Advice from Ferretti's new CEO: "Don't buy a fifth home, buy a yacht."

Venice – Nine days after taking office at the helm of Ferretti Group, Stassi Anastassov chose a direct approach to introduce himself to the international press. No sensational announcements, no strategic revolutions, but a clear vision based on market growth, strengthening the group's brands, technological innovation, and defending the company's Italian identity.

"This is my ninth day in this role. I'm spending every waking moment," the new CEO said, "with suppliers, agents, captains, and shipowners. We're not talking about consumers or clients: we're talking about owners. And it's precisely by listening to them that I've reached some very clear conclusions."

The first concerns the growth potential of the yachting industry. According to Anastassov, the sector faces an unprecedented opportunity thanks to the emergence of new generations of ultra-high-net-worth individuals, many of whom come from the world of technology and artificial intelligence. "Even in the most difficult times," he added, "this remains a very small market in absolute terms. Meanwhile, we are witnessing the emergence of a huge number of new billionaires. These aren't necessarily people who grew up with a maritime culture; some have never sailed, and in some cultures, some don't even know how to swim. This is why I believe yachting needs to become more relevant and aspirational for those who don't consider it an option today."

For the new CEO, the challenge is to transform the yacht into a symbol of personal fulfillment on a par with a luxury watch, a prestigious car, or a piece of real estate.

"At some point," Anastassov commented, "we need to tell these people: don't buy a fourth or fifth home. Buy a house on the water. We need to make our industry relevant even to those who don't fit the traditional billionaire stereotype. People who might walk around in shorts and look perfectly normal, but they just sold their company for ten billion dollars. These people might choose a yacht over another piece of real estate."

The second consideration concerns the very nature of the nautical product. Anastassov insisted that a yacht cannot be considered merely a luxury item. "We don't sell handbags. The image may evoke Hermès or Louis Vuitton, but what we build is something people trust for their safety, that of their family and friends, in the midst of the sea, the wind, and the waves. Behind every yacht lies a huge industrial component: from artisans to engine manufacturers, from painters to materials specialists."

Hence the need to combine aesthetics and innovation. "Ultimately, we create something that can be considered a work of art. Who wouldn't want an old Riva in their living room? But that work must integrate the most advanced technologies, the best communication systems, high standards of durability, sound insulation, stabilization, and reliability. It's this balance between artists, highly specialized craftsmen, and engineers that makes our product as complex as it is extraordinary."

The third pillar of his vision concerns the group's brands. "We have exceptional brands. No one can question the value of Riva. Wally," the manager continued, "revolutionized the nautical industry with its design and technology. Ferretti is an extraordinary brand. But brands must be experienced, perceived, and continually nurtured. We can't simply reference photographs of Marcello Mastroianni, Sophia Loren, Brigitte Bardot, or Grace Kelly. Brands must remain contemporary and relevant."

The goal will therefore be to further strengthen brands' ability to engage with new generations and new markets. "We must ensure they become even more relevant in people's lives, especially the younger ones. Boating must be perceived as something that belongs to the future, not just the past."

On the industrial front, Anastassov wanted to dispel any doubts about the group's production location and the value of Made in Italy. "This area, within a 300-400 kilometer radius, represents the global heart of the nautical industry. Unique skills, knowledge, and traditions are concentrated here. Excellent companies may exist in other countries, but the brands we build can never be anything but Italian."

A clear message also regarding speculation about the company's future. "I read articles that imagine different scenarios, but none of this will happen. I am the CEO, I report to a board of directors, and my job is to generate results. I will do everything in my power to strengthen the brands, enhance the company's Italian soul, grow the market, and further improve the technological level." Growth, however, will not come through aggressive commercial policies. "I'm not interested in taking market share from competitors. That's why we won't make concessions. We don't need them. We have an extraordinary brand portfolio. We simply need to make them even better, to the point where shipowners see no valid alternative to our offerings."

A position that Anastassov claims is personal and authentic. "These aren't concepts suggested by the communications office. They're ideas that come directly from me. I'm completely transparent with my collaborators and the press. We have nothing to hide. If you want to meet me, ask. We'll meet in the office or over coffee. What I'm telling you truly comes from my convictions."

While confirming continuity with the work accomplished in recent years by the previous management, the new CEO hinted that some innovations are already in the works. "Winning strategies," said Stassi Anastassov, "can't be changed overnight. Ferretti Group has achieved excellent results over the last 12-14 years, and there's no magic formula to replace the current one. However, we can improve everything we do: innovation, systems, quality. I have several ideas that I can't reveal yet. When it comes to new models, it's realistic to think that the first projects to which I will have directly contributed won't arrive before 2028. Some changes in the way we work, however, could become visible within six to nine months."

On the topic of Made in Italy, Anastassov expressed an equally clear position, describing it as a non-negotiable element of the company's identity and product. For the manager, the strength of the Italian nautical industry stems not only from production capacity, but from a unique cultural and manufacturing heritage that continues to be a global benchmark. "There's no room for discussion about Made in Italy. If someone asks me what I think of Made in Italy, the answer is very simple: the best pizza is Italian and the best yachts in the world are Italian. Period. That's how I feel, and it will never change, because it's something I feel deeply about. Creativity, craftsmanship, a passion for design, and the ability to transform technology into objects that are beautiful to look at and enjoyable to use are characteristics that belong to this country and constitute a fundamental part of the value of our brands."

Finally, a personal passage that explains Anastassov's relationship with the sea. "I've spent most of my life near the water. My daughters have competed at the highest levels in sailing, and one of them was the 2016 Nacra World Champion. My wife and I met forty years ago on a beach, and the sea has always been a part of our lives. To celebrate our fortieth anniversary, we'll spend a few days on a boat. This time it won't be our own vessel, as I had organized everything 18 months ago. But next time, it will certainly be one of ours."

On the sidelines of the conference, Anastassov also shared a curious anecdote. Before embarking on a managerial career, his dream was to become a journalist. "I wanted to be a journalist," he recalled, "in 1982, I applied to the Stockholm School of Journalism, but I wasn't accepted. So I was forced to focus on business: a terrible thing. That's why I enjoy meeting journalists. I understand your enthusiasm when you're looking for news, and I always try to give you something interesting to say. What I've told you today, however, isn't a communication strategy: it's simply what I truly believe." 

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