FRENCH shipping giant CMA CGM launched a new premium product last week that, it claims, offers customers transport guarantees and priority boarding across its liner network.

"Seapriority Go provides customers exclusive treatment," said CMA CGM, "their goods will be given priority whether it be for container allocation or loading on board. This new solution helps to expand our customers' business, even when demand is strong, giving them more agility, flexibility and protection."

The Marseille-based carrier said the new product would be offered to customers "for all shipments on major trades operated by CMA CGM".

It said specifying the product upgrade would ensure priority for equipment release at depots, "preventing any unwanted surprises".

One UK-based NVOCC said he understood that CMA CGM was looking for an extra US$500-$750 per box for the added-value product.

"Some of our clients importing high-value goods might be interested at that price, if it is what they say it is," he said. "We have premium rates with a number of carriers which offer a no rollover guarantee, but with the best will in the world, when half of the alliance sailings are blanked, as we have seen recently, containers just don't get shipped.

"And when there is that much chaos and backlog, even the biggest forwarders suffer shutouts," he added.

Meanwhile, CMA CGM's new product will be put to an early test as the liner industry endeavours to prepare itself for a substantial drop in demand as a result of over a fifth of the world's population being placed in an anti-coronavirus lockdown.