Issue link: http://read.uberflip.com/i/807903
April 2017 | Boating Industry | 45 www.BoatingIndustry.com /// Market Trends /// of the sit-down models. At Havasu we had a 65 year-old lady riding the SX-R, and if you could have seen the smile on her face, and the fun she was having, it was just incredible to watch. It's definitely a model for all ages, and it's so rewarding to see the excitement and enthusiasm among riders when they try it." The SX-R is at once familiar to former stand-up riders, yet profoundly new all in the same breath. Powered by the same 1,498 cc four-cylinder engine found in the company's STX-15F, the new four-stroke generates approximately twice the power found in Kawasaki's last stand-up model. "There really is nothing else like it," said Oventhal. Yamaha is also finding new performance with a nod to the past, as the company revives its legendary GP nameplate in 2017. "We're seeing growth at the entry level and through our mid-range mod- els, and some particularly exciting growth in the performance product," said Seti. "I think a lot of that is tied directly to our new GP 1800 model, which brings back all the rich history of the GP name after it's been in hibernation for a few years. It really has the best of everything, it has our most powerful engine, it has our new Nanocell 2 lightweight hull and deck, and it really appeals to the racing crowd, every racer wants it." Jetting ahead The personal watercraft segment seems particularly well suited to wel- come the new wave of Millennial buyers – partly on the basis of price and accessibility, and largely on the spirit of being inherently adventur- ous, fun and exciting. But selling to Millennials isn't the same as selling to Boomers, said McKercher. "The challenge is to get them off their smartphones and iPads and video games, and get them to play for real out on the water," he said. "We need to be able to continue to innovate without letting the prices get out of hand. We need to keep making better product, but also keep making it affordable." Enticing Millennials to make that leap from the sofa to the water could prove fairly easy, since many have had exposure to personal watercraft all their lives. Their parents may have had one, or they may have been exposed to them through television. That's quite different than the Baby Boomers, most of whom had reached adulthood when personal watercraft first gained widespread popularity. But that doesn't mean the industry can take the appeal of a PWC for granted. "It's true that personal watercraft are familiar because they've been a part of their lifestyle growing up. But we still need to appeal to the way Millennials enjoy their time," cautioned Seti. "Can they listen to their music? Can they charge their phone? Can they wakesurf? We need to understand that buyer's psyche and we need to deliver in the fashion with which they would want to use the product. It's the same way we need to reach them marketing-wise. Millennials consume information much differently than a Baby Boomer does." They're also a lot more closely connected, having been raised in an internet-enabled world. That Millennials gravitate to internet-based com- munities which transcend traditional geographic boundaries isn't lost on personal watercraft manufacturers. "We're working hard to grow the market through a stronger dealer net- work, not just in the States but internationally," said McKercher. "China is the biggest emerging market, and it's a bit of a gold mine for Sea-Doo right now. It's getting very big very fast." "All of the manufacturers are getting more aggressive with new products and trying to reach new buyers," said Oventhal. "The innovation in our industry is tremendous, and it has to be that way. There are so many other options for entertainment that compete for our buyer's time and attention. As an industry, we need to make riding a personal watercraft exciting and fun. Sales are good, so I think we're being successful in that." Yamaha owns approximately 40 percent of the PWC market. "The innovation in our industry is TREMENDOUS, and it has to be that way. There are so many other options for entrainment that complete for our buyer's time and attention." — Dave Oventhal, Kawasaki