Boating Industry

May 2017

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May 2017 | Boating Industry | 45 www.BoatingIndustry.com /// Market Trends /// Of course the desire for automation and easier operation exists at every horsepower level, which is why new technologies are usually quick to move across the entire product line. "Every boater wants to have the best experience they can have," said Eckman. "The migration of advanced features down through the model range in outboards is a bit like the migration of advanced features in the automotive industry. Things like power steering and power windows and automatic transmissions were all introduced on premium vehi- cles, and today you find them even on the base mod- els. With our launch of the G2 in the 150 horsepower class last year, we brought features like digital shift and throttle that nobody else in the industry had into that horsepower range. Power steering and automatic trim are other features that have also now become available in the 150 horsepower class. They make boating easier, and they make boating more fun." They also encourage boat owners to consider repowering boats they already own. Eckman notes that one of the new G2 150 models introduced last year specifically targets the repower market. "There are a lot of new fiberglass boats being sold today, but there are a lot of existing fiberglass boats that are being repowered as well," said Blakely. "Families appreciate the dependability and ease of own- ership that comes with the technology that's found in today's four- strokes. Today's consumers do their research, and when they look at the features and benefits and the value for their money, the decision to repower is usually pretty easy. Repowering an outboard boat is straightforward, and it's an easy way to completely change the entire ownership experience." The fine line of costs and benefits While advanced features clearly make boating easier, they can also add to an engine's price tag. That's a major reason why new technology is typi- cally introduced on larger engines, since their typically higher margins and retail price tags help cushion development costs. Those investments are further offset when the new technology inevitably migrates down through the rest of the model lineup. "There is always the need to strike a balance in bring- ing high-end features to lower horsepower," Speciale said. "Our new lightweight 25 horsepower four stroke includes lots of new features found in larger engines. And it's 25 percent lighter in overall weight, driven by technology from our second generation V6 four strokes. This is a bal- ance between cost and value to the consumer." This balanced approach is a key reason that outboard manufacturers increasingly describe cost in terms of ownership rather than acquisition. Where a new outboard may carry a higher price tag than the engine it replaces, new technologies that improve fuel economy and reduce service requirements can significantly lower the over- all cost of ownership. "It doesn't really matter if someone's driving a big offshore boat in Florida or a little jon boat in Arkansas or a pontoon in Michi- gan, people just want to have fun in their boat," said Ashley. "People don't buy boats and engines, they buy what those products represent. They're thinking about the good times they're going to have, not what the maintenance schedule looks like. They look big picture, and that's how we as an industry need to look at it too. We're selling an experience, and our job is to make boating as enjoyable and carefree as possible." Fishing boats are another driver of outboard sales growth. 165,435 ยป outboard-powered boats sold in 2016.

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