MOVERS & SHAKERS FINALISTS

President , Highfield USA

If one thing is certain , it ’ s that Highfield USA president Christophe Lavigne is no stranger to a world on the water . Prior to his current position as president of Highfield Boats USA , Lavigne has held leadership positions with several major U . S . boat manufacturers , including RBH ( president of Four Winns , Glastron , Wellcraft and Scarab ); Aviara ( Director of Engineering ) and Doral International ( Director of Research & Development & Customer Service ).

In launching Highfield USA in 2022 as the domestic distributor of China-based Highfield Boats , Lavigne implemented dynamic long-range and mid-term strategies to ensure Highfield not only would thrive during Covid but also continue to succeed and gain market share after the market normalized and dipped post-pandemic .

Lavigne ' s mantra is " Agility , Confidence & Leadership ," empowering his team to move quickly and make independent decisions .

Lavigne relates that in France , RIBS make up roughly 20 % of the recreational boat market , while in the U . S ., they are less than 3 %. Inspired by European-style boats now launched in the U . S . market , Lavigne has worked with Highfield Boats to make RIBS more comfortable and user-friendly for Americans , as well as to promote their seaworthiness , safety and capacity for adventure . Both through design initiatives and innovative marketing , including working with many social influencers , Highfield USA in a short period of time has made Highfield Boats the leading RIB brand in the U . S ., not only in the tender market , but also as primary recreational boats that now compete in the center console market .

Furthermore , Lavigne believes , " To know the future , invent it ," nurturing an innovative spirit that drives the company forward . Even in a tough economic climate , Highfield USA has seen a growth YoY in sales in part due to his leadership , passion for the product and constant hunger to innovate .

With this mindset and ambition to continuously drive forward into the future , Lavigne places

Christophe Lavigne

much of his emphasis as a leader on building and nurturing the right team at Highfield .

As a member Generation X , Christophe felt the Baby Boom generation was not listening to his ideas or giving him enough of a leadership role , and he vowed not to do the same to the next generations . " I want to share my experience with them without imposing ," Lavigne said . " The members of the next generation who want to work are so brilliant , I want to learn from them ."

Lavigne ’ s young and diverse team at Highfield USA includes several members under 30 years of age who are up-and-coming players in the marine industry . Setting this stage , he has created an atmosphere for all of Highfield ' s employees to learn both from a veteran and innovators alike .

His mid-term strategy included securing fi- nancing for the company and opening a centrally positioned Highfield Boats production and rigging facility in the U . S .

Located in Cadillac , Mich ., the new U . S . facility was designed to expand support and services for the RIB segment domestically . With a vision to fully serve U . S . dealers and end users , the Cadillac Plant has three missions :

1 . Provide fully rigged boats with Americanized content – Ready to go – Just add fuel and beer !

2 . Serve as a hub of design and innovation focused on domestic customers , by investing in American designers and engineers and utilizing local talent , much like the automotive industry .

3 . Leverage synergies between U . S . and international component manufacturers , to implement a global supply chain and facilitate a U . S . RIB production process .

" We have accomplished all three goals with the launch of rigged boats featuring propulsion and equipment by Mercury , Suzuki , Tohatsu , Yamaha , North Point , Huntington , EZ Loader and many other brands . Additionally , we introduced a new jet boat line in partnership with BRP and commenced the production of American boats for first responders and the tourism industry ,” Lavigne said .

Lavigne has served as a dynamic innovator and promoter for the RIB segment in the U . S . through design , marketing and dealer development . Christophe and his team at Highfield USA have raised awareness and popularity for RIBs both as primary boats and first responder vessels . On the OEM side , he has helped Highfield Boats to redesign and enhance the RIB experience for American boaters .

“ Passion is everything ,” Lavigne said . “ If you ’ re passionate about something and you work toward your goals , people will follow you , will embrace what you do and bring their own passion to it . I love what I do , I love the industry I ’ m a part of and I love working to help people create memories on the water . I aim to bring my passion and love of the water to everything I do , above all else .”

www . boatingindustry . com october 2024

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