Highfield Boats exceeds sales expectations
Highfield Boats, aluminium RIB supplier, has announced that sales figures for the twelve month period ending 28 February 2021 have exceeded expectations despite the global difficulties caused by Covid-19.
By the end of March 2020 EU orders placed with Highfield, whose factory is in China, had been put on hold or cancelled and the factory was forced to close due to the lockdown regulations. But it quickly became apparent that the demand for private leisure craft was high and by year end Highfield Boats had delivered 4,800 boats worldwide.
“It is testament to our team at the factory and our group of global distributors that we managed to adapt and overcome some severe logistical challenges and end up exceeding our original budget expectations,” says Highfield’s European brand manager Steve Harrison. “The global demand for leisure boats has continued into 2021. Our order book is already 70% of our 2021 target.”
Highfield says its launch of its new sport range, a significant step up for the company, went ahead successfully. Specifications of the eleven new sport models look to include greater onboard luxury while continuing to incorporate the company’s proven patrol hulls.
During the same period Highfield Boats produced two new entry-level models for Honda Marine, the Coaster 54 and the Coaster 600. Honda Marine takes delivery of these into its own dealer network as part of its Boat Builder Alliance scheme. Both models are retailing for less than €30,000.
Highfield Boats has an ambitious strategy for future growth. Production capacity is set to increase at a new state of the art factory, twice the size of the company’s current building. Aluminium RIB production line will be more streamlined while using new robotic systems. Further new models will also be rolled out.
In the second half of 2021 customers will be able to view the Highfield Boats range in a virtual marina. 360 degree model tours will cover all the key vessels.
“We have seen some unprecedented changes to the landscape of our industry and the habits of our buyers. Developing a virtual, online Highfield Boat show will future proof our brand as we come to terms with the new market place,” says Harrison.