Another data point on the mix of Outboard makes

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Author Topic:   Another data point on the mix of Outboard makes

pcrussell50 posted 06-24-2013 01:29 AM ET (US)
First visit ever to Lake Powell. It is a magnificently beautiful place to boat.
Anyhow out west here in our huge lakes, probably 90 percent of the boats are I/O's comprised of deep vee runabouts like Cobalts and Four Winns, inboard or v-drive tow boats with big steel arcs over the top, or long offshore deep vees with racy v8's and open exhaust. Outboard powered anythings are rare as hens teeth in comparison.
Of the outboards, the Lake Powell resort's service boats all had aging Mercury Optimaxes, the rental boats had newer Optis, so a lot of Mercuries so far. BUT, as it turns out, a lot of the rental houseboats had outboards and every last one of those was an Evinrude E-TEC... and there are a LOT. Then there was the park Rangers. They had a mix of aging classic Whalers with standup cabins and non-walk around bows, mixed with newer RIBs. The Whalers and the RIBs all had newer, 225 and 250 Yamaha's.
-Peter
jimh posted 06-24-2013 07:40 AM ET (US)
On my recent nine-day trip I noticed outboard engines, too. First spot was a marina with a big sailing club. They had a fleet of rigid-bottom inflatable boats. Three were powered by E-TEC, one by a Yamaha. Next, the government's rescue boats at the docks: all E-TEC. Then some chase boats out in Lake Ontario helping youngsters learn to sail in Optimist prams from a yacht club: more E-TEC engines. I should mention, we were in Canadian water.
Along the route, more E-TEC engines on newer boats. I did see three Mercury engines. One was an OptiMax, a recent model with the Globe graphics. The other two were both the 150-HP FOURSTROKE not VERADO model. Speaking of VERADO, not a single one seen.
One Suzuki. And lots of old OMC engines and some Yamaha engines. I don't recall a Honda.. And for the people looking at our fleet, two Evinrude direct-injection engines, one a Ficht and the other an E-TEC, plus two Johnson's on the third boat.
Dave Sutton posted 06-24-2013 08:14 AM ET (US)
And in Rhode Island you see a high majority of boats powered with Yamaha, with an Etec powered boat being a real rarity. I'd say the mix was 70%+ Yamaha with the balance distrubuted to Mercury and Evinrude about 50/50, with a few odd stragglers like Honda thrown in.
There's obviously sales and marketing history at play here. Yamaha obviously got the dealers ears at some point distant, and they replaced whatever those dealers sold. My guess is that the disenfranchised dealers were old OMC ones, as the elderly blue-smokin-fleet is OMC, and Mercury never had a real market share in this salt water environment back in the 60's. Yamaha replaced Evinrude, and Mercury just never got established. This is all local, obviously, and it's interesting seeing how old-time influences still resonate today. The reputation of engines in the 1960's here was that "Mercury is a fresh water go-fast engine, but if you want a salt water engine you want an Evinrude" and Yamaha is the "New Evinrude". Perception is everything.
There might be some influence also by the fact that the locals here are not likely to buy any of the brands that are pre-packaged by the Brunswick-Mercury dynasty. Folks in Rhode Island tend to buy locally built boats, and to keep them. Many of the fleet are repowers. We don't see too many new boats "off the showroom" on the water. The economy is depressed enough that Joe Sixpack does not buy a new "Brunswick" rigged with a Merc. He's more likely to have a 1970 Whaler with a new plastic console (Todd, of course, they are made up the road) and a Yamaha.

Dave

.
jcdawg83 posted 06-24-2013 08:59 AM ET (US)
Along the Georgia and lower South Carolina coast, Yamaha is the predominant brand. I would say 70% of outboards are Yamaha, with the vast majority of the balance being some form of OMC/BRP engine with Suzuki starting to make a little showing.
I think the local dealer and what brand he sells has the most influence. Around here, the three largest dealers are all Yamaha dealers.
6992WHALER posted 06-24-2013 11:32 AM ET (US)
Lake Minnetonka in MN.
Mercury is by far the outboard you will see.
Lots of new and old models dominate the outboard engines in this area.
Next in line Evinrude and Johnson. Many older models.
Last group of engines:
I see more Honda engines then Yamaha engines, and a small number of Suzuki engines.
Hilinercc posted 06-27-2013 01:01 PM ET (US)
My Evinrude dealer in southeast NC,only signed on briefly with BRP after OMC dissolved.
He quickly discovered BRP had very different rules and required him to stock alot more outboard models than OMC required him too, and he couldn't afford to buy that much inventory. (This fellow had been an Evinrude dealer since 1968)
He contacted the regional Yamaha distributor at 8am one morning, and he was a Yamaha dealer by noon. He's still an authorized BRP/Evinrude parts dealer, but no longer sells sells Etec.
He's like the 4th or fifth Yamaha outboard dealer within a 15 mile radius of my house.
Apparently, Yamaha Marine makes it easier to become a dealer and does not require alot of the hurdles that BRP and Mercury do.
Yamaha gets more of their motors on the water than anyone, because they have dealers everywhere, and sell a good product.
6992WHALER posted 06-27-2013 06:18 PM ET (US)
I just purchased an E-tec from a dealer who had nothing but Mercury in stock. Not one E-tec in the place. Maybe the inventory requirement is a regional thing?
Ridge Runner posted 06-28-2013 07:38 AM ET (US)
Here is the distribution of Servicing and Selling Outboard dealerships based on 50 mile radius from my two homes –
Matawan, New Jersey: Total = 86
Yamaha – 45 (52.3%)
Mercury – 22 (25.5%)
Evinrude – 9 (10.4%)
Honda - 7 (8.1%)
Suzuki - 3 (3.5%)
Punta Gorda, Florida: Total = 66
Yamaha – 35 (53%)
Mercury – 12 (18.1%)
Evinrude – 9 (13.6%)
Honda - 7 (10.6%)
Suzuki - 3 (4.5%)
Both locations have a heavy on the water Yamaha presence. I do see more E-Tec's on the water in FL compared to NJ.
jimh posted 06-28-2013 09:01 AM ET (US)
Thanks for the data on the boat dealers by engine brand. That is very interesting information.
sosmerc posted 06-28-2013 08:36 PM ET (US)
Just got back from a vacation in Victoria, British Columbia. There are many whale watching boats in the harbor. I did not see any Evinrudes, only Suzuki, Yamaha and Mercury. One of the larger whale watching outfits is exclusively Merc Optimax. The others are even between Yamaha and Suzuki. The only Evinrudes I saw were on Canadian Coast Guard boats. I did not see a single Verado.
bluewaterpirate posted 06-28-2013 11:25 PM ET (US)
Video perspective ...... North Carolina ia Yamaha Country
http://bluewaterpirate.phanfare.com/6071540_7016000
6 Yamaha
5 Mercs counting the one on my Whaler
2 Zukes
1 Honda
Video shot last week.
Tom
pcrussell50 posted 06-29-2013 02:31 AM ET (US)
Interestingly, Santa Barbara here is _serious_ Honda country. From the commercial operators, to the community college dive boat, to savvy recreational boaters, almost anything new or newish around here is a Honda. Almost anything old, but still running, is an Evinrude.
-Peter
Mambo Minnow posted 06-29-2013 08:21 AM ET (US)
So far, the geographic trends are not surprising.
Evinrude is a Canadian owned corporation, Bomardier. Mercury is a Wisconin headquartered corporation, so not surprising to see predominate in Minnesota lakes. OMC was big on classic Whalers in New England, and I have noticed my dealer switched from OMC to Yamaha. Russo that sells the most new Whalers and Sea Rays in Boston predominates with Mercury.
So, I concur with the hypothesis posted here that geography and legacy are the two biggest factors in driving regional market niches.
Mambo Minnow posted 06-29-2013 08:27 AM ET (US)
Also, I do not think it was an accident that Yamaha has their headquarters in the Atlanta, GA area. The Southeast has the best year round boating weather and is in close proximity to the large Florida market.
EaglesPDX posted 06-29-2013 08:42 AM ET (US)
Geographic location of corporate offices likely has nothing to do with outboard motor sales in a particular area.
With 90% of new outboard engines being purchases with boats, what the OEM boat manufacturer offers and promotes is what determines the mix of outboard engines locally and nationally.
What individuals "see" in their small area is not a reliable inventory of what is in even their area of observation.
jimh posted 06-29-2013 10:28 AM ET (US)

quote:
So, I concur with the hypothesis posted here that geography and legacy are the two biggest factors in driving regional market niches.
Absolutely correct. No doubt about it. The average age of boats I see is probably 20-years-old. New-boat sales in 2013 have no effect. New-boat sales in 1993 have much more influence on what is on the water today.

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Author	Topic: Another data point on the mix of Outboard makes
pcrussell50	posted 06-24-2013 01:29 AM ET (US) First visit ever to Lake Powell. It is a magnificently beautiful place to boat. Anyhow out west here in our huge lakes, probably 90 percent of the boats are I/O's comprised of deep vee runabouts like Cobalts and Four Winns, inboard or v-drive tow boats with big steel arcs over the top, or long offshore deep vees with racy v8's and open exhaust. Outboard powered anythings are rare as hens teeth in comparison. Of the outboards, the Lake Powell resort's service boats all had aging Mercury Optimaxes, the rental boats had newer Optis, so a lot of Mercuries so far. BUT, as it turns out, a lot of the rental houseboats had outboards and every last one of those was an Evinrude E-TEC... and there are a LOT. Then there was the park Rangers. They had a mix of aging classic Whalers with standup cabins and non-walk around bows, mixed with newer RIBs. The Whalers and the RIBs all had newer, 225 and 250 Yamaha's. -Peter
jimh	posted 06-24-2013 07:40 AM ET (US) On my recent nine-day trip I noticed outboard engines, too. First spot was a marina with a big sailing club. They had a fleet of rigid-bottom inflatable boats. Three were powered by E-TEC, one by a Yamaha. Next, the government's rescue boats at the docks: all E-TEC. Then some chase boats out in Lake Ontario helping youngsters learn to sail in Optimist prams from a yacht club: more E-TEC engines. I should mention, we were in Canadian water. Along the route, more E-TEC engines on newer boats. I did see three Mercury engines. One was an OptiMax, a recent model with the Globe graphics. The other two were both the 150-HP FOURSTROKE not VERADO model. Speaking of VERADO, not a single one seen. One Suzuki. And lots of old OMC engines and some Yamaha engines. I don't recall a Honda.. And for the people looking at our fleet, two Evinrude direct-injection engines, one a Ficht and the other an E-TEC, plus two Johnson's on the third boat.
Dave Sutton	posted 06-24-2013 08:14 AM ET (US) And in Rhode Island you see a high majority of boats powered with Yamaha, with an Etec powered boat being a real rarity. I'd say the mix was 70%+ Yamaha with the balance distrubuted to Mercury and Evinrude about 50/50, with a few odd stragglers like Honda thrown in. There's obviously sales and marketing history at play here. Yamaha obviously got the dealers ears at some point distant, and they replaced whatever those dealers sold. My guess is that the disenfranchised dealers were old OMC ones, as the elderly blue-smokin-fleet is OMC, and Mercury never had a real market share in this salt water environment back in the 60's. Yamaha replaced Evinrude, and Mercury just never got established. This is all local, obviously, and it's interesting seeing how old-time influences still resonate today. The reputation of engines in the 1960's here was that "Mercury is a fresh water go-fast engine, but if you want a salt water engine you want an Evinrude" and Yamaha is the "New Evinrude". Perception is everything. There might be some influence also by the fact that the locals here are not likely to buy any of the brands that are pre-packaged by the Brunswick-Mercury dynasty. Folks in Rhode Island tend to buy locally built boats, and to keep them. Many of the fleet are repowers. We don't see too many new boats "off the showroom" on the water. The economy is depressed enough that Joe Sixpack does not buy a new "Brunswick" rigged with a Merc. He's more likely to have a 1970 Whaler with a new plastic console (Todd, of course, they are made up the road) and a Yamaha. Dave .
jcdawg83	posted 06-24-2013 08:59 AM ET (US) Along the Georgia and lower South Carolina coast, Yamaha is the predominant brand. I would say 70% of outboards are Yamaha, with the vast majority of the balance being some form of OMC/BRP engine with Suzuki starting to make a little showing. I think the local dealer and what brand he sells has the most influence. Around here, the three largest dealers are all Yamaha dealers.
6992WHALER	posted 06-24-2013 11:32 AM ET (US) Lake Minnetonka in MN. Mercury is by far the outboard you will see. Lots of new and old models dominate the outboard engines in this area. Next in line Evinrude and Johnson. Many older models. Last group of engines: I see more Honda engines then Yamaha engines, and a small number of Suzuki engines.
Hilinercc	posted 06-27-2013 01:01 PM ET (US) My Evinrude dealer in southeast NC,only signed on briefly with BRP after OMC dissolved. He quickly discovered BRP had very different rules and required him to stock alot more outboard models than OMC required him too, and he couldn't afford to buy that much inventory. (This fellow had been an Evinrude dealer since 1968) He contacted the regional Yamaha distributor at 8am one morning, and he was a Yamaha dealer by noon. He's still an authorized BRP/Evinrude parts dealer, but no longer sells sells Etec. He's like the 4th or fifth Yamaha outboard dealer within a 15 mile radius of my house. Apparently, Yamaha Marine makes it easier to become a dealer and does not require alot of the hurdles that BRP and Mercury do. Yamaha gets more of their motors on the water than anyone, because they have dealers everywhere, and sell a good product.
6992WHALER	posted 06-27-2013 06:18 PM ET (US) I just purchased an E-tec from a dealer who had nothing but Mercury in stock. Not one E-tec in the place. Maybe the inventory requirement is a regional thing?
Ridge Runner	posted 06-28-2013 07:38 AM ET (US) Here is the distribution of Servicing and Selling Outboard dealerships based on 50 mile radius from my two homes – Matawan, New Jersey: Total = 86 Yamaha – 45 (52.3%) Mercury – 22 (25.5%) Evinrude – 9 (10.4%) Honda - 7 (8.1%) Suzuki - 3 (3.5%) Punta Gorda, Florida: Total = 66 Yamaha – 35 (53%) Mercury – 12 (18.1%) Evinrude – 9 (13.6%) Honda - 7 (10.6%) Suzuki - 3 (4.5%) Both locations have a heavy on the water Yamaha presence. I do see more E-Tec's on the water in FL compared to NJ.
jimh	posted 06-28-2013 09:01 AM ET (US) Thanks for the data on the boat dealers by engine brand. That is very interesting information.
sosmerc	posted 06-28-2013 08:36 PM ET (US) Just got back from a vacation in Victoria, British Columbia. There are many whale watching boats in the harbor. I did not see any Evinrudes, only Suzuki, Yamaha and Mercury. One of the larger whale watching outfits is exclusively Merc Optimax. The others are even between Yamaha and Suzuki. The only Evinrudes I saw were on Canadian Coast Guard boats. I did not see a single Verado.
bluewaterpirate	posted 06-28-2013 11:25 PM ET (US) Video perspective ...... North Carolina ia Yamaha Country http://bluewaterpirate.phanfare.com/6071540_7016000 6 Yamaha 5 Mercs counting the one on my Whaler 2 Zukes 1 Honda Video shot last week. Tom
pcrussell50	posted 06-29-2013 02:31 AM ET (US) Interestingly, Santa Barbara here is _serious_ Honda country. From the commercial operators, to the community college dive boat, to savvy recreational boaters, almost anything new or newish around here is a Honda. Almost anything old, but still running, is an Evinrude. -Peter
Mambo Minnow	posted 06-29-2013 08:21 AM ET (US) So far, the geographic trends are not surprising. Evinrude is a Canadian owned corporation, Bomardier. Mercury is a Wisconin headquartered corporation, so not surprising to see predominate in Minnesota lakes. OMC was big on classic Whalers in New England, and I have noticed my dealer switched from OMC to Yamaha. Russo that sells the most new Whalers and Sea Rays in Boston predominates with Mercury. So, I concur with the hypothesis posted here that geography and legacy are the two biggest factors in driving regional market niches.
Mambo Minnow	posted 06-29-2013 08:27 AM ET (US) Also, I do not think it was an accident that Yamaha has their headquarters in the Atlanta, GA area. The Southeast has the best year round boating weather and is in close proximity to the large Florida market.
EaglesPDX	posted 06-29-2013 08:42 AM ET (US) Geographic location of corporate offices likely has nothing to do with outboard motor sales in a particular area. With 90% of new outboard engines being purchases with boats, what the OEM boat manufacturer offers and promotes is what determines the mix of outboard engines locally and nationally. What individuals "see" in their small area is not a reliable inventory of what is in even their area of observation.
jimh	posted 06-29-2013 10:28 AM ET (US) quote: So, I concur with the hypothesis posted here that geography and legacy are the two biggest factors in driving regional market niches. Absolutely correct. No doubt about it. The average age of boats I see is probably 20-years-old. New-boat sales in 2013 have no effect. New-boat sales in 1993 have much more influence on what is on the water today.