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S2 Yachts to Consolidate Brands


S2 Yachts — the Slikkers family brand that includes Tiara Yachts and Tiara Sport — announced that it will do business as Tiara Yachts.

The Holland, Mich.-based builder had differentiated its outboard and inboard models under the Sport and Yacht lines, respectively. The company said in a statement that inboard and outboard boats will now launch under the new moniker, with the outboard-powered 48 LS to debut next month.


“Although this is a directional shift for our company, this change will allow us to simplify and build momentum on both our inboard and outboard products,” Tiara Yachts vice president of sales and marketing Dave O’Connell said in the statement.

As outboards have become more powerful, the Yacht and Sport lines became more comparable in length and how the boats are used, the company said.

“The definitions of Yacht and Sport have evolved since the inception of Tiara Sport in 2017,” S2 president and CEO Tom Slikkers said. “Sport has shifted and blended from vessels meant to be enjoyed for the day to vessels that can be enjoyed for longer trips and with more people, similar to what we see in our Yacht products. Our outboard products continued to grow in length and scope, which was not necessarily something we envisioned when we started Tiara Sport.”


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