Sunseeker Sets Out New Strategic Vision

Sunseeker Sets Out New Strategic Vision at BOOT Düsseldorf 2026

Sunseeker International, the world’s leading brand for luxury performance motor yachts, today outlined a bold new strategic direction for th e business over the next 18 months. Newly appointed Interim Chief Executive Officer, Scott Millar, set out the plans as he addressed the global maritime media at BOOT Düsseldorf 2026

Welcoming international media to the stand, Millar described the moment as pivotal not only for Sunseeker, but for the wider marine industry. He spoke of the opportunity ahead to redefine modern yachting and ensure the business’ long-term success, underpinned by the brand’s unmistakable and rebellious DNA.

Multi-year strategy backed by fresh investment

Millar confirmed that Sunseeker’s immediate focus is the implementation of a newly developed five-year strategy, which will ouch every part of the business, including an exciting new product development plan. Over the next 18 months, putting in place this strategy and returning the company to full momentum will be the core priority for the leadership team.

He also highlighted the importance of recent financial backing, following fresh investment secured in November 2025 from Sunseeker’s lenders, Cheyne Capital and Cross Ocean Partners, demonstrating continued confidence in Sunseeker’s long-term business plan.

Near-term focus and transformation initiatives underway

In the near term, Millar outlined how this investment is already being deployed. Key actions include strengthening the supply chain to improve build efficiency and on-time delivery, supported by a new procurement strategy designed to address industry-wide challenges while keeping customers firmly at the centre of decision-making.

A number of major transformation initiatives are now underway across the business, including a digital manufacturing system upgrade, significant expansion of the global dealer network into new and emerging markets, and continued investment in site and technology infrastructure to accelerate Sunseeker’s ambitious Superyacht Strategy. This is complemented by a new five-year product development plan, focused on delivering yachts that will re-inspire the imagination of yachting enthusiasts worldwide.

Investment in people

Central to the strategy is a renewed investment in people, with new initiatives dedicated to training, upskilling and rewarding Sunseeker’s talent, alongside a focus on elevating the customer experience. This includes creating meaningful brand moments that bring owners together, fostering a lifelong connection with the Sunseeker community.

A new chapter for Sunseeker

Concluding his address, Millar described the strategy as the beginning of a new chapter for Sunseeker one that will reposition the brand as a global industry leader, while remaining true its DNA.

The press conference also featured contributions from Mark Chinery, Sales Director, who introduced the global debut of the all-new Sunseeker Manhattan 56, and Ewen Foster, Chief Technical Officer, who revealed the latest design developments of the Sunseeker 134 Superyacht, offering media an exclusive insight into the future of the brand’s superyacht portfolio.

Together, the announcements reinforced Sunseeker’s confidence, ambition and clear vision for the years ahead, marking BOOT Düsseldorf 2026 as a defining moment in the brand’s evolution.