Aftersales in the yachting industry – between client expectations and industry obligations – part I

Imagine the scene: a wealthy entrepreneur, let’s call him John, has just spent millions on a luxury yacht, dreaming of carefree cruises across the Mediterranean. On the first trip, suddenly, a malfunction in the navigation system occurs. 

Instead of panicking, John makes a quick phone call to the dealer, and within hours, a service team is onboard. They not only fix the issue but also train the crew on how to avoid similar situations in the future. John not only continues his holiday but also becomes a loyal brand ambassador, recommending it to his friends 

This is just one example of how aftersales services can turn a potential disaster into a triumph of loyalty. 

What is aftersales 

Aftersales service in the context of yachts is not just about repairs and spare parts; it’s an entire support ecosystem after the transaction: from servicing, to training, to legal and technical advice. 

Aftersales, or processes that support products after they have been sold, are often triggered by unpredictable events, like malfunctions. This makes them even more complex. In the maritime industry, where yachts are investments worth millions, aftersales must account for extreme operating conditions, international regulations, and the individual needs of the owners. 

Why it is important 

Aftersales is not a “necessary evil” – driven by law or customer complaints – but an authentic market need that can become a powerful tool for standing out from the competition. In the nautical sector, where customers expect not only a product, but also solid aftersales support, it builds trust and loyalty. 

Aftersales and brand reputation 

Aftersales services can generate significant portions of revenue, becoming a key differentiator when products become similar. 

Everyone in the industry knows the Sunreef brand. The company reports that repeat customers make up a significant portion of orders, and their loyalty is largely due to aftersales: fast repairs in ports worldwide, crew training, and personalized upgrades. 

Conclusion 

In an era when the yacht market is growing – as seen at the 2025 Cannes Yachting Festival, which showcased over 700 units, including hybrid giants – aftersales is becoming a strategic asset. The development of service centers and hybrid technologies highlights that companies investing in aftersales support won’t just survive; they will dominate the market, building relationships for years to come. 

This story continues in our next article, where we look at aftersales through the eyes of the industry itself – brokers, shipyards, and dealers.

Aftersales in the yachting industry – between client expectations and industry obligations – part II