18 • December 2025 • Powersports Business

Yamaha’ s JetBlaster Series reflects the brand’ s investment in attracting both new and younger riders. Photos courtesy of Yamaha and Sea-Doo

OEMs aim to develop PWC models that appeal to riders from entry-level enthusiasts to dedicated adventurers.

BY MADELYN HUBBARD CONTRIBUTING EDITOR

After several years of pandemic-driven growth, the personal watercraft( PWC) market continues to evolve as consumers prioritize outdoor recreation, shared experiences, and more affordable ways to get on the water. Yamaha and Sea-Doo say new buyers, fresh product innovation, and shifting generational expectations are shaping how the category grows— and how dealers can capture those customers.

ENTRY-LEVEL STRENGTH PWCs remain one of the most accessible gateways into boating. Yamaha WaterCraft General Manager Bryan Seti says 45 % of Yamaha PWC buyers are first-time owners. Yamaha’ s JetBlaster entry model starts at $ 8,499, while Sea-Doo’ s base line begins at $ 6,999.

According to Sea-Doo Global Product Strategy Director James Heintz, PWCs are driving nearly three times more new entrants than aluminum or pontoon segments. He attributes the growth to easier storage, lower towing requirements, simpler maintenance, and price.“ Barriers are reduced, and we are driving a lot of people out on the water,” Heintz says.“ Many eventually move into boats.”

While entry-level demand remains strong, premium touring and tech-equipped models are also performing well.“ The high-end stuff has been consistent,” says Seti.“ It’ s the product people buy when they’ re on their second or third WaveRunner.” Sea-Doo sees a similar trend: more comfort, more storage, and group touring are influencing design and purchase decisions.

GROUP RIDING Sea-Doo says group riding has surged, with riders joining family, friends, or social communities for destination trips. The brand’ s research shows nearly 60 % of riders pull out their phone every five minutes on the water— checking maps, messages, calls, and music. That constant distraction disrupts the experience Sea-Doo wants to deliver.

For 2026, more Sea-Doo models will include a 10.25−inch touchscreen that allows riders to manage navigation, stats, music, and certain phone functions directly from the display and handlebars. The aim: to enable group cohesion and connectivity without forcing riders to handle their phones.

DOING MORE ON THE WATER Yamaha’ s newest release, the 2026 Cross- Wave, pushes PWCs into multipurpose territory. The 13−foot craft carries four people, allows riders to walk fully around the deck, and supports add-ons like coolers, rod holders, trolling motors, and extra storage. Seti says the model intentionally blurs the line between PWC and compact utility boat.“ People want versatility. They’ re not looking to do just one thing on the water.”

Sea-Doo, which introduced the first fishingdedicated PWC, continues to expand the category. In New Zealand— where Sea-Doo says fishing from a PWC has matured— nearly half of sales include fishing setups. North America is still developing, but Heintz expects substantial upside as dealers and OEMs educate customers.“ We’ ve just scratched the surface of the potential in that category,” he says.

He points out that aluminum fishing boats have grown since COVID−19, while kayak fishing has expanded for a decade. Sea-Doo plans to continue investing in the FishPro line and will roll out more dealer-level support to capitalize on the trend.

SUSTAINABLE POWER While both companies are deeply involved in sustainability research, neither believes full electrification will define PWCs in the

Pre-wired for a Group 24 deepcycle marine battery, the Cross- Wave is capable of supporting trolling motors, lighting systems, and other high-draw electronics.

Above left: For 2026, more Sea-Doo PWC models will feature a 10.25-inch touchscreen display, offering access to driving stats, a compass, navigation, music and more. Middle: The Yamaha CrossWave WaveRunner will be available spring 2026 and the company will announce pricing then. Right: The new Yamaha CrossWave is designed to blend the freedom of a PWC with the ability of a compact utility boat.

short term. Weight, range, cost, and infrastructure challenges remain major obstacles on the water.

Heintz notes that global electrification expectations are shifting across transportation segments.“ Every company is rethinking their electrification strategy,” he says. BRP is exploring hydrogen and sustainable fuel options as well as electric power but won’ t launch an electric PWC until performance and customer expectations align.

He cites the NMMA / ICOMIA sustainability study, which indicates electrification may not be the best fit for all on-water products. Hybrid systems, hydrogen, and renewable fuels may prove better long-term solutions.

Yamaha is researching electrification and alternative fuels across its Marine Business Unit. But Seti says no single future technology appears dominant for PWCs.“ Electric technology is not advanced enough today— and it may never be— for the PWC segment,” he says. Yamaha is evaluating sustainable fuels and hydrogen as potential paths, always anchoring decisions in customer use-case expectations.

NEXT GENERATION The next major consumer shift is demographic.“ The target market is moving from boomers to millennials,” Heintz says, a transition expected over the next five years. Future buyers will prioritize sustainability, technology, and experiences over ownership. OEMs are planning for this pivot now through product design, connectivity features, and alternate-power research.

DEALER SUPPORT Even as manufacturers look ahead, their dealers are focused on immediate operational challenges— especially inventory management. Heintz says staying profitable is the top issue for multiline dealers. For BRP-exclusive stores, Sea-Doo plans continued investment in innovation, competitive pricing, retail promotions, and more proactive marketing to drive foot traffic.

Yamaha is emphasizing inventory health heading into each season. Seti says dealer staff training is also critical. Yamaha continues to expand its technician development pipeline, including plans for a Master Technician certification. The company is also partnering with tech schools nationwide to help build careers for younger workers entering the industry.“ It’ s a great opportunity for a young person,” Seti says.

INDUSTRY GROWTH To maintain momentum, OEMs want to keep fresh customers entering the funnel while giving existing owners reasons to return.“ People want something new— new technology or new product,” Seti says. He stresses that the broader market must also improve water access, launch ramps, and storage infrastructure to grow participation.

Heintz agrees, saying the industry should collaborate to raise broader awareness of what PWCs can offer. Showing new riders where they can ride, sharing destination ideas, and highlighting group experiences are all ways to keep customers engaged.“ All these things give them more reason to extend their day on the water and have more days during the season,” he says.

Both companies see PWCs as foundational to the long-term health of recreational boating. Affordable entry-level models continue to bring in new boaters, while premium, touring, performance, and fishing-focused PWCs offer paths for retention and upgrades. The segment’ s versatility, from sandbar cruising to offshore fishing, positions it well for both today’ s riders and the next generation.

This article has been adapted from Boating Industry magazine( September / October issue).