Ione Astondoa: A Vision for the Future

Ione Astondoa, a member of the Management Board of Astondoa, is the fourth generation to engage in her family's historic shipyard while concentrating on executing a contemporary vision.

You are the fourth generation of your family employed at Astondoa since its establishment in 1916. In what manner did your responsibilities progress to your appointment to the Management Board this year?

I commenced employment at the shipyard 3½ years ago and aimed to acquire knowledge of each area with the intention of ultimately joining the Management Board. I studied business and obtained a master’s degree in digital marketing, utilizing this expertise to enhance the shipyard’s communication.

On a daily basis, I lead the marketing department while collaborating with the manufacturing department, facilitating the integration of the shipyard's external and internal operations. I dedicate considerable time to my father, Jesus Astondoa, the CEO, and to clients, engaging in contract negotiations, thereby participating in various aspects of the business.

How did you confront the early phases of Covid?

Astondoa introduced the As5 at the 2021 Cannes Yachting Festival. Image: Astondoa

We had to adopt digital technology or we would cease to exist. When Covid halted boat exhibits and prevented clients from visiting the yard due to travel restrictions, we convened and strategized our necessary actions. We revamped and enhanced the website and all our social media platforms, and allocated significantly more resources to both digital and physical media.

We premiered the new As8 by Zoom. It appeared irrational that dealers were unable to inspect the yacht, yet we received positive feedback. Despite the resurgence of boat exhibitions in Europe, we are sustaining our internet emphasis. Both can coexist and mutually reinforce one another.

Has it been difficult to serve as the inaugural woman on Astondoa’s Management Board?

Image: Astondoa

As a woman, I encounter no difficulties. My age (28) presents additional hurdles, as I am relatively young for this position. It can be challenging to gain the attention of the entire team, particularly the senior staff. I can persuade my father to comprehend my vision.

Combining his 40 years of knowledge with the innovative perspectives of youth results in a mutually beneficial outcome, which is the message I aim to convey to everyone. It presents a difficulty; yet, the outcomes justify the effort.

Given Astondoa's robust heritage and esteemed reputation, is brand visibility a priority?

Indeed, we have had to enhance communication, as we already possessed the product, design, and build quality. They are the culmination of more than a century of experience. The communication must enhance the product, necessitating increased awareness of Astondoa among prospective clients.

I believe we are performing adequately. We own highly reputable dealers globally, in Europe, the United States, and Asia, who have confidence in our brand and products. We aim to integrate everything at this stage.

Spain is an excellent location for boating; therefore, why are there not more luxury yacht manufacturers?

Astondoa’s superyachts include the 110 Century. Image: Astondoa

We previously had a greater number, but many were compelled to cease operations following the 2008 financial crisis. Astondoa saw some challenging years; yet, my father was opposed to closing the shipyard. The scarcity of Spanish clientele, due to widespread financial hardship, prompted him to seek opportunities outside, particularly in the United States.

Prior to the crisis, the majority of our clients were Spanish; thereafter, the predominant clientele became American. The European market is currently rebounding, with the proprietors of the As5 and As8 at the 2021 Cannes Yachting Festival being of Spanish nationality.

Currently, we employ over 160 personnel in the primary shipyard in Alicante, with additional sites in Andalusia and near Madrid, and we are capable of producing around 30 vessels of various sizes annually. Upon viewing the facilities, one comprehends how we are capable of constructing yachts of this caliber.

Your fleet includes the 377 Coupe and the 125 Century superyacht; nevertheless, which models are your primary sales focus?

The top-selling segment ranges from 52 to 83 feet, encompassing our 52 and 66 Flybridge models, as well as the new As5 (57 feet) and As8 (83 feet). Numerous clients typically begin with vessels measuring 52-66 feet and, after five to six years, transition to the As8 or the Century superyacht series (100, 110, 125 feet).

Could you provide additional information regarding the As5, which premiered at Cannes?

The As5 exhibits contemporary lines akin to the As8 and possesses attributes characteristic of a far larger vessel, featuring identical finishes observed on the 100 Century. It is exceptionally vast, featuring an approximate beam of 5 meters, exceeding 16 feet, therefore significantly wider than its competitors. The saloon is spacious, featuring three staterooms and three bathrooms, making it a pleasant vessel for 57 feet in length.

Which brands compete with Astondoa?

The most renowned brands are Azimut, Ferretti Group, and Sanlorenzo. These are the largest. I firmly believe our product rivals theirs.

What is the sales performance in Asia for the Astondoa 102 For Your Eyes Only charters in Thailand?

Several Astondoas are present in Asia, predominantly in Hong Kong, where we have a dealer, and I am aware that the market is revitalizing. Asia is intricate, characterized by a multitude of civilizations and languages. I understand that it will require time for certain clients in Asia to transition to a Spanish brand; nevertheless, if we adhere to the appropriate strategies, we will achieve our goal.