Since 1995, when an exclusive relationship was formed between Princess Yachts International and Viking Sport Cruisers of New Jersey in the US, the two companies have successfully created a new class of luxury performance motor yacht for the American market. Designed and crafted in the UK by Princess and marketed under the Viking brand in the States, these powerful cruising yachts have remained at the very forefront of the market, leading the way in quality of build, seakeeping and, through the solid foundations of Viking Sport Cruisers, class leading customer service.
Princess 32M Yacht White Hull Rendering - Photo Credit to Princess Yachts
A philosophy of continued investment in product and infrastructure has helped Princess Yachts International build a solid, worldwide reputation, firmly founded on combining the artistry of traditional craftsmanship with market leading technological advancement. This, together with a new ownership which moved the brand into the exclusive LVMH (Moet Hennessy Louis Vuitton) family, places the Princess name at the very forefront of the global luxury yacht market.
In recognition of the inherent strength in building a singular global brand and, to benefit from a unified global marketing effort, Princess and Viking are delighted to announce that from 2011 model year all new craft for the market will carry the Princess brand.
Princess 40M Yacht rendering - Photo Credit to Princess Yachts
Tom Carroll, President and CEO of Viking Sport Cruisers comments “Over the past fifteen years our relationship with Princess Yachts International has strengthened through a spirit of cooperation, mutual respect and an endeavor to continuously improve the products and service delivered under the Viking name. Today, that relationship has never been stronger and while the evolution of our brand to Princess is a large task on many levels, it is one that we believe will bring tremendous benefits to our customers as we look toward the next 15 years in our company’s storied development” He continued. “The rise of the Princess name around the world has been remarkable and it can only continue to grow with the addition of the new range of M Class yachts, taking the brand over the 100 feet mark, and of course the support from within LVMH.”
Chris Gates, Managing Director of Princess Yachts International adds, “The North American market is a hugely important one for Princess and we are delighted to have such a strong partner in Viking Sport Cruisers. Looking to the future, we both see tremendous benefits in building the global strength of the Princess name through a united marketing effort. With Princess now part of an international luxury brand portfolio with LVMH, we have seen first hand the benefits of a single worldwide focus and look forward to continuing to unlock that potential for our brand too. By adopting the Princess name within North America, Mexico, Central America, and the Caribbean, we believe that we can capitalize on a strengthening global brand with the unparalleled customer service and support of Viking Sport Cruisers in these markets.”
The first of the new Princess M Class yachts, the 32M (105 feet in length), is already in build at a brand new 15 acre waterside yard close to the Company’s head quarters in Plymouth, England. The new trideck 40M (130 feet in length) is about to go into build at the site, which was acquired specifically for this new line of vessels and is subject to a £45m investment programme to create world class production facilities.
Viking Sport Cruisers will offer the full line of Princess models, including V Class yachts from 42 to 85 feet, Flybridge yachts from 42 to 95 feet, and the 32M and 40M M Class yachts, through its network of established dealers across North America, Mexico, Central America, and the Caribbean. In addition to strong dealer service support, Viking offers dedicated Viking owned and operated service centers located in New Gretna, New Jersey and Riviera Beach, Florida.
The Princess brand will be shown by Viking for the first time in the Autumn and at both the 2010 Ft. Lauderdale International Boat Show and the 2011 Miami Yacht & Brokerage Show with premieres of six new models for the United States. New model debuts for Ft. Lauderdale include the Princess 42, V52, V62, and 85 Motor Yacht. Miami will see the US unveiling of the stunning Princess 72 Motor Yacht together with a new model yet to be announced.
