Azimut-Benetti pivots towards services as owner expectations shift
Benetti B Yond 57M
Azimut-Benetti is reshaping its business focus as megayacht owners increasingly prioritise ease of use, reduced complexity and long-term asset protection over pure product features. While the shipyard has again topped the Global Order Book ranking, the more significant strategic move is the launch of the Azimut-Benetti Group service division, signalling a shift towards lifecycle support and experience-led ownership.
The group has ranked first for the 26th consecutive year in the Global Order Book compiled by Boat International. The order book tracks global megayacht production across 190 shipyards on five continents. Azimut-Benetti Group currently has 163 yachts over 24 metres under construction, totalling 5,924 metres, representing 23 per cent of the global market covered by the report.
The production figures align with the group’s financial performance for the year ending 31 August 2025, during which it recorded revenues of €1.5 billion and an order backlog extending to 2029. According to the company, this reflects a business model designed to remain resilient while responding to changing owner behaviour.
Service strategy takes centre stage as ownership priorities shift
That shift is now influencing how yachts are supported after delivery. Owners are seeking simpler operations, faster access to services and more flexible ways to use their yachts, prompting Azimut-Benetti to consolidate its service activities into a single division.
The division is led by Massimiliano Casoni and builds on initiatives developed over the past two decades, including the acquisition of refit shipyard Lusben in 2000, the launch of styling and art advisory Yachtique in 2008, and the development of marinas positioned as premium yacht destinations. These elements are now brought together as a modular service hub designed to support owners throughout the yacht’s lifecycle.
Three service pillars target asset value, crew and experience
The division’s roadmap extends to 2028 and is structured around three main areas. The first focuses on protecting asset value, combining preventive maintenance, predictive systems including artificial intelligence-based monitoring, and warranty extensions. The aim is to help owners manage running costs while supporting long-term residual value.
Crew management forms the second pillar, covering crew selection, ongoing training through the Crew Academy and operational coordination. The programme is structured around the technical and construction characteristics of Azimut and Benetti yachts, with the intention of improving consistency in onboard operations and daily experience.
The third area addresses owner experience. Yachtique operates as the styling and art advisory arm, supporting owners in selecting furnishings, materials and artworks in collaboration with designers. Post-delivery services can also include concierge support through global partners and participation in the owners club programme.
Find out tomorrow why Marco Valle considers the last few years as ‘too easy’ in MIN’s exclusive interview with the Azimut-Benetti CEO.
