posted 02-22-2006 12:00 AM ET (US)     

This ad relates to the all of the Bass and Walleye Boat Magazine shootouts, and doesn't pull any punches. What I think is particularly interesting is the engine weights indicated. The supposedly lightweight E-tec weigh closer to the Verado than promoted, and the 3-star OptiMax has cleaner emissions too.

posted 02-22-2006 01:16 AM ET (US)            

One gripe: the graphs are all out of scale. I see this all the time in advertising. The graphic artists invent these bar charts and draw them to look nice in the layout, but the length of the comparative bars makes no sense at all. They are drawn completely out of scale. If the data were plotted to scale, the bars would often be of negligible difference in length.

Can a 26-minute informercial be far behind?

posted 02-22-2006 07:15 AM ET (US)            

http://www.epa.gov/otaq/certdata.htm#marinesi

posted 02-22-2006 09:06 AM ET (US)            

I do love the clever way Mercury has weaved the 90 Optimax versus 90 E-TEC test results into the pitch. Note, however, the little disclaimer at the bottom of the advertising copy that says "90 hp tests were conducted by Mercury Marine using Mercury Marine testing standards and practices." Are these Mercury Marine standards and practices the same ones they used when comparing the Verado 275 to the Yamaha HPDI 300 in the 2005 catalog. The one in which they severely overpropped the Yamaha in two separate tests? Interesting that they use the Mercury Marine testing rather than the independent tests in Trailer Boat and B&WB where the heavy 90 Optimax did not win.

posted 02-22-2006 10:17 AM ET (US)         

1. Regarding the 90's, in the B&WB mag test, they said they believed the Optimax 90 would have been the fastest had it been installed at the same running height of the other engines. As it was, it was within fractions of the others in top speed anyway. All of the 90's were surprisingly close in that test.

posted 02-22-2006 10:24 AM ET (US)            

If anything, it is validation of Evinrude's point.

So...now that Mercury is stating openly in it's advertising that Optimax is the best value, I wonder about their motivations of pushing heavily a poor value, high-priced Verado on the boat-buying public?!! IF OptiMax is so great on emissions, accelleration, ease of maintenance, etc..then why spend all that money on development of VERADO? Perhaps the stockholders should be asking these questions about where their capital investments are being made!

It's funny how LHG likes to compare the Evinrude E-TEC infomercial against the results of the Bass & Walleye Boats magazine tests, when the infomercial is comparing E-TEC to four-strokeYamaha's and Mercury motors, and the B&WB magazine test is comparing E-TEC to OptiMax and HPDI motors.

At least this latest advertisement from Mercury clues us in on that misdirection. All of the best illusionists know about misdirection. We already know that Mercury is good at creating illusions...how did they get that black paint job in the first place?!

:)

It's actually a great bit of advertising, and a good return volley to defend/protect OptiMax marketshare...especially in the wake of the VERADO Hype, and when directed at 2-stroke preferred buyers like those Evinrude has been targeting - the hard-core fishing/boating public instead of the booze and cruise crowd.

What must really frustrate LHG in the wee small hours of the morning is that Brunswick is probably the biggest promoter of the "booze and cruise" mentality that he abhors so much. It was only a matter of time until Mercury developed a motor that served that lucrative market better. This campaign, coupled with the announcement of the "next Generation" of OptiMax engines sends the signal that Mercury wants to protect its interests on both fronts.

posted 02-22-2006 12:48 PM ET (US)         

As for Brunsick's Booze and Crooze boats, yes, I'm not a fan. I don't play pool either. I buy Lowrance instead of Navman. But what is REALLY bad out on the water are the Bombardier SEA DOO's (hideously designed for James Bond movies?), offensive looking jet boats, and the PWC's) I'll take a Sea Ray any day over those contraptions.

I have said for some time that Evinrude, like our politicians, have started a new "Attack Ad" method of advertizing against Yamaha and Verado, like the outboard industry has not seen before. With this, comes risk, particularly if you're vulnerable, like the E-tec is to Optimax and HPDI. None of the other manufacturers have taken this approach, and I think up-ing this ante was a mistake. Time will tell. So now Mercury can, and is, giving it back to them where it hurts. I have been wondering if Yamaha will also, in a V-Max campaign.

As the public, informed or not, mislead by the Japanese four-strokebrands or not as Evinrude would have you believe, takes the market to 85% four-strokesaturation, it puts E/J between a shrinking "rock and a hard place".
Having to fight for market against the four-strokeoverwhelming market share (the rock), while at the same time fighting the all time performance king, Mercury (the hard place), on it's brand loyal turf, for some portion of the 15% marketshare 2-stroke DFI sales. I can tell you, Jim Cramer & his "Mad Money" would not be telling you to put your savings in the middle like that. Mercury, literally, cannot, and will not, lose it's long time 2-stroke dominance in performance circles, to Evinrude, as long as 2-strokes are being made.
Why they are pushing drag race and acceleration performance when that is Mercury's own game, is beyond me. With Merc's almost unlimited resourses and experience in performance design and features, no way this will happen, and with the new 300 Opti, and all the other racing division engines, it's not now either. A B&WB mag 300 HP shootout? There's nobody to come to party except Mercury! So maybe inadvertantly, as indicated by people here who are surprised that the infomercial campaign against four-strokes triggered an Optimax campaign against E-tec. Evinrude's ad people should have thought about that. Mercury is probably thinking "hey wait a minute - they're pushing 2-stroke PERDORMANCE against 4-stroke, and we OWN the 2-stroke PERFORMANCE world for 50 years - so let's go get 'em".

I think Evinrude's got a fine product from I have read here from users, like all of the outboards one can but today, from Tohatsu TDLI on up. The 50 years of OMC brand loyalty should keep them in the game, as we see people like Andy Gere here, and many others, willing to wait out a product introduction for a long time. Many waited a long time for the Verado, also. But there are problems, too.
They are not in the new HP race now developing in the big 3, with nothing over 250HP, an engine that in all likelihood won't outperform the 265HP 250XS Optimax, nor with as many features. Verado, Optimax and Yamaha own the luxury, high end dual, triple, quad outboard boat market and will continue to do so. Suzuki and Honda 225's are trying hard to break into that, but with only minor success. No E-tecs under 40 HP were announced, leaving them bare to compete with the 100% four-strokemarket of the others below 75HP down to 2 HP. Whether the 40-50 and 60 E-tecs can penetrate that four-strokemarket, dominated by the same weight Merc/Yamaha offerings, is debateable. And worse, those 60 E-tecs had some early problems. Not hearing much about those engines at all. Then there still is the huge gap between 90 and 200 HP, promised, shown, orders taken to some degree, but still not filled. This has had to cost company dearly in those popular 115 and 150 HP markets. I am suspecting 3-star compliance has been a problem in these long delays? Lots of catching up to do there, although I believe that 60 degree block 150 will be an excellent engine like it's predecessor was. Time is short and the competition from Japan and Mercury is withering. I guess it is a "A 'Rude Awakening" to reality.

posted 02-22-2006 01:10 PM ET (US)            

Love that. Just like spraying fish attractant on your bait.

Can I start to refer to my new 90 HP E-TECs as "100 HP 90 HP E-TECs"?

:)

Most financial experts will tell you to take care of the big fish first. I'm surpised that Mercury has for a large part, given up against Yamaha and turned their "marketing focus" on Evinrude. As the biggest fish in the pond, you have to expect that the little fish are gunning for you.

By the way, I agree...Jet Skis are really annoying, but remember too, in your collossal oversight of criticism of Yamaha lately, that they also sell a great many water bikes that are equally annoying.

The one redeeming factor for the jet ski crowd is that it's difficult for them to cruise by throwing a 4 foot wake, radio blaring, gold chains gleaming and fenders flopping....though the two seem to have a symbiotic relationship (where you find one, you find the other).

My final favorite is when Mercury touts market share, as if they've earned every transom that they've ever placed a motor. This really, is akin to a priviledged son claiming the success of his father's business as his own success. We don't know how Mercury would fare in the true marketplace, since their parent company keeps buying and giving them transoms to play with.

In no way is this a shot at the quality of Mercury or how they stack up to competition...it's a statement of fact. We don't know what effect true consumer choice would be on their business. They offer more motors in a more complete lineup than anyone else, but they also enjoy a 'given marketshare' every year based on sales projections from their sibling boat-building companies.

I think that the huge market share owned by Yamaha (who does NOT own transoms) would be a much, much more frightening bit of competition than Evinrude, with 15% share (not owning transoms either).

And yet, the plaintitative cry from Merc fans here is all about E-TEC and none about Yamaha lately. That federal judge must have handed down quite the written smack-down to illicit that kind of silence from marketing-types.

posted 02-22-2006 01:12 PM ET (US)            

One thing that I hate in these types of handouts is in all the comparisons they have. Why do they selectively compare brands from test to test? Some have the merc vs, Yamaha, Evinrudes, while other just have Merc vs Evinrude. Is the Yamaha results not shown because they were the best in that category?

I think Buckda brings up a strong point. One that I really would like an answer to. If the verados or any 4 stroke is a superior powermaking technology than a 2stroke powerplant why continue to bring 2 strokes to market? I will always believe 2 strokes are a better choice for outboards and other recreational vehicles. Why? 2 strong reasons. 1. 2 Strokes will always be lighter than a 4 stroke of the same Hp. 2. strokes deliver a power stroke every other revolution of the crankshaft where 4 stroke every 4th revolution. The result is more torque (truly more the more important more than Hp.) over a broader powerband.

I think Dave is also correct about the booze cruises wanting a 4 strokes. I think this is because of strong media campaigns to a less knowledgeable crowd.

posted 02-22-2006 01:46 PM ET (US)            

http://continuouswave.com/ubb/Forum9/HTML/000224.html

This brochure from Mercury is a good first step, but only as a handout or flyer. As web-content it is miserable, much too large in file size, and hopelessly awkward to view on-line.

Mercury has been consistently outboxed in the promotional fight ring by Bombardier. The need to answer 26-minute infomercial with 26-minute infomercial, not a little tri-fold flyer making the rounds from an obscure website host.

We do Mercury a favor to even bring this to everyone's attention. Absent the free promotion it is getting here, it might have been a small shot which never finds a target.

Let's see how long before you get one of these brochures in the mail, see it at your dealer, of find it on the Mercury website. This will be a good measure of Mercury marketing agility.

posted 02-22-2006 01:56 PM ET (US)            

1-Large 4 strokes introduced
2-Market responds favorably to low noise & low emissions of 4s
3-Market eventually reacts to performance issues of 4s vs 2s.
4-Verado introduced to respond to #3
5-Etec introduced to respond to #2
6-ETEC markets 2 stroke vs Verado
7-Mercury markets Optimax against ETec
7a-Mercury introduces new Opti line to respond to #2

posted 02-22-2006 03:55 PM ET (US)            

Reading these endless debates makes me think of my sailing days, when sure, serious sailors--usually racers--would heatedly discuss which sails they preferred, but such discussions would take a very low rank in priority and frequency of occurrence compared with debates about hull design, construction techniques, rigging and sparring, external versus internal ballast, keel design, (fixed v. mixed v. pure centerboard or even leeboard; full v. fin v. high tech dagger), rudder type, draft, type of sailboat for various uses (sloop v. cutter v. ketch v. yawl v. schooner, etc), layout below, berth and galley location, etc, etc, etc. We'd go on for hours about BOATS, not sails (which obviously I've likened metaphorically to outboard motors in this comment).

I'm convinced that the major outboard motor manufacturers ALL produce good products which work adequately on the transoms of Boston Whaler BOATS, and I just can't see what all the heat is about...

posted 02-22-2006 03:57 PM ET (US)         

I do think the informercials have been successful, but the problem is, can the product deliver, and did they wake up the sleeping giant. Not that it's a bad product at all. As these shootouts over the last two years have indicated, the E-tecs have never run ahead of the Optimax in acceleration, speed, HP output and most important, fuel economy. To their credit, Mercury seems to have let it go at that, still winning races, and selling hi-peformance bass boat and go fast engines, and letting the magazine results do the promoting. And actually, Evinrude wisely has steered clear of the Optimax and Merc's performance XS versions of same. But Evinrude's claims of 2-stroke superiority over the Japanese and Verado four-strokes finally got to somebody at Mercury, and now armed with the #1 DFI rating from JD Powers besides, they decided to counter Evinrude's advertizing, and pointing out what has been showing as Optimax's superiority in certain characteristics, sales numbers and customer approval.

There are two ways of looking at this, and either way, BRP is in a tough situation. Some here say that the Optimax has only gotten to #1, and with even more improvements coming, because of competition from Evinrude. Maybe competition from Yamaha has helped too? Let's say that's true, but where does that leave you? Still up against a tough product, with large marketshare and tons of transoms.

posted 02-22-2006 04:28 PM ET (US)            

The advertising money was much better spent on going after the independent boat transom market leader Yamaha and the four-strokehype, which is what they did. It just so happens that Mercury did get caught in a bit of the cross-fire because it manufactures and sells a four-strokewhich was supposed to be the be-all-end-all for 2-strokes. Interestingly, things didn't quite turn out that way and after spending $100 million to develop this product, Mercury finds itself still having to spend more money on the Optimax, a product that the Verado was originally hyped as the equal.

posted 02-22-2006 04:29 PM ET (US)            

http://continuouswave.com/ubb/Forum4/HTML/001088.html

quote:

---

“In this latest JD Powers satisfaction survey, they mentioned that underpowering a boat is one of the biggest issues regarding lack of satisfaction both for the engine AND boat manufacturers. They say go with the highest HP the hull is rated for. Or in my case, stretch it a little!”

---

http://continuouswave.com/ubb/Forum4/HTML/001240.html
“Remember JD Powers says the #1 reason Buyers are unhappy with their boat is underpowering. They recommend an outboard powered boat be within 10% of full rating.” (2002)

[note – 2002 was a good year for LHG and JD. Then the relationship went south…Note the anti-Yamaha angle. (oh I opine for those days of old when Yamaha was the friend and the enemy!]

http://continuouswave.com/ubb/Forum4/HTML/002157.html

quote:

---

” Sounds like that money Yamaha invested with J D Power is paying off.”

---

quote:

---

” This why the JD Powers stuff is such a joke. Yamaha pays for their services, but Mercury doesn't. They unwittingly rated the Mercury designed and manufactured Yamaha 30-60HP four strokes the best of the lot!”

---

http://continuouswave.com/ubb/Forum1/HTML/008229.html
[in response to a forum member who had just received his JD Power Survey in the mail..]
“They should have paid you a dollar for the effort just to open their envelope, and toss it in the trash.” (2004)

http://continuouswave.com/ubb/Forum1/HTML/007230.html
“This thread nicely points out what a joke the JD Powers operation is. Rememember [sic] manufacturers have to "pay to play", and Yamaha "plays" big time.” (2004)

[even last year, they were still “a hoax” perpetrated on the public…’garbage’ even!]
http://continuouswave.com/ubb/Forum1/HTML/009254.html

quote:

---

“As someone in the insurance industry, I can tell you NADA, BUC etc, like JD Powers, ARE NOT CONSUMER ORIENTED PRODUCTS, even though they profess to be, a huge hoax perpetrated on the public so those in the industry can make money as dealers and middlemen. They are marketing materials published for the sole use of the industries they serve, the NEW (yes NEW) and USED marketplace and insurance companies. Artificial, forced, devaluation is their actual business, both for for promoting new sales through trade-ins (gee, that transimission repair is more than the car is worth, so I'll buy a new one), and so dealerships, auctioneers, etc, can take in the old product and re-sell it at a profit, and so insurance companies don't have a huge legal hassle on their hands with every claim settlement (here is what you get, and here is what all three valuations companies say your car is worth). Like a secret society, these are ironclad codes of operation that no one in the industry will dare break, or the whole system would fall apart.
This very carefully orchestrated, and co-ordinated, system works most of the time, since the consumer's hassle of fighting it is just to much. This is exactly as it is planned to do - it's the "tough to fight City Hall" syndrome. Occasionally, as in the case of Classic Whalers, it falls down, but only if you are an informed seller, and willing to do it on your own, at the expense of your extra time.”

---

quote:

---

” That stuff is pure garbage. Who ever pays gets the publicity. As an example, (we know Yamaha is a big buyer of JD Powers marketing services AKA Customer Satisfaction), the 250 and 300 HP Yamaha HPDI's are, and have been, a disaster. Owners of the 300's have had their boats laid up for months while they design a "fix". Yet they rate HPDI the highest? Pure garbage. Right now, the Mercury Optimax, (Mercury doesn't buy their services - doesn't need to) is the most trouble free DFI engine, all sizes, 75 to 250 HP.
Suzuki is now the big buyer of JDP, as evidenced by their big "win". Guess who has no transom deals? So now JDP is dumping on Yamaha and Mercury who together, have the great majority. You got to Pay to Play with the JD game.”

---

There were 49 total matches, I did not waste any more of my time to dig in to find out what was said about JD Powers, but I think we all now know how you generally feel about those awards.

posted 02-22-2006 05:16 PM ET (US)            

What Mercury is mad about, and is using illusion and misdirection to shoot back, is that Evinrude just called "Check!" with the Bishop looking straight down the line at Mercury's "Queen," VERADO. So the King sent the worker bees (OptiMax) out after them...even going so far as to misrepresent the comparisons that Evinrude makes in their literature (about CO emissions...the comparison is against Mercury VERADO and Yamaha's four-strokeNOT OptiMax. Evinrude did not claim in their literature to even have compared OptiMax CO Emissions with E-TEC...a clear misrepresentation!).

I think OptiMax is great. Long Live OptiMax. I'm glad they worked the bugs out and I'm happy that they introduced some produce evolutions and improvements in the Gen2 motors. (I think they still have work to do, however).

My other problem with their claims (in general) are the sales figures. Let's face it, they don't lie. Mercury has a hell of a lot of motors out there. But again, where are these sales coming from versus the sales from the competition?

It’s easy to make (sell) a lot of motors when you have a guaranteed pool of captive transoms waiting for them every year. Yamaha, Honda, Suzuki, Tohatsu, Nissan and Evinrude are fighting it out on the merits of their products and the relationships they establish with non-related companies. Sure, every once in a while, we get the report of Yamaha buying some transoms…but this is usually to keep that company from going bankrupt! They’ve made it clear that they don’t want to be a boat-building company.

Larry is trolling for a response.. I know this, but by the very fact that he has a highly respected reputation on this site, he should refrain from such behavior (I’m surprised that JimH allows it – perhaps out of respect). There is truth in the things he says, and he has a wealth of knowledge to share with folks here – myself included. He’s just gotten under my skin lately for speaking very forcefully on things like buying American, supporting companies that operate in the US and employ US workers, etc – things that I also believe strongly in – and then torpedoing the only other “American” brand to the benefit of Yamaha, a one-time sworn enemy and for good reason! They’re the biggest competition/threat to Mercury.

Yeah, to the benefit of Yamaha. If Evinrude dies, where is that market-share going? Certainly not to Mercury! The boat-builders who use Evinrude (because they actually have a choice to) will not swap over to Mercury – they’re going to go with Yamaha, Honda, Suzuki or elsewhere.

Hell, in the case of the transoms not owned by Brunswick, Evinrude is Mercury’s best friend! They’re growing the market for 2-stroke DFI’s (or keeping it alive, depending on your opinion), at the same time…their marketshare is at the expense of the others with no owned transoms…Yamaha, Honda, etc.

posted 02-22-2006 05:58 PM ET (US)         

If understand Peter correctly, Mercury has to now upgrade Optimax to be able to compete with E-tec qualities so that it runs slower, and uses more gas. That should make it a REAL seller! And I understand the 115, 130, 150 and 175 E-tecs have REALLY snatched sales from Mercury and Yamaha.
I think those 40, 50 and 60 Etecs are just killing the Mercury built four-strokes in that size, and used by Yamaha also. Oh well, just tough luck for Mercury.

posted 02-22-2006 05:58 PM ET (US)            

Of course, they (and everyone else) will always be second best to his favorite, Mercury. That's not a problem for me. I understand that. I've owned Evinrude, Mercury and Yamaha motors and have generally had good success/experiences with them all.

I chose E-TEC this time, primarly on two factors: weight and the ability to run without a battery. The other factors were: dealer, and clean technology/fuel efficiency.

posted 02-22-2006 06:46 PM ET (US)            

Optimax is the best DFI on the market, but somehow the ETEC lovers will cry foul.

posted 02-22-2006 06:55 PM ET (US)            

Can you find something else to squabble about?

posted 02-22-2006 09:46 PM ET (US)            

40 HP - Just as heavy as Mercury 4-stroke, not black. Why would anybody buy one?

60 HP - Also just as heavy as Mercury four-strokeplus numerous problems as reported on this website, limited availablity, not black. Why would anybody buy one?

75 HP - Help me out here, LHG, I can't remember why this model stinks. I am sure it does though.

90 HP - Not very fast, only 42 mph on a classic Montauk, Clark's 17 went 50 mph with Mercury 90 HP 2-stroke, blown powerheads as reported on this website, no SmartCraft type gauge options, Look at the price!, not black. Why would anybody buy one?

115, 150, 175, 200 HP - Who knows when you can get one, unproven, not black, PRICE! Why would anybody buy one?

200, 225, 250 HP - 225 Smoked by OptiMax in B&WB tests, horrible fuel consumption, unproven, PRICE, louder than Verado, no DTS option, not black, freshwater HO models have tacky American flag decals-Canadian owned. Why would anybody buy one?

Anything I have missed?

P.S. How is BRP going to stay in business?

posted 02-24-2006 02:44 PM ET (US)            

I really enjoy your posts. But I have to think of the old saying "one doth protest too much" when it comes to the Mercury versus Evinrude thing.

The alleged "2nd generation" Optimax is still a minor upgrade, and I don't believe that the technology that it uses is competitive with the E-TEC.

I do like the Verado Supercharged engines, as when I have seen them they have been smooth and powerful. But I have to wonder if they are not too complex for the long term. But those Smartcraft gauges are great.

However, when it comes time to repower my 1994 Montauk, I would still go for the E-TEC, the way things stand now. I base that on my 1994 Johnson 90 2 stroke, which just keeps on going. And the 1982 Johnson 35 2 stroke that I had on my earlier 13 footer for 12 years. Both engines have only needed the normal maintenance any outboard needs, and have never left me stranded.

Am I biased? Yes, to a point. But it is not a religion for me, just what I have experienced. I believe in keeping things as simple as possible. On the water, that means reliability, and in the E-TEC's case, efficiency as well from everything that I have heard about them.

Allan

posted 02-26-2006 12:32 PM ET (US)            

In the Mercury advertising under the heading "Optimax is Covered" it states "Unlike Evinrude, which offers a third party after-market warranty package, every Mercury engine comes with a three-year, factory-backed, non-declining warranty. That means no outside parties or claims to deal with - just total piece of mind." This statement is simply deceptive as they are comparing the Mercury factory warranty with Evinrude's extended protection program. All Evinrudes come with a three-year, factory-backed, non-declining warranty. Currently there is also an offer of a four-year extended protection plan provided through a third-party on top of the three year, factory-backed, non-declining warranty.

Having my attention raised to the bit of deception about warranties, I decided to check out the CO claim by taking a look at the certification data submitted to the EPA by the manufacturers. EPA certification data is available to the public and the data has entries for HC, NOx and CO although the EPA currently does not regulate CO. See www.epa.gov/otaq/certdata.htm#marinesi previously pointed out by Seahorse. What I have found is that while both the 2005 and 2006 EPA certification database have an entry of 84.9 g/kw-hr for the engine family that the E-TEC 225 HO belongs to, there is no entry in either database for a claim of 78.8 g/kw-hr CO, HC or NOx whatsoever by any manufacturer. So what is the basis for 78.8 g/kw-hr claim? Another MMSTP (Mercury Marine Standard Test Procedure)? Larry, as you are always seem to be the loop when it comes to Mercury, please enlighten us on the source of data for this comparison. ;)

Contrast this to what Evinrude did in its 2>4 campaign. In that campaign, Evinrude favorably compares its 84.9 g/kw-hr CO emissions from its 225 HO to the 278.8 g/kw-hr CO emissions from the 225 Verado to make a point about how a DFI 2-stroke is cleaner on CO emissions than a 4-stroke, consistent with the 2>4 theme. The comparison data comes straight from the 2005 EPA certification database, not half from the 2005 EPA database and the other half from some undisclosed source as appears to be the case in the latest Mercury flyer. By the way, any 225 HP DFI 2-stroke is cleaner on CO emissions than a 225 HP Verado or other four-strokeand if Mercury wanted to make a similar claim on reduced CO emissions for its Optimaxes against four-strokes, it could but it won't because if its own internal conflicts. You won't see that from Yamaha either due to internal conflicts.

posted 03-02-2006 05:05 PM ET (US)            

They were focusing on VERADO and here comes Evinrude with a DFI system that actually competes on a pretty even footing with OptiMax...better in some areas, worse in others.

Then the suits in Lake Forest get wind that those BRP factories in Wisconsin are humming with activity...maybe not everyone is enamored with the four-strokecraze as was previously thought.

Good thing for them they're strong players in this category too, thanks, in part, to the number of captive transoms ("transom-ransom?") they command.

Verado's been launched, freeing up some resources to re-focus on protecting the DFI marketshare. That's where we are today.

posted 04-09-2006 12:58 AM ET (US)            

----------------

I am sure it is no news to you that Mercury® published a marketing flyer to counter our E-TEC® marketing campaign. Here's the deal on that piece.

To start with, the document is loaded with inaccuracies from cover to cover. Here are some examples:

1- Emissions

The first inside page says that Optimax® is cleaner than E-TEC. It is totally wrong. While more than half of the Optimax offering is still only rated 2-star, our full line of E-TEC engines are 3-star.

According to the U.S. EPA's website, www.epa.gov/otaq/certdata.htm#marinesi, E-TEC is lower in total reportable emissions in every case! The graph at the bottom of that page only refers to carbon monoxide emissions for one engine family.

The number they have for E-TEC is the one published on the website and, it is accurate. Their 78.8 is not substantiated anywhere on the EPA website and there is no indication as to their source of information.

2- Weight

The weight they used was published in Bass and Walleye Boats magazine back in June of last year. The information reported is incorrect.

The difference between the E-TEC and the Optimax in the 225-HP range should be 10-pounds not the 44 reported.

The magazine has agreed to re-weigh the engines and the results should be published in their coming May issue.

3- Warranty

Their warranty claims are wrong in two ways.

First, they say that our 3-year nondeclining warranty is not factory backed. They clearly confuse our boat show promotion and our basic warranty.

Our 3- year coverage is fully factory supported while the 4-year extension during the boat show promotion time is handled through a very solid, well-known partner that has been offering extended warranty programs in our industry for years.

Also to be noted, the engine used in the shootout is not a PRO XS and did not exist at the time of the shootout. But it now appears in their racing catalog as a SPORT XS which, contrary to what was written in the article and the flyer, only carries a 2-year warranty.

This is just a small sample of false information in the piece.

There are many more inaccuracies and I encourage you to talk to your Evinrude sales representative to get the rest.

Mercury agrees, 2 > 4

We are very flattered and excited by their response. I want to remind you that the theme of our campaign these past two years has been 2 > 4. For them to have to respond to our positioning with Optimax rather than Verado is a clear endorsement of our belief. They just could not counter our arguments with their 4 strokes.

Contrary to what they said when Verado was launched, I guess 2-stroke engines are not a thing of the past anymore. It is great to see them help us promote the category. I only wish they would first do their homework properly.

posted 04-09-2006 08:13 PM ET (US)         

http://smg.photobucket.com/albums/v427/jeff_rohlfing/?action=view& current=FirstSteps003.jpg .

posted 04-10-2006 01:58 AM ET (US)            

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Well, someone needs to tell ol' Pat Mackay to clean up the quality control in the factory. Look at the terrible, substandard "three-tone" paint job on this Verado:

http://continuouswave.com/whaler/images/threeToneVerado.jpg

I can't believe those passed inspection for delivery to a customer, and now the customer has to live with that. Bombardier or Yamaha would have pulled these engines from the line with such a mismatched paint job.

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It is the same problem: a painted metal surface adjoining a plastic component with molded-in color. Any change in reflectivity causes an apparent change in hue. Throw is a few digital cameras, JPEG file formats, and unknown monitors with unknown color space, brightness, and contrasts, and you can get some odd looking pictures.

posted 04-10-2006 01:42 PM ET (US)         

But for comparison, as long as Jim has chosen to question the quality of Merc's paint work in retaliation, here is a daytime light photo of some new Merc Verados. You be the judge on Merc's quality of finish vs Evinrude's, and make your own decision. Incidentally, the very top component of the Verados is INTENTIONALLY a pebbled matt black surface, not glossy black like the rest of the engine. The photo is of twin new Verado 150's on a Whaler 240 Outrage for sale.

http://smg.photobucket.com/albums/v429/lgoltz/Verados/?action=view& current=7269006-R1-046-21A.jpg .

posted 04-10-2006 02:23 PM ET (US)            

But since you mention it, it was something I noticed after I was able to get the boat out into direct sunlight.

Under normal circumstances, it is not very noticeable unless you're looking for it, and as JimH said, it's to be expected when you go from painted metal to colored plastic.

For my part, I think it is much easier to match white or black plastic than it is to match other colors with painted metal. (Unless the plastic itself is painted). Look at many of today's automobiles, and they don't even try. (Witness the Chevy Avalanche and even the fenders on my Ford Explorer).

Quite honestly, if I wanted sexy, I'd buy a Donzi. If the motors run well (so far, so good) and are reliable, and don't corrode, I'm happy.

They're getting their first coat of wax on Saturday.

posted 04-10-2006 03:17 PM ET (US)         

But if you buy a 225 Optimax instead of a 225 Evinrude, you get it all: less weight, a 60 degree block, a first class black paint job, no two tone blue paint job and flag graphics, better fuel economy, same decible running sound (soon to be lower in 2007), and better performance.

posted 04-10-2006 04:06 PM ET (US)         

But it is a quality control problem, maybe a cost cutting problem, and it should have been easy to solve if they had wanted to. If the blue impregnated plastic cowling is the governing color, then all they had to do was "shoot" this color and have the paint mixed to match. This is common practice in the automotive painting and marine industry.

The gearcase and lower engine mount design seems to date to (at least look like) OMC engines of the 70's, and could a use a little modernization also. No other brand now uses a 2.0 gear ratio from 75 to 130 HP ranges. It's about right for the 115's and 130's.

posted 04-10-2006 10:16 PM ET (US)            

As I see it, the discussion at hand is how well do random photographs taken with digital cameras in random lighting conditions, compressed into JPEG files, transmitted over the internet, and rendered by random browsers back into digital colors for display by random video cards on random monitors--how well do these images represent the actual color matching of outboard motor components of either Mercury or Bombardier.

Well, as you might guess, I think they do a poor job of representing the actual colors. It is hardly imaginable that one would try to base a charge of poor quality control on such a photograph, except perhaps you could charge the photographer.

In the case in point, I have seen in person the engines which are depicted in the digital image. And I have a dozen or more digital images of them which I took. The color matching is nothing like what is seen in the particular picture that is linked above. That image is simply a false representation of what things really look like.

Maybe I needed to be more clear, but the reason I responded with a picture of my own taking of a Verado which showed similar poor color matching was just to demonstrate how common this can be. It is not unusual for the color balance and exposure to be in error in a digital camera image. I have mentioned this before, but just about ALL of the digital images which appear on the CONTINUOUSWAVE website have been processed (by me) to correct for errors in exposure and color balance in the original image.

As far as product photography goes, taking a good picture of something which is a dark color and has a glossy finish is very difficult. As you may know, I live and work in Detroit, and we make cars here. In the course of my work I have been involved with many projects involving photography of cars. It is not unusual for the process of setting up the lighting to take a couple of days. I am not exaggerating--several days. And there are lighting directors who are specialists in just this type of thing--lighting cars for photography.

If you think that the cover shot on a car brochure for a $50,000 automobile was just snapped off on a $175 digital camera without regard to lighting, you are in for a rude awakening--if you will pardon the pun.

For a more homespun version, l'll tell this story. Have you ever washed a load of dark socks, matched them up in the laundry room, and then worn a pair of tose sock outdoors in direct sunlight where you discovered they didn't look even close? This is something akin to the picture mentioned above.

Color perceptions depends on the kind of light illuminating the subject. What looks perfect in indoor florescent lighting might look less than perfect on a clear winter day, and then look perfect again on a cloudy day at sunset.

But enough of this nonsense about digital photography and lighting.

The real problem for Mercury is that they have utterly failed to answer the marketing campaign of Bombardier. They don't have 26-minute gorgeous films available on cable, broadcast, and DVD. They don't have viral web videos making the rounds of dozens of websites. They have a three-page printed flyer. They passed out a few dozen at a few boat shows. They have a link to some obscure website where you can download the seven-megabyte file which turns into a very difficult to read browser window. And, to make things worse, it appears the content of the three-page flyer has some discrepancies.

Actually, things have gotten so out of hand for Mercury that I am beginning to feel sorry for them. I don't know where they are spending their marketing money, but they are getting badly beaten by Bombardier.

I wonder who is driving the bus? After Miami, I think that if I didn't mention it, no one would have even noticed they announced a entire new line of engines to replace OptiMax this fall.

posted 04-20-2006 07:01 PM ET (US)            

Merc - 497 #

E-TEC-502#

HPDI -556#