• Grant Senior, left, and Luke Durman.
    Grant Senior, left, and Luke Durman.
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BOATING industry identities Luke Durman and Grant Senior have announced the launch of a new brand of luxury cruiser in Australia - Elandra Yachts.

The first model, a 53-foot sports yacht, is already under development at the company’s yard on Queensland’s Gold Coast.

“Elandra Yachts is dedicated to building semi-custom cruisers for a discerning market,” said Durman.

“Our customers are people who have owned a number of boats over many years and know exactly what they require for their next purchase, be they coastal cruisers, retreat seekers or entertainers.

“We’ve studied current sports yacht offerings and feel that there is a niche in the market. It’s not mass market we’re appealing to. Our buyers are looking for that something extra, be it build quality, space and volume, ride and handling, cruising range and fuel efficiency, the ability to customise, or a better buying and owning experience.”

Durman said Elandra sports yachts are designed for elegance and practicality at rest in an idyllic bay and engineered for performance, strength and safety at sea.

“Inshore elegance; offshore attitude,” said Durman. “That phrase perfectly encapsulates our edict for all Elandra motor yachts.”

Durman said the company plans to build no more than three boats in the year following the official launch of its first boat, scheduled for the Sydney International Boat Show in July 2014.

The brand has developed rapidly from a meeting of minds between Durman and renowned boat builder and naval architect Grant Senior, two individuals with a vision to create a brand and a boat that is world class in style, quality and performance.

Durman and Senior met only in May of last year. By the end of the year they started sharing ideas and sketching their early plans for a new kind of luxury cruising boat and a new approach to the customer experience.

“We began with the idea of a sports yacht,” said Grant Senior.

“It is a versatile design that is equally suited to bays and harbours or the open sea. We began with a 53-footer simply because of the client base we will attract. These people have owned a number of boats, they know what they want in terms of build quality, function and performance; and overall size and space are important factors. Our research has shown that our position in the marketplace would not allow for anything smaller than 50 feet," said Senior.

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