Large Motor Yacht Sales Review | 2026

BY ROBERT STEADMAN

If the past year has reinforced one lesson, it’s that predicting geopolitics is a gamble. In last year’s report, I highlighted the potential impact of US import tariffs and noted that European shipyards were bracing for uncertainty. What followed directly affected motor yacht production. Output slowed sharply, with major builders such as Princess and Sunseeker operating at roughly half their usual capacity. Faced with tariff uncertainty, inflationary pressures, and softer global demand, many shipyards prioritised caution over volume, shifting attention toward larger yachts, where margins remain robust and buyer confidence is stronger.

The new motor yacht market continues to set the tone for brokerage activity. Production slowdowns and extended lead times have tightened supply, influencing both pricing and the appeal of pre-owned yachts. Despite challenging conditions in 2025, which led to redundancies at several shipyards, innovation remained strong. Sanlorenzo, Ferretti, and Maiora introduced interesting new models, while Pearl Yachts launched the Pearl 100 Hybrid, combining twin MAN V12 diesel engines with electric motors for silent, zero-emission cruising and efficient onboard power management, already securing a buyer. At the same time, Feadship is pushing the boundaries of sustainability with hydrogen propulsion concepts, signalling that environmental innovation is becoming a defining differentiator in the market. Buyer expectations are evolving just as rapidly, as manufacturers engage in a race for volume. Wellness-focused spaces and increasingly inventive exterior living areas are now standard across the 20–40-metre segment, raising the baseline for design, functionality, and onboard experience.

For buyers, the environment remains highly selective, empowered by choice. They are increasingly discerning, engaging only when value, specification, and presentation align perfectly. Beyond the yacht herself, buyers are seeking a lifestyle experience, long-range cruising capability, weekend escapes, or the perfect day on the water. Understanding these motivations allows brokers to anticipate needs, position listings effectively, and find the right fit for the buyer.

The digital world functions as a 24/7 boat show, where professional photography, detailed specifications, digital tours, and accurate maintenance histories are essential. A yacht presented clearly, visually, and transparently not only attracts enquiries but also provides the best shop window possible, delivering on our promise to the owner to market effectively. At Berthon, we pride ourselves on knowing each yacht intimately; taking the time onboard to create detailed specifications ensures listings are accurate, compelling, and market-ready. Owners expect more than a sale; they require guidance. From pricing strategy to tax and VAT implications, yacht brokerage is about reducing complexity. Experience matters; arranging surveys, navigating negotiations, and supporting owners through every step ensures confidence on all sides throughout the process.

Charter considerations continue to influence the market. Yachts designed to charter can offset running costs, making them appealing to owners who may not have the time to use their yacht year-round. Buyers are increasingly evaluating running costs relative to the time they spend onboard, and an experienced broker can help balance enjoyment, operational efficiency, and long-term value, ensuring that each purchase aligns with the client’s specific goals.

In the 20–40 metre motor yacht segment, residual value is increasingly a key consideration for both buyers and owners. Production yachts with a strong reputation for build quality, proven designs, and predictable layouts tend to hold value more reliably, as the market knows what to expect and demand remains steady. Semi-custom yachts, while offering bespoke layouts and tailored features that enhance owner satisfaction, carry more uncertainty on resale; unusual specifications or highly personalised finishes can limit appeal to future buyers. This contrast underscores the importance of selecting the right yacht from the outset. Even a beautifully built yacht can underperform in the marketplace if her design, systems, or specifications do not align with broader buyer preferences. Understanding these dynamics allows owners to protect both enjoyment and long-term investment, ensuring that the yacht they choose today remains desirable tomorrow.

Reductions in new-build production by major shipyards in 2025 will continue to constrain supply into 2026, supporting stable brokerage values for production flybridge yachts. Older yachts are increasingly attractive compared with new builds, but only those in good condition with excellent maintenance records and efficient operation will avoid becoming a financial burden, particularly as the cost of yacht ownership spirals. In this environment, insight, strategy, and precision are rewarded.

Buyers will remain selective, weighing lifestyle experience, long-range capability, operational efficiency, and residual value. Sustainability will continue to be important, with more hybrid and low-emission propulsion, solar-electric systems, and energy-efficient designs coming into conversation. Digital visibility and detailed, accurate data remain decisive. High-quality photography, comprehensive specifications, and virtual walkthroughs allow buyers to experience a yacht fully before ever stepping aboard.

The Berthon podcast provides an additional way to stay up to date with market trends and developments in real time.

In 2026, brokerage expertise is more critical than ever. The yachts that succeed in both enjoyment and resale are those carefully chosen, thoughtfully presented, and guided by informed, strategic decisions. For owners and buyers, acting with foresight turns complexity into opportunity, ensuring that their investment remains as rewarding tomorrow as it is today.

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