2026 FORECAST
Mercury Marine’ s Dandenong, Australia, facility is partially powered by solar energy.
Sustainability and innovation
While Honda Marine is focused on adapting quickly and effectively to changing regulations, the company is also dedicated to enhancing boat connectivity and developing technologies that protect boaters and the marine environment.
As a new generation begins to drive sales, many manufacturers are increasingly dedicated to sustainable practices and offering environmentally friendly products.
This focus aligns with broader consumer sentiment. According to a PwC Global Consumer Insights Pulse Survey in February 2023, more than 70 % of respondents said they were willing to pay more for sustainably produced goods, showing that demand for eco-friendly innovation is growing across all sectors.
Companies are advancing research into sustainable materials, optimizing manufacturing efficiency, recycling and reducing waste and developing cleaner power solutions. These efforts are a response to evolving standards and regulations, but many of them also reduce costs and increase operational efficiency.
And as products become more efficient, consumers benefit from lower operating costs, enhanced on-water experiences and reduced environmental impact.
Technology also continues to play a major role across every aspect of the industry. Artificial intelligence is emerging as a tool to make boating more efficient, predictive and user-friendly, enhancing both performance and safety on the water.
“ We also see potential in improving how connected boats are smarter systems that make operation smoother, safer and more enjoyable,” Sherlock added.“ As digital systems become more connected, we’ re committed to addressing cybersecurity risks head-on to ensure safety and reliability across the board. Ultimately, it’ s all about innovation – finding ways to make boating simpler, safer and more rewarding for everyone.”
Adding to the industry
While manufacturers are improving the overall boating experience through eco-friendly products and technology, Boat Clubs are becoming increasingly popular, making it easier to plan days out on the water. Cecil Cohn, president of Freedom Boat Club, shared that the organization has conducted studies in partnership with Discover Boating and NMMA to learn about boat club members.
“ Over 90 % of the people joining Freedom or boat clubs in general have no intention of buying a boat when they join the club,” Cohn said.“ So it’ s truly additive to the industry.”
But he also noted that while about 10 % of members leave the boat club every year, anywhere from 10 % to 20 % of those depart because they plan to purchase their own boat.
14 january 2026 www. boatingindustry. com