Daring decade for motorboating
Unrestrained consumption in the 1980s
The 1970s showed that a rebellious spirit did not in any way preclude the desire to consume, and the following decade reinforces the appeal of unrestrained consumption, which almost became compulsory. This consumption becomes synonymous with personal fulfillment in a context where technological advancements are seen as beneficial for all, while environmental concerns remain largely distant from day-to-day concerns.
Economically, against a backdrop of monetary instability since the end of the Bretton Woods system in 1971 and fixed exchange rates between currencies, French boat industries, heavily dependent on international trade, have to find ways to adapt to the situation, while benefiting from the regular increases in purchasing power and leisure time.
Faced with the specific political situation in France since the arrival of a socialist government on May 10, 1981, the franc sees three successive devaluations, including one in March 1983 that leads to the “turn towards austerity”. However, the plan to increase compulsory levies that accompanies it has only a limited impact on sales growth for the motorboat sector, which picks up again in 1985, supported by measures to boost demand.
Motorboating boom: a prosperous decade
At this time, speed continues to drive development and build reputations. Offshore competition, which is fashionable internationally with its highly powerful marine monsters, remains a distant object for the French public, both geographically, with races taking place far from view, and socially, with often wealthy crews and their jet-set habits. Much closer are inshore outboard competition events, such as the Formula 1 Grand Prix or the 24 Hours of Rouen, accessible from the banks and shores and good for reputations. After being absent for around 20 years, Jeanneau returns to racing, immediately positioning itself as the only top-level French team and breaking several world records as well.
Even though sailing is still dear to the hearts of the masses, 70% of recreational boats in France are motorboats by the end of the decade. France is the second-largest market in the world, after the United States, with demand growing every year, in line with the steady increase in holiday entitlements and rising purchasing power levels. While sailing, even for a short trip, automatically requires time and effort, the use of a motorboat seems increasingly practical, especially with the growing fragmentation of holidays into short periods, including the sacrosanct public holidays and a national specialty, France’s “ponts” or “bridge weekends”. Motorboating also attracts increasingly younger users, with workers aged 35 to 45 accounting for 40% of motorboat registrations. Meanwhile, older enthusiasts, who already owned smaller boats from the previous decade, “upgrade” to longer, more powerful and more expensive units. This segment is recruited from high-income population groups, including business leaders, professionals, senior executives or wealthy retirees. The statistics also show a marked increase in the number of motorboat owners among people living in coastal regions, whether permanently or because they have a second home there. In general, moorings are only cast off for the day, with longer outings remaining the exception. Energy savings are not a decisive factor for many boaters, and as the length and power of the units increase, more manufacturers favor twin-engine models, with inboards or outboards, helping ensure safety when out at sea. As the French boat industry draws near to the end of a record decade, the market is now dominated by two yards that are present on almost all segments with a number of models and an extensive dealer network: Jeanneau and Bénéteau.
Marine adventures and evolving recreational boats
At this time, society is focused on personal merit, material success and adherence to corporate values, promoting risk-taking and competitiveness. The Paris-Dakar rally, launched in 1978, and its heroes continue to symbolize and drive the development of adventure sports, looking to bring people and nature together, promoting autonomy and even survival. Widespread media coverage reinforces the general desire to “have fun” at all ages, even in simple and local activities like dayboating. From 1981, Jeanneau takes on remote challenges like the Niamey-Bamako African endurance rally, winning all three places on the podium, led by Gérard d’Aboville.
However, on such a competitive market as motorboating, it is important not to forget that pleasure is at the root of “pleasure boating”. Manufacturers aim to satisfy all sorts of individual or group aspirations, like with families, which might sometimes be contradictory, such as a “desire for speed” and “discovering nature”. The yards, which are high-risk ventures, increasingly need to show their foresight and ability to plan ahead to increase the number of models available for more demanding clients. A boat is a major purchase that is expected to be used happily for years or even decades. By the late 1980s, we see new types of boats emerge, complementing the styles inherited from previous decades. In less than a decade, terms like “dinghy” and “runabout” will disappear. We also see a significant increase in the power of engines, particularly outboards and diesels, thanks to the turbo system.
Each type of boat becomes both more specialized in terms of its design and more versatile in terms of its program. American and Italian influences continue to be important, but French boating, which is strong with a powerful domestic market, stands out through its originality in some segments like small cruisers and sport fishing, or for its successful interpretation of the high-performance “open” style of American sport fishing day cruisers.
Buyers at the end of the 1980s who had skipped the boat shows for two or three years could still notice that American vocabulary had not completely taken over the catalogues or specialist publications. However, when touring the stands, they quickly realize that the motorboating landscape has changed rapidly and is continuing to evolve:
– Semi-rigid inflatables are in demand
Their soaring popularity is only just beginning to gain ground, with a powerful breakthrough on the sports market thanks to their exceptional ability to move quickly in choppy waters. The French firm Zodiac is holding firm, but faces a growing challenge from Italian companies, often at the forefront of design and innovation.
– Open outboard hulls – sport fishing and dayboating – make the old dinghy obsolete
The rapid growth in the popularity of semi-rigids has changed the landscape for small fast motor outboard builders. Decks have disappeared and controls are grouped together on a central console, most often driven standing up.
This streamlined design, aimed at absolute efficiency, is inspired by American models like the Chris-Craft White Shark. In line with the interest in adventure at the time, the magazine Bateaux calls this new type of boat a “baroudeur” or adventurer. Jeanneau quickly recognizes its potential, launching the Cap Camarat 575 in the early 1980s and offering an extensive line-up of models over the following years. Quickly nicknamed the 4x4s of the sea, these units prove to be highly versatile for various activities, from fishing to family outings and high-speed sporty excursions. On this segment, the competition primarily comes from foreign manufacturers, with boats ranging from 4 to 7 meters.
– Open sport inboard hulls remain in the wake of traditional runabouts
In this rapidly evolving context, the open-runabout style attempts to adapt in terms of comfort and finishing aspects, with well-designed cockpits and seats that can be converted into sun loungers. While speed has always been its main focus, the “open sport” runabout, now facing intense competition from open outboard boats and even some day-cruisers, increasingly resembles a grand touring convertible car in terms of its limited use. The American and Italian competitors dominate this declining market, with historic brands like Jeanneau and Rocca – with its 5.50 meter Cougar – striving to defend a program mostly suited to sheltered waters, sporty outings, water-skiing and sunbathing.
– Day-cruisers see a gradual decline in popularity
In this vast category, most of the boats are 5.50 to 8 meters long. The smallest hulls are generally trailerable and deliver the performance capabilities of an open runabout, but with a cabin that offers a minimum level of amenities. French builders mainly occupy the segment under 6.50 meters, with leading models including Jeanneau’s Skanes and Capri or Cormorant’s Mallorca Touring. Day-cruisers, whether inboard or outboard, are widely used in the Mediterranean and particularly well-suited to fair weather with their sunbathing areas and storage spaces, while they face direct competition from sport fishing models in the English Channel or the Atlantic.
– Truly transportable motorboats are riding a wave of popularity
This category is highly sought after by customers due to its numerous advantages, while remaining relatively affordable, from their light design to liveaboard features, performance, comfort and sunbathing spaces.
Initially, the best-positioned models are outboard-powered, such as Rocca’s Lynx or Jeanneau’s Leader range, which initially comprised four models from 5 to 7.50 meters, with some available in inboard versions as well. On this same segment, Bénéteau offers the high-performing Flyer series with avant-garde superstructure designs, with the first hulls designed by world champion Van Der Velden. Arcoa has also adapted its 680 model to create the 725, though it is only available as an inboard version.
- Semi-planing cruisers are balancing economy and comfort at constant speeds
Originally designed for offshore sport fishing, far away from the coasts, these units appeal to a clientele looking for comfort and relative operational economy, rather than pure performance.
The semi-planing hull supports engine speeds that are best suited to the sea conditions. Despite this focus on economy and efficiency, there is a trend toward increasing power for higher speeds.
Examples include Jeanneau’s Merry Fisher range, initially intended for big-game fishing, then extended to include other less sporty programs, but particularly at ease in difficult seas, as well as Bénéteau’s pivotal second-generation Antarès, from 5.60 to 11.20 meters, with its vast range spanning traditional categories.
- “Sport fishing” models are far from lagging behind
With their rustic, functional design, sport fishing models are suitable for all seasons.
The success of this very French specialty shows no sign of letting up, with its style now firmly anchored on the market: high, well-protected wheelhouses like trawlers, clear views including aft, sliding doors to an open full-width cockpit, and semi-planing hulls for challenging seas. From under 5 meters to over 8 meters, this segment includes all the builders along the Atlantic coast, such as Guy Couach, Ocqueteau and Kirié, as well as Jeanneau, with its popular Arcachonais and Estéou models. Bénéteau, following its iconic Ombrine model in the 1960s and 1970s, is also very present on this segment with various versions of the Antares, known for inboard engines and shaft line transmission. Fitting an outboard engine is no longer taboo for some yards, with a general shift towards increased power, including diesel units.
- High-end yachts
Facing strong foreign competition, mainly from American and Italian builders, French yards strive to establish themselves on a still limited market. Arcoa, with the 975 and especially the 1075, equipped with a flybridge, continues building on its momentum from previous years, just like ACM, which is present with its 1050. However, it is Jeanneau that causes a sensation in 1989 when it launches its first Prestige brand yachts, clearly geared towards the high-end market. Gibert Marine also stands out with its Jamaica 30 and 38.
Bénéteau extends its Flyer range to cover this segment with the Série 8 (8.50m) and Série 10 (10.30m), featuring two engines (270hp or 360hp, petrol or diesel) and reaching speeds of over 40 knots.
In the specific category of cruising motor yachts, Bénéteau takes a fresh look at traditional approaches with the Swift Trawler series, focused on safety, range and great comfort, which are essential for attracting a discerning and demanding clientele of long-distance cruisers.
Marine crisis: New horizon
A new decade begins in 1991 amid a general crisis, with recessions or slowdowns in many countries, except, perhaps, the United States, which seems on track for a timid recovery.
The motorboat sector is inherently exposed to economic fluctuations as it produces non-essential goods. However, this industry has so far been relatively spared due to the high growth rates seen since the 1960s, despite some occasional setbacks.
This time, the sector’s difficulties match the scale of its businesses, most of which have reached a critical size, making economic downturns particularly challenging and sometimes impossible to weather.
As the decade begins, closures and mergers are expected, redefining the landscape for the long term. A new horizon for motorboating is emerging, with some builders strengthened by the adversity faced and determined to better anticipate the expectations of a market whose progress is unstable. With boats that deliver higher performance levels, with more sophisticated designs, nothing will ever be the same again.
Il se prépare des fermetures et des regroupements dans un début de décennie qui va rebattre les cartes de manière durable. Se dessine un nouvel horizon pour la plaisance à moteur avec quelques constructeurs renforcés par l’épreuve et résolus à anticiper de plus en plus les attentes d’un marché à la progression instable. Avec des bateaux toujours plus performants et plus élaborés en termes de design, plus rien ne sera jamais comme avant.