GERMANY, W. - BOATS/MARINE ACCESSORIES - INDUSTRY ANALYSIS -ISA9

USDOC, International Trade Administration


 SOURCE:       USDOC, International Trade Administration
 SOURCE KEY:  IT
 PROGRAM KEY: IT MARKET
 PROGRAM:     Market Research Reports
 UPDATE:      Monthly
 ID NUMBER:   IT MARKET 111110100
 TITLE:       GERMANY, W. - BOATS/MARINE ACCESSORIES - INDUSTRY ANALYSIS -ISA9
 DATA TYPE:   TEXT
 END YEAR:    1992
 UPDATED:     09/18/92
 KEYWORDS 1:  
 | 9005
 | BEST|PROSPECTS
 | BOATS
 | CC428
 | COMMERCIAL VESSELS & EQ. (NON|FISHERIES)
 | COMPETITION
 | CVR
 | GERMANY
 | ISA
 | ISA9005
 | MARINE|ACCESSORIES
 | MARKET|ACCESS
 | MARKET|ASSESSMENT
 | STATISTICS
 | TRADE|CONTACTS
 | TRADE|PROMOTION
 
 COUNTRY:     
 | GERMANY
 | WEST GERMANY
 | EAST GERMANY
 | 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
 GERMANY, W. - BOATS/MARINE ACCESSORIES - INDUSTRY ANALYSIS -ISA9005
 
 SUMMARY
 
 This article is derived from a report titled: "The Boat and Marine
 Accessories Market in Germany", dated May 1990, prepared by S. Glar,
 American Consulate, Dusseldorf.  This article consists of 9 pages and
 contains the following subtopics:
 
 Market Assessment
 Competitive Situation
 Market Access
 Trade Promotion Opportunities
 Best Sales Prospects
 Statistical Data
 
 
 
 
 
 
 
 A. MARKET ASSESSMENT
 
 This report is based on German production and foreign trade statistics for
 the following nine categories of the boating and marine accessories
 industry:  motor/pleasure boats, motor yachts, sailboats and sailing yachts,
 inflatable boats, small watercraft (rowing and paddle boats, canoes),
 surfboards, sails, outboard motors, nautical instruments and equipment.
 
 For 1989, the combined boat and marine accessories market in Germany totaled
 DM 715 million ($380.3 million).  German products accounted for 20.3% or DM
 145 million ($77.1 million) of the market while imports captured the lion's
 share with 79.7% or DM 570 million ($303.2 million).  In 1989, 77% or DM 485
 million ($260 million) of German manufactured boats and marine accessories
 were exported.
 
 Focusing on boats only, the German market amounted to DM 516 million ($274.5
 million).  Of this amount, domestic production supplied 32.2% or DM 166
 million ($88.3 million), while imports provided 67.8% or DM 350 million
 ($186.2 million).  German exports of boats reached DM 184 million ($97.9
 million), 52.6% of German boat production that year.
 
 According to industry experts, 1990 production of German boats and marine
 accessories might increase by 2 to 3%.  In addition, German exports are
 expected to grow slightly (about 1%), while imports are anticipated to grow
 3 - 5% that year.
 
 B. COMPETITIVE SITUATION
 
 Competition is strong in the boat market in Germany.  Seven European nations
 and the USA supply 83.8% of German imports in this sector.  In 1989, the
 three leading suppliers of boats to Germany were the U.S., with an import
 market share of 19.6% or DM 68.7 million ($36.5 million);  The Netherlands,
 with an import market share of 18.6% or DM 65.2 million ($34.7 million); and
 the U.K., with 11% or DM 38.8 million ($20.6 million).  Closely following
 the top three were Sweden with 8.9% or DM 31.3 million ($16.6 million),
 France and Denmark, both with 7.9% or DM 27.7 million ($14.7).  In 1989, the
 U.S. changed places with The Netherlands, which until 1988 had been
 Germany's leading boat supplier.
 
 If boats and marine accessories imports are added, Germany's leading three
 suppliers were: the U.S. with DM 97.0 million ($51.6 million), The
 Netherlands with DM 74.8 million ($39.8 million) and Sweden with DM 71.5
 million ($38.0 million).
 
 German marine accessories imports totaled DM 220 million ($117 million) in
 1989.  The three leading suppliers to Germany in this market segment were
 Sweden, with an import market share of 18.3% or DM 40.2 million ($21.4
 million), followed by the U.S. with 12.9% or DM 28.3 million ($15 million),
 the U.K. with 11.4% or DM 25.0 million ($13.3 million), and Hong Kong, with
 10.6% or DM 23.3 million ($12.4 million).
 
 C. MARKET ACCESS
 
 Whereas boats are sold through boat dealers in Germany, surfing equipment is
 sold through special surf retail shops, surf schools and the sports
 divisions of the department stores.  Below is a list (A) of some of the
 leading boat dealers followed (B) by four leading department store chains
 which carry water and marine accessory items:
 
 A. Baensch GmbH                      (SeaRay and
    Postfach 1260                     Boston Whaler boats)
    W-3052 Bad Nenndorf, Germany
    Phone: (05723) 30 05-07
    T-Fax: (05723) 75 505
 
    California Boote,                 (Malibu tow boats,
    Heinz Tichy                       Thunder Craft boats)
    Eichenstr. 27
    W-6000 Frankfurt/Main 80, Germany
    Phone: (069) 39 28 28
    T-Fax: (069) 39 36 95
 
    Adolf Flohr Motoryachten GmbH     (Bertram yachts)
    Moorburger Str. 8
    W-2000 Hamburg 90, Germany
    Phone: (040) 77 14 77
    T-Fax: (040) 77 96 23
 
    GD US-Marine Center               (Stingray boats,
    Elpke 110-112                     Bayliner boats)
    W-4800 Bielefeld 1, Germany
    Phone: (0521) 20 00 61
    T-Fax: (0521) 20 80 217
 
    Gruendl Bootsimport               (Cobra boats)
    Nordring 1
    W-2087 Boenningstedt-Hamburg, Germany
    Phone: (040) 55 669
    T-Fax: (040) 55 66 621
 
    Gebr. Hirch GmbH                  (Monterrey boats,
    Messeler Park-Str. 124            Seabring Marine, Inc.)
    W-6108 Darmstadt 23, Germany
    Phone: (06150) 63 28
    T-Fax: (06150) 65 99
 
    Boote Loeffler GmbH               (Invader boats)
    Gunther-Plueschow-Str. 22
    Industriegebiet Butzweilerhof
    W-5000 Koeln 30, Germany
    Phone: (0221) 51 12 95
    T-Fax: (0221) 59 38 49
 
    Marine Olbermann                  (Freedom boats)
    Attn.: Mr. Olbermann, Junior
    Rheinauhafen
    W-5000 Koeln 1, Germany
    Phone: (0221) 32 70 11/12
    T-Fax: (0221) 32 64 77
 
    Muhl, Freizeit und Sport GmbH     (Supra Sport speedboats,
    Postfach 1408                      Ebbtide boats)
    Prof.-Oelkers-Str. 42
    W-3510 Hann. Muenden, Germany
    Phone: (05541) 80 45
    T-Fax: (05541) 43 07
 
    Nautic Willersinn GmbH & Co.KG   (4 Winns boats, Larson boats,
    Postfach 100                      Century boats)
    Am Sandzug 2
    W-6701 Altrip, Germany
    Phone: (06236) 20 41/42
    T-Fax: (06236) 21 17
 
    Hansotto Noll, Yachthandel        (Hatteras yachts,
    GmbH                              Viking yachts)
    Uhlengrund 39
    W-2105 Seevetal 3, Germany
    Phone: (04105) 80 200
    T-Fax: (04104) 83 822
 
    RICO-Marine Bootsvertrieb         (Tempest yachts, Xylem power-
    und Service GmbH                  boats)
    Postfach 80 15 03
    Grillparzerstr. 5
    W-8000 Muenchen 80 Germany
    Phone: (089) 47 96 79
    T-Fax: (089) 47 01 468
 
    Gebr. Salomon, Wassersport        (Maxum boats, Celebrity
    Carl-Zeiss-Str. 24                boats)
    W-5110 Alsdorf b. Aachen, Geramny
    Phone: (02404) 83 93
    T-Fax: (02404) 81 970
 
    Siegel Sportboote                 (Galaxy, Starline, Sportcraft
    Stauweiher 5                      and Teka boats)
    W-5270 Gummersbach-Derschlag, Germany
    Phone: (02261) 52 026
    T-Fax: (02261) 57 240
 
    Sport Herrmanns GmbH & Co.        (Bayliner boats)
    Jakobshoehe
    W-4050 Moenchengladbach, Germany
    Phone: (02161) 60 616
    T-Fax: (02161) 60 44 41
 
    B. Tibus Bootsimport              (Formula boats)
    Industriestr.
    W-3429 Rhumspringe, Germany
    Phone: (05529) 10 02
    T-Fax: (05529) 614
 
    Weba GmbH                         (Glastron boats)
    An der Fohlenweide 26
    W-6704 Mutterstadt, Germany
    Phone: (06234) 14 31
    T-Fax: (06234) 77 41
 
    Sport-Boot-Center Wohler          (Renken boats)
    GmbH & Co. KG
    Borsigstr. 5
    W-5132 Uebach-Palenberg 2, Germany
    Phone: (02451) 43 663
    T-Fax: (02451) 46 762
 
    Yachtvertrieb-Wassersport         (Cobia boats)
    R. Herbe
    Neckartalstr. 8
    W-7140 Ludwigsburg-Neckarweihingen, Germany
    Phone: (07141) 58 424
    T-Fax: (07141) 58 575
 
 B. Karstadt AG
    Theodor-Althoff-Str. 2
    W-4300 Essen 1, Germany
    Phone: (0201) 72 71
    T-Fax: (0201) 72 75 216
 
    Kaufhof AG
    Leonhard-Tietz-Str. 1
    W-5000 Koeln 1, Germany
    Phone: (0221) 22 301
    T-Fax: (0221) 22 32 800
 
    Hertie Waren- und Kaufhaus GmbH
    Lyoner Str. 15
    W-6000 Frankfurt/M. 71, Germany
    Phone: (069) 66 811
    T-Fax: (069) 66 81 518
 
    Horten AG
    Am Seestern 1
    W-4000 Duesseldorf-Niederkassel, Germany
    Phone: (0211) 59 901
    T-Fax: (0211) 59 90 610
 
 D. TRADE PROMOTION OPPORTUNITIES
 
 In Germany, trade fairs play an important role in product marketing.  U.S.
 companies wishing to enter the German market may wish to make their first
 approach through a major trade fair.  There are three important
 international trade fairs held annually in Germany in this sector:
 EVENT       BOOT (BOAT)
             (International Boat and Marine Accessories Show)
 SITE        Duesseldorf Fair Ground
 DATE(S)     January 19-27, 1991
 ORGANIZER   Duesseldorfer Messegesellschaft mbH NOWEA
 ADDRESS     Postfach 32 02 03
             W-4000 Duesseldorf 30, Germany
 PHONE       (0211) 45 60 01
 T-FAX       (0211) 45 60 668
 EXHIBITORS  1,500
 VISITORS    395,000 (last held January 1990)
 
 or, contact in the United States
 
             DTS - Dusseldorf Trade Shows Inc.
             Mr. Christian Winslow, Manager
             The Empire State Building,
             Suite 4621
             350 Fifth Avenue
             New York, NY 10118
 PHONE       (212) 23 93 750
 T-FAX       (212) 23 93 174
 
 EVENT       INTERBOOT (INTERBOAT)
             (International Watersport Exhibition)
 SITE        Friedrichshafen Fair Grounds
 DATE(S)     September 21-29, 1990
 ORGANIZER   Internationale Bodensee-Messe GmbH Friedrichshafen
             Messegelaende
             W-7990 Friedrichshafen 1, Germany
 PHONE       (07541) 70 80 108
 T-FAX       (07541) 70 810
 EXHIBITORS  850
 VISITORS    150,000 (last held September 1989)
 
 EVENT       HANSEBOOT  (HANSEBOAT)
             (International Boat Show)
 SITE        Hamburg Fair Grounds
 DATE(S)     October 27 - November 4, 1990
 ORGANIZER   Hamburg Messe & Congress GmbH
             Postfach 30 24 80
             Jungiusstr. 13, Messehaus
             W-2000 Hamburg 36, Germany
 PHONE       (040) 35 690
 T-FAX       (040) 35 69 21 80
 EXHIBITORS  700
 VISITORS    150,000 (last held October 1989)
 or, contact in the United States
             VON LEHSTEN INC.
             DIETER VON LEHSTEN
             38 W. 32nd St.
             Suite 1000
             New York, NY 10001
 PHONE       (212) 96 73 110
 T-FAX       (212) 62 96 052
 
 MAJOR TRADE ASSOCIATIONS
 
 The following associations are sources of information for the pleasure
 boats and marine accessories market in Germany:
 
 Deutscher Boots- und Schiffbauer-Verband (DBSV)
 (German Shipbuilders Association)
 Postfach 30 12 27
 Jungiusstr. 13
 W-2000 Hamburg 36, Germany
 PHONE: (040) 35 28 17
 T-FAX: (040) 34 42 27
 
 BWVS - Bundeswirtschaftsvereinigung Freizeitschiffahrt e.V.
 (German Boating Association)
 Postfach 25 03 70
 Rheinauhafen - Agrippina-Werft
 W-5000 Koeln 1, Germany
 PHONE: (0221) 31 30 79
 T-FAX: (0221) 32 54 17
 
 MAJOR TRADE PUBLICATIONS
 
 Next to trade fair participation, advertising plays an important role in
 sales promotion.  The more important German trade magazines for this sector
 are listed below:
 
 YACHT
 Delius Klasing & Co.
 Postfach 4809
 Siekerwall 21
 W-4800 Bielefeld, Germany
 Phone: (0521) 55 90
 T-Fax: (0521) 55 91 13
 
 Frequency of publication: 25 editions per year
 Circulation: 134,200
 
 STANDER
 Westdeutsche Verlagsanstalt
 Postfach 3054
 Ahmser Str. 190
 W-4900 Herford, Germany
 Phone: (05221) 77 50
 T-Fax: (05221) 77 52 15
 
 Frequency of publication: 12 editions per year
 Circulation: 40,000
 
 BOOTE
 Delius Klasing & Co.
 Postfach 4809
 Siekerwall 21
 W-4800 Bielefeld, Germany
 Phone: (0521) 55 90
 T-Fax: (0521) 55 91 13
 
 Frequency of publication: 12 editions per year
 Circulation: 78,000
 
 E. BEST SALES PROSPECTS
 
 The best sales potential during the period 1990-1993 for U.S. boats and
 marine accessories is expected to be in the following categories:
 SIC NUMBER                PRODUCT
 
 37322, 37325        Motorboats, cabin boats, motoryachts
 3662416             Radar equipment, marine electronics
 3662417             Marine navigational systems
 3429711             Marine hardware
 3732713             Sailboats
 3949598             Surfboards, windsurfing accessories
 During 1988/1989 German boat dealers signed numerous new representation
 agreements with U.S. motorboat manufacturers.  At present, many German
 firms represent more than one U.S. company, some represent up to five U.S.
 boat brands.  Since the representation capacities of most German boat
 dealers are filled, US&FCS Dusseldorf does not anticipate that U.S. boat
 manufacturers not yet represented in Germany will easily find a
 representative during 1990/1991.  Because of these tight capacities, recent
 ADS surveys done by US&FCS Dusseldorf on behalf of new-to-the-market U.S.
 boat manufacturers revealed increased desinterest in additional U.S. boat
 brands on the part of German boat dealers.
 
 F. STATISTICAL DATA
                     Boats and Marine Accessories
 
                            TABLE I
                          Base                             Real
                          Year    Estimated   Projected   Growth
 (DM Millions)    1988*  1989*      1990**      1993**   Rate(%)***
 
 IMPORT MARKET      530    570       593         660       0 - 5
 Plus PRODUCTION    615    630       649         675       0 - 5
 Less EXPORTS       470    485       490         525       0 - 5
 
 Equals CONSUMPTION 675    715       752         810       0 - 5
 
 IMPORTS FROM USA    80     97        99         105       0 - 5
 
                            TABLE II
        (Similar to Table I, but expressed in US $ Millions)
 
                          Base
                          Year    Estimated   Projected
                  1988*   1989*     1990**      1993**
 IMPORT MARKET      301    303       348         388
 Plus PRODUCTION    349    335       382         397
 Less EXPORTS       267    258       288         309
 
 Equals CONSUMPTION 383    380       442         476
 
 IMPORTS FROM USA    45     52        58          62
 
 *    Expressed in Nominal Terms for purposes of compatability
      with other sources
 **   Estimates and Projections are expressed in Constant Terms
 ***  Average annual real growth rate, projected through 1993,
      expressed in a percentage range
 
 NOTE: Growth rates noted in this report are calculated on the
       basis of German currency values shown.
 
 INFLATION IN GERMANY
 
 1988: (estimate) 1.3%    1989: (estimate) 2.8%   1990: (assumed) 3%
 1991: (assumed)  3.5%
 
 1989 West German Import Market Shares (USA and major competitors):
 
 BOATS:               USA               19.6%
                      The Netherlands   18.6%
                      United Kingdom    11.0%
 
 MARINE ACCESSORIES:
                      USA               12.9%
                      Sweden            18.3%
                      United Kingdom    11.4%
                      Hong Kong         10.6%
 
 THE EC INTERNAL MARKET 1993
 
 German boat manufacturers and boat importers/dealers do not expect their
 business to be affected to a large extent by the forthcoming EC Internal
 Market.  They believe however, that the already existing heavy competition
 will sharpen further and that price slumps will be the logical
 consequence.  The boat importers fear  the extreme U.S. Dollar fluctuations
 which affect their business much more than any imaginable evil of the
 future EC Internal Market possibly could.
 
 SOURCES:
 
 German import and export statistics: published in AUSSENHANDEL, October
 1988 and November 1989 editions, by Federal Statistics Office in
 Wiesbaden.  German production statistics for boats, 1989, were supplied by
 BWVS - Bundeswirtschaftsvereinigung Freizeitschiffahrt e.V., Rheinauhafen,
 W-5000 Koeln 1, Germany.
 
 Exchange Rate used        1988      1989     1990     1991-1993
 throughout Report $1 = DM 1.76      1.88     1.70        1.70
 (Revised from previous reports)
 


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