MasterCraft looks to expand global presence

VONORE, Tenn. – In a move to garner more of the global market, MasterCraft Boat Company has appointed Ian Birdsall to vice president of international sales, marketing and customer service, the boatbuilder said in a statement yesterday.

This new position, effective July 1, will be responsible for expanding the current international distribution network, specifically in all territories except North and Central America, as well as assisting the international community in adopting the company’s customer service philosophy.

“The international market is the next frontier for MasterCraft especially since there is an insatiable appetite for luxury goods in both proven and developing economies abroad,” said John Dorton, MasterCraft president and CEO. “Although being a globally minded corporation is nothing new for us, we now have lines that better serve the international community, especially in saltwater. Ian, because of his notable background and reputation, will be a key component in creating the equity and unit volume growth desired in these markets.”

Birdsall’s appointment will please international dealers, the company said.

“In the past, we worked solely through MasterCraft of UK to distribute and market our boats,” said Scott Crutchfield, vice president of worldwide sales. “Now, with Ian’s help, international dealers will be able to work directly with the factory allowing us to ensure they receive the attention necessary to be effective in marketing, sales and service, ultimately lifting MasterCraft to new heights.”

“As we continue to develop new models aimed at the open and saltwater markets, we will push to offer the MasterCraft performance and quality to a new and broader customer base,” Birdsall said. “Such a monumental task will require placing a higher standard on existing and new international dealerships to provide the highest level of customer satisfaction all the way through purchase decision process. It is a privilege to be a part of this growth initiative and I applaud MasterCraft for recognizing this vibrant market.”

Birdsall, who will operate from the United Kingdom, has a long and proven history with MasterCraft. After a coincidental run-in with MasterCraft founder Rob Shirley at the World WaterSki Championships in London, the then-16-year-old Birdsall and family soon established MasterCraft of UK, from which they built, distributed and marketed MasterCraft boats. Over the next thirty years, Birdsall launched MasterCraft dealerships in 25 different countries, used innovative marketing initiatives and worked to grow water sports in an effort to firmly establish MasterCraft in the global market, the company said.

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