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SOURCE: USDOC, International Trade Administration
SOURCE KEY: IT
PROGRAM KEY: IT MARKET
PROGRAM: Market Research Reports
UPDATE: Monthly
ID NUMBER: IT MARKET 111110100
TITLE: GERMANY, W. - BOATS/MARINE ACCESSORIES - INDUSTRY ANALYSIS -ISA9
DATA TYPE: TEXT
END YEAR: 1992
UPDATED: 09/18/92
KEYWORDS 1:
| 9005
| BEST|PROSPECTS
| BOATS
| CC428
| COMMERCIAL VESSELS & EQ. (NON|FISHERIES)
| COMPETITION
| CVR
| GERMANY
| ISA
| ISA9005
| MARINE|ACCESSORIES
| MARKET|ACCESS
| MARKET|ASSESSMENT
| STATISTICS
| TRADE|CONTACTS
| TRADE|PROMOTION
COUNTRY:
| GERMANY
| WEST GERMANY
| EAST GERMANY
| EC
| EEC
| EUROPE
| EUROPEAN COMMUNITY
| EUROPEAN ECONOMIC COMMUNITY
| OECD
| ORGANIZATION FOR ECONOMIC COOPERATION & DEVELOPMENT
| ORGANIZATION FOR ECONOMIC COOPERATION AND DEVELOPMET
| WEST EUROPE
| WESTERN EUROPE
| WESTERN EUROPEAN COUNTRIES
TEXT
GERMANY, W. - BOATS/MARINE ACCESSORIES - INDUSTRY ANALYSIS -ISA9005
SUMMARY
This article is derived from a report titled: "The Boat and Marine
Accessories Market in Germany", dated May 1990, prepared by S. Glar,
American Consulate, Dusseldorf. This article consists of 9 pages and
contains the following subtopics:
Market Assessment
Competitive Situation
Market Access
Trade Promotion Opportunities
Best Sales Prospects
Statistical Data
A. MARKET ASSESSMENT
This report is based on German production and foreign trade statistics for
the following nine categories of the boating and marine accessories
industry: motor/pleasure boats, motor yachts, sailboats and sailing yachts,
inflatable boats, small watercraft (rowing and paddle boats, canoes),
surfboards, sails, outboard motors, nautical instruments and equipment.
For 1989, the combined boat and marine accessories market in Germany totaled
DM 715 million ($380.3 million). German products accounted for 20.3% or DM
145 million ($77.1 million) of the market while imports captured the lion's
share with 79.7% or DM 570 million ($303.2 million). In 1989, 77% or DM 485
million ($260 million) of German manufactured boats and marine accessories
were exported.
Focusing on boats only, the German market amounted to DM 516 million ($274.5
million). Of this amount, domestic production supplied 32.2% or DM 166
million ($88.3 million), while imports provided 67.8% or DM 350 million
($186.2 million). German exports of boats reached DM 184 million ($97.9
million), 52.6% of German boat production that year.
According to industry experts, 1990 production of German boats and marine
accessories might increase by 2 to 3%. In addition, German exports are
expected to grow slightly (about 1%), while imports are anticipated to grow
3 - 5% that year.
B. COMPETITIVE SITUATION
Competition is strong in the boat market in Germany. Seven European nations
and the USA supply 83.8% of German imports in this sector. In 1989, the
three leading suppliers of boats to Germany were the U.S., with an import
market share of 19.6% or DM 68.7 million ($36.5 million); The Netherlands,
with an import market share of 18.6% or DM 65.2 million ($34.7 million); and
the U.K., with 11% or DM 38.8 million ($20.6 million). Closely following
the top three were Sweden with 8.9% or DM 31.3 million ($16.6 million),
France and Denmark, both with 7.9% or DM 27.7 million ($14.7). In 1989, the
U.S. changed places with The Netherlands, which until 1988 had been
Germany's leading boat supplier.
If boats and marine accessories imports are added, Germany's leading three
suppliers were: the U.S. with DM 97.0 million ($51.6 million), The
Netherlands with DM 74.8 million ($39.8 million) and Sweden with DM 71.5
million ($38.0 million).
German marine accessories imports totaled DM 220 million ($117 million) in
1989. The three leading suppliers to Germany in this market segment were
Sweden, with an import market share of 18.3% or DM 40.2 million ($21.4
million), followed by the U.S. with 12.9% or DM 28.3 million ($15 million),
the U.K. with 11.4% or DM 25.0 million ($13.3 million), and Hong Kong, with
10.6% or DM 23.3 million ($12.4 million).
C. MARKET ACCESS
Whereas boats are sold through boat dealers in Germany, surfing equipment is
sold through special surf retail shops, surf schools and the sports
divisions of the department stores. Below is a list (A) of some of the
leading boat dealers followed (B) by four leading department store chains
which carry water and marine accessory items:
A. Baensch GmbH (SeaRay and
Postfach 1260 Boston Whaler boats)
W-3052 Bad Nenndorf, Germany
Phone: (05723) 30 05-07
T-Fax: (05723) 75 505
California Boote, (Malibu tow boats,
Heinz Tichy Thunder Craft boats)
Eichenstr. 27
W-6000 Frankfurt/Main 80, Germany
Phone: (069) 39 28 28
T-Fax: (069) 39 36 95
Adolf Flohr Motoryachten GmbH (Bertram yachts)
Moorburger Str. 8
W-2000 Hamburg 90, Germany
Phone: (040) 77 14 77
T-Fax: (040) 77 96 23
GD US-Marine Center (Stingray boats,
Elpke 110-112 Bayliner boats)
W-4800 Bielefeld 1, Germany
Phone: (0521) 20 00 61
T-Fax: (0521) 20 80 217
Gruendl Bootsimport (Cobra boats)
Nordring 1
W-2087 Boenningstedt-Hamburg, Germany
Phone: (040) 55 669
T-Fax: (040) 55 66 621
Gebr. Hirch GmbH (Monterrey boats,
Messeler Park-Str. 124 Seabring Marine, Inc.)
W-6108 Darmstadt 23, Germany
Phone: (06150) 63 28
T-Fax: (06150) 65 99
Boote Loeffler GmbH (Invader boats)
Gunther-Plueschow-Str. 22
Industriegebiet Butzweilerhof
W-5000 Koeln 30, Germany
Phone: (0221) 51 12 95
T-Fax: (0221) 59 38 49
Marine Olbermann (Freedom boats)
Attn.: Mr. Olbermann, Junior
Rheinauhafen
W-5000 Koeln 1, Germany
Phone: (0221) 32 70 11/12
T-Fax: (0221) 32 64 77
Muhl, Freizeit und Sport GmbH (Supra Sport speedboats,
Postfach 1408 Ebbtide boats)
Prof.-Oelkers-Str. 42
W-3510 Hann. Muenden, Germany
Phone: (05541) 80 45
T-Fax: (05541) 43 07
Nautic Willersinn GmbH & Co.KG (4 Winns boats, Larson boats,
Postfach 100 Century boats)
Am Sandzug 2
W-6701 Altrip, Germany
Phone: (06236) 20 41/42
T-Fax: (06236) 21 17
Hansotto Noll, Yachthandel (Hatteras yachts,
GmbH Viking yachts)
Uhlengrund 39
W-2105 Seevetal 3, Germany
Phone: (04105) 80 200
T-Fax: (04104) 83 822
RICO-Marine Bootsvertrieb (Tempest yachts, Xylem power-
und Service GmbH boats)
Postfach 80 15 03
Grillparzerstr. 5
W-8000 Muenchen 80 Germany
Phone: (089) 47 96 79
T-Fax: (089) 47 01 468
Gebr. Salomon, Wassersport (Maxum boats, Celebrity
Carl-Zeiss-Str. 24 boats)
W-5110 Alsdorf b. Aachen, Geramny
Phone: (02404) 83 93
T-Fax: (02404) 81 970
Siegel Sportboote (Galaxy, Starline, Sportcraft
Stauweiher 5 and Teka boats)
W-5270 Gummersbach-Derschlag, Germany
Phone: (02261) 52 026
T-Fax: (02261) 57 240
Sport Herrmanns GmbH & Co. (Bayliner boats)
Jakobshoehe
W-4050 Moenchengladbach, Germany
Phone: (02161) 60 616
T-Fax: (02161) 60 44 41
B. Tibus Bootsimport (Formula boats)
Industriestr.
W-3429 Rhumspringe, Germany
Phone: (05529) 10 02
T-Fax: (05529) 614
Weba GmbH (Glastron boats)
An der Fohlenweide 26
W-6704 Mutterstadt, Germany
Phone: (06234) 14 31
T-Fax: (06234) 77 41
Sport-Boot-Center Wohler (Renken boats)
GmbH & Co. KG
Borsigstr. 5
W-5132 Uebach-Palenberg 2, Germany
Phone: (02451) 43 663
T-Fax: (02451) 46 762
Yachtvertrieb-Wassersport (Cobia boats)
R. Herbe
Neckartalstr. 8
W-7140 Ludwigsburg-Neckarweihingen, Germany
Phone: (07141) 58 424
T-Fax: (07141) 58 575
B. Karstadt AG
Theodor-Althoff-Str. 2
W-4300 Essen 1, Germany
Phone: (0201) 72 71
T-Fax: (0201) 72 75 216
Kaufhof AG
Leonhard-Tietz-Str. 1
W-5000 Koeln 1, Germany
Phone: (0221) 22 301
T-Fax: (0221) 22 32 800
Hertie Waren- und Kaufhaus GmbH
Lyoner Str. 15
W-6000 Frankfurt/M. 71, Germany
Phone: (069) 66 811
T-Fax: (069) 66 81 518
Horten AG
Am Seestern 1
W-4000 Duesseldorf-Niederkassel, Germany
Phone: (0211) 59 901
T-Fax: (0211) 59 90 610
D. TRADE PROMOTION OPPORTUNITIES
In Germany, trade fairs play an important role in product marketing. U.S.
companies wishing to enter the German market may wish to make their first
approach through a major trade fair. There are three important
international trade fairs held annually in Germany in this sector:
EVENT BOOT (BOAT)
(International Boat and Marine Accessories Show)
SITE Duesseldorf Fair Ground
DATE(S) January 19-27, 1991
ORGANIZER Duesseldorfer Messegesellschaft mbH NOWEA
ADDRESS Postfach 32 02 03
W-4000 Duesseldorf 30, Germany
PHONE (0211) 45 60 01
T-FAX (0211) 45 60 668
EXHIBITORS 1,500
VISITORS 395,000 (last held January 1990)
or, contact in the United States
DTS - Dusseldorf Trade Shows Inc.
Mr. Christian Winslow, Manager
The Empire State Building,
Suite 4621
350 Fifth Avenue
New York, NY 10118
PHONE (212) 23 93 750
T-FAX (212) 23 93 174
EVENT INTERBOOT (INTERBOAT)
(International Watersport Exhibition)
SITE Friedrichshafen Fair Grounds
DATE(S) September 21-29, 1990
ORGANIZER Internationale Bodensee-Messe GmbH Friedrichshafen
Messegelaende
W-7990 Friedrichshafen 1, Germany
PHONE (07541) 70 80 108
T-FAX (07541) 70 810
EXHIBITORS 850
VISITORS 150,000 (last held September 1989)
EVENT HANSEBOOT (HANSEBOAT)
(International Boat Show)
SITE Hamburg Fair Grounds
DATE(S) October 27 - November 4, 1990
ORGANIZER Hamburg Messe & Congress GmbH
Postfach 30 24 80
Jungiusstr. 13, Messehaus
W-2000 Hamburg 36, Germany
PHONE (040) 35 690
T-FAX (040) 35 69 21 80
EXHIBITORS 700
VISITORS 150,000 (last held October 1989)
or, contact in the United States
VON LEHSTEN INC.
DIETER VON LEHSTEN
38 W. 32nd St.
Suite 1000
New York, NY 10001
PHONE (212) 96 73 110
T-FAX (212) 62 96 052
MAJOR TRADE ASSOCIATIONS
The following associations are sources of information for the pleasure
boats and marine accessories market in Germany:
Deutscher Boots- und Schiffbauer-Verband (DBSV)
(German Shipbuilders Association)
Postfach 30 12 27
Jungiusstr. 13
W-2000 Hamburg 36, Germany
PHONE: (040) 35 28 17
T-FAX: (040) 34 42 27
BWVS - Bundeswirtschaftsvereinigung Freizeitschiffahrt e.V.
(German Boating Association)
Postfach 25 03 70
Rheinauhafen - Agrippina-Werft
W-5000 Koeln 1, Germany
PHONE: (0221) 31 30 79
T-FAX: (0221) 32 54 17
MAJOR TRADE PUBLICATIONS
Next to trade fair participation, advertising plays an important role in
sales promotion. The more important German trade magazines for this sector
are listed below:
YACHT
Delius Klasing & Co.
Postfach 4809
Siekerwall 21
W-4800 Bielefeld, Germany
Phone: (0521) 55 90
T-Fax: (0521) 55 91 13
Frequency of publication: 25 editions per year
Circulation: 134,200
STANDER
Westdeutsche Verlagsanstalt
Postfach 3054
Ahmser Str. 190
W-4900 Herford, Germany
Phone: (05221) 77 50
T-Fax: (05221) 77 52 15
Frequency of publication: 12 editions per year
Circulation: 40,000
BOOTE
Delius Klasing & Co.
Postfach 4809
Siekerwall 21
W-4800 Bielefeld, Germany
Phone: (0521) 55 90
T-Fax: (0521) 55 91 13
Frequency of publication: 12 editions per year
Circulation: 78,000
E. BEST SALES PROSPECTS
The best sales potential during the period 1990-1993 for U.S. boats and
marine accessories is expected to be in the following categories:
SIC NUMBER PRODUCT
37322, 37325 Motorboats, cabin boats, motoryachts
3662416 Radar equipment, marine electronics
3662417 Marine navigational systems
3429711 Marine hardware
3732713 Sailboats
3949598 Surfboards, windsurfing accessories
During 1988/1989 German boat dealers signed numerous new representation
agreements with U.S. motorboat manufacturers. At present, many German
firms represent more than one U.S. company, some represent up to five U.S.
boat brands. Since the representation capacities of most German boat
dealers are filled, US&FCS Dusseldorf does not anticipate that U.S. boat
manufacturers not yet represented in Germany will easily find a
representative during 1990/1991. Because of these tight capacities, recent
ADS surveys done by US&FCS Dusseldorf on behalf of new-to-the-market U.S.
boat manufacturers revealed increased desinterest in additional U.S. boat
brands on the part of German boat dealers.
F. STATISTICAL DATA
Boats and Marine Accessories
TABLE I
Base Real
Year Estimated Projected Growth
(DM Millions) 1988* 1989* 1990** 1993** Rate(%)***
IMPORT MARKET 530 570 593 660 0 - 5
Plus PRODUCTION 615 630 649 675 0 - 5
Less EXPORTS 470 485 490 525 0 - 5
Equals CONSUMPTION 675 715 752 810 0 - 5
IMPORTS FROM USA 80 97 99 105 0 - 5
TABLE II
(Similar to Table I, but expressed in US $ Millions)
Base
Year Estimated Projected
1988* 1989* 1990** 1993**
IMPORT MARKET 301 303 348 388
Plus PRODUCTION 349 335 382 397
Less EXPORTS 267 258 288 309
Equals CONSUMPTION 383 380 442 476
IMPORTS FROM USA 45 52 58 62
* Expressed in Nominal Terms for purposes of compatability
with other sources
** Estimates and Projections are expressed in Constant Terms
*** Average annual real growth rate, projected through 1993,
expressed in a percentage range
NOTE: Growth rates noted in this report are calculated on the
basis of German currency values shown.
INFLATION IN GERMANY
1988: (estimate) 1.3% 1989: (estimate) 2.8% 1990: (assumed) 3%
1991: (assumed) 3.5%
1989 West German Import Market Shares (USA and major competitors):
BOATS: USA 19.6%
The Netherlands 18.6%
United Kingdom 11.0%
MARINE ACCESSORIES:
USA 12.9%
Sweden 18.3%
United Kingdom 11.4%
Hong Kong 10.6%
THE EC INTERNAL MARKET 1993
German boat manufacturers and boat importers/dealers do not expect their
business to be affected to a large extent by the forthcoming EC Internal
Market. They believe however, that the already existing heavy competition
will sharpen further and that price slumps will be the logical
consequence. The boat importers fear the extreme U.S. Dollar fluctuations
which affect their business much more than any imaginable evil of the
future EC Internal Market possibly could.
SOURCES:
German import and export statistics: published in AUSSENHANDEL, October
1988 and November 1989 editions, by Federal Statistics Office in
Wiesbaden. German production statistics for boats, 1989, were supplied by
BWVS - Bundeswirtschaftsvereinigung Freizeitschiffahrt e.V., Rheinauhafen,
W-5000 Koeln 1, Germany.
Exchange Rate used 1988 1989 1990 1991-1993
throughout Report $1 = DM 1.76 1.88 1.70 1.70
(Revised from previous reports)
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