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Powersports Business • May 2024 • 15

M any boating enthusiasts eagerly seek out personal watercraft ( PWC ) to kickstart their aquatic adventures . To give dealers a better understanding of the sales potential NICOLE SCHANTZ PWCs offer , Boatmart , formerly known as Boatline , is diving into our marketplace data to uncover emerging consumer trends and preferences . Keep reading to discover more valuable insights .

POPULAR PWC BRANDS AND MODELS AMONG TODAY ' S BUYERS

According to data from our sister site , PWC Trader , Sea-Doo , Yamaha , Kawasaki , and Triton claimed the top four positions for the highest volume of search results page impressions on Boatmart in both 2022 and 2023 . This resulted in a significant boost in revenue for PWC dealers , with the average listing price escalating from $ 10,327 in 2022 to $ 12,931 in 2023 . Dealers now have the chance to prioritize specific models that will draw more attention to these top brands , taking into account various factors such as location .

The most sought-after models among consumers include the Waverunner FX , Waverunner VX , GTI , and Jet Ski , all consistently ranking high in search volume year over year . While there were some minor shifts in rankings between 2022 and 2023 with TX and Spark models making their way up , overall consumer preferences remained steady . Notably , there was a significant increase in search results page impressions for the Yamaha-Waverunner FX , rising from 11.5M to 11.7M in 2023 . The Sea-Doo-GTX also experienced a substantial surge from 7.9M to 10.6M in search results page impressions . Additionally , other Sea-Doo models gaining traction among buyers include the Sea-Doo-Spark , jumping from 6.0M to 9.0M , and the Sea-Doo-Fish Pro , from 4.1M to 4.5M . With these rising stars capturing more interest , this selling season will be an opportune time to advertise them .

Apart from the leading four OEMs , Kawasaki PWCs demonstrated a significant rise in search volume on our marketplace from 9.3M to 11.8M in 2023 . Honda is another sought-after PWC manufacturer by

buyers , as it increased from 262.8K in 2022 to 294.4K in 2023 . This shows that there is some flexibility among buyers , providing dealers with these brands an opportunity to sell these units by optimizing their online visibility and offering competitive pricing .

WHERE CONSUMERS ARE SEARCHING FOR PWC INVENTORY

Naturally , the location plays a significant role in PWC sales as consumers seek out inventory that is easily accessible to them . Which is why we also examined the yearover-year growth trends based on location to see where dealers can most effectively reach potential buyers . Not surprisingly , the top seven locations experiencing increased sales from 2022−2023 were coastal cities or cities known for their prominent water destinations . Michigan , with its abundance of lakes , stood out as a prime example of this trend .

There was notable growth along both the east and west coasts , with prominent cities such as New York , Los Angeles , and Dallas emerging as key hotspots . Among all states , Dallas particularly stood out with the highest PWC sales increase of 30.98 % year over year . Ultimately , these top seven locations present prime opportunities for geographically targeted sales strategies .

Analyzing this data reveals a thriving market for PWCs , presenting an ideal opportunity for marine dealers to capitalize on these insights and tailor their marketing strategies to align with current buyer preferences . Whether you specialize in PWC sales or intend to expand your marine inventory , the data unequivocally indicates a strong demand , paving the way for future sales success .

Nicole Schantz is the vice president of OEM and Strategic Partnerships at Trader Interactive , parent company of Cycle Trader .

B R O K E R A G E S E R V I C E S

PROUD PARTNERS OF :

SUN HARLEY-DAVIDSON & SUN ENTERPRISES Thornton & Denver , Colorado

Sun Harley-Davidson is Colorado ’ s oldest Harley-Davidson dealership . Sun Enterprises is Colorado ’ s largest powersports dealership .

For a confidential consultation and complimentary estimate of value on your business , please contact us :

Harley-Davidson & Powersports Division George C . Chaconas , Senior Partner , CBI / M & AMI Office : 813 . 569 . 6250 | Cell : 813 . 245 . 2535 Email : george @ performancebrokerageservices . com Address : 2102 West Cleveland Street , Tampa , Florida 33606

NORTH AMERICA ’ S HIGHEST VOLUME DEALERSHIP BROKERAGE FIRM 949 . 461 . 1372 • PERFORMANCEBROKERAGESERVICES . COM