Brands strategy
Immediately after Vetus was acquired by the Yanmar Group in April 2013, both parties started working closely together to devise a brand and distribution strategy for both companies.
The results of this project have now been presented to both Yanmar and Vetus sales and distribution networks. The most important conclusion is that both brands will remain as two separate brands, for both the marine engine range and the other systems. Vetus products will not be rebelled as Yanmar or vise versa. Yanmar will remain as the premium ‘propulsion system’ provider and Vetus as the creators of complete boat systems.
Vetus and Yanmar will work closely together on several projects for greater efficiency. The intention is not to reduce personnel but to achieve more cost effective operations that can benefit both parties.
The results of the brand and distribution strategy are already noticeable. Both Yanmar and Vetus now share the same office in Barcelona, Spain and in Stockholm, Sweden.
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