Iconic Marine Group set to revive several brands

Iconic Marine Group — which changed its name from Custom Marine Group — quietly purchased Baja Marine LLC in May.
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Iconic Marine Group, the relatively new parent company of the Baja Marine, Donzi, Donzi Classic, Fountain Powerboats and Pro-Line boat brands, is planning to restart production of the brands and make a big push during this fall’s boat show season.

Iconic Marine Group — which changed its name from Custom Marine Group — quietly purchased Baja Marine LLC in May.

Joe Curran, a 30-year industry veteran who headed Crest Pontoons, was named chief operating officer for Iconic Marine Group, which is based in the company’s Washington, N.C., manufacturing facility. Curran will work side by side with Iconic Marine Group president Carol Price in strengthening the operational team for the company and executing its business plan.

“I’m excited to join the team at IMG,” Curran said in a statement. “The brands are, without a doubt, the most recognized in the industry and we plan to put a solid foundation under each one and build them into successful businesses once again. The team at our Washington, N.C., facility is our most valuable asset and we plan to expand on that talent in order to execute our plan successfully.”

The company said it is investing heavily in new product development across all brands and is preparing to launch new network development strategies designed to attract the right dealer for the right brand.

Bank of the West has been secured as the wholesale financial source of choice for the company.

The development of refined brand identities will soon be integrated into websites, sales tools and other consumer specialty tactics.

“Our short-term priorities are to build our sales and marketing teams and secure the right selling tools for our dealers,” Curran added. “These action plans, well underway, are paramount in attracting new dealers, as well as generating excitement with consumers.”

The company said dealers and consumers will start seeing its progress as soon as the upcoming Fort Lauderdale International Boat Show. A new product launch is planned for Fountain Powerboats at the show; other new products will follow before the January show period, the company said.

The group has a storied history since the Great Recession. Baja Marine acquired the assets of Donzi Marine, Fountain Powerboats and Pro-Line Boats from American Marine Holdings Inc. in 2012 after the company had had two Chapter 11 filings. Fountain Powersports had also been involved in litigation with founder Reggie Fountain, but reached a settlement in 2012.

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