MARKET TRENDS
BY JAMIE STAFFORD
Innovation leads the way in the outboard motor segment
Outboard motors are currently enjoying time in the spotlight as new advancements in both horsepower and alternative fuel are capturing the attention of consumers and industry veterans alike . “ This segment is headed towards rapid innovation and deployment of technologies that continue to elevate the overall consumer experience ,” comments John Buelow , newly appointed president of Mercury Marine . This rapid innovation is now manifesting as “ bigger and better ” in the literal sense . “ Outboard motors continue to grow in size and variation ,” says Gus
Gus Blakely
Blakely , executive VP of Suzuki Marine . “ What you ’ re really seeing is outboard growth in every possible type of boat , period . Anything that was a sterndrive or inboard , there ’ s now an outboard variation , even with larger boats . Suzuki has our dual propeller engine in 300 and 350 , which work well with a lot of those bigger boats .”
Mercury Marine is one example of larger outboards garnering attention . “ We have seen incredible outboard share gains at the major boat shows over the past few years because of our new engines and the success of our V6 to V12 ( Verado ) lineup ,” says Buelow .
While bigger , more powerful engines such as the Verado V12 are making strides , the technology isn ’ t being limited to just this segment . “ We continue to see larger engine features migrate down to small horsepower platforms such as the integration of boat control systems ,” says Ben Speciale , president of Yamaha Marine . “ As an example , Yamaha ’ s new F150 / F200 now has integrated steering , digital throttle and shift allowing Helm Master EX control systems to work with these models .”
Integration is now synonymous with innovation , and “ innovation is driving new product development ,” according to Speciale . “ Here , Siren Marine ’ s Connect Boat technology is leading the way . We ’ re rolling out the Trident software which will bring more valuable engine information to the palm of your hand . This expansion will grow rapidly in the next 12 months as the early adaptors experience the real-time data and information from the units . This easy monitoring system really brings greater peace of mind to the
Ben Speciale serious boater .”
Aside from the products themselves , manufacturers have to stay on the pulse of new marketing trends to connect with consumers . For Yamana , “ our marketing strategy continues to focus on high reliability and exceptional service to our customers ,” says Speciale . “ Boat shows are showing high engagement with serious boaters and anglers , which represent our core Yamaha Marine customer base . The expansion of Connected Boat features will create new engagement points with our consumers , and that will become more central to our marketing strategy over time .”
Staying engaged with consumers is central to Yamaha ’ s long-term success . Now , as temperatures warm in northern markets , people are eager
38 may 2023 www . boatingindustry . com