128 | MARINE Senator Boats T T Kelly Deeks Boats personalised for any purpose Senator Boats is known for its rugged aluminium boats built to handle New Zealand’s harsh offshore conditions. Napier manufacturer Senator Boats is making a name for itself on both sides of the Tasman with a unique offering that’s changing the way Kiwis and Australians think about their time on the water. Known for its rugged aluminium boats built to handle New Zealand’s harsh offshore conditions, Senator has introduced its innovative Mission Modular System™, giving boaties the ability to personalise and reconfigure their vessels for fishing, diving, or family adventures, all from the same base hull. As the company approaches its 30th anniversary next year, managing director Grant Simmonds says innovation and a commitment to quality have been key to Senator’s evolution from a small Hawke’s Bay workshop to a household name among boating enthusiasts. “When I bought Senator in 2017, it was already a great business with a loyal following,” Grant says. “But we’ve since tripled revenue and staff numbers, expanded into Australia, and developed game-changing features that give our boats more versatility and usability than ever before.” Founded in 1996 by Napier fisherman and aluminium fabricator Wayne McKinley, Senator has always had safety at its core. Its SURESEA™ hull design and GUARDIAN™ Chamber System deliver exceptional stability and buoyancy, while the MAXDECK™ system maximises usable space. This is a key selling point for serious fishers. But it’s the Mission Modular System™ that’s striking a chord with today’s multi-tasking boaties. Owners can quickly swap out components like live bait tanks, storage systems, seating, and ski poles, tailoring their boat to whatever the day brings. “People don’t want a boat that does just one thing anymore,” Grant says. “With Mission Modular, they can set up for an early morning fishing mission, then reconfigure for a family ski trip in the afternoon. It’s customisation without the custom build price tag.” This unique approach, coupled with Senator’s trademark build quality, has helped drive strong growth, despite economic headwinds. The company entered the Australian market in 2020, and now supports a growing dealer network, adding one or two new Australian dealers each year. “People told me it must be tough being in the luxury market during a recession,” Grant says. “But last year we grew 7%, and this year we’re tracking for 18% growth. That’s because we’re backing our dealers, bringing in new models, and keeping quality front and centre.” Senator’s success also shines a light on Napier and Hawke’s Bay as a hub for marine manufacturing and innovation. With a team of 38, and a company culture built around continuous improvement, Grant says there’s a strong case for attracting more skilled workers and investment into the region. “Hawke’s Bay has an amazing fishing and boating culture. It’s in our DNA,” he says. “We need to keep building on that by developing people and creating opportunities.” Customers are at the forefront of our priorities, and this is reflected in our promise of delivering in full, on time. Your trusted, customer focused supplier of carbon, stainless, engineering steels and aluminium. W W W . V U L C A N . C O New Zealand's Marine Moulding Specialists Top-quality boat seats, live bait tanks, and custom plastic solutions trusted by NZ boat builders nationwide. (07) 843 3343 hitechplastics.co.nz sales@hitechplastics.co.nz Proudly supports Senator Boats “With Mission Modular, they can set up for an early morning fishing mission, then reconfigure for a family ski trip in the afternoon.” As Senator looks to the next 30 years, the focus remains on steady, sustainable growth. “We want to keep innovating and building boats people can trust,” Grant says “That’s what’s driven our success, and it’s what will carry us forward.”
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