At boot Düsseldorf 2026, Sunseeker unveiled the new Manhattan 56 as a world premiere and provided an update on the Superyacht 134 project, a yacht just over 40 metres in length that had already been presented at the Cannes Yachting Festival 2025. However, the audience’s main focus was on the speech by Scott Miller, who only a few weeks ago was appointed CEO of the British shipyard, succeeding Andrea Frabetti.

In his first public address as Chief Executive Officer, Miller clearly and methodically outlined the transformation path undertaken by Sunseeker, defining priorities, objectives and operational tools.

Scott Miller described himself as an “industry agnostic” manager, with 27 years of experience in business transformation and 15 years in senior executive roles. His professional background has developed in environments characterised by financial restructuring, operating model revision and industrial turnaround, including in the luxury and manufacturing sectors.

Having joined Sunseeker in November 2025, Miller identified three initial priorities: stabilising the business, strengthening the leadership team and building a structured transformation plan. In this phase, the CEO highlighted the support received from investors, interpreting it as a sign of confidence in the brand’s potential.

One of the first areas of intervention concerned the supply chain. The financial resources provided by investors were directed towards strengthening the supply network and improving construction efficiency, with a clear objective: ensuring on-time deliveries and greater industrial reliability.

At the same time, Sunseeker reviewed its procurement strategy, adopting a “customer first” approach focused on quality, timing and optimisation of the bill of materials for each yacht. This choice aims to improve both customer experience and product profitability.

Miller repeatedly stressed that Sunseeker’s relaunch is not linked to a single individual, but to collective effort. Among the new key figures, he mentioned Mario Gornati, appointed Marketing and Communication Director, together with the contribution of Chris Head and numerous internal teams.

The organisational model promoted by the CEO is based on cross-functional collaboration and on enhancing the entire value chain, avoiding silo structures and encouraging coordinated execution of the strategy.

From a strategic perspective, the declared objective is to reaffirm Sunseeker as an exclusive and aspirational brand, with the ambition of regaining a leading role in the superyacht segment. The transformation is not conceived as a cost-cutting plan, but as a path of sustained revenue growth, considered essential to create industrial value and attract new investments.

The plan presented by Miller is structured around three main “prisms”. A complete redesign of the customer experience, from first contact to after-sales, with the aim of increasing loyalty and repeat purchases. Strengthening relationships with dealers and distributors and expanding into new markets also play a central role.

Continuous investment in new models is defined as Sunseeker’s “lifeblood”. Manhattan 56 and Superyacht 134 represent the first steps of a five-year product development roadmap, supported by investments in the Poole facility, in infrastructure, systems and skills.

Led by Chief Commercial Officer Steve Timps, the operational plan includes make-or-buy strategies, sourcing review and reduction of the bill of materials per unit. The digitalisation of production processes is seen as a key lever to increase efficiency and profitability yacht by yacht.

A recurring element in Miller’s speech was the role of people. Training, upskilling, talent attraction and recognition systems are considered fundamental tools to support strategy execution. The EXCO operates with a cross-functional logic involving design, engineering, marketing, sales, production and procurement in a single integrated flow.

Miller also emphasised the link with the brand’s heritage, citing the founders, the Braithwaite brothers, and recognising the importance of continuity in values. The presence of John Braithwaite at the conference was interpreted as a sign of responsibility and alignment between the new leadership and the brand’s tradition.

During the conference, further technical insights on Manhattan 56 and Superyacht 134 were announced, to be presented respectively by Mark and Ewan Foster. Miller also confirmed that the business plan is currently under active discussion with investors and that new working sessions are scheduled shortly in Poole, focusing on infrastructure and product roadmap.

From the stage of boot Düsseldorf 2026 emerges the image of a shipyard engaged in a structured transformation, based on brand, product, processes and people. With a CEO specialised in turnaround operations, a clearly articulated industrial plan and strong attention to customer centricity, Sunseeker opens a new chapter in its history with the declared objective of returning to a leadership position in the international superyacht landscape.