X95
Things have been a little different at Princess lately. A brisk wind of change has been blowing through the hallowed halls of Britain’s most quietly conservative boatbuilder since the arrival of executive chairman Anthony Sheriff, late of McLaren Cars, and chief marketing officer Kiran Haslam, who used to work for Bentley.
These gentlemen didn’t join the firm to take it easy, but to shake things up. The world is changing, the market is changing, and as old values and habits are held up to scrutiny, new approaches and ideas are ushered in. The Princess brand, they felt, was in danger of being left behind. The very image of yachting was moribund, incapable of attracting new blood, while boatbuilders squabbled over a dwindling customer base.
Enough was enough. Persuading someone to buy a Princess instead of an Azimut or a Sunseeker was no longer going to cut it. Now the goal was to persuade someone to buy a Princess instead of a third home, instead of a
