British company Fairline Yachts is now focusing on expanding its market to include the United States

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According to Miles Moorhouse, Head of Marketing at Fairline Yachts, "Fairline is back in the US." Finally, Fairline has everything in place to seriously re-engage with the US boating industry.

Moorhouse talks to Forbes as the Fort Lauderdale International Boat Show draws to an end about its newest yacht, the Phantom 65, and what US clients may expect in the upcoming months.

What is the recent performance of Fairline and what can be expected in the near future for the shipyard?

It began to decline on the market in July 2020. Since no one anticipated it and it hasn't abated, this is obviously excellent news for a shipyard since it gives you a clear view of the precise project you will be working on in the future. Demand is unquestionably present, and despite occasional peaks and valleys, momentum is still growing overall. The order book we are now working with may be the largest in our 55-year history. 2022 and 2023 have already sold out. We now have sales scheduled for 2024 and, for some of our yachts, 2025. Finding a balance between reasonable delivery expectations and selling a yacht is difficult.

What is the new Phantom 65's role in Fairline's overall brand narrative? Was it developed due to market changes during the Covid-19 pandemic or was it already in the company's plans before that?

We have the chance to evaluate our situation and spend some time carefully strategizing and preparing thanks to COVID. This required examining our rivals. Sunseeker and Princess have both just entered the market with sport flybridge models; Princess's is the S66, while Sunseeker's is the 65 Sport Yacht. We took a look at those and decided that, thanks to the excellent base provided by our current Targa 65, we could build a sport boat from the deck up, which is exactly what we did.

The 32 Phantom, a Fairline vessel that was essentially a sportsbridge motoryacht, was introduced in 1972. To be honest, she was a bit of a monstrosity, but in the early 1970s, the entire category was unheard of. We reasoned that because we were the first to market in 1972, we should reinstate the Phantom name. 

What is the Phantom 65's place within the current product line of Fairline and what features make it unique?

This fills the void left by the discontinuity between our Targa express cruiser and Squadron flybridge model ranges. It is designed for someone who values the athletic appearance of a Targa along with the extra room and utility that a compact flybridge provides.

A Phantom 65 owner is not likely to be a novice boater. It is a large, beamy boat that is 17 feet wide and 65 feet long. Despite being suitable for owner-drivers, it is a large boat to operate. Additionally, I believe that the yacht's modern interior design makes it an appealing option for any potential owner.

I believe it is reasonable to anticipate that we will look into expanding the Phantom line in the future given the response that the Phantom 65 has gotten both before and during its introduction during the Cannes Yachting Festival.

The Phantom 65 will be premiered in the United States at the Miami International Boat Show in February. What can attendees expect to see?

At Miami, we anticipate a lineup of five boats. We plan to have a significant presence of brand-new, gleaming goods. We'll get the first of the F-Line 33 models in addition to the Phantom 65's US debut. The fact that this boat checks all the requirements for the US market—a very fashionable European day boat with a hard top and outboard motors—makes it crucial. We anticipate it will perform exceptionally well in the US, especially among those who have a tiny dock at the end of their gardens, as many Floridians do.

Miami will be a significant event for Fairline the following year since it will serve as the brand's reintroduction in the US market. This year, we set up many significant dealer appointments in the US. Despite always having a presence in the US, we recently teamed up with Strong's Marine in the Northeast and Nautical Ventures in Florida—two significant participants in the US market. Miami will serve as the launchpad for the brand's relaunch in the US market.

What is the reason for the emphasis on the United States market?

The maritime industry's largest leisure market is there. Our presence in the US has long been underrepresented. We have corrected this oversight after neglecting to concentrate on the US for a decade. Our US approach has been in development for a while, and things are now starting to come together. We are ecstatic about the chance provided by the US.