bid to appeal to this new clientele, design features and details such as Chinese games and karaoke rooms could be found on board certain models and in 2014, the flagship 155’ Yacht series – the largest and most advanced model they had ever produced – was announced. Regardless of this bigger is better perspective, it has been Braithwaite’s passion for what he calls ‘the Sunseeker family’ that has ensured the company stays true to its heritage and groundbreaking ethos.
Despite a turnover of 425 million USD in 2014, 20 per cent down from 2009, projections for Sunseeker’s future are positive. For one, 2015 production levels have increased to one boat every two days – 50 per cent up from last year. Secondly, some interesting new mid-range luxury yachts – a segment they have always excelled in – have recently taken shape.
Take Sunseeker’s popular Manhattan series, which was designed as an entertainment-oriented flybridge platform, the kind of yacht that looks right at home cruising the Côte d’Azur, while its guests lounge with cocktails on the upper deck. The latest of four, the Manhattan 65, slated as an evolution of the range, was unveiled during the last Southampton Boat Show, immediately grabbing the attention of the industry with a progressive new look.
Although the redefined Manhattan model has Sunseeker’s typically sleek lines, there are some dramatic changes, most notably to the hull windows. These now span from the forward guestroom to the master stateroom (including the impressive marble en-suite bathrooms) and allow panoramic views on the lower deck accommodation level.
Inside, there’s plenty of natural light, which brings out the beauty of the simple yet elegant colour scheme of crisp white and earthy accents.
As with the other models in the series, the main deck comprises an open galley with adjacent dining table, followed by a lower saloon and expansive relaxation area – pulling together to create a social, familial atmosphere. Space is maximised using sumptuous L-shaped sofas that line the walls, with cotton-white fabric matching the carpet to create continuity. In every room, the beautiful glossy wood finishes contrast with soft, fine fabrics. And the four-cabin layout accommodates up to eight guests, including a mid-ship master suite, which benefits from using the entire 5.1 metre beam. Furthermore, the Master layout has been configured to allow for the installation of a Sleipner curved fin stabiliser system. The quiet, hydraulic stabilisers work at anchor or underway, assuring a balanced and comfortable passage.
Another debut Sunseeker model to hit the waters recently is the 86 Yacht, which, although 6.5 metres longer than the Manhattan 65, also has four bedrooms. It originated from a client’s request for a speedy yacht with a long range, a requirement that’s being increasingly demanded by the modern customer who wishes to go far and fast in style. Streamlining the hull and flattening the aft have advanced the model to the point that it can now offer both a desirable 1,500-nautical-mile range at 10 knots, as well as a top speed of 30 knots.
In terms of styling, the windows have again been redesigned to create more interior light. But it’s in the details that this boat really stands out, from the dramatic floating staircase, large semi-circular breakfast bar to en-suite bathrooms in all four cabins. To further establish itself ahead of the competition, the yacht offers an optional tender garage with the space to accommodate up to a Williams 385.
Though it may still be early days for these new models, they have so far shown that evolution is still at the forefront of the company’s design ethos as Sunseeker finds itself progressing both within the industry and without. And as it embraces the inevitable changes that come with new ownership, Sunseeker is staying true to the core principles. In fact, in an industry of boatmakers that are constantly moving and striving to be better than the others, it will probably be this combination of elements and expertise that will steer the company on its course for success.