Napier’s Senator Boats has expanded its dealer network in Australia, with the appointment of Port Phillip Boating Centre in Victoria, which brings the total number of Australian dealers to six. Recognised for its modular designs, large deck space and excellent ride quality, the popular New Zealand positive buoyancy brand now has dealer representation in New South Wales, South Australia, Victoria and Western Australia. This adds to the 12-strong New Zealand dealer network. Over 80 boats, mostly larger hardtop models have been sent across to Australian shores, the first shipment leaving the Napier factory in 2020.
According to Senator Boats Managing Director Grant Simmonds, the growth in Australia has been driven by strong demand and strategic choice. “Establishing a dealer network in Australia has been an important step for the growth of the brand. We’ve been strategic in appointing our dealers, securing strong partnerships, and with that sales have been strong,” said Simmonds. “We’ve consistently received solid enquiries directly at the factory from Australian boat owners, and our dealers have actively sought us out – in some cases, they’ve really pursued us – the first one actually walked in the door one day,” said Simmonds.
Senator Boats have been retailed in Australia since 2020 and the appointment of the Kiwi brands first dealer in Australia, started with a chance encounter at their factory in Napier, on the Eastern Coast of the North Islands. In 2019 Greg Collet of the Sports Marine Centre, Bunbury in Western Australia strolled into the Senator office unannounced in his board shorts and ‘thongs,’ according to Simmonds. That unexpected meeting sparked a four-hour conversation, and the rest, as they say, is history. “It’s quite ironic as though they were the first Australian dealer, they are also the furthest away!” Like in New Zealand, Simmonds says that the Senator range has been well received by the Australian market, with buyers appreciating the inherent design and safety characteristics of a Senator.
The Senator range boasts modular designs, larger deck space (compared to other Aluminium Chamber Boats), and excellent ride quality – these are real strengths that set Senator apart from other brands. “Our boats are adept to New Zealand and Australian sea conditions with higher cabins, stable hulls & decks are spacious and favour those who want plenty of workspace for fishing. What’s more, due to their variable deadrise design – Senator hulls are soft riding.” Fitted as an option, Senator uses closed-cell foam blocks shaped and inserted into the buoyancy chambers during the manufacturing process. As well as safety benefits, foam filled chambers result in an amazingly quiet ride. “With all the safety and performance characteristics coming as standard, each Senator Boat can be tailored to the customer’s needs through extensive design options this means the boat owner can get the boat they really want.” Most notably what we’re being recognised for is sheer volume. It’s simple – more boat, means better value.”
With the expansion of the dealer network and increasing demand, Senator has also taken steps to boost and streamline production. “We’ve increased staff numbers over the past 18 months and made a solid investment into leaner manufacturing across the board, which is all about reducing waste, using our space smarter, and making sure every part of the process is working efficiently. “We also expanded into a second site around 18 months ago, which now handles fit-out and finishing.”
Senator Boats recently launched their all-new 550 Hardtop at the New Zealand Boat Show in May, with the first units making their way to Australian dealers. Designed for serious Kiwi and Australian boaties who demand more from their time on the water, the Senator 550 delivers next-level ride comfort, game-changing Mission Modular™ technology (Interchangeable Boat Setup), and the rock-solid performance Senator is known for, all in a versatile package that punches well above its weight.
