Pro-Line Boats unveils range of changes


Pro-Line Boats officials announced the company is making wide-ranging adjustments, including new retail strategies, additional floorplan financing sources for dealers and new models.

"We've substantially reduced field inventory at the dealer and factory levels, and over the past few months our production of retail sold boats has continued to increase," said John Walker, senior vice president and chief operations manager for American Marine Holdings, the parent company of Pro-Line Boats and sister company Donzi Marine, in a statement. "The climate for new business is showing signs of improvement, and we're adapting our methods to increase sales in this changing marketplace."

Walker said events that allowed customers to experience Pro-Line Boats firsthand provided better results than traditional boat shows.

"Today we are proactively engaging retail customers through our Web site and have recently opened channels for customers to work directly with our factory sales staff, who in turn work with our dealers to facilitate retail sales," he said. "Our presence and participation in on-water events further strengthens our customer relations and ultimately sells more boats."

American Marine Holdings has secured a private floorplan source and recently announced that floorplan will be available to Pro-Line and Donzi preferred dealer partners.

"By offering our dealers a floorplan option so they may finance boats for stock, we're helping them to remain viable business entities, as it has been proven that customers are far less likely to purchase from so-called catalog dealers," Walker said.

On the product development front, Pro-Line is focusing on both ends of its model lineup.

The company is expanding its popular Pro-Lite line of affordable family fishing boats with new 21-foot and 23-foot center consoles. Both models are currently in production, with deliveries scheduled for early March.

Pro-Line is also taking aim at the offshore tournament center console market with a new 35-foot Super Sport. This model will be the first Pro-Line to feature a stepped hull and will be available this spring.

Internally, Pro-Line is making administrative moves to accommodate these changes and to better serve its customers and dealer network. Teresa Reddick, the company's production assistant, will assume duties as sales coordinator, allowing national sales manager Lanie Martin to shift his focus toward government sales for both the Pro-Line and Donzi factories.

"These personnel moves, as well as the many other changes we're making, are essential in allowing us to accommodate our customers and execute our overall growth strategy," Walker said.

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