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ContinuousWave Whaler Moderated Discussion Areas ContinuousWave: The Whaler GAM or General Area Outboard Motor International Marketshare Data Point
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Author | Topic: Outboard Motor International Marketshare Data Point |
K Albus |
posted 03-07-2013 08:38 PM ET (US)
I recently visited Salt Cay, Turks and Caicos, population 108. Of the approximately one dozen non-derelict boats I saw while there, three were classic Boston Whalers - one 13, one Outrage 25, and this Montauk 17 used by the local fishermen to provide fresh seafood to the islanders: http://i512.photobucket.com/albums/t329/kalbus/ Salt%20Cay%20and%20Grand%20Turk/Montauk_zps5d1747e8.jpg All of the outboard-powered boats that were in the water (and all three Whalers) were powered by Yamaha motors. I saw a few Yamaha 115 hp four-strokes, but the favored motor was clearly the Yamaha 85 hp two-stroke, including the four seen here: http://i512.photobucket.com/albums/t329/kalbus/ Salt%20Cay%20and%20Grand%20Turk/AllYamaha_zps0d1d5147.jpg I saw one Johnson 200 hp Commercial outboard which appeared to be in good shape, but it was on a boat laying on the launch ramp with its prop removed. I also saw one Evinrude E-Tec, which apparently was not able to stand up to the harsh saltwater environment. Port side: http://i512.photobucket.com/albums/t329/kalbus/ Salt%20Cay%20and%20Grand%20Turk/E-TecPort_zpsf6c476a6.jpg The harsh saltwater apparently completely dissolved the Mercury outboards, because I didn't see any of those. No Hondas or Suzukis, either. |
jimh |
posted 03-07-2013 11:59 PM ET (US)
Re the E-TEC, it was probably just coming due for the three-year 300-hour maintenance. Also, did you ask which oil they were running in it? And I bet the warranty had just ended. |
Peter |
posted 03-08-2013 08:30 AM ET (US)
Another datapoint -- Old San Juan, Puerto Rico i177.photobucket.com/albums/w231/Whaler-Fleet/ 1187e660-b22c-4bc6-ad54-5f1487c5e906_zps0a82bc39.jpg 100 percent 2-strokes, old and new tech, in that local market. Yamaha No. 1 in old tech, Evinrude No. 1 in new tech. |
David Pendleton |
posted 03-08-2013 04:24 PM ET (US)
I always figured the most popular outboard motor in the Caribbean is whatever is stolen from S. Florida. |
L H G |
posted 03-08-2013 06:49 PM ET (US)
I just read an interesting article about Charlie Strang, who after working for years for Mercury (where he was basically responsible for the idea for the in-line 6 and Mercury's black paint) became CEO of OMC in 1980. The article mentioned that in 1990 when when he retired, OMC had a 60% market share in outboards, but by 2000 when they went bankrupt and were bought by BRP, market share had dwindled to only 9%. So they lost 85% of their business during those 10 years. The previous 60%, however, is also why we see so many of the old classic Whalers with original OMC power. Whether BRP/Evinrude has been able to improve on that 9% share is unknown, since besides major players Merc and Yamaha, they are now facing increased 4-stroke competition from Suzuki and Honda. Since in 2000 Mercury had brought their share up to just over 50%, it apprears that besides Mercury, most of OMC's loss went to Yamaha, who really started coming on strong in the 90's. Suzuki and Honda were only minor players during that time. |
jimh |
posted 03-08-2013 08:04 PM ET (US)
My experience when away from the Midwest USA is very congruent: it is Yamaha everywhere. In Mexico it's Yamaha,. In Costa Rica, it's Yamaha. In the French Caribbean, all Yamaha. In the British Caribbean, it's Yamaha. I think the Japanese are generally very adept at marketing their products in foreign markets. Just look how well they do in the USA. American brands are not nearly as skilled at selling into foreign markets, having always relied on the domestic USA market for the great bulk of sales. Yamaha partners say that Yamaha has a 60-percent market share. This is kinda hard to figure because Larry says Mercury has more than 50-percent. Now I know that Larry is on good terms with Mercury, but I don't think he is a business partner with them--other than perhaps being their best customer. As far as I can tell, market share numbers tossed around are wild guesses and highly influenced by the orientation of the person delivering them. If you add up all the wild guesses at market share, the total is about 200-percent. |
L H G |
posted 03-09-2013 02:45 AM ET (US)
Since Jim has reliable information from Yamaha dealers, I am perfectly willing to stipulate that Yamaha is number one in outbards sales, as Jim indicates. We all know it has to be either Yamaha or Mercury, so if Jim is telling me it is Yamaha, I will accept that content as fact. Henceforth, we will all believe what ContinuousWave tells us, that Yamaha is #1 in outboards. |
jimh |
posted 03-09-2013 07:33 AM ET (US)
Larry--I have no information about market share, and neither does this website. I simply cited the same sort of source you cite: what someone said. And I simply pointed out the conflict: Yamaha's partners are saying Yamaha has a 60-percent market share, and your sources are saying Mercury has more than 50-percent. Clearly the data is not reliable. I don't understand how you can decide, on the basis of that, which data is more reliable. My representation is the complete opposite: the data is unreliable, as I demonstrated. But, you are welcome to believe what you want. About all I can see is a general order in the ranks, perhaps as follows: --Yamaha, Mercury I think the ordering can change depending on the precise definition of the market. If you add qualifiers like "saltwater" or "freshwater" perhaps the ranks change a bit. I think the greatest benefit to me in the marketplace is there are seven brands competing for business. Competition is good for the customer. |
seahorse |
posted 03-09-2013 08:07 AM ET (US)
Around a year ago from talking to various industry and factory folks who are in the know and are in the position to know gave the me the following info. It takes a year to accumulate so the following would be 2 years ago sales.
Mercury is #1 and Yamaha is only a few points behind as #2 Evinrude is #3 and sells more combined than the next 3 places behind it - Suzuki, Honda, and Tohatsu
Yamaha is #1 in saltwater coastal regions Evinrude is #1 in repowers Mercury is #1 in bass boats and performance boats The industry has many more categories such as regions of the US, sales to types of boats, horsepower categories for each of the sales niches, etc. but I do not have that info as it is highly guarded, but each manufacturer knows to the motor what the competition sells. Unlike the aviation and automotive industry, the info is not in the public domain. |
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