Even Westport, when it first introduced the 164, did not build a spec boat, they built Evvivva, Orrin Edson's personal boat (now sold). That said, the payoff for a customer is that the buyer of hull #1 usually gets it at a very nice discount.
Westport actually started many spec boats, although most were sold well before completion. They did so in order to maintain their manufacturing efficiency, however, not to get boats out in the marketplace.
I know the number of companies building spec boats isn't high and I wouldn't do it through dealers but maintain ownership as the builder. It's just one way I see of gaining market presence. NH, KK, Selene etc don't have the need as there are plenty of those around. Nordhavn always has access to many used boats to show prospective buyers and I think that greatly helps them.
Now, I can also name companies that have sort of built semi-spec boats for one of their owners who then used that power to the detriment of the company and for his personal takeover.
Maybe the current orders are going to be the break through Bering needs. I hope so. I'd love to see the momentum built.
For relatively small and new builders boat shows become very important too but they also require boats to show and they are very expensive. Actually, anyway you try to break into a market is very expensive. Advertising, trips for potential buyers to the plants. The one means of marketing that isn't so expensive is social media and I would include forums in that. I do think their entry into this forum is a great step in that direction.
Now as to the two things that I believe really set their boats apart and make them desirable. First is the obvious, steel. For a true trawler type boat, perhaps the ideal material. Second, is that their boats are half trawler, half motoryacht. Just look at their 55 and you'll see more space, more utility, more of the comforts of home, than any other trawler type yacht in their size. So they combine that with sea going ability. Most boats in that size range have one or the other, but not both.
We are not potential customers for a boat of this sort, but if we were, I would put Bering at the top of the list of the ones we'd consider.
