// MARKET TRENDS
Preparing for the next generation
OEMs may still be exploring which alternative power source will work best for PWCs, but it’ s clear that future buyers will consider sustainability. And that generational shift is on its way.
“ The target market is going to be shifting from Boomer to Millennial, which will have a unique aspect to it,” Heintz explained.“ We’ re going to have a new generation of customers focused on sustainability, they’ re focused on experience rather than ownership, they’ re focused on more technology than the previous generation. Technology, sustainability and enhancing that ability to have a diverse set of experiences will be something that we’ ll have to watch as this new generation of buyers enters that target age of 45 to 50 over the next five years.”
Pre-wired for a Group 24 deep-cycle marine battery, the CrossWave is capable of supporting trolling motors, lighting systems, and other high-draw electronics.
The new Yamaha CrossWave is designed to blend the freedom of a PWC with the ability of a compact utility boat.
Supporting dealer partners
As OEMs prepare for future buyers, they know their dealer partners are concentrating on present-day challenges, with Sea-Doo and Yamaha pointing to inventory management as a key concern.
“ I think the number one challenge for those multiline dealers is inventory, staying profitable,” Heintz said.“ For [ BRP exclusive dealers ], we’ ll continue to support them with industry leading product and innovation, strong price positioning versus our competitors, as well as promotions to drive traffic into their dealerships. I think they’ re looking to us to be more proactive in our marketing to get door swings going and be a strong partner after sales and service.”
Yamaha is also focused on inventory management and keeping its dealers healthy.“ We know we’ re a seasonal business, so every Winter, Spring and Summer, we’ ve got to be at our dealerships making sure new staff understands our product,” Seti added.
Yamaha offers a technician program that provides hands on training, and over the next year, the company will be developing a Master Technician certification program for students.
“ We’ re also very aggressive in working with tech schools around the country,” Seti explained.“ It’ s a great opportunity for a young person to build a career, so we’ re partnering with these schools and helping create curriculum for these students so they can have a great career in an industry that they’ re going to love.”
Fueling industry growth
Just as OEMs work to bring in new, passionate employees, they also aim to attract new, enthusiastic riders. Both Sea-Doo and Yamaha emphasized the importance of gaining new customers and offering product lineups that support ongoing upgrades.
20 september / october 2025 www. boatingindustry. com