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PORTI E NAUTICA, WORK IN PROGRESSI porti nazionali, principale partner distributivo e di posizionamento della manifattura italiana, provano a fare sistema

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INDUSTRIA & SERVIZI

ANNO 1 ■ NUMERO 2 ■ OTTOBRE 2013

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VENDERE IN CINA

Vademecumper imprenditori italiani

Dove conviene investire, come muoversi dal punto di vista normativo

A chi rivolgersi in caso di richiesta di supporto

Permare, a winning italian styleThe crisis has not stopped the growth of this Ligurian shipyard, which boasts solid know-how derived from a mix of research and tradition. The Amer Cento (100’) is the latest superyacht model

b y L u i g i F e r r o

Foreign markets, customization and inno-vation. These are the cards that the Per-mare Group has played over the years that have allowed the tempestuos boating sce-

nario, crushed by a crisis that has witnessed the almost total destruction of the European market, to be over-come- explained Barbara Amerio, marketing director for the Group founded in 1973 by her father Fernando.

Beginning with a workshop specialized in assi-stance, followed by the resale of boats and rafts and finally the manufacturing of boats under the AMER brand, in fourty years Permare has produced 74 yachts in its Ligurian shipyards – Sanremoship and Cantieri del Mediterraneo, which both offer an excel-lent after-sales service- and in its Tuscan shipyard ba-sed in Viareggio.

The decision to export has however proved to be the the Amerio Family’s Company lifeline. With a cu-stomer base divided equally between Italy and the rest of Europe the Group has had to modify its targets and extend exports to market even further afield.

“A choice that has allowed us to withstand the cri-sis. We sell abroad, but the supply chain

Have remained in Italy. We have convinced our foreign customers to keep their boat in Italy by of-fering a series of targeted services such as mooring, guardianship, staff research, organization of their cruises and winter storage, “says Barbara.

The crisis has led to a strong natural selection of the shipyards. “Only a selected few, together with the larger Groups have managed to withstand the situa-tion. Those that have been able to demonstrate re-liability and invest in new projects. The past policies have destroyed our industry, but the time has come to reverse the trend and do everything to save an indu-

The Amerio Family.from left to right:Barbara, Rodolfoand Fernando,founder of theGroup

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Ottobre 201370 - Obiettivo crescita

Below, the Amer 92’.

On the left,On board the Amer

116’ (2010)a circular elevator

connects three bridges

The new Amer Cento

stry in fifth place for sales and export. “ Abroad pro-ducts that are “Made in Italy” are still of wide appeal.

Barbara Amerio went on to say that “We need to work on our image and aim to heighten the per-ception of the craftsmanship makes us unique and should inspire a sense of pride with regard to the ex-cellent quality rather than envy for the users of the fi-nished product “.

The boating industry also generates a large num-ber of the satellite activities and is in contrast with cur-rent economic downtrends as it creates employment due to the high specialization required. “Our com-pany is composed of eight people with a pre-crisis turnover of about ten million Euros. Our production activities create work for about three hundred local people and the further involvement of other after-sa-les professionals” says Barbara. It os after all our ar-tisan skills that are the he-art of customized products and exhalt the Made in Italy label throughout the mari-ne industry. “When the fi-berglass mould arrives in the yard we begin to divide the spaces as per the ow-ner’s requests. An architect is made available to put the

various solutions to paper and make them realizable on board. There are no copies. Each boat built is dif-ferent from the other and contains the essence of its owner, expressing personal taste and character.

As my father has always said, all you have to do is li-sten to all the different ways people order their coffee (with a drop of milk, in a large cup, decaffeinated, etc) to understand that each and every one of us wants so-mething that is uniquely suited to our personal tastes!”

Thus the invention of our very unique circular lift, designed to connect the three bridges over the 116’, or the liberty style interiors on Amer 92’ and on the new Amer Cento. Cabins turned into operational offi-ces or into recording studios for a composer, but also a show-room for innovative materials used on board.

At the recent Cannes Boat Show Permare exhibi-ted the Amer Cento, a project designed to encourage

the domestic market and provide the opportuni-ty for customers of the 86’ and 92’ to grow in volu-me while remaining at the “pleasure boats” level. A new model for a market that begins to give some sign of optimism. News also in terms of engine’ innova-tion with improved performance and consumption. “We’re evaluating the hybrid propulsions (diesel-electric) for a number of customers to ensure a bet-ter comfort while cruising and increase efficiency. “

There is great excitement on this subject and we will certainly have new solutions to be adopted on new models. We’re working on it!”says Barbara.

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Graphic Lorenzo Franzone.it

Different is Possible

Amer Yachts by Permare - Via del Castillo 17 - 18038 Sanremo (IM) Italytel +39 0184.504050 - fax +39 0184.504052 - info@gruppopermare.it - www.ameryachts.it

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