More to JDs than a Boatshed

6:05 AM Wed 11 Mar 2009 GMT

'JD’s Boatshed - Yachting Unlimited - Polo' Helena Heidenreich Click Here to view large photo

With a lifetime of boating between them, the father and sons team at JDs Boatshed at Caringbah is quietly, but successfully expanding its offering and carving a niche for its impeccable customer service and support.

"We don't just sell people a boat," says Daniel Souvleris, who with brother James and father Dennis have run JDs for the past five years. "We sell a complete lifestyle and follow them through with continual service and support for all their boating needs.

"We have a full service centre with five mechanics and two apprentices, we offer valet service for delivery of boats, full customer care and we're fair on price."

Daniel, who manages the Sales aspect of the dealership, is a qualified boat builder who has been around boats since he was two. James handles the service department and dad is a builder by trade.

The showroom itself is designed to resemble a boatshed, which in itself is appealing to the broad spectrum of customers who come from all corners of Sydney for the diverse product range at JDs, which includes Cobalt boats, SeaDoo, Glastron Boats, Seafarer, Tournament Pleasure Boats (rebranded from Mustang), Stessl & Clark and Evinrude E-TEC engines.

As Australian distributors for the Cobalt marque, JDs also manages state dealers - Cunninghams Marine in Queensland, Websters Marine in Victoria and Mandurah Outboards in WA.

According to Daniel, the Cobalt brand, manufactured in Kansas, USA, is unique in the market, its 222 model winning Best Import Trailerable in the AMIF Awards last year and for the past eight years in the US, taking out the JD Power Awards.

JD’s Boatshed 2 - Yachting Unlimited - Polo - Helena Heidenreich Click Here to view large photo

"There's really nothing like them on the market," he says, referring to the build quality and listing the various features that set them apart as "tough, heavy build using Kevlar reinforced chines, big reverse chines for a dry ride, a 21e dead rise to cut through the water and a weight of around two tones for the 22ft model, giving you a smooth, balanced, safe ride".

The range includes 20-37ft models, from bowrider to the latest 37ft sport yachts and with a price point of around $75-80,000.

"They're positioned at the high end of the market, but they tend to appeal to all kinds of people - from executives to young people looking for something different."

Boat Shows are crucial to promoting Cobalt nationally. "We do Rosehill, Sydney, Sanctuary Cove, Gold Coast, Brisbane, Melbourne and Mandurah to support our dealers."

As well as being one of the largest Sea-Doo dealers in Sydney, JDs is a dealer for Queensland-built aluminium range Stessl & Clark, Seafarer, also from Queensland and now owned by The Haines Group, and most recently, the rebranded Mustang Pleasure Boats range, now known as Tournament Pleasure Boats.

"We heard a lot about them and lots of great feedback, so we decided to bring them in," explains Daniel.

Despite tougher times, business is "pushing along steadily", says Daniel. "Our service centre is flat out with customers from all over Sydney. It's really cranking. We have a few refits and big builds on the go as well."

Atwell’s Today - Yachting Unlimited - Polo - Helena Heidenreich Click Here to view large photo

Atwell’s Old pic - Yachting Unlimited - Polo - Helena Heidenreich Click Here to view large photo

Also in the mix, Atwells Boatshed at Burraneer Bay in Port Hacking in Sydney's south. A slipway and brokerage business with 25 moorings, a general store stocking groceries, refreshments and fishing gear, and two technicians onsite, it also boasts the latest technology in petrol and diesel bowsers.

More at www.jdsboatshed.com.auand www.cobaltboats.com

by Jeni Bone

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