Just as Leon Slikkers embraced the future when he moved from plywood to fiberglass hulls, today’s Tiara is moving ahead by listening to its customers and taking the lead from their ever-changing needs. “A few years ago we engaged in an exercise to solicit detailed feedback from our customers and our dealers,” says Tom Slikkers. “Today’s market is so dynamic that you have to pay very close attention all the time. That proved to be a valuable experience, because it allowed us to not only clearly see where the market is right now, but see a consensus on where it is headed moving forward.” The first fruits of that effort appeared in Tiara’s new Coupe series. “We brought a number of the customers back and showed them some mockups that they could go through and offer their opinions,” says Slikkers. “We applied that second round of input and refined the designs even further. The development of the Coupe series was a longer process, but it was because we were essentially reinventing a boat. “As an example, one consistent piece of feedback we kept hearing is that anyone preparing lunch in the galley found themselves to be far away from the action. So we took that to heart and focused the cabin of the boat on heads and beds, if you will, while moving the galley to a position where it can serve both the bow and stern of the boat while remaining fully connected to what’s happening on deck. Now you don’t go to make a sandwich and come back to ask ‘What did I miss?’ You don’t miss anything, because you’ve never really left.” Based on strong sales of the 50 Coupe and, more recently, the 44 Coupe introduced at last year’s Fort Lauderdale International Boat Show, the company listened well. Sales have been so strong that Tiara has announced plans to introduce a new 39 Coupe later this year.
photo courtesy of tiara
Marching into the future
Tiara’s customer focus will bear further fruit this summer, when the company officially launches another new model — this one designed squarely with younger buyers in mind. The all-new Q44 is a day boat described as a true luxury SUV on the water. “There are a lot of day boats on the market, but our view, from listening to our customer feedback, is that customer needs have changed,” says Slikkers. “They want to bring paddleboards, they want to bring a kayak, they have a Zodiac, they have bicycles. And the simple reality is that most day boats simply won’t accommodate all that, so what does the customer do? Day boaters have changed, and the boat now has to do more than just take you for a swim or let you go hang out at the beach for a few hours. The expansion of what day boating has come to mean has overwhelmed that old definition. So, Tiara will have the ultimate luxury SUV, the Q44. It’s still a Tiara, and still has the same DNA, but in a design that’s quite unlike anything else out there.” While the new models show a clear commitment to remain fresh and relevant to today’s boater, Tiara has made
Tom Slikkers, president and CEO of S2 Yachts.
other refinements based on its understanding of current trends that go beyond the product lineup. Younger buyers respond differently to influences than boomers do. Their buying patterns are different, their questions are different, and the things that attract them to the boat to begin with are different. Decision-making timelines are longer, and the buyer’s sphere of influence considerably larger. “If you go to buy a new cell phone, you can read 2,500 reviews of it online before you even have it in your hands,” says Slikkers. “Our customers are well educated, they’ve done their research and they’ve normally owned several boats already. They’re looking for quality and value, and they’re willing to pay for it. Our job is to ensure that as time goes on, we continue to deliver boat designs that meet those expectations, and surpass them.” As S2 Yachts adapts to its next generation of buyers, the values and principles that brought its Tiara and Pursuit brands such overwhelming success continue to be the driving force behind the company. Company founder Leon Slikkers, who will celebrate his 87th birthday in April, still comes in to the office every day. “I’m inspired by the way my father continues to play a role in the growth of our company and is active daily in new product development and current trends in the marketplace,” says Tom Slikkers. “With almost 60 years of boatbuilding and design experience, he undoubtedly understands our industry unlike anyone else in the world. His depth of knowledge is immeasurable.” The company also benefits from an extraordinary management team. “We’re blessed with a number of truly talented, professional people,” says Slikkers. “The boatbuilding business has become extremely complex, and to take it forward you need tremendous expertise in a number of highly diverse areas.” That’s particularly true when one considers how much craftsmanship still goes into building a modern yacht. Balancing modern materials and computer-assisted design, a surprising amount of production work is still done by hand. As with fine automobiles or fine wines, that ageless craftsmanship and relentless pursuit of perfection is what separates the good from the true icons of luxury. With its enduring legacy, a solid core of top industry professionals and a third generation of the Slikkers family already joining the business, Tiara’s future has never looked brighter. H
“Our job is to ensure that as time goes on, we continue to deliver boat designs that meet customer expectations, and surpass them.”
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May 2015
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