\u201dDare to Amaze<\/em> is a synthesis of brand\u2019s DNA,\u201d explained Gornati. \u201dSince the beginning, Paolo Vitelli, who founded the company in 1969, was not afraid to introduce disruptive innovations, pushing the limits of boating even further.\u201d<\/p>\n\n\n Gornati says it was the case in 1991 when Azimut introduced uninterrupted windows glued onto the fibreglass, and in 2003, with the introduction of large hull windows. The heritage is perpetuated today, by Vitelli\u2019s daughter, Giovanna, chair of the group since March 2023. With the same spirit, says Gornati, Giovanna Vitelli addresses the issue of sustainability, with the recent announcement of the use of a biofuel made of 100% HVO (Hydrogenated Vegetable Oil) for instance.<\/p>\n\n\n\n Seen from a marketing point of view, Dare to Amaze<\/em> encapsulates the promise that the brand makes to its customers, a promise based on real facts and transparency, and on a customer journey which leaves nothing to chance. According to Gornati: \u201cmarketing activities must be consistent with brand values: an Azimut customer is a successful boat owner who wants to enjoy his achievements in life. We offer him the ability to become part of a community of successful people, who love and celebrate life, by sharing their passions with special events. On the other hand, Benetti customers are more reserved, they rather enjoy exclusivity and a more selective and private service\u201d. Starting from the needs and expectations of different customers\u2019 segments, the Group conceived dedicated journeys which are consistent to all touch points.<\/p>\n\n\n\n In this regard, a key issue of the industry lies in the fact that most brands do not own all touch points with clients, because they often rely on a dealer network for their distribution, as is the case for Azimut. \u201cDealers must share our vision,\u201d continues Gornati, \u201dand be the best ambassadors of the brand in the eye of customers. Our dealers are very select independent companies, who are committed to Azimut values. When a customer interacts with them, he must feel he\u2019s in touch with the brand. Investments are required to integrate the corporate image, whether it is for their offices, their web presence, or local events\u201d.<\/p>\n\n\n\n The boat industry is very linked to events, whether they are boat shows, corporate\u2019s events, or regional ones. They have the manifold purpose to give customers the chance to see and test yachts, but there\u2019s more to it than that, says Gornati. They also provide a vital opportunity to tighten the bonds with clients and prospective customers, by offering them memorable experiences. \u201cWe work all year-round to prepare for the main boat-shows \u2013 it is a significant investment, logistically and financially, but there\u2019s no other way \u2013 customers cannot buy a yacht with a click on the internet\u201d.<\/p>\n\n\n\n Gornati says the boat show is a sophisticated staging, with many actors involved \u2013 manufacturers and dealers can make their seasonal targets in only few days. \u201cThey are events designed to make our customers feel special.\u201d Dealers neccesarily play a crucial role: they are asked to invest to align with the corporate image, and with the disruptive spirit that identifies the brand.<\/p>\n\n\n\n \u201cIn this sense, Dare to Amaze<\/em> is the representation of Azimut customer journey\u201d, says Gornati.<\/p>\n","protected":false},"excerpt":{"rendered":" \u201dDare to Amaze is a synthesis of brand\u2019s DNA,\u201d explained Gornati. \u201dSince the beginning, Paolo Vitelli, who founded the company in 1969, was not afraid to introduce disruptive innovations, pushing the limits of boating even further.\u201d<\/p>\n","protected":false},"author":5,"featured_media":7362,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[33],"tags":[],"class_list":["post-7364","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-latest-news","entry"],"_links":{"self":[{"href":"https:\/\/www.boatshowchina.com\/en\/wp-json\/wp\/v2\/posts\/7364","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.boatshowchina.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.boatshowchina.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.boatshowchina.com\/en\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/www.boatshowchina.com\/en\/wp-json\/wp\/v2\/comments?post=7364"}],"version-history":[{"count":1,"href":"https:\/\/www.boatshowchina.com\/en\/wp-json\/wp\/v2\/posts\/7364\/revisions"}],"predecessor-version":[{"id":7365,"href":"https:\/\/www.boatshowchina.com\/en\/wp-json\/wp\/v2\/posts\/7364\/revisions\/7365"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.boatshowchina.com\/en\/wp-json\/wp\/v2\/media\/7362"}],"wp:attachment":[{"href":"https:\/\/www.boatshowchina.com\/en\/wp-json\/wp\/v2\/media?parent=7364"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.boatshowchina.com\/en\/wp-json\/wp\/v2\/categories?post=7364"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.boatshowchina.com\/en\/wp-json\/wp\/v2\/tags?post=7364"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}![\"\"](\"https:\/\/www.boatshowchina.com\/wp-content\/uploads\/2023\/09\/0922boa.png\")