Sunseeker’s new CEO, Scott Millar, has provided his first public address on the British shipyard’s business plan with its priorities and objectives.
In the address, which took place at boot Düsseldorf 2026, Millar described the current situation as pivotal ,not only for Sunseeker, but for the wider marine industry.
He spoke of the opportunity ahead to redefine modern yachting and ensure the business’ long-term success, underpinned by the brand’s ‘unmistakable and rebellious’ DNA.
Millar, who joined Sunseeker in November 2025, spoke about three initial priorities – stabilising the company, strengthening its leadership team and developing a structured transformation plan.
New product development plan
He confirmed that Sunseeker’s immediate focus is the implementation of a newly developed five-year strategy, which will touch every part of the business, including a new product development plan.
The core priority for the leadership team will be putting in place this strategy over the next 18 months to return the company to full momentum.
Millar also highlighted the importance of recent financial backing, following fresh investment secured in November 2025 from Sunseeker’s lenders, Cheyne Capital and Cross Ocean Partners, which he said demonstrated continued confidence in Sunseeker’s long-term business plan.
The investment is being deployed to strengthen the supply chain to improve build efficiency and on-time delivery.
Customer first approach
Sunseeker has adopted a new procurement strategy, focusing on a customer first approach to improve both the customer experience and product quality and efficiency.
Several transformation initiatives are currently underway across the business, including a digital manufacturing system upgrade, expansion of the global dealer network into new and emerging markets, and continued investment in site and technology infrastructure to accelerate Sunseeker’s Superyacht Strategy.
This is complemented by a new five-year product development plan, focused on delivering yachts to re-inspire the imagination of yachting enthusiasts worldwide.
And Millar emphasised that the turnaround is a collective effort with new hires including Mario Gornati as director of marketing and communications.
Elevating the customer experience
Central to the strategy is a renewed investment in people, with new initiatives dedicated to training, upskilling and rewarding Sunseeker’s talent, alongside a focus on elevating the customer experience.
The transformation is not intended as a cost-cutting exercise but instead one that will lead to sustained revenue growth.
Concluding his address, Millar described the strategy as the beginning of a new chapter for Sunseeker one that will reposition the brand as a global industry leader, while remaining true its DNA.
Sunseeker has presented its new Manhattan 56 at boot and provided an update on its Superyacht 134 project, the two vessels providing the first steps in the company’s new development roadmap.
