Mustang celebrates SCIBS success

'Mustang Marine took over the hotel lagoon to great effect.' Sail-World.com/ AUS &copy Click Here to view large photo

Mustang Marine is celebrating a successful SCIBS, despite acknowledging that the crowds were down on last year when it was among the throng on the marinas compared to its location this year, tucked-away in the Hyatt lagoon.

"We were down on numbers, but sales and leads were better than we forecast," explains Adam Forrester, marketing manager for the company.

Mustang presented four boats on the hotel lagoon and four additional craft on the adjacent grass area.

"We did a lot of publicity and pre-show marketing on TV, radio and in marine publications to direct people to our display and we were very happy with the response. People made the effort to come by and visit. There were plenty of genuine buyers and they said it was a relaxed, comfortable atmosphere with plenty of space to move, compared to down at the main show."

Mustang Marine dealers and customers also had access to the Rec Club nearby, making it a great place to mix business and pleasure.

"We'll definitely do it again next year because we believe we created a better setting for getting to know our dealers and customers better," says Forrester.

The beach party was a highlight of SCIBS. - Sail-World.com- AUS&copy Click Here to view large photo

Another success for Mustang was the signing up of new international dealers and re-signing China. According to Forrester, the company attracted interest from new dealers in Singapore and Thailand, "as well as good discussions with India and Malaysia".

Mustang Marine will reveal its sales from SCIBS in the next few weeks, "once dealers have a chance to follow up leads and conduct sea trials," he adds.

Mustang Marine also attends Melbourne summer and winter shows, SIBS, Mandurah, the Fremantle Boat Festival in cooperation with its local dealer, Whitsunday Boat Show and internationally, Auckland, Southampton, London, Shanghai, Hong Kong, Dubai, Cape Town and Miami.

Since the buyout earlier this year, the Mustang team has grown to around 100 people, including CEO, Chris Heaton, purchasing director, Russell Watkins and operations director, Russell Weston.

"It's a stronger team," says Forrester. "The last six months have certainly been turbulent and we lost a few staff and contractors. But we have come through that with a better, more passionate, committed team. It has been a quick culture change, which is amazing."

The company enjoyed a lot of positive feedback from the public over the four days of SCIBS. "People were genuinely interested in the new owners and new direction."

On the horizon, several new models, including a Sports Coupe range, starting with the 430 launching in December with much fanfare planned.

"There will be three or four in the range over a two year roll out," says Forrester. "Then a 56 Flybridge next year in time for the boat show circuit."

More at www.mustangmarine.com.au

by Media Services