Monte Carlo Yachts president Carla Demaria eyes evolving Chinese market
Carla Demaria offers unlimited customisation of yachts and is targeting the Chinese market with more sophisticated products
Carla Demaria, president of Monte Carlo Yachts, says yachting companies have upped the game to meet the changing needs of Chinese customers. STYLE caught up with her to find out more.
You’ve been in the trade for over two decades now. How have the demands of Chinese yacht owners and buyers evolved?
Over the past two decades, we have seen a strong evolution of Chinese customers, both in quantity, due to the impressive growth of millionaires, and in qualitative terms, due to greater knowledge of [yachts]. But the greatest evolution has [come from] manufacturers exporting to China. They have evolved their products to better meet the different needs of the Chinese clientele. The main players have moved from an “adapted yacht” to a “designed yacht” for the Chinese market, so that’s important in a company’s strategy. But this is a big effort. The iPhone in my hands is the same as the one in a Chinese lady’s hands, but not our yachts.
You were with Azimut for more than 20 years before joining Monte Carlo Yachts [MCY]. What motivated you to join MCY?
My 20 years with Azimut were a great period of my life and that allowed me to gain a wide experience. In 2008, I thought [about creating] a project from scratch. Beneteau Group has allowed me to do this. Of course, I was not alone and Fabrizio Iarrera,now managing director at MCY, has been with me from the very beginning.
What has been the best lesson you’ve learned throughout your career?
To continue to learn from one’s own experience and that of others and then dare [to dream].
You’ve been with Monte Carlo Yachts since the very beginning. What would you say has been the single most effective strategy you’ve implemented so far?
The fundamental one has been to blend cultures – the Italian leadership in luxury yacht design and the industrial know-how of the Beneteau Group. It’s a unique, powerful and dramatically effective combination. Also, I think it’s important to [be daring and come up with] an unprecedented and innovative architectural structure and construction process, which has obtained a world patent.
Monte Carlo Yachts offers a variety of customisation options. Why is that important for today’s customers?