Less than two months after Sirena Yachts presented its new and creative 25 metre model – the Sirena 78 – the builder had already secured three orders. These orders make up just some of the busy Turkish builder’s order book, which sees all models sold out until 2024 and beyond.
Sirena’s success can be partly attributed to the brand’s long-standing relationship with leading designers such as the Sirena 78’s exterior design studio Frers Naval Architecture and interior designer Cor D. Rover, who have collectively packed the new yacht with distinct characteristics that set her apart from the competition.
To find out why the Sirena 78 is flying off the shelf, Sirena Yachts’ CEO, Çağın Genç, shares more details about the new pocket superyacht and its position in the market.
What brought you to the decision to create the Sirena 78?
First and foremost, there was a size gap in our range between the Sirena 68 and the Sirena 88. We regularly keep in touch with our existing owners, and some felt that the Sirena 88 was too big and the Sirena 68 was too small. It is thanks to this feedback that the concept for the Sirena 78 began.
And how did you decide on her range of features?
Sirena is well-represented in the United States and we have a great network of dealers there. At the moment, more than 50 per cent of our sales are delivered to the US and so these dealers have a great insight into our client base. They were the ones who gave us the idea to include the main-deck island kitchen. This galley doubles as another entertainment space with a large central island, long countertops, a deep sink and full-size appliances. These are the type of features that are favoured by our American owners, as is the dedicated owner’s area on the main deck. This, along with the idea to have the option to have an enclosed flybridge, was fundamental to the design and we continued to innovate from there.
Would you say that the Sirena 78 is solely tailored to the US market? Or can this design go global?
The actual configuration of the Sirena 78 is all about flexibility and customisation, so she can be tailored to suit any owner anywhere in the world. We offer both a traditional open flybridge design and a semi-enclosed one, in addition to the fully-enclosed design. One defining feature of the Sirena 78 is the high-volume layout, which is something an owner can fully customise including the main deck layout and the location of the driving dashboard.
What is the motive behind Sirena’s strategy and move into Asia? Can you share more about Sirena’s strategy to get up and running in Asia?
The Asian market tends to veer towards day boats and so we are finalising how to alter the design of the 78 further to suit this market.
We want to be global. But we will achieve this slowly, step by step. Ever since launching our first boat in 2017, we have become well-known and established in the US and Europe, and so it is reassuring to have secured approval from these markets so we can move on to the next.
Who are your clients for the three sold Sirena 78s?
One of the happy owners is upgrading from an original Sirena 64 that was purchased from us three years ago. Since then, this model was updated and rebranded as the Sirena 68. The family are Turkish and love to cook, so when they first saw the Sirena 78 and her huge galley, they fell in love.
Keeping in touch with our customers is a big part of the business, especially as they are all granted a two-year warranty with each boat. And we love to have repeat customers, it feels like the brand has found its niche and customers like you for it.
What does the future look like for Sirena?
As we announced during the Monaco Yacht Show, we have just launched our superyacht range which is already a great asset for us. Our workforce of over 1,000 employees is essential to making these kinds of developments work – especially as we look to double our capacity next year once we find a new facility. Now we are full!
We are one of the top players in our field, and things are going well for the yard at the moment – I think the same goes for pretty much every superyacht builder at this time, which is great to see.
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