Mercury Marine signs deal with Asian distributor

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Mercury Marine entered into an exclusive distribution agreement with Supratechnic Pte Ltd, one of the largest marine distributors in Asia, based in Singapore.

Mercury said the agreement will allow it to build a regional distribution channel in Southeast Asia that will include all of Malaysia, Indonesia, Singapore and Brunei.

“This new relationship will allow Mercury to further penetrate the commercial market in Asia, giving us the opportunity to grow both in product range and territorial expansion,” Mercury Marine president John Pfeifer said in a statement. “We have very robust growth plans over the next three years for our commercial business and expect to see that growth immediately.”

“This is a great opportunity for a very well-established and successful distribution company in a commercial market region like Asia to partner with one of the largest marine propulsion companies in the world,” Supratechnic managing director Chow Kum Hoong said.

“We have been in business with Mercury’s competitor for over 40 years. We are very impressed with the new line of Sea Pro commercial outboards, and they will perfectly match our vision for growth in these commercial markets. We are excited about this new relationship and look forward to a strong future together.”

Under the new distribution agreement, Supratechnic will operate as an exclusive independent distributor, developing its own dealer and branch network throughout Malaysia, Singapore, Indonesia and Brunei.

Supratechnic’s dealer network of more than 50 locations will all now offer Mercury product, some exclusively.

“This partnership allows Mercury to align itself with the best distribution partner in the commercial market in Asia,” Mercury Marine vice president for North and Central America and Asia Pacific Randy Caruana said.

“Malaysia and Indonesia account for a large percentage of the outboard industry volume in Asia, so making sure we are aligned to be successful with the right partner is paramount. Mercury now has the best line of commercial outboards and competitive diesels to help grow our business in these markets.”

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