Sunseeker distributor opens new base on Australia’s east coast


Brad Rodgers: “… we feel that momentum is growing for European-style yachts …” Pictured is Sunseeker’s 131 Yacht.

Superyacht brand Sunseeker is opening a new base on Australia’s east coast to supply what its distributor describes as the growing demand for European-style yachts.

Brad Rodgers, director, Sunseeker East Coast Australia, told Superyacht Investor: “The Australian market has always been an important market for the Sunseeker brand. Although the marketplace has been quite slow for a few years, we feel that momentum is growing for European-style yachts, which fit well with the style of boating our customers enjoy. With increased infrastructure on the Eastern seaboard for larger yachts, the opportunity is there to grow this market.”

Sunseeker East Coast Australia – the exclusive distributor for Sunseeker luxury motor yachts on Australia’s east coast – is based at the Gold Coast City Marina and Shipyard (GCCM) on the Coomera waterfront in Queensland.

“Australia is a developed luxury boat market, yet we are seeing buyers’ appetite for our large-yacht range growing changing the dynamics of our sales strategy,” added Rodgers.

‘Appetite for our large-yacht range’

The region’s growing attraction to luxury yacht owners was confirmed Trenton Gay, CEO of GCCM. “The Gold Coast is presently enjoying a surge in yachting as owners and crew wake up to the lifestyle and marine services available in the beachside city. 

“GCCM is at the epicentre – attracting yachts up to 75 metres – seeking maintenance, refit and repair work.  We are investing, as are the Gold Coast City Council and Southport Yacht Club, in infrastructure for bigger yachts. Sunseeker along with our other international yachting partners will benefit from this expansion,” said Gay.

Rodgers predicted a bright future for the company in Australia. “Sunseeker now has over 300 Sunseekers in the Australian market, although competition has increased, we are still holding firm as the number one European brand in the Australian marketplace.”

Sunseeker East Coast Australia will have a sales suite and after-sale service centre overlooking the demonstration yachts moored in GCCM’s superyacht berths.

Next America’s Cup

Looking further afield, Rogers hopes the next America’s Cup, to be staged off New Zealand, will boost slow sales in that country. The 36th edition of the prestige yacht race, presented by Prada, will take place in New Zealand waters from March 6th to March 21st.

The GCCM facility is also home to leading marine brands, including: Hill Robinson, Seal Superyachts, IGY Marinas, Benetti and International Paint. More than 80 marine businesses, employing over 700 tradesmen and craftsmen, operate from the site.

Located 37 miles from Brisbane, GCCM occupies 17.5 hectares of zoned waterfront on the Coomera River. An additional $100 million, 20-hectare expansion is planned.

Meanwhile, the decision to open the new base, at what is said to be the largest refit and repair facility in the Southern Hemisphere, was revealed at the Sydney International Boat Show earlier this month.

Shake on it: Brad Rodgers (right) and Trenton Gay.