German outboard manufacturer, Neander enters 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 1000-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. The next step is to appoint a dealer network throughout South East Asian that will be managed from the HQ in Kiel.
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. Whiting comments: “Joel had challenged me with defining a new Visual Identity to represent this new stage of the business where volumes are growing, the price structure is more competitive but we still remain a premium brand and therefore the service needs to be the highest in its class. Many fundamental processes have been established within Neander at every level of the organisation upon which we will build future growth and we are hoping the new Visual Identity reflects that.
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. 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! Our new brand and marketing approach is driving this awareness and supporting the global growth that we are already witnessing.”