The Viking Yachts/Princess Marriage

The world is changing rapidly now
and no aspect of it is changing faster than the microcosm of the recreational boating
industry. In Maslow’s hierarchy of needs, boating wasn’t even a footnote. Yet in
America alone there must be something on the order of 18 million people – 6% of
the population – that are so addicted to the water that they must be on it, or else
suffer agonizing withdrawals. And those pains are evidently worse than the discomfort
we suffer (economically and emotionally) with the sport. One of the companies on
this side of the Atlantic that first saw the future and took steps to get infront
of the curve was Viking Yachts. In 1995 it joined with Princess Yachts in Plymouth,
England to create a brand and a business marriage that may prove to be over a decade
ahead of its time.

The 95 Motor Yacht is the flagship of the Viking Sports Cruisers' line.

Shown above is the largest yacht in Viking Sport Cruiser's V series-- the V85.

Owners on the Shop Floor



There is no production boat builder marketing large motoryachts in the United States
(and the Western Hemisphere) quite like Viking Sport Cruisers. It is a strategic
partnership between Princess Yachts International in Plymouth, England and Viking
Yachts in New Gretna, New Jersey. Princess was founded by David King in 1963 and
Viking was purchased by its current owners, Bill and Bob Healey 45 years ago in
1964. In many respects, they really started and created the company. Both King and
Bill Healey are hands-on boat builders. They have seen it all – on both sides of
the pond – and know large motoryacht boat building as well or better than virtually
anybody else on the planet.



Then, is Viking just an importer of Princess Yachts? Far from it. Because of Viking’s
experience in building and marketing Yachts, it knew what Americans liked and didn’t
like. Viking had some pretty strong ideas about how some systems should work and
what equipment should be in their Yachts. As a result, the Yachts Princess builds
for the American market are different than those built for the European markets.
What’s more, when some of the Yachts arrive in the U.S., even more modifications
are sometimes made to them in order to better suit the American audience.

Viking Sport Cruisers' 85 Motor Yacht.

Cultural Exchange



On a number of issues, Princess has been greatly influenced by Viking. Viking Sport
Cruisers strives to bring its customers the best of both worlds.



In case you haven’t noticed, European motoryachts are quite different than traditional
American motoryachts. Yes, the Europeans were the first to build sleek, rounded
lines and get away from the angular, boxy look of American motoryachts of the 1970s
and early ‘80s. But there is more difference than that.



European boats were built for Europeans, for their lifestyle, and their culture.
Translated, that means their ergonomics are smaller than American ergonomics. It
means that Europeans tend to use their boats for day trips and sleep ashore at night.
They like to entertain on the aft deck or the flying bridge at a marina. As a result,
historically their accommodations spaces were cramped by American standards.



Europeans often have a chef aboard or crew to do the cooking, and want the galley
to be closed off from the salon so the guests can have privacy. Americans like to
do the cooking themselves and be part of the social interaction so they want the
galley open to the salon. Since the owners are doing the cooking, they also demand
more counter space and a bigger galley.

Viking Sport Cruisers' 63 Motor Yacht.

Separated by a Common Language



Europeans think that the most important thing about a yacht is that it be beautiful
and have low-slung, flowing lines. They think the proportions of traditional American
flush deck motoryachts with a flying bridge stuck up high on the coach roof looking
as if it were an afterthought (it was actually an evolution), is atrociously ugly.
And big Americans when they get on the flying bridge of many European motoryachts,
even ones 70’ long, feel like they are sitting on toad stools or on furniture for
a child’s playhouse.



In short, the Europeans want a boat long on entertaining possibilities which has
beauty and great curb appeal in which they can dash 50 to 100 miles in a few
hours and be ready for the next cocktail party. Americans want a boat that can be cruised
in for longer periods of time and for greater distances. They need bigger fuel and
water tanks, and beds that can actually be slept in.



Perhaps, now you have a better idea of why Princess and Viking make such good shipmates.
Another reason why the marriage runs so smoothly is that the pastor of the link-up
is Viking Sport Cruisers President & CEO, Tom Carroll. Tom who is also the Executive
Vice President of Viking Yachts has been with the Healeys so long that he is like
a member of the family, yet he brings a studied independent view to every discussion,
and doesn’t hesitate to speak his mind.

Viking Sport Cruisers' 58 Flybridge Yacht.

A New Relative in the Family



Last year Princess was sold to L Capital which has it roots with LVMH, of Moet Hennessy-Louis
Vuitton fame, which also bought the famous megayacht builder Royal Van Lent Feadship
the same year. With these two European yards, Princess building production fiberglass
motoryachts up to 130’ and Van Lent Feadship building custom motoryachts in steel
and aluminum from 125’ to 280’, LVMH has the luxury yacht market well covered. LVMH
calls itself the “World Leader in Luxury” and with these two boat yards, Dom Perignon,
Louis Vuitton, Fendi, and De Beers in its conglomerate portfoilio, along with dozens
of others, no one is debating the point.



It is no secret that the big boat business in the U.S. has been powerfully rocked,
first by the 10% Luxury Tax in 1991 which killed off as many as 20 major builders
of large boats, and now with the current recession which is in its 17th month. There
are simply not many builders of large production powerboats left in the U.S., and
of those, Viking is one of the most solid.



The first thing L Capital did after buying Princess was to announce that its management
team, lead by David King, would stay in place. The mating of LVMH’s world-class
marketing skills combined with its deep pockets and Princess management’s boat building
experience, can only propel the brand one direction – up! In fact Princess is currently
closing on a deal for another shipyard in Plymouth so that it can expand and build
fiberglass motoryachts over 100,’ we are told by the folks in New Gretna.

Viking Sport Cruisers' V78.

The Future of All of Us?



Perhaps the Princess/Viking arrangement is a metaphor for what the future of not
only boat building, but a lot of other businesses and industry will be like this
century. An amalgam and an interconnection of talents, resources, and vision with
which to compete in an increasingly more challenging world.


Visit Viking
Sports Cruisers' website--