Powerboat-World.com
 
 
News Home Video Gallery Newsletters Features FishingBoating Photo Gallery Sail-World Australia Australian Cruising
MarineBusiness-World
Sail-World.com : Ocean Alexander diversifies globally with unique model
Ocean Alexander diversifies globally with unique model

'Ocean Alexander HQ'    Jeni Bone    Click Here to view large photo

Taiwan-born, Australian educated, Johnny Chueh heads up Ocean Alexander, the company his father founded in 1978. Compared to his fellow Taiwan Yacht Industry Association members, his business model is unique.

'We are no longer solely a boat manufacturer. We are a brand that extends beyond yachts to everything and anything on water,' he explains.

With a background in finance, he took over the company in 1999, when Chueh implemented a paradigm shift.
'In 1999, we bought out our international dealerships and created our own factory stores that are locally run. Retail is the largest side of our business – all factory owned. Now, 80% of our revenue is internal. Today, we build our own boats, have an alliance with Christensen for the larger yachts, we have an insurance and financial arm, own marina berths and we run the marketing and sales arm of the Tiara brand on the US west coast.'

The advantages of this diversified model are having 'multiple levers' the company can activate when market forces impact on each strand. 'From a business perspective, with marinas, service, factory, brokerage, insurance and finance, we have more levers to adjust our interests and better control and sustain our P&L through the ups and downs. It doesn’t mean we aren’t impacted, but it means we can adjust early and have a better cushion.

'The Ocean Alexander brand equity is expanded to other avenues – still marine – but it means we can manipulate the levers in each area and remain competitive.'

The other advantage is 'not being at the beck and call of a sales force', according to Chueh. 'We have freedom because we have our own distribution.'

With three factories in Kaohsiung, Ocean Alexander still produces yachts, positioning itself at the larger end of the spectrum. 'We are focusing on producing larger yachts and complementing the range with other brands. We are working with Christensen on the 160ft+ yachts, but to our specs and with our tooling, brand and distribution. It is an alliance which does deliver cachet for us, particularly in the US which is our major market. But the synergy is fruitful on both sides – their design and our engineering and distribution channels.'

Ocean Alexander new build -  Jeni Bone   Click Here to view large photo


There is freedom in design and production as well, says Chueh. The company is able to evaluate who is doing the best work and commission them. 'There is no ‘sacred cow’ operating procedure,' explains Chueh. 'On every project we take stock to get the best result. On the new Ocean Alexander 112ft Tri-Level Motoryacht, which is truly be world-class in its category, we collaborated with designer Evan K. Marshall and engineer Gregory C. Marshall. We see who is building and who is the most capable. We utilise the best resources available.'

The Tiara brand fills a niche in the company’s offering. 'Tiara makes boats to 58ft, and the Ocean Alexander range starts at 62ft. There is not much product overlap, but there is customer demographic overlap with people feeding up and down between the two.'

After pulling out of Australian marina operations which it held with D’Albora, Ocean Alexander is in discussions with an Australian company to carry its brand once more.

'We are also looking at some other brands on the east coast of the US,' Chueh adds. 'We are very open to investing in other brands. Our dealers can sell at every level, whereas from a factory perspective, we have to focus on doing one thing and doing it well, otherwise it could harm our brand.'

The company had an ill-fated relationship with Italian marque, Azimut which lasted just four months. 'There are many opportunities out there. The challenge is where to place our investment.'

The US accounts for 70% of sales. Since 2010, Ocean Alexander has opened four offices in China.
With its population of over one billion people and rising affluence, China’s yachting potential is growing from a small base, the US is 'surprisingly strong' and the market in Europe, he observes 'is in the doldrums'.

Referring to the Taiwan International Boat Show, scheduled for April 2014, Chueh is blunt. 'It won’t do anything for us,' he declares.

'In my opinion, the show will attract two types of buyers: those looking for custom yachts and those looking for a cheaper price. We don’t build custom at all. We offer set beam, steering and length. Our boats cost 30% more than Taiwan-builds. When it comes to our brand, nobody asks where it’s made. They are buying the brand and the designer expertise.

'Our focus is the US and China. We occupy our own niche. Our buyers don’t look at Sunseeker and Azimut. They aren’t looking for speed. Our boats are beamy and have king size beds!'

Johnny Chueh Ocean Alexander -  Jeni Bone   Click Here to view large photo


While China does tempt with its massive market of millionaires – one million of them in 2012, according to Bloomberg – Chueh is realistic. 'The yachting market is so far not that big. Yachting, which is showing off to people with your yacht will take off in China where there are a billion people to impress. Boating, which is having fun on the water will not.

'In Taiwan which has a small population of just 20 million, it’s almost non-existent. As far as the recreational market in Taiwan goes, I am pessimistic. There is no infrastructure, there are no marinas, no small yachts for people to enter the market, people don’t like the sun as a rule and they can’t swim.

'Hopefully, I am wrong. But I will take a ‘wait and see’ approach.'

Ocean Alexander will promote the 120 and 112 models at Fort Lauderdale International Boat Show, 'both to be built here', he confirms. Designed, engineered and constructed to be approved for RINA classed chartering, the new 112 will provide state-of-the-art construction along with safety measures commonly found on much larger vessels.

More at www.oceanalexander.com


by Jeni Bone

  

Click on the FB Like link to post this story to your FB wall

http://www.powerboat-world.com/index.cfm?nid=99208

12:59 AM Mon 2 Jul 2012GMT


Click here for printer friendly version
Click here to send us feedback or comments about this story.







Power Boat News

Veteran pilot Philippe Chiappe became the first ever French F1 World Champion in the 31 year history of the UIM F1 H2O World Championship tour by besting three-time titlist Alex Carella by 6.55 seconds at the 15th Grand Prix of Sharjah in front of tens of thousands of race fans on the Khaled Lagoon. ... [more]  

F1H2O Worlds Grand Prix of Sharjah 2014: The CTIC China Team pilot ran his new Moore boat around the 2.2 kilometer (1.4 mile) five-pin race circuit on the Khaled Lagoon in perfect trim, almost on rails, while eclipsing the 45.12 second 167.55 kph lap sent by his closest competitor for the title Alex Carella of the Qatar Team who had to settle for second. ... [more]  

Fischer Panda introduces new marine generator by John Bell, Southlake, Texas
When space is tight, weight is critical and noise is an issue, Fischer Panda continues to fine tune its diesel generator series to provide professional sailors and powerboaters with a great fit,' said Chad Godwin, Fischer Panda’s US Sales and Marketing Director. ... [more]  

The founder of a powerboat racing business is looking to use the cloud to track the company boat's performance during offshore races and keep fans and racing officials updated with animated race visualizations. ... [more]  

The Lakefest Aquatic Week on beautiful Lake Macquarie – just south of Newcastle – is set to become a reality with a number of events confirmed to occur during the February 20-27 week long celebration. ... [more]  

In 2013, over 955,000 boats changed hands on the pre-owned boat market. That meant for a nearly a million boat buyers, hiring an accredited marine surveyor to inspect their potential dreamboat was often the first step after finding it. ... [more]  

Marine Auctions is proud to announce that they will be pioneering their 2015 auctions with live internet online bidding from around the world. This is a huge step for Marine Auctions who have cemented themselves at the forefront within the industry. ... [more]  

In a world first study researchers have found a coral-eating fish that disguises its smell to hide from predators. 'For many animals vision is less important than their sense of smell,' says study lead author Dr Rohan Brooker from the ARC Centre of Excellence for Coral Reef Studies (Coral CoE) at James Cook University. ... [more]  

2014 UIM Skydive Dubai XCAT World Series - Emirates Airline XCAT GP photos. ... [more]  

The overall Series may have already been secured, and they may have been testing new engines, but the Fazza pair of Arif Al Zaffain and Nadir bin Hendi simply couldn’t resist that top step of the podium at the Emirates Airline XCAT GP this afternoon. ... [more]  

73m superyacht Titania to participate in Asia Superyacht Rendezvous by Asia Superyacht Rendezvous, Phuket, Thailand
The impressive 73m (239.5ft) charter yacht Titania has arrived in Thailand for the winter season and will be participating in the 14th Asia Superyacht Rendezvous from 16 to 18 December 2014. This year the event is being hosted by Kata Rocks, an exclusive boutique resort overlooking the Andaman Sea in one of Phuket’s most stunning bays. ... [more]  

The Italian team of Alfredo Amato and Marco Pennesi raced to the quickest time in the first Official Practice ahead of this weekend’s Emirates Airline XCAT GP. ... [more]  

Racing alongside Salem Al Adidi in boat number seven, Dubai, the pair made up for a disappointing morning session in the race for Emaar Pole Position at the Emirates Airline XCAT GP by speeding ahead of all opposition in this afternoon’s knock-out race. ... [more]  

Keep safe on the water this holiday season by Transport Roads and Maritime Services
School holidays are under way and with only a fortnight to Christmas, Roads and Maritime Services urges boaters to keep safe this summer holiday season. ... [more]  

In the final round of the 2014 UIM Skydive Dubai XCAT World Series - 12 December, Dubai – The Videx team of Alfredo Amato and Marco Pennesi continued their fine form at DIMC as they claimed the fastest time of the morning in the race for Emaar Pole Position. ... [more]  

Fountaine Pajot continues its dominance of the world’s cruising catamaran market with the announcement of a new Flagship model, the Ipanema 58. ... [more]  

Watson’s Marine Centre in conjunction with Yamaha Motor Australia is proud to pioneer the way to safer boating by custom-building the first vessel to the latest National commercial safety regulations, set out by the Australian Marine Safety Authority (AMSA). ... [more]  

After a break of two years, Volpe has decided it’s time to get back out on the water and will team up with Norwegian throttleman Pal Virik Nilsen in Lady Spain for the final round of the UIM Skydive Dubai XCAT World Series, which takes place at DIMC from today (11 December) until Saturday (13 December). ... [more]  

The two boats, numbers 4 and 5, will see four hugely experienced pilots taking to the water for the final round of the 2014 UIM Skydive Dubai XCAT World Series at DIMC from 11-13 December. And expectations are high. Paired together in boat 4 are Ahmed Al-Hameli and Scott Gillman while teaming up in boat 5 are another talented pair in Rashid al Tayer and Faleh al Mansoori. ... [more]  

Action Sports Games: The world’s best water sports athletes will be competing at the International Waterski and Wakeboard Federation (IWWF) World Cup Tour on the pristine Mandurah waterways, including current world champion Australian Harley Clifford and Japanese superstar Shota Tezuka on wakeboards, and American waterski champion Freddy Krueger. ... [more]  

Sun shines on Asia Superyacht Rendezvous by Event Media, Phuket, Thailand
The Asia Superyacht Rendezvous will be celebrating its 14th year this December 16-18, showcasing many beauties of the sea, together with some of the best delights that Phuket has to offer. Among the eclectic fleet that will be anchored below the beautiful Kata Rocks Resort will be boats with very diverse heritage and stories. ... [more]  

Yamaha Motor has announced the release of the new F130A. This model was unveiled overnight at the Paris Boat Show. The new F130A fills the only remaining gap in Yamaha’s four-stroke engine range and is especially exciting for Australian customers who have been requesting a Yamaha four-stroke engine in this horsepower category for many years. ... [more]  

Sail-World is now live testing the changed website format. If you are using this format for the first time, please scroll to the bottom of the site and check that your region is set for your region and not some other. It can be correctly set up using the drop down boxes. Then go to the top, click refresh, and you should be away. ... [more]  

The £2.9 million round the world record bid hopes to shave up to seven days off the current record of 60 days 23 hours 49 minutes, held by New Zealander Pete Bethune. It is lead is by British power boating legend Alan Priddy, in a new ‘torpedo’ boat that will pierce the waves, rather than surfing them. ... [more]  

Nicolini and his driver in the boat, Six, Tomaso Polli are relishing the prospect of once again taking to the water at DIMC for the final round of the 2014 UIM Skydive Dubai XCAT World Powerboating Series, starting this Thursday. 'Dubai for me is my home race. I have lived in Dubai from many years and I have raced in Dubai since 1992,' explained Nicolini. ... [more]  

Marine Auctions will be wrapping up its 2014 auction year at Runaway Bay Marina this Saturday the 13th of December 2014. For your last chance to sail away on a beaut vessel, join us at 10am at Runaway Bay Marina 247 Bayview Street, Runaway Bay, Gold Coast Qld. ... [more]  

After farming in Victoria and the Riverina for 20 years Bill Fankhauser and his family decided it was time for a 'sea change' so they sold the family farm and moved to the Gold Coast where in 1983 Bill started a boat sales and repair business called Boatarama at Labrador. ... [more]  

At the 2014 UIM Skydive Dubai XCAT World Series, despite completely dominating proceedings by winning every race so far, the Fazza team of Arif Al Zaffain and Nadir bin Hendi believe there is still room for improvement. ... [more]  

In the 2014 Class 1 World Powerboat Championship Arif Al Zaffain and Nadir Bin Hendi delivered another racing master class to win race two of the Grand Prix of Abu Dhabi and claim Victory Team’s 14th World title. ... [more]  

This summer families are invited to spend the day having an undersea adventure at the Australian National Maritime Museum as it presents a range of activities for children inspired by its brand new exhibition Voyage to the Deep: Underwater Adventures. Have fun making undersea craft, take part in short film making and photography workshops, go on an after-dark tour or enjoy a hilarious theatre show ... [more]  

2014 Class 1 World Powerboat Championship - The climax to the highly successful and competitive first season of the ‘new look’ ClassOne World Powerboat Championship combining C1 catamarans and V1 monohulls will decide the outcome of World titles in both categories. ... [more]  

The new model release makes FlexidockTM stronger, easier to use, and easier to install. Lead times have long been a FlexidockTM issue and when Flexitank first began manufacturing system, Flexitank designed it to suit every individual boat. ... [more]  

Every year, thousands of people suffer from CFP, a poisoning syndrome caused by eating toxic reef fish. CFP symptoms are both gastrointestinal and neurological, bringing on bouts of nausea, vomiting, diarrhea, headaches, muscle aches, and in some cases, the reversal of hot and cold sensations. Some neurological symptoms can persist for days to months to years after exposure. ... [more]  

Bum breathing icon’s future in doubt
Three rescued from capsized boat in late night emergency
Silver Yachts at Singapore Yacht Show 2015
RYA Regional Youth Champion Award 2014 - Make your nomination
Busy first day at 2014 Ocean Marina Pattaya Boat Show
Paul Morgan steps in to support Australian 4x4 and marine industries
Win $5000 Cash to Splash with Club Marine
UIM Skydive Dubai 2014: XCATs back on the prowl in Dubai this December
FLIBS-Editors Choice Awards: MCY86 is the best motor yacht of the year
New exhibition takes kids on a Voyage to the Deep
PredictWind launches new Offshore Application for Mac and PC
FLIR M625 Review – Let there be light!
Thieves wreck Marine Rescue volunteers’ fundraising drive
Results in from ‘Operation Go Easy on the Alcohol’
Kamila Czartolomna presented with brand new powerboat
Tips on boating with dogs
2014 Oceania Marine Technician Grand Prix
2014 Barrie Beehag Ski Race - Line honours to Hellrazor
Auction to be held at Runaway Bay Marina
Garmin introduces new xHD2 Open-Array Radar Series
New transducer line from Garmin boasts scanning sonar   
Partnership to encourage lifejacket use   
Arvor reveals new diesel range   
Garmin introduces new scanning sonar black box   
Fort Lauderdale International Boat Show - Huge success for Maritimo   
Ferretti Group opens its first flagship showroom in Shanghai   
Yamaha announces the end of V4 Saltwater Series 115C and 130B   
GC Marine Expo - Winner Mark is Rib-Ready thanks to Sirocco score   
Review of boat driver licensing in NSW   
Singapore yacht associations to merge   
SBI Key West World Championships - Multiple champions crowned   
Changed boating conditions for power boat races on Lake Albert   
2014 Ted Hurley Memorial Classic to kick off on the Murray   
Yanmar Joystick Control makes boating easier   
Malaysia becoming preferred destination for yachting tourism   
Indonesian Govt eases yacht permits to boost ‘marine tourism’   
Tahitian ‘Art of Dancing’ & Superyachts   
Gamma Yachts delivers Gamma 20 to opera singer Andrea Bocelli   
Boab Boats RIB Challenge at Mandurah Boat Show   
2014 Goodwill Cup - Southport Yacht Club wins   


For this week's complete news stories select    Last 7 Days
   Search All News
For last month's complete news stories select    Last 30 Days
   Archive News







Sail-World.com  


















Switch Default Region to:

Social Media

Asia

Australia

Canada

Europe

New Zealand

United Kingdom


http://www.sail-world.com/event_images/image/Twitter_logo_small.png   http://www.sail-world.com/event_images/image/RSS-Icon.png

United States

Cruising Northern

Cruising Southern

MarineBusiness World

PowerBoat World

FishingBoating World

 

Contact

Commercial

News

Search

Contact Us

Advertisers Information

Submit news/events

Search Stories/Text

Feedback

Advertisers Directory

Newsletter Archive

Photo Gallery

 

Banner Advertising Details

Newsletter Subscribe

Video Gallery

Policies

 

 

 

Privacy Policy

 

 


Cookie Policy

 

 



This site and its contents are © Copyright TetraMedia and/or the original author, photographer etc. All Rights Reserved.  Photographs are copyright by law.  If you wish to use or buy a photograph contact the photographer directly.
XLXL NEW PBW
LocalAds   DE  ES  FR  IT