Axopar appoints China and Hong Kong dealer

Finnish boatbuilder Axopar has appointed Simpson Marine, a yacht sales and services company based in Asia-Pacific, as the sole official dealer for Axopar Boats in Hong Kong and mainland China.

The move represents the next step in the Finnish brand’s ongoing expansion across Asia. Earlier this year, Axopar appointed Sanlorenzo-owned Simpson Marine as its dealer in Indonesia.

Hong Kong is considered the yachting hub of Asia with the longest coastline of any global city, accounting for 465km with 263 islands. Hong Kong is also Simpson Marine’s historically best-performing market, with a total of 13,000 pleasure boats registered in the city with eight marinas and 46 typhoon shelters providing berthing to the city’s yacht fleet.

Axopar’s range of adventure boats spans from 22-45ft with multiple layouts. Simpson says Axopar has become a market leader in this segment thanks to features such as an extensive exterior deck with fold-down side balconies, high speeds with low fuel consumption, and soon-to-be-introduced new electric models underway.

In China, Simpson Marine has operated from a Shenzhen office since 2008. In 2011, it expanded to Sanya with a dedicated sales and service team in mainland China.

Axopar Boats, which is celebrating 10 years of operations in 2024, says it is targeting the rising interest in leisure boating in Hong Kong and China. The Axopar 28 was named ‘Best Motor Sport Boat’ at the 27th China (Shanghai) International Boat Show 2024, exemplifing the brand’s appeal in the region.

“Axopar’s exceptional performance and distinctive sporty styling position them for continuous success in both Hong Kong and Mainland China’s expanding yachting market,” says Richard Allen, COO of Simpson Marine Group. “In Hong Kong, there are already a few Axopar boats in operation, including my own Axopar 37 Sun Top, which I enjoy using most weekends when I’m around in Hong Kong. We will build upon the success of day boating here to drive interest and sales for Axopar in Hong Kong.

“Since establishing our Sanya office nearly 12 years ago, Simpson Marine has witnessed the rapid growth of leisure boating within the market. Hundreds of boats go out daily in Sanya for short day trips, a significant lifestyle trend that can propel Axopar’s success in the country’s yachting capital and beyond.

“Axopar’s entry into China is perfectly timed, and we anticipate strong demand from the market, which we are confident to meet.”

Hong Kong-based dealership Asiamarine was appointed the exclusive Axopar dealer in Hong Kong at the start of 2024, and now hands the reins over to Simpson.

Starting from August 2024, Axopar’s fleet will be progressively available in Hong Kong, Shenzhen and Sanya with a series of experiences and activations planned for Simpson Marine customers.

Last year Axopar, the largest builder in the Scandinavian region, brought ‘substantial’ capital to secure a 10 per cent stake in Evoy, an extensive dealership network.