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Beneteau, Excess appoint new Thailand dealer
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Now representing both Groupe Beneteau brands, Primus Marine is headed by co-founder Howard Prime and has offices in Bangkok, Pattaya and Phuket.
Beneteau Swift Trawler 54
Primus Marine has been appointed as the new exclusive Thailand dealer for Beneteau and sister brand Excess Catamarans. Beneteau was founded in France in 1884 and is celebrating its 140th anniversary in 2024, while Excess Catamarans was only launched in 2019 as part of the multi-brand Groupe Beneteau.
Founded earlier this year, Primus Marine is led by Howard Prime, formerly the Thailand Country Manager for Simpson Marine, where he oversaw the sales of brands including Beneteau. The French builder’s sailboats include the First, Oceanis, Oceanis Yacht and Figaro ranges, while its motorboats include the Flyer, Antares, Gran Turismo and Swift Trawler series.
Howard Prime, Primus Marine’s CEO and co-founder, said: “It’s tremendously exciting to be partnering with Beneteau for sales and after-sales across Thailand. Having been resident in Thailand for over five years, while working in the industry, I’ve personally delivered many new Beneteau yachts to their owners, ranging from First dinghies and keelboats right up to the flagship Grand Trawler 62.
“Beneteau will continue to flourish in Thailand, which has some of the world’s best cruising grounds. With a competitive racing scene encompassing regattas such as the Phuket King’s Cup, there’s an event for every type of yacht owner. Our team are looking forward to growing the Beneteau customer base and delivering excellent customer services via our offices in Bangkok, Pattaya and Phuket.”
Beneteau Oceanis 40.1
Following the conclusion of its multi-market representation by Simpson Marine, Beneteau has been creating a new dealer network across Asia. Having appointed Asiamarine for sailboats and NextWave Yachting for powerboats in Hong Kong, as well as Amal Yachting for Taiwan (sail and power), the new partnership with Primus Marine further expands support for customers across the region.
Erwan Her, Beneteau Asia-Pacific’s Sales Director, said: “I’m excited to announce our new partnership in Thailand with Primus Marine, which brings strong sales and after-sales support. With offices across the country, Primus Marine is the perfect partner to represent Beneteau and will not only enhance our presence in Thailand but also improve customer service and engagement.
“We are committed to providing exceptional experiences for our customers, and with Primus Marine’s dedicated team, we can achieve this goal more effectively. Together, we’ll work to build a vibrant Beneteau boating community in Thailand and I’m confident that this partnership will lead to exciting new ventures and a stronger brand presence in the region.”
Excess 13
Primus Marine has also been appointed as the country-wide dealer for Excess Catamarans, the fast-growing sailing catamaran brand launched by Groupe Beneteau and which now produces the Excess 11, 13, 14 and 15 models.
Cosmas Grelon, Asia-Pacific Sales Manager for Excess and Lagoon Catamarans, said: “I am pleased to announce the exclusive appointment of Primus Marine as the representative for Excess Catamarans in Thailand.
“This partnership taps into the potential of Excess in Southeast Asia, and I believe Primus Marine will excel in this role. Despite being a newly established dealership, their team led by Howard [Prime] brings a wealth of experience and is highly motivated to deliver an exceptional customer journey. I am confident that Primus Marine will represent Excess at its best in Thailand.”
Excess 11
Prime said the entry-level Excess 11 was scheduled to arrive in Thailand in January and that the young brand’s sailing cats were ideally suited to exploring the country’s spectacular cruising grounds.
“These catamarans have a dynamic look, remarkable colours and sophisticated lines, and are a joy to sail. This is what new sailors are searching for – Excess is built for them,” he said. “We have some exciting new stock boats arriving in the Kingdom, so we look forward to meeting many of our future customers during 2025 and introducing them to the brand.”
