Skip to main content

VIDEO: Bayliner rolls out new fleet

Bayliner gave the media its first look this weekend at the builder’s significant reshaping of its fleet, which includes dropping the U.S. sale of cruisers from 24 to 35 feet to focus on dayboats under 21 feet.

“We are going to solidify our position in the runabout market,” Bayliner director of marketing and portfolio planning Matt Guilford told about a dozen marine journalists Saturday at the Hyatt Regency Sarasota on Sarasota Bay, Fla.

“Cruisers have been the hardest-hit segment of the marine market. Twenty-four to 35-foot cruisers in the past six years are down 86 percent. Cruiser sales in the U.S. now account for slightly less than 1 percent of all units sold.”

With such bleak figures staring them in the face, Bayliner leaders have turned their attention to recreational dayboats, or “RDBs,” as they’ve dubbed them, reasonably priced open boats — mainly outboard-powered — built to accommodate as many passengers as possible comfortably.

Click play for a look at the unveiling.

The company unveiled three new-from-the-keel-up models in two sizes, 19 and 21 feet: the 190 DB (Deck Boat), the 210 DB and the 215 DB. The latter is sterndrive-powered; the 190 and 210 are outboard boats. All three come in three different styles: with full windshield, with helm windscreen or a fishing package.

The Brunswick-owned builder also announced a new series of boats called the Bayliner Element — a 16-foot dayboat with 60-hp Mercury 4-stroke offered “at a killer price,” Guilford said. The company is keeping the price under wraps until the Element’s official debut Jan. 3-6 at the New York International Boat Show.

Like the other models, the Element’s deck layout is wide open, with a sunpad that stretches across the stern, midships seating across from a starboard helm and bow seats. The company is arranging a national financing program with no down payment and monthly payments of about $150, Bayliner product portfolio manager Michael Yobe told journalists in the day’s second presentation.

A full year of market research has allowed the company to “really focus on where the actual sales are,” Guilford later told Trade Only on the Hyatt’s docks. “Discontinuing our cruiser operations in North America and really focusing on boats 21 feet and under has allowed us to capitalize on … the emergence of deckboats, the emergence of price-point boats and other trends. With broadening our lineup under 21 feet we have effectively doubled the market we are targeting.”

Bayliner has always been strong in the runabout market, Guilford said. “That’s still the core of what we do, and we will continue to win there,” he said. “We’re going back and augmenting the lineup where we see additional opportunities — and that’s clearly deckboats and it’s new product offerings.”

In his 60-minute presentation, Guilford noted that the cruiser market has slipped 11 percent alone in 2012. Other markets have suffered, as well. In the last six years, small runabout sales are down 73 percent, large runabouts are down 66 percent, deckboats are down 63 percent and pontoon boats have seen a 20 percent dip, he said.

— Chris Landry

@CPLandry

Brokerage listings powered by BoatQuest.com

Click here to find more Bayliner boats.

Related

VOLVO-EARNINGS

Volvo Penta Reports Q4, FY22 Results

Net sales of $470 million for the quarter were a 33% increase compared to the prior year period.

Pulse-Report

DEALERS: Are You Improving the Service Experience?

Our monthly Pulse Report survey asks this and other questions about your dealership. Take the survey here.

NMRA-SCHOLARSHIP

NMRA Sets Scholarship Deadline

Students pursuing education in the marine trades can apply for the National Marine Representatives Association awards until April 1.

MARINE-PRODUCTS

Marine Products Reports Record Q4

The builder of Chaparral and Robalo boats reported net sales were up 42% for the quarter and 28% for fiscal year 2022.

1_SHURHOLD

Shurhold Appoints COO

Forrest Ferrari has years of management, business development, IT and quality-assurance experience.

MOBILE-CATCH-CENTER

RBFF, Pure Fishing Partner for a First Catch Center

Pure Fishing will equip a mobile trailer with tackle and gear to bring fishing experiences to areas of South Carolina where participation is low.

Norm

An Oft-Overlooked Sales Opportunity

A recent report from the Recreational Boating & Fishing Foundation showed that women comprise 37% of all anglers. If you haven’t tapped this segment, you’re missing out.

1. 2023 new boat retail outlook

Too Many High-Priced Boats

To wrap up 2022, marine retailers reported lower demand, expressed more negative sentiment and voiced concerns about rising inventory. Boat prices and the economy remained top of mind for dealers in December.

Soundings Nov 2022

New-Boat Registrations Continue to Slide

As the gaudy sales figures from the pandemic continue to return to more realistic numbers, the main segments of the recreational boating industry saw new-model registrations of 4,421 in November, a 30.3% drop from 6,340 during the same time in 2021. .