Chaparral, Robalo unveil new marketing campaign

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Chaparral and Robalo Boats will tell “A Story of Strength and Stamina” as part of a new marketing campaign designed to bolster dealer and consumer confidence in the company, despite the economy.

“We feel it’s time to shift focus from all the troubled economic news and send a confidence-building message to dealers and consumers alike,” company president Jim Lane said in a statement. “We are a strong company that will not only weather this downturn, but see the 2010 model year as a time to gain market share.”

The campaign highlights the company’s financial strength, new product development, seasoned management team and well-established dealer network.

Parent company Marine Products Corp. has $51 million in cash assets, $110 million net worth and zero debt service, officials said. And, in the last three years, Chaparral and Robalo have introduced 10 new boats with two Boat of the Year winners, including the 400 Premiere Yacht. Five new boats are planned for introduction in 2010.

“The rules for selling boats have changed. Dramatically,” Lane said. “In years gone by styling, performance, features and price got the job done. Now, more than ever, the company and the dealer network that stand behind the name is key.”

The boatbuilder is supporting dealers with aggressive rebate and sales incentive programs. Marine Products Corp. also will work with lenders to assist in securing floorplan financing, and pay co-op advertising and warranty claims on time.

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