Making Boating Mainstream Again

Adapted from the original article – Float Magazin

Bavaria Yachts Appoints New CEO with Deep Industry Roots

Bavaria Yachts has a new captain at the helm – and he’s no stranger to the shipyard. We met with Norbert Leifeld, the newly appointed CEO, for an early-morning interview at 8 a.m.

At just 45, Leifeld is already a seasoned veteran in the boating industry. His journey with Bavaria began in 2008, initially as an external consultant. Later, he served as COO, gaining an intimate understanding of the operational levers, fine-tuning processes, and customer needs at the shipyard in Giebelstadt. Few know the company as well as he does.

Recently serving as Co-CEO, Leifeld now officially takes the reins at Bavaria Yachts — at a time when the industry is navigating challenging waters. What can we expect from Germany’s former market leader under his leadership? According to a recent press release, Bavaria plans to expand its current sail and motor yacht lineup by introducing electric propulsion systems to attract new customer segments. With over 15,000 followers on LinkedIn, Leifeld met us for an open and forward-looking conversation.

Looking Back and Moving Forward

How does it feel looking back on your long journey with Bavaria—from consultant to COO, then Co-CEO, and now CEO?

The past seven years—especially after the company’s restructuring and my return—have been incredibly fulfilling. Working with the CMP investment group and our team has been marked by mutual respect and a strong, positive spirit. That same energy and belief in Bavaria Yachts’ continued growth still fuels us today. We have a fantastic team and great partners.

What makes you optimistic about 2025?

In the boating industry, much depends on global political and economic conditions. Every challenge also brings opportunity—particularly in terms of energy costs and reducing bureaucratic obstacles. While we can’t control everything, we can focus on doing our homework, as we’ve consistently done in recent years.

“Find People Who Are Better Than You”

Kai Brandes, Chairman of Bavaria’s Advisory Board, says no one understands Bavaria Yachts or the industry from as many angles as you do. What do you know that others might not?

It’s not about knowing more than others in sales, marketing, or production. My role is to identify people who are better than me in each area and create an environment where they can succeed together.

You’re only 45, and already CEO. Some might say: your journey is just beginning.

Or maybe it’s halftime. I think that comment refers more to the fact that over the past 15 years, I’ve built a strong network—within the shipyard, among dealers, suppliers, media, and even competitors.

What can we expect from Bavaria in the near future—regarding new models and the so-called “optimized customer journey”?

Globally, boating has drifted away from the mainstream in recent years. But our customers are the mainstream—people who love spending their holidays on the water and want to buy or charter a boat for that purpose. They expect simplicity in the product, ease of use, financing, ownership, and service. We need to make boating more accessible again.

That’s where we’re focusing our efforts—working closely with our dealer network, which I’m currently visiting across Europe, and also through webinars, exclusive customer test events, and charter-investment initiatives. After all, buying a yacht in our segment isn’t a spur-of-the-moment decision—it’s the realization of a dream. Our product managers are working hard on new models; we’ve got plenty of ideas ready to launch.

The Challenge for Mid-Sized Manufacturers

The new Bavaria Vida, introduced earlier this year, received very positive feedback. Some models were recently delivered to the UK, and Southampton remains an important show for you. What’s next on the sustainability front?

We recently showcased our electric mobility concept in Neustadt. Our sailing yachts with hardtops will make their public debut in Cannes. We’re steadily expanding our innovations.

Is Bavaria’s “flexible production” model—adjusting output based on economic cycles—enough to remain competitive as a series manufacturer in a high-wage country like Germany?

As a German mid-sized company, we’re definitely facing pressure from rising energy costs and administrative burdens. Of course, labor costs are a factor, but the real game-changer has been material costs, which have increased significantly in recent years. Bavaria is the only shipyard that manufactures 100% in Germany. That reflects our commitment to quality, product safety, and comfort—and it’s appreciated by our customers. For example, Bavaria holds the largest market share in the Croatian charter fleet.

Personally, when I look back, I see a huge leap in our build and design quality—especially considering we’re talking about mass production, not limited-edition luxury builds. These boats roll off our production line ready to impress.