The Name that Launched a Thousand "Ships"

The Band Wagon Syndrome

After World War II, a few Dutch shipyards and a young Dutch architect named Frits de Voogt banded together forming the now famous Feadship (First Export Association of Dutch Shipbuilders). One might say this was a rather lofty moniker for an outfit that initially produced 40 and 50 footers but, as a puppy grows into its paws, the company grew into its name and today produces “true ships” of 300 feet and longer. For almost 50 years Feadship was one of the only if not the only producer of yachts to include “ship” in their name. Then, the go-go 80’s came along -- a period of great growth and prosperity.

Been There, Done That

The 80’s was a time of tremendous expansion in the boat and yacht market. Many, many new construction yards were formed. I’m not talking about builders of 30 footers, mind you, I’m talking about builders of major pleasure vessels. I think it’s great that there’s enough business around the world to support a large number of new companies supplying mostly major vessels. What isn’t so great, however, is the lack of originality in coming up with names for these new ventures.

Schwartz Royce?

What kind of image does the name “Feadship” conjure?  Bulletproof construction, cruise anywhere capability and high quality come to mind. Of course, anyone starting a new venture would welcome a little “halo effect” when selecting a name. Sadly, too many of the new yacht building companies formed in the last 10 or so years include “ship” in their names. Off hand, I can name 14 that do so and it bothers me a bit. It’s kind of like starting a new car company and calling it “Schwartz Royce” or an ice cream company called “Dairy Dazs” or a cosmetics company called “Trixie Lauder.” 

I have nothing at all against any of these yards -- many of which produce an absolutely first class product. I’ve worked with some of them. My only beef is the lack of imagination in choosing a company name. On the other hand, yacht builders who have organized in the last ten years and haven’t included “ship” in their name deserve a pat on the transom. After all, when Hatteras went into the big boat business they easily could have called their company “Hatship.” Companies like Christensen, Ocean Fast, Admiral, Delta and many others also deserve mention.

Look It Up

According to Webster, “ship” is defined as follows: “Ship/`ship\n.......1: a large seagoing vessel b: a sailing vessel having a bowsprit and usually three masts each composed of a lower mast, a topmast, and a topgallant mast 2: BOAT: esp: one propelled by power or sail.” Now there are a couple of obvious observations that need to be made here: First, Webster's definition certainly needs updating. Topgallant mast??? When was the last time you saw a “t’gallant” mast? Does anyone even know what the hell it is? Secondly, we can see that, since Webster defines a ship as a boat, ships and boats are interchangeable so that, ridiculous as it seems, any power or sail boat could legitimately be called a “ship” be it a sailboat or a punt.

When Ships are Boats

To be completely honest, I can certainly see the allure of using “ship” in a new boatbuilding company’s name. Not only do you get the above mentioned “halo effect” from Feadship, but you also get the same from shipbuilding legends like Ingalls, Bath, Bethlehem, John Brown Ltd. and Newport News Ship and Dry Dock Company. In a nice twist, a company that does produce ships (600’ x 40’ submarines can certainly be called ships) calls itself The Electric Boat Company. Now that’s a refreshing understatement -- it sounds like a subsidiary of Mattel! The fact is, submariners never call their vessels “ships” -- they’re always referred to as “boats.” Come to think of it “Electric Ship Company” wouldn’t sound right anyhow.

Even in the true ship world there is a hierarchy. “SS” before a ship’s name indicates “steamship” of which there are precious few left these days. More common diesel-powered ships which can be, and often are, larger than steamships, however, are called “motor vessels” as indicated by the “MV” before their name. Confusing isn’t it?

Going To Extremes

As you may know, I’ve always been one to carry things to extremes -- to completely exploit and exaggerate a topic until it is so tired we can happily go on to something new and different. Therefore, for those of you out there with piles of extra dough just aching to get into the big boat business (Gem of wisdom: The only way to make a million in the yacht building business is to start with two million!), I offer the following suggestions for naming your firm: For a high-quality image, “WORKMANSHIP” would certainly have the right ring. “CRAFTSMANSHIP” would be good too. For a forceful, aggressive image, “BRINKSMANSHIP” has a nice connotation. “MACHOSHIP” also has a good sound to it as does “VIRILESHIP,” don’t you think? 

For an aura of strength and security, a look at big, powerful animals is in order. “RHINOSHIP” might be just the ticket as would “BULLMOOSESHIP,” “BEARSHIP,” “GORILLASHIP,” “MASTODONSHIP” and “HIPPOSHIP.”  These names also provide great logo possibilities. “HORSESHIP” while it intones grace, speed and strength should be avoided for obvious reasons. I think, however, the two greatest names for a big boat company might be “SALESMANSHIP” and “ONEUPSMANSHIP” because, after all, that’s what it is really all about isn't it? Can’t you just picture a proud owner acknowledging questions from dockside oglers: “Oh yeah, that’s my boat. She’s an “ONEUPSMANSHIP?””

Insider Information

I can tell you that more “ship” yacht building companies are on the way. Sadly, there is nothing we can do for existing “ship” companies -- their stationary is already printed and their name is carved in the door. If I, however, have discouraged only one new boat company from using the word “ship” in its name, I can close this article feeling I’ve done something constructive for marine humankind.

(Reprinted with permission of Regina Fexas.)

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