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SOURCE: USDOC, International Trade Administration
SOURCE KEY: IT
PROGRAM KEY: IT MARKET
PROGRAM: Market Research Reports
UPDATE: Monthly
ID NUMBER: IT MARKET 111109106
TITLE: FRANCE - PLEASURE MOTORBOATS - INDUSTRY ANALYSIS - ISA9103
DATA TYPE: TEXT
END YEAR: 1992
UPDATED: 09/18/92
KEYWORDS 1:
| 9103
| BEST|PROSPECTS
| CC427
| COMPETITION
| DISTRIBUTION
| END|USERS
| FINANCE
| FRANCE
| ISA
| ISA9103
| MARKET|ACCESS
| MARKET|ASSESSMENT
| MOTOR|BOATS
| MOTORBOATS
| PLEASURE|BOATS
| SPORTING AND RECREATION GOODS
| SPT
| STATISTICS
| TRADE|BARRIERS
| TRADE|CONTACTS
| TRADE|PROMOTION
COUNTRY:
| FRANCE
| EC
| EEC
| EUROPE
| EUROPEAN COMMUNITY
| EUROPEAN ECONOMIC COMMUNITY
| OECD
| ORGANIZATION FOR ECONOMIC COOPERATION & DEVELOPMENT
| ORGANIZATION FOR ECONOMIC COOPERATION AND DEVELOPMET
| WEST EUROPE
| WESTERN EUROPE
| WESTERN EUROPEAN COUNTRIES
TEXT
FRANCE - PLEASURE MOTORBOATS - INDUSTRY ANALYSIS - ISA9103
SUMMARY
This article is derived from a report titled: "The Pleasure Motorboats
Market in France", dated March 1991, prepared by Igor Lepine, American
Consulate General, Marseille. This article consists of 10 pages and
contains the following subtopics:
OVERVIEW
STATISTICAL DATA
MARKET ASSESSMENT
COMPETITIVE SITUATION
MARKET ACCESS
TRADE PROMOTION OPPORTUNITIES
OVERVIEW
The French boating industry is the largest in the European Community (EC)
and the second largest in the world, after the United States. This industry
produces one fourth of the European nautical markets' turnover and one fifth
of the European fleet is supplied by the French nautical industry. Despite
fears that boat sales would be negatively affected by the unfavorable
outlook for the global economy, dealers and boat producers are reporting a
brisk business. France remains a strong market for U.S. motorboat exporters
and trade sources seem confident that the U.S. share in France will keep
growing due to superior technology and a competitive dollar.
STATISTICAL DATA
(U.S. DOLS MILLIONS) EST. AVERAGE
REAL GROWTH -
NEXT 3 YEARS (%)
1988 1989 (1990 est.)
IMPORT MARKET 188 196 264 12%
LOCAL PRODUCTION 115.4 158.8 210 9%
EXPORTS 12.9 25.6 35 10%
TOTAL MARKET DEMAND 290.5 329.2 439 10%
IMPORT FROM THE U.S. 29.2 58.1 15%
EXCHANGE RATES USED: $1.00 = 5 FF
FUTURE INFLATION RATE ASSUMED: 3%
ESTIMATED 1990 IMPORT MARKET SHARES:
United States: 22% ITALY: 35% UNITED KINGDOM: 21%
RECEPTIVITY SCORE: 3
MARKET ASSESSMENT
1. Market Demand
The French pleasure boat industry represents a brisk market in spite of the
turbulence which has shaken the country's boatbuilding industry. According
to the French nautical trade association, the turnover in the pleasure boat
industry for 1990 is likely to reach $1.6 billion, up 6 percent from 1989
figures. Motorboats hold the strongest share with $440 million; of a total
of 750,000 pleasure boats in use in France, 70 percent are motorboats.
Demand for sailboats has decreased as motorboats have become increasingly
popular. 18,500 motorboats were registered in 1990, an increase of five
percent for the year, while the number of registered sailboats dropped from
3,000 in 1989 to 2,660 in 1990.
Overall, France has a per capita rate of one boat per 75 persons, which
places France at the same level as Germany, but far behind the United States
which has one boat for every 17 people. National demand for motorboats
remains strong (up 13.3 percent over 1989 figures). Between 1987 and 1989,
motorboat imports grew 200 percent with the United States taking on an
increasing share of this very promising market.
2 End-User Profile
Over the past 10 years, a particular characteristic of the French nautical
market has been that while French industry manufactures sailing boats, the
French public is buying motorboats. Over and beyond the fact that the
industry is sensitive to economic ups and downs, this evolution reflects the
changes introduced in recent years in the length of annual vacation in
France. While total vacation time is longer, the French tend to take their
vacation in segments throughout the year.
While sailing demands much time and effort, motorboats are easier and more
practical for short periods. 40 percent of all motorboats are bought by the
35-45 age group. However, purchases by the older age bracket are rising,
and consequently boat dealers and manufacturers are beginning to highlight
larger, longer, faster and fancier boats in ads appealing to consumers who
purchased smaller boats in the 1980s. The majority (64 percent in 1989) of
motorboat owners live on the coast, 25 percent in the Paris and Lyon
region. Day excursions are by far the most popular form of use in France;
only 20,000 boats are used for "cruises" lasting more than two days.
COMPETITIVE SITUATION
1. Domestic Production
Notwithstanding the decreasing number of domestic boat builders over the
past ten years, 1989 registered an upturn with superior results both in the
value of watercraft sales (24 percent higher than 1988) and in the number of
units sold (7 percent higher). An analysis of sales figures based on the
top 20 boatbuilders in France shows an 11 percent increase in domestic sales
and 39 percent increase in exports.
There are currently 102 boatbuilders in France. It is noteworthy that six
of these account for 70 percent of total nautical sales and that the 10
largest represent 80 percent of the market. Production of motorboats in
1989 registered an increase of 37.6 percent in value and 7 percent in the
number of units when compared with the previous year. As opposed to
sailboats, half of which are exported, the motorboat industry builds for the
French market. However, French shipyards are handicapped by the lack of a
national motor manufacturer, which affects their competitiveness. For
example, of the 37,000 outboard engine motors sold in 1989, all were
imported.
MOTORBOAT PRODUCTION
HABITABLE MOTORBOATS
N= number of units
V= Value in million FF
L= Length
M= Meters
YEAR L less than 7.5 M/ 7.5 M - 9 M/ 9 - 12 M/Over 12 M
/ N V / N V / N V / N V /
1985 / 2235 114,3 / 138 31.2 / 19 9.8 / 14 50.7 /
1986 / 1830 132 / 65 12.6 / 47 26.4 / 16 23.2 /
1987 / 2262 168.5 / 203 56.6 / 69 36.5 / 19 89.7 /
1988 / 3346 226.5 / 264 82.3 / 216 127.7 / 29 54.3 /
1989 / 3195 285.1 / 399 154 / 286 175.6 / 35 97.2 /
NON HABITABLE MOTORBOATS
YEAR OUTBOARD INBOARD
ENGINE ENGINE
N V N V
1985 2716 40.5 59 4.8
1986 3397 87.9 181 35
1987 2851 49.5 54 3.5
1988 2480 47.7 36 2.3
1989 3037 47.7 17 1.8
PLEASURE BOAT INDUSTRY -1989
NUMBER OF TURNOVER EMPLOYMENT
COMPANIES (IN FF MILLION)
Boat construction : 102 2950 6400
Manufacturing
Equipment : 120 850 2000
Boat and Materials
Imports : 110 750 550
Marine Motors Imports: 20 550 350
Distribution : 600 2000 2200
Services : 350 560 1200
TOTAL :1380 7660 12600
Sources: NAUTICAL INDUSTRY ASSOCIATION
2. Imports.
Motorboat imports (up 12 percent in sales value in 1990 over 1989 figures,
and up 19 percent in number of units) supply approximately 40 percent of the
domestic market. The trend in France is toward bigger boats. Noteworthy
was the 265 percent increase in total sales of motorboats over 12 meters in
length between 1987-1989. According to trade sources, demand for boats over
12 meters in length will grow by 30 percent over the next three years,
notwithstanding the lack of adequate infrastructure (e.g., marinas).
MOTORBOAT IMPORTS
SIZE OF BOATS
Year 12 meters 7.5/12 meters 7.5M meters
N V N V N V
1987 149 162 700 237 3031 131
1988 277 408 842 317 4636 215
1989 289 430 851 295 5699 255
Sources : French Customs
N: Number of Units
V: Value in FF Million
U.S. MARKET POSITION AND SHARE
MOTORBOAT IMPORTS
INBOARD AND STERNDRIVE AND OTHER RIGID BOATS
INCLUDING OUTBOARD BOATS
YEAR : 1989 / 1990
FF MILLION : VALUE / VALUE
UNITED STATES : 146.1 / 290.4
ITALY : 325.1 / 452.4
U.K. : 254.3 / 276.2
TOTAL EC : 697.7 / 828.0
TOTAL IMPORTS :1174.0 / 1320.0
SOURCE: FRENCH CUSTOMS
The United States is France's second largest supplier of motorboats,
preceded only by Italy (34 percent), and followed by the United Kingdom (21
percent). In 1990, imports of U.S. motorboats totalled
22 percent of overall imports, with a skyrocketing performance in 1990 (up
98 percent over the previous year).
France runs a sizeable deficit on the import of marine motors. Total
imports in this sector amounted to 570 million francs ($114 million) of
which 50 percent represented outboard motors. Belgium, where major U.S.
companies have manufacturing facilities, is the main supplier of outboard
motors to France. The propulsion systems selected by French shipyards for
powering their pleasureboats are used internationally and diesel engines are
predominant in inboard and outboard boat configurations. This trend is even
more accentuated in France. Fuel economy cannot be considered the only
influencing factor. The dominant criterion is safety and for this reason
installation of two independent engines has become a standard at sea.
Nautical motor construction in France is dominated by two major boat
builders, Jeanneau and Beneteau. These two shipyards, specialized in the
construction of both sail and motorboats, accomplish two-thirds of their
overall sales through the construction of pleasure boats. Beneteau's total
sales reached 900 million francs ($180 million) in 1990 and the company
holds about 15 percent of the French motorboat market with its flyer type
motorboat division (Beneteau has a U.S. operation based in Marion, S.C.).
The Jeanneau firm, whose sales volume is equivalent to that of Beneteau, is
the leading French motorboat manufacture and hopes to become one of the
three European leaders with its "Prestige" speedboat units.
MARKET ACCESS
U.S. motorboat manufacturers are still enjoying a favorable import climate
for their sales on the French market, with a particular emphasis on larger
boats and high speed motorboats. All types of U.S. motorboats (day
cruisers, runabouts, motor-yachts and cabin cruisers) are faring very well.
Due to lower production costs in the United States and the present favorable
dollar exchange rate, this results in very competitive prices, except
perhaps for small-size boats, where the transportation costs involved trim
down the price advantage.
- Many observers at the Paris Boat Show, held in December 1990, commented
that U.S. production costs are about 20 percent lower than French costs, and
thus U.S.-made motorboat sales are booming.
One of the major concerns of the industry in the future is likely to be
safety. While boating is not subject to many of the restrictions that
govern automobile driving, with the increasing number of boaters many
coastal areas have become congested, resulting in a greater number of
boating accidents.
Distribution and Business Practices: Domestic manufacturers usually sell
directly to end users. Imported boats are generally retailed by
distributors who carry a full spectrum of product lines. These importers
tend to represent more than one manufacturer, frequently three or four,
specializing in a specific product segment. The ability to meet specific
client needs for optional equipment as well as timely delivery are the most
important factors for selling U.S. motorboats in France.
The programs available through the US & Foreign Commercial Service (US&FCS)
of the American Embassy in Paris also offer an excellent way for U.S. firms
to enter this market. In particular, the Gold Key Service, for a nominal
fee, provides scheduled appointments with pre-qualified, pre-selected
potential agents, distributors, joint venture partners and other French
firms that can help ensure the success of the U.S. firm's product in
France. US&FCS Trade Specialists accompany our American Gold Key business
visitors to all calls, help analyze the results of the meetings, and develop
a campaign to maximize the opportunities that exist here. For details on
this and other US&FCS programs that can help your firm better understand and
exploit this market, contact the Commercial Minister, American Embassy
Paris, APO New York NY 09777, or the U.S. Department of Commerce District
Office nearest you in the United States.
Future Trends: France remains a significant market for U.S. motorboat
exporters and should continue to expand over the next several years.
However, the overall performance of the French economy will have a major
impact on the market, since this industry is greatly influenced by consumer
expectations and purchasing power. With today's weak dollar, American boats
are great value and likely to remain so.
Furthermore, by unifying the standards of its 12 member nations, the EC will
become an easier market for U.S. boat exporters. Currently, there is
concern in the U.S. industry about what that standard will be. The National
Marine Manufacturers Association is presently lobbying to ensure that the EC
adopts boat building standards compatible with those in the United States.
Customs Duty and Import Requirements:
All boats over two tons' gross gauge need a certificate of
compliance/comformity issued by the French Naval Department. It is normal
practice for the importer/dealer to obtain homologation. There are no
custom duties for U.S. imported motorboats over 12 meters in length (approx.
39 feet). A 2.5 percent duty rate applies to boats less than 12 meters in
length. Motorboats carry a value-added-tax (VAT) at a standard rate of 18.6
percent.
If a company intends to sell its boats for use in French waters, the boats
must obtain approval of the French Maritime Bureau which, after inspection,
issues the French importer with a "Homologation Certificate." Only French
nationals may apply for such approval. All boats exceeding 12 meters in
length require an import license issued by Safico, (a department within the
French customs).
Further information may be obtained from:
Safico - 42, rue de Clichy - 75009 Paris
Tel.: (33-1) 42 81 91 44 / Fax.: (33-1) 40 23 06 51
Key contacts: Competent and experienced French importers and distributors of
motorboats include the following: (alphabetic order)-
DISTRIBUTOR/ LOCATION MAJOR LINES
IMPORTER REPRESENTED
ACTUEL BOAT R.N 7-LE PONT DU PRIEUR RUNABOUT/FISHING
83520 ROQUEBRUNE-SUR- BOATS
ARGENS
TEL: 33/ 94 45 42 76
FAX: 33/ 94 45 42 76
CONTACT: MR. J. DERBY
ARIE DE BOOM MARINE: B.P. 920
06920 PORT DE LA NAPOULE FAIRLINE,SEA RAY,
TEL: 33/ 93 49 83 57 GLASTRON, PRINCESS
FAX: 33/ 93 49 28 37
CONTACT: MR. ALEX DE BOOM
CESA MARINE 1, QUAI D'ARTOIS
94170 LE PERREUX RUNABOUT, DAY-
TEL: 33/ (1) 48 71 14 29 CRUISERS
FAX: 33/ (1) 48 71 05 92
CONTACT: MR. ABRIMONT
CORPET-LOUVET 6, RUE GAMBETTA RUNABOUTS
93120 LA COURNEUVE
TEL: 33/ (1) 48 38 92 43
FAX: 33/ (1) 48 38 03 55
CONTACT: MR. FRANKEL
DELTA MARINE INTLE 37, RUE DES MATHURINS CABIN CRUISERS
75008 PARIS YACHTS
TEL: 33/ (1) 40 39 05 58 (FALCON, NORLINE)
FAX: 33/ (1) 40 39 05 55
CONTACT: MR. GUILLEY
ESCOMER 108, BD. DU MIDI BOSTON WHALER
06321 CANNES LA BOCCA WELLCRAFT
CONTACT: MR. LIBAUD
FAST MARINE PORT DE LA NAPOULE CABIN CRUISERS
06210 MANDELIEU DAY-CRUISERS
TEL: 33/ 92 97 62 82
FAX: 33/ 92 97 62 81
CONTACT: MR. JEAN AMIOT
FRAYSSINET YACHTING: LE PORT GALLICE RUNABOUTS
06160 JUAN LES PINS DAY-CRUISERS
TEL: 33/ 93 61 20 01
FAX: 33/ 93 61 53 19
CONTACT: MR. FRAYSSINET
GUERIN MARINE ROUTE DE SAINT LO DAY CRUISERS
50420 TESSY SUR VIRE CABIN CRUISERS
TEL: 33/ 33 56 30 35 (BAYLINER, SEALINE)
FAX: 33/ 33 56 49 07
CONTACT: MR. PINEL
INLAND CHEMIN DE LA ROUBINE OFFSHORE
B.P. 55 FISHING BOATS
06212 MANDELIEU (DORAL, MACH 1)
TEL: 33/ 92 97 50 10
FAX: 33/ 93 47 96 44
CONTACT: MR. MASURIER
LARSON-NAUTI-HALL 1432 QUAI MARCEL DASSAULT RUNABOUTS
92210 SAINT CLOUD CABIN-CRUISER
TEL: 33/ (1) 46 00 21 OFFSHORE
FAX: 33/ (1) 46 02 49 90
CONTACT: MR. GUYARD
MICHEL MARINE 20, RUE DU PORT RUNABOUTS
93800 EPINAY SUR SEINE DAY-CRUISER
TEL: 33/ (1) 42 35 07 75 CABIN-CRUISER
FAX: 33/ (1) 48 21 40 74 OFFSHORE
NORAZUR 4, CENTRE DU NAUTISME RUNABOUTS
83400 HYERES DAY-CRUISERS
TEL: 33/ 94 38 52 46 (HACKER)
FAX: 33/ 94 38 52 46
CONTACT: MR. RINGEN
ORYON INTERNATIONAL 11, RUE FELIX FAURE RUNABOUTS
78260 ACHERES DAY-CRUISERS
TEL: 33/ (1) 39 11 75 06 CABIN-CRUISERS
FAX: 33/ (1) 39 11 75 07
CONTACT: MR. MILARD
RAFFIN MARINES LA PORETTA, B.P.47 RUNABOUTS
20137 PORTO VECCHIO DINGHIES
TEL: 33/ 95 70 13 30 DAY-CRUISERS
FAX: 33/ 95 70 11 99
SIDMER PORT CANTO RUNABOUTS
06400 CANNES DAY-CRUISERS
TEL: 33/ 93 43 37 00 CABIN-CRUISERS
FAX: 33/ 93 43 64 09 (ONAN)
CONTACT: MR. KARSENTY
SODINAUTEX B.P.04 DINGHIES
83440 SAINT PAUL EN FORET RUNABOUTS
TEL: 33/ 94 76 37 30 CABIN-CRUISERS
FAX: 33/ 94 76 33 95
CONTACT: MR. BAUDET
* KEY TRADE ASSOCIATION:
FEDERATION DES INDUSTRIES NAUTIQUES
Port de la Boudonnais
75007 Paris
Tel: 33/ (1) 45 55 10 49
Fax: 33/ (1) 47 53 94 75
FEDERATION FRANCAISE MOTONAUTIQUE
49, Rue Boulainvilliers
75016 Paris
Tel: 33/ (1) 45 25 76
Fax: 33/ (1) 40 50 15 90
* SELECTED FRENCH PUBLICATIONS:
L'ANNEE BATEAU
21, rue Pergolese
75116 Paris
Tel: 33/ (1) 45 00 63 50
MOTEUR BOAT MAGAZINE
15-17, Quai de l'Oise
75019 PARIS
Tel: 33/ (1) 40 34 22 07
Fax: 33/ (1) 40 35 84 42
NEPTUNE YACHTING
23-25, rue de Berri
75008 Paris
Tel: 33/ (1) 49 53 48 35
Fax: 33/ (1) 43 59 25 17
Contact: Mr. Raymond Giroud
OCEANS
2, rue de Bretigny
94387 Bonneuil cedex
Tel: 33/ (1) 43 39 48 29
Fax: 33/ (1) 43 99 15 39
YACHT CLUB INTERNATIONAL
9, rue Pasteur
92300 Levallois Perret
Tel: 33/ (1) 47 30 47 30
Fax: 33/ (1) 47 37 54 48
Contact: Ms. Loiseleux
TRADE PROMOTION OPPORTUNITIES
The following are the two major pleasure boat trade shows held in
France:
1) SALON NAUTIQUE INTERNATIONAL DE PARIS
Parc des expositions de Paris
Paris Porte de Versailles
Next Show: December 6-16, 1991
Organized by: Federation des Industries Nautiques
Port de la Bourdonnais
75007 Paris
Tel: 33/ (1) 45 55 10 49
Fax: 33/ (1) 47 53 94 75
Contact: Mr. Pichot
Technical Organization : OPI
62, rue de Miromesnil
75008 Paris
Tel: 33/ (1) 45 62 84 58
Fax: 33/ (1) 45 63 89 82
Contact: Mr. Jouet
Exhibitors at 1990 event totalled 1,060 (500 foreign exhibitors from
36 countries).
120,000 square meters thoughout five halls.
350,000 visitors
2) FESTIVAL INTERNATIONAL DE LA PLAISANCE (Cannes)
S.E.P.A.
62, rue Miromesnil
75008 Paris
Tel: 33/ (1) 45 62 19 82
Next Show : Sept. 1991, Cannes
This show is most suitable for exhibiting large-size motorboats. Last
year's show attracted over 30,000 visitors. It is considered a
preview of the Genoa and Paris boat shows.
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