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Northwest boatbuilder changes its name

Northwest Jet Boats, owned and operated by the Renaissance Marine Group, changed its name to Northwest Boats to better align the brand's current model lineup and changing perceptions within the heavy-gauge aluminum boat industry.

“Seventy percent of current models produced are traditional outboard motor styles,” Jerry Wooley, president and chief operating officer of the Washington state-based brand, said in a statement. “It continued to surprise us how many customers mistakenly believed we only manufactured true ‘jet’ boats.”

Today the Northwest Boats line includes the Freedom, SeaStar and Lightning outboard models and the Freedom, Northstar, Lightning and Signature inboard jet models.

To promote the changeover to Northwest Boats, Renaissance designed a new logo and launched a print and Internet ad campaign to spread the word among consumers.

Print ads will begin running in Salmon Trout Steelheader, Northwest Sportsman and Salmon Steelhead Journal this month and continue into the fall. The Northwest Boats website features the new identity prominently.

“We’re confident the boating market will respond very favorably to the new look and name,” marketing director Bruce Larson said in a statement. "Our primary goal is to make certain dealers and consumers recognize that only the name has changed. The design, manufacturing process and performance attributes of these premier aluminum boats has not and will not change.”

Renaissance, founded in 2000, is the parent company and builder of the Duckworth and Weldcraft brands. It acquired Northwest Boats from its founder, Larry Whitten, early last year and builds all models at its Clarkston, Wash., headquarters.

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