Neander enters next stage of global growth with a bold new look
German outboard manufacturer Neander has entered the next stage of its global growth, revealing a bold new look and proposition as part of its journey as an independent engine manufacturer.
2021 was an eventful year for Neander, with a leadership restructure, high-profile hires, and a move away from an exclusive dealership with Yanmar for its core product, the Dtorque 50 diesel outboard, to selling directly to regional distributors.
Joel Reid was appointed as global sales director and tasked with achieving 1,000-unit sales per year by 2024. This significant ambition has seen a shake-up in the company’s direction and results are already coming to fruition with a rapidly growing global sales and services network that has expanded throughout North and South America and China.
Reid has been working with Richard Whiting, newly appointed marketing director at Neander, on the rebrand, which comprises of a fresh website and modernised logo. “We wanted a strong brand identity to reflect the new direction of Neander and have designed a bold look which further strengthens our position in the commercial sector,” says Whiting.
“The Dtorque is a sound product and is very well-known in the industry for its powerful performance, reliability, operational safety, durability, and low fuel consumption. But not all customers know it is a Neander product.
Neander is now selling directly to OEMs, dealers and large accounts which allows them to offer a more competitive price and increase sales volumes, the company says.
