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Made in Italy, Headquartered in Florida: The Power Move That Changes Superyacht Sales
The Strategic Shift: From La Spezia to Pier Sixty-Six
The Azimut|Benetti Group, the world’s leading superyacht producer, just finalized one of the most strategic corporate moves of the year. They have inaugurated their new Americas headquarters at Fort Lauderdale’s iconic Pier Sixty-Six Marina. This isn’t just an office relocation; it is a clear, confident statement about where the global industry’s attention must now be focused. The United States, already the world’s leading country for recreational boating, represents nearly a third of the Group’s entire worldwide business. By planting a firm flag in the “yachting capital of America,” the Italian titans are ushering in a new phase of international development designed to solidify their market share by 2026.
Pier Sixty-Six: The New Global Nexus
The choice of Pier Sixty-Six Marina as the new headquarters is deliberate and strategic. This prestigious, renovated location sits at the literal epicenter of American yachting, naturally opening the Group toward the vital Central and South American markets. The new spaces are conceived as brand embassies, physical symbols of the Group’s ability to combine beauty, innovation, and superior construction quality. This exclusive location serves as a privileged meeting point designed to foster crucial dialogue and strengthen relationships with the American and international community.
The Italian Full-Force Strategy
The Azimut|Benetti Group operates with immense scale and clear purpose. They are a family business, founded by Paolo Vitelli and now led by President Giovanna Vitelli. The Group comprises four powerhouse brands: Azimut, known for glamorous, fast yachts; Benetti, the 150-year-old producer of elegant mega yachts; Lusben, a main hub specializing in refit services; and Yachtique, the in-house styling lounge. With over 2,000 employees and six shipyards globally, this vertical integration allows them to deliver a seamless experience across sales, construction, charter, and interior styling—all concentrated in the heart of their largest market.
FLIBS Showdown: Proximity and Presence
The timing of the opening, coinciding with the Fort Lauderdale International Boat Show (FLIBS), is a perfect tactical move. It confirms their proximity to the local area and ongoing dialogue with owners. During FLIBS, Benetti will welcome owners and enthusiasts directly into their new headquarters, offering exceptional, waterfront views of their fleet moored opposite. This bold, physical presence maximizes engagement and reinforces their commitment directly to owners and stakeholders, turning a major industry event into a highly personalized brand experience.
The Verdict: The Final Word on Consolidation
The opening of the new Americas headquarters is a decisive act of market consolidation. Marco Valle, CEO of the Azimut|Benetti Group, affirmed the move, stating the location “perfectly embodies the spirit and values of our brands.” This strategic investment is less about simply servicing a client base and more about promoting “maritime culture and the excellence of Made in Italy.” For the yachting industry, this move by the world’s largest producer is a clear signal: the focus is shifting, and the game is now headquartered in Fort Lauderdale.
