BUILDING LEGENDS
3/28/2007 4:48:58 PM by David Morris
Bertram’s CEO, Giovanni Vacchi, is building upon the boat brand’s iconic status with a vision that’s as clear as the exotic waters his boats dominate.
“Bertram is to sportfishing what Harley-Davidson is to motorcycles. They are American icons that have carved out a place on the international stage. And they are treasured brands with a history that evokes passionate emotion.” When Giovanni Vacchi, CEO of Bertram USA, speaks about the boats that have become emblematic of America’s love for sportfishing, the passion emanates from every word. He looks you straight in the eye and you know the meaning of his mission.
Since Italy’s premier shipbuilders, Ferretti Group, bought the legendary Miami-based constructor, Vacchi has been energetically forging a renewed partnership between the brand and its advocates. “We are very clear about our intentions,” says Vacchi. “Bertram is an American brand, and it will always be. We bring the best of our technological capacities together with a rigorous business process and quality control program to make sure that Bertrams are the best they can be.”
Born almost half a century ago, yacht broker Richard Bertram’s innovative fiberglass powerboat made its debut at the revered Miami-Nassau powerboat races. It immediately raised the bar with its exceptional seaworthiness and robust construction. Bertram’s yard on Northwest 21st on the Tamiami Canal that feeds the Miami River has become something of a landmark. This was the world’s first plant specifically designed for manufacturing large, high quality, fiberglass yachts. Since that time, Bertrams have been revered, but the burnishing of the brand is no small task.
Vacchi knows the territory. A former Bain consultant, he brings the solid intellectual capital and management skills honed during his years in the U.S. to the post. He knows that the competitive landscape has become more demanding, and that consumers have more choices, so he has turned to grassroots marketing to communicate the company’s commitment to excellence. Part of his program has been to reach to current and former owners, such as a call for photos from owners’ archives to use in a Bertram advertising campaign. “Naturally, we also want to be present at the major boat shows and important fishing tournaments,” he adds. The famous “Bertram Shootout” and a host of storied gatherings include The Bahamas Billfish Championship, drawing enthusiasts and competitors the world over. As part of the Boating Leaders Scholarship program organized by the Marine Design Resource Alliance, Bertram Yacht also sponsors the Bertram Scholarship for Excellence in Sportfish Boat Design.
And Vacchi doesn’t hide his excitement at the prospects for the brand going forward. “With a complete range of new models and the financial and technical strength of an industry leader, Bertram is ready to consolidate its place at the pinnacle of the sport,” he says. “As our corporate motto states, we are building legends. That’s what Richard Bertram’s passion has been all about. And that’s what our passion is about.”