Sunseeker looks to order book as it exits choppy waters
YACHT builder Sunseeker is reaping the rewards of a restructuring to make production more efficient, and a strategy focused on new models.
After a long run of losses the Poolebased business returned to profit in 2016 as chief executive Phil Popham, who joined from Jaguar Land Rover three years ago, instituted disciplines brought from the car industry and began looking at different market segments. This included moving into larger “super-yachts” as well as a return to the brand’s roots with the introduction of smaller powerboats
Updating on Sunseeker’s performance ahead of the Southampton boat show, which starts on Thursday and where the company will reveal two new models, the 76 Yacht and the Predator 57 MKII, Mr Popham forecast a further improvement at the business.
“We have a strong order book with 90pc of 2017 capacity sold and 50pc of the following year,” said the chief executive who navigated Sunseeker to £3.5m of underlying earnings before interest, tax, depreciation and amortisation for the year ending Dec 2016, compared with it being £4m in the red a year before.
Sunseeker, the luxury yacht maker, is on course to improve its performance this year