March 1, 2022

blogger - Returning the Flame

When a brand goes down and closes it is always difficult to return back up top and competitive, especially when most of your models are out of cycle, and looking dated and your main competitor does not leave any stone unturned in order to take away any shares in your market. 

This is in short what happened to Fairline in 2015 when it collapsed and closed its doors.  In 2016 with Russian ownership Fairline opened it's doors again, and restarted with the restarting of the 48 and 53 Targa and Squadron models. Princess on the hand was re-inventing itself non stop since 2010 and updating its line with new models each year.  It was difficult to compete for Fairline with its main antagonist Princess, not to mention other competition from Azimut, Ferretti, and Sunseeker.   

In mid 2021 Fairline changed ownership with Hanover investments taking over the company and since then the company seems to be doing good things to return relevant in the current yacht market, especially in the size twelve to twenty meters.  

Since then Fairline has returned Derrick Carter as its CEO, and has also presented two important new models, a Phantom 65 and a new third generation Squadron 58.  Derrick was Fairline chairman for fifteen years from 1996 up to 2011, taking over from founding owner Sam Newington and guiding the brand in the new millennium with good resolve and guidance.  Under his watch some iconic Fairline models where made, some of which have taken the test of time very well.   

As for the new models the Phantom 65 is a no brainer to make since it is a sport bridge version of the Targa 63/65 launched in 2018, Fairline's  first new model for the Russian ownership and Mancini on design duties.  Beside the sport bridge there is other improvements as the possibility to put bigger engines, which was something of a limit for some to the Targa 63/65. The Squadron 58 has been missing in Fairline catalogue since some time and returns a successful model in its line up.  The first generation Squadron 58 produced from 2002 till 2009 was a huge success for Fairline selling over two hundred units.  Its replacement the Squadron 55 launched in 2008 was not the success Fairline imagined it to be, with that model becoming the second generation 58 in 2011, and then the 60 in 2012.  

A few bits and pieces are still missing for Fairline, I still think a small Targa of around twelve meters in length should be made, as is a flybridge of around thirteen meters.  For the Targa is no need to re-invent the wheel, and I think a couple of improvements on the old Targa 38 might do the trick.  But lets say the Fairline brand is finally looking to be heading in the right spot. 

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