MasterCraft plans new product launches

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MasterCraft announced plans to launch at least two new or updated products each year to differentiate itself from other companies.

MasterCraft unveiled the MariStar 255, a 25-foot dayboat and the newest addition to family luxury boating, last July. Soon after, it announced the release of the ProStar 214V, the roomier, V-drive edition of its 214 direct drive.

At the Miami International Boat Show, it plans to unveil the MasterCraft 300, a 30-foot dayboat.

“We are aware of the external circumstances around us,” president and CEO John Dorton said in a statement. “However, the worst thing we can do as a company is move away from our core competencies, one of which includes leadership through new product innovations.”

“If we simply freeze our R&D efforts to save resources in the short term, we would not be ready to meet the market needs when conditions turn around,” he added.

In addition to the MC 300, plans are in the works for a smaller family luxury boat to be launched in June.

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