Regal Marine to debut factory showroom

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Regal Marine will soon be opening a 15,000-square-foot showroom where dealers and customers can tour the company’s entire line.

Regal will hold a grand-opening event March 20 to introduce the Regal Collection at the new Regal Factory Showroom in the company’s world headquarters in Orlando, Fla.

“We had to change our business model,” said Mark Kellum, marketing manager for Regal. “I think we are setting a standard for others in the industry with this approach.”

The showroom will display the full spectrum of products that Regal offers, which lets dealers offer customers a chance to tour any Regal model without keeping a large number of boats at their dealership, Kellum says.

“In this economy boat dealers have faced difficult challenges, especially keeping large quantities of boats in their inventory,” said Duffy Stenger, vice president of sales and marketing, in a statement. “We built the showroom for our dealers so they could present to their customers Regal models they do not have in stock.”

Since the Regal headquarters is next to the Orlando International Airport, Kellum says it is the ideal spot for the company to showcase every one of its 26 models. However, most visitors to the showroom will be existing customers and experienced boaters.

“We hope this showroom will appeal to a broad band of customers, but at this point people are not getting into boating,” said Kellum. “They are either in it or they are not – it’s very rare we have someone come in who has never owned a boat and buys one of ours. Our best customers are Regal customers.”

Regal will continue to hold factory tours and anticipates thousands of visitors per year to the showroom, Kellum said.

“We sent out 50,000 invitations all across North America and we have 300 people pre-registered for the grand opening,” said Kellum.

Regal Marine Industries manufactures luxury performance boats from 19 to 53 feet.

Click here to preregister for the grand opening.

- Elizabeth Ellis

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Comments

8 comments on “Regal Marine to debut factory showroom

  1. Chris Foster

    What a wonderful idea! As a boat owner since 1987 I think every manufacturer should consider this type of marketing idea. Living in Kentucky, I have to travel long distances to visit dealers of most boat brands anyway. I would rather go to the factory where I know I could see all the models I may  have an interest in and take a factory tour. I would still prefer to buy from the local dealer whenever possible for waranty and servicing concerns, but I cannot reasonably expect any dealer to stock every model the manufacturer builds, especially when they represent several manufacturers. Congratulations to Regal for coming up with a better way to appeal to prospective customers and hopefully sell more boats!

  2. RL

    Oh sure just what we need. Mr customer I do not carry the manufacturers product but if you want to see it. Take the whole family and get on a plane or drive for 11 hours what a great shopping experience $,$$$. I am sure my customers would love that! No inventory No sales. Next thing manufacturers will be selling out of there own plants putting us out of a job. Go figure what was I thinking silly me. I guess its great for the local Orlando dealers maybe???

  3. BillWalterCPA

    Isn’t this what a dealer is supposed to do…build a nice showroom, stock it up invite them in and sell the dream?
    If the dealer network can’t do it, do it yourself…invite your consumers to your castle and treat them like kings (and queens)-

  4. AA

    Every customer who goes there will be expecting to buy dealer direct. Regal will end up selling direct or turn customers sour when they get the bubble burst and cant save $$ cutting out the dealer.. Think about it .. if your looking at a boat at a dealer and its 30k it may be a great deal and your happy about the deal but you find out the builder has inventory you can go look at and learn more about the boat..  you make the trip and in your head your thinking you can get it even cheaper … maybe get it for $27k..why not your at the plant right.. so now your there looking at the boat expecting to get a return on your trip and get it for $27…but uh oh they will not sell direct and you cant get it for $27…. so now you have to go and buy it for $30k but does $30k still sound like a deal … in your head you just lost $3,000 …And thats if Regal doesnt just take the deal and cut out the dealer that started the intrest to begin with …. My heart goes out the Regal dealers that will be effected by this… AA

  5. Richard Strauss

    Interesting idea. I’m sure it could be argued either way as to the potential success or detriment to dealers. However, I can’t believe the Kuck family would cut the throats of their dealer network. Further, this industry needs fresh new ideas. We have got to change with the times. Hats off to an innovative idea and I wish the folks at Regal luck with the concept.

  6. Capt Brett

    A fantastic idea!!!   This will save the dealers from having to overstock or from stocking every model.
    I guess some of the points written below are valid when you consider the ethics of most manufacturers.  But those points are so far from reality when it comes to a company like Regal.  Regal has been acknowledged in many recent publications for their relationships with their dealers and their customers.  It is obvious that they do what they can to help their dealers in the bad times and in the good times.
    Regal is so far different from other companies that I have dealt with in my 16 years of this business.  Regal exercises good ethics and sound business practices.  You won’t see them selling boats or even parts factory direct.  Giving tours of their plant and showing boats in their showroom will not shatter customer expectations.  People know it is not realistic to walk into the FORD plant or GM and drive off with a car….  Why would they think they can tow a boat home?    If anything, it will help build brand loyalty.  They are very classy folks at Regal and they know how to begin relationships, foster them, and achieve satisfaction.
    Just watch…..  Every time I ask what Regal will do next, they come up with something that always exceeds my expectations.
    Now, what are they going to do after this???
    Congrats Regal!!!!

  7. Same tune

    Some dealers will never be satisfied. They complain because the factory forces units down their throat and the floor planning is killing them. Now you’re bellyaching because the factory is trying to help you sell boats and not overburden you with floor planning expenses? And no factory in their right mind with a quality product would sell units out the back door to a retail customer. A dealer is necessary to help service the product, and service drives sales.
    Quit whining and being paranoid. Figure out how to use the help the factory is offering. Not everyone is trying to screw you.

  8. Same tune

    Some dealers will never be satisfied. They complain because the factory forces units down their throat and the floor planning is killing them. Now you’re bellyaching because the factory is trying to help you sell boats and not overburden you with floor planning expenses? And no factory in their right mind with a quality product would sell units out the back door to a retail customer. A dealer is necessary to help service the product, and service drives sales.
    Quit whining and being paranoid. Figure out how to use the help the factory is offering. Not everyone is trying to screw you.

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