MARKET TRENDS
BY MADELYN HUBBARD
PWCs boost the boating industry
Yamaha ' s JetBlaster Series reflects the brand ' s investment in attracting both new and younger riders. Photos courtesy of Yamaha and Sea-Doo fter several years of pandemic-fueled highs, the personal watercraft( PWC) market continues to evolve as consumers are prioritizing time outdoors, shared experiences, and affordable entry points into boating.
Boating Industry spoke with Yamaha and Sea-Doo to learn how new buyers, product innovations and shifting generational expectations are driving the segment.
From entry-level to luxury
PWCs have long served as an accessible entrance to boating. Bryan Seti, general manager of Yamaha WaterCraft, shared that the company has a first-time buyer rate of 45 percent in the PWC segment. Yamaha’ s entrylevel model, part of its JetBlaster series, starts at $ 8,499.
Sea-Doo’ s entry-level PWCs are also performing well, according to James Heintz, director of global product strategy, with a starting price of $ 6,999.
Heintz shared that PWCs generate almost triple the number of new entrants compared to the aluminum and pontoon boat segments. The segment is attractive because, compared to boats, PWCs require a smaller vehicle to be towed, they are easier to store and maintain, and they are more affordable.
“ Barriers are reduced, and we are driving a lot of people out on the water," Heintz said. " We see a lot of those customers go on to be interested in boats." At the same time, the luxury and touring categories are also performing well.“ The high-end stuff has been really consistent for us,” Seti said.“ It’ s got all the technology, it’ s a little larger, a little more stable, so it’ s probably a product where people are buying their second or third WaveRunner.”
“[ Riders ] want more comfort, they want more storage, they’ re riding in groups, and sometimes they’ re doing multi-day trips and camping in between or stopping at waterfront hotels,” Heintz echoed.“ I think that touring mentality has definitely started to take off.”
www. boatingindustry. com september / october 2025
17