Leisure boats - Arena Fritidsbåt

Boat sales
An estimated 24 400 boats are sold on annual average in Germany (1998-2007). The
figure consists of 11 000 used and 3 800 new motorboats, and 7 500 used and 2 100
new sailboats. Sale within all categories varies for year to year, but fluctuates around a
relatively stable midline (except from the sale of used motorboats which is declining).
There are a great number of boat brands on sold on the German market. German and
French brands have in the past dominated the market for sailboats, whereas American
and Norwegian brands have been popular amongst the motorboat enthusiasts. Import of
motorboats totaled to 180 million euros in 2008, whereas the total value of imported
sailboats was 41 million euros. Import went down 2009 (about 40 %), but not as much
as the export (about 60%).
German boat usage
The German boat usage differs to some extent from that in Norway. Firstly, Germany has
a water network consisting of 3 500 km coastline and 7 350 km inland waterways. The
North Sea is characterized by rough conditions with storm surges, erosion and tidal
changes of two to three meters. The Baltic Sea is calmer, has low salt content and often
freezes during the winter. In fact, more than 60 % of boating activities in Germany takes
place on the inland waters. Secondly, leisure boats in Germany are mainly used as sport
(sailing, water skies, diving etc.) and recreational activity (over one or more days) during
the summer, and less as a mean of transport. Thirdly, German leisure boat usage is
relatively regulated and there is an intricate steering license system.
German business culture
German business culture is more formal than in Norway. Succeeding in Germany
generally requires quality products, good price-performance ratio and market presence,
as well as respect and understanding of the local market and consumer behavior. The
trade shows such as BOOT and Hanseboot play an important role and exhibiting at fairs
can bring direct sales, provide insights on trends and developments, build contact to
distributors, as well as an inexpensive way to test the consumer interest.
Opportunities for the Norwegian industry
The German market offer many opportunities for the Norwegian leisure boat industry;
• The German economy is recovering rapidly and unemployment is lower than for
long. Boat sales might recover quicker in Germany than other markets as sales
are primarily driven by private demand. More than 60 % of the German boats are
motorboats, but there are only a few German motorboat producers. Norwegian
players have been active in Germany for years and can benefit from experience or
network on the German market.
• There seem to be a growing demand for smaller and cheaper boats. However,
with a growing share of high income earners, exclusive boats segment might also
develop positively. Many German high-income earners also store or use their
boats in other countries.
• The German market also offers opportunities for the Norwegian equipment and
component industry. Navigation, safety and anti-theft equipment are popular, but
there also seem to be a demand for solutions that are easy-to-use sustainable,
energy efficient and “retrofitable” making old boats as “good as new”.
• The demographic trends pose a long term challenge, but also opportunities for the
leisure boat industry. For example is there a growing need for boats and
equipment suited senior users. Given that the demographic trend is more
INBDP 2010 Leisure boats Germany 50