"We have always enjoyed excellent relations with boat builders, architects, dealers, fleet operators and with the trade generally, " said president Geert Jan Mantel. "Now we are turning round to talk more to the boating public as well."

Jan Mantel said Yanmar knew from its research and marketplace feedback that Yanmar owners are very loyal. "But we think they will appreciate closer links and knowing more about us. It should also help them to identify more readily with the brand."

The Powerful Gem campaign will be the cornerstone of this communications programme.

"It speaks desirability, status and quality, " said Jan Mantel.