Personal watercraft
Unlike higher-priced wake boats, PWCs continue to deliver an easy entry into boating. Despite a 12 % decrease in PWC sales in 2024 compared to 2023, Yamaha and Sea-Doo reported high first-time buyer rates early this year, driven by accessible price points under $ 10,000.
James Heintz, director of global product strategy for Sea- Doo, shared PWCs attract nearly three times more new entrants than aluminum or pontoon boats, thanks to lower towing, storage and maintenance barriers.
At the same time, premium touring models remain steady, as buyers look for more comfort, storage and versatility. NMMA data shows that the average PWC retail price rose about 5 % in 2024 compared to 2023, reaching roughly $ 16,200.
Sea-Doo has responded to the surge in group riding with touchscreen displays that integrate navigation and phone functions, and will continue to expand its fishing segment. Yamaha is meeting the demand for versatility with its 2026 CrossWave which offers fishing, cruising and long-distance touring capabilities.
Looking ahead, both companies are exploring how hydrogen, hybrids and sustainable fuels can be used as alternative power solutions, noting that electric technology isn’ t yet viable for most PWCs.
As Millennials age into the core buying demographic, OEMs said tech integration, versatile experiences and sustainability will be key.
PWC manufacturers are developing models that appeal to both entry-level enthusiasts and experienced adventurers. Photo courtesy of Yamaha
NMMA ' s Jeff Wasil( left) and Suzuki Marine ' s Gus Blakely supported the expansion of access to strategic maritime fuel for recreational boaters in Florida in July 2024. Photo courtesy of NMMA
Sustainability in manufacturing
Alongside product development, manufacturers are also investing in long-term sustainability efforts within their operations. Companies like Brunswick and Yamaha Marine are improving energy efficiency, expanding solar use, reducing waste and advancing recycled and sustainable materials in boats and engines.
“ When thoughtfully and strategically addressed, these areas represent opportunities for manufacturers to reduce costs while reducing their carbon footprint,” said Jennifer Koenig, chief sustainability officer at Brunswick.
These efforts also appeal to consumers. According to a survey conducted by global data and business intelligence platform Statista, 67 % of American consumers said they were willing to pay extra for sustainable products in 2018. A multi-year Harvard Business study also pointed out that millennials and younger demographics are most concerned about sustainable practices.
www. boatingindustry. com november / december 2025
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