Bayliner Deckboats
December 2012
1
Market Opportunity
• There has been a shift in the traditional sales mix within the fiberglass recreation dayboat marketplace
– Deckboat unit volume has grown 15% over last year
– Deckboat revenue volume is encroaching on the 16‐21’
runabout levels
– Sales of outboard powered fiberglass dayboats have increased approximately 20%
• Bayliner currently ranks 9th in the Deckboat market –
we do not like to be #9
– Hurricane, Tahoe and Sea Ray are the top 3
The Bayliner Deckboat portfolio needed an overhaul to compete in
today’s marketplace
2
Market Opportunity
Traditional Market
Market Size: 11,734 units*
Recreational Day Boat Market
Market Size: 22,855 units*
Cruiser
8%
Tow Boat
21%
Runabout
92%
Runabout
47%
Jet Boat
15%
Deck Boat
17%
*SSI: R12Q2-2012, 16’-24’ Runabout / Deck Boat / Jet Boat / Tow Boat, 24’-35’ Cruiser
Bayliner’s future direction provides the maximum opportunity for sales by
expanding the overall potential audience and leveraging category trends.
3
Consumer Research – How People Use Their Boats
Percent of Time Use Boat for Activity
Pleasure cruising
34%
Lounging/picnicking/
swimming
31%
Water sports
22%
Fishing
11%
Other
1%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Cruising and lounging as primary way people use their boat
Boat Group
4
Consumer Research – Importance to Buy Decision
Importance of Item in Boat Type Purchase Decision
4.3
Seating layout/configuration
4.2
Passenger capacity
4.2
Boat stability/ride smoothness
4.1
Safety
4.1
Versatility (can perform multiple activities)
4.0
Appearance
4.0
Affordability
3.9
Ease of getting on/off of boat
3.8
Ease of maintenance
3.7
Ability to pull skiers/wakeboarders, tubers, etc.
3.5
Has a specific type of propulsion
3.4
Has a swim platform
3.4
Ability to go in shallow water
3.1
Ability to tow boat with vehicle (weight/size)
3.0
Compactness (ability to store boat at home or in slip)
2.4
Fishing capability
1
2
Not At All Important
2
3
3
4
4
5
5
Extremely Important
High importance is placed on pontoon attributes
Boat Group
5
Voice of the Customer
• A Deckboat owner wants:
– A versatile boat that allows them to do many things with family/friends
• Cruising, Watersports, Fishing
– Room for lots of people and all their stuff
– A choice for how and where they use their boat
• Outboard versus Sterndrive
• Full windshield versus small windscreen
• Fiberglass floor versus carpet or other material
‒ A safe boat since children/grandchildren are often on the boat
‒ They view performance not in absolute numbers but as a function of the ability to do watersports with the amount of people they have onboard
‒ Most frequent “wants” were larger bimini, more/better dry storage and iPod/MP3 hookup
6
The Solution – Adjust the Portfolio
[But adjust with the right boat at the right price]
• Create an “and” boat rather than an “or” boat
‒
‒
‒
‒
Outboard and Sterndrive
Full windshield and small windscreen
Cruising and watersports and fishing
Necessary features and best price
• Need to meet or beat the competition on 3 levels: Design, Versatility, and Price
• Must look like a generation ahead boat on the showroom floor
• Must be the demonstratable leader in space and storage
We need to deliver boats that take the category one step further
7
2013 Deck Boat Line‐Up
Portfolio
Model - Base Boat
2013 MSRP
Length overall
Beam overall
Person Capacity
WOT(mph)
Engine (Standard)
Engine Option
Bayliner
Bayliner
Bayliner
190 DB
20,699
18'7"
8'1"
11
~35
115 hp Four Stroke
150 hp Four Stroke
210 DB
31,599
20'7"
8'6"
12
~40
150 hp Four Stroke
200 hp Verado
215 DB
32,599
20'7"
8'6"
12
~47
4.3 L ECT (220 hp)
5.0 L ECT (260 hp)
8
190
Deckboat
Your Next Block Party Doesn’t Need A Street
9
Windscreen is standard – full Windshield is an option
10
190 DB – Notable Options
• Preferred Equipment Package
‒ Deck Gel Stripe, Color Choice (Black, Blue, Red), Bimini Top,
Bow Well and Cockpit Cover
• Flight Series Package
‒ Wakeboard Tower w/ Bimini and Graphics
• Fish Package
‒ Bow and Rear Casting Platform & Seats, Bow Trolling Motor,
Livewell, Rod Holders
• Stainless Steel Trim Upgrade
• Engine Options
‒ 115 HP EFI 4 Stroke [standard]
‒ 150 HP EFI 4 Stroke
‒ 150 HP DFI Optimax
• a la Carte Options:
‒ Wraparound Windshield
‒ Almond Interior
‒ Bimini Top w/ Boot & Privacy Curtain
‒ On Demand Water System & 10 gal tank
‒ Portable Head
‒ Cockpit Carpet Runners
‒ Syntec™ Cockpit runners
‒ Digital Depth Indicator
‒ Bow Filler Cushion
‒ Painted or Galvanized Single Axle Trailer w/ Brakes
190 DB
Length overall (LOA)
18’7”
Beam
8’1”
Deadrise
17o
Approximate dry weight*
3040
Length rigged
20’5”
Estimated Draft max
Fuel capacity
Maximum person capacity
Production Availability
16”
35 gals
11
November 2012
11
190 DB ‐ Features
Sporty Helm with Standard
Tilt Wheel and Updated
Gauges
Standard Bow Boarding
Ladder
Pontoon-like upholstery
Port Side Lounge with
Optional Porta-Potty
Privacy Curtain is Standard
with Bimini Top Option
12
190 DB ‐ Features
HUGE Bow with Deep
Seats for Added Safety
Storage Everywhere:
Under Seats, Helm and
Port Consoles, Rear Seats,
and In Floor
Standard Igloo Cooler
13
190 DB – Key Selling Points
• More customization
‒
‒
‒
‒
‒
‒
‒
Windscreen versus Windshield
Fish pack option with dual casting platforms
Flight Series for watersports enthusiasts
Power options: 115 HP four stroke or 150 HP four stroke
Portable head
Optional painted or galvenized trailer with brakes
Fresh water shower w/ 10 gal holding tank
• More standard features
‒
‒
‒
‒
‒
‒
‒
“Pontoon-like” upholstery and styling competitor’s sportboat style
Helm barrel back bucket seat w/ bolster
AM/FM stereo w/ MP3 jack and 4 speakers is standard
Tilt steering is standard
Dual extended rear platforms
When trailer selected, choice between painted or galvanized and all
have brakes standard
Changing curtain standard when Bimini Top selected
• More space and storage
‒
‒
‒
‒
‒
Larger cockpit - up to 7” of additional space compared to the
competition
Maximum capacity is 11 people compared to the competitor’s 8 at 19’
and 10 at 21’
Storage under portside helm backrest
Larger seating areas in the entire boat (bow, port side, rear)
Larger and more easily accessible storage compartments in bow, floor,
and under rear seats
14
MSRP
Starting As Low As:
$20,699*
*Boat and Motor
15
You Are Going To Need A Bigger Cooler
210
Deckboat
16
Windscreen is standard – full Windshield is an option
17
210 DB – Notable Options
• Preferred Equipment Package
‒
Deck Gel Stripe, Color Choice (Black, Blue, Red), Bimini Top,
Bow Well and Cockpit Cover
• Flight Series Package
‒
Wakeboard Tower w/ Bimini and Graphics
• Fish Package
‒
Bow and Rear Casting Platform & Seats, Bow Trolling Motor,
Livewell, Rod Holders
• Stainless Steel Trim Upgrade
• Engine Options
‒
‒
‒
‒
150 HP EFI 4 Stroke [standard]
200 HP Verado 4 Stroke
150 HP DFI Optimax
200 HP DFI Optimax
• a la Carte Options:
‒
‒
‒
‒
‒
‒
‒
‒
‒
‒
Wraparound Windshield
Almond Interior
Bimini Top w/ Boot
On Demand Water System & 10 gal tank
Portable Head
Cockpit Carpet Runners
Syntec™ Cockpit Runners
Digital Depth Indicator
Bow Filler Cushion
Painted or Galvanized Tandem Axle Trailer w/ Brakes
210 DB
Length overall (LOA)
20’7”
Beam
8’6”
Deadrise
16o
Approximate dry weight*
3468
Length rigged
22’8”
Estimated Draft max
Fuel capacity
Maximum person capacity
Production Availability
16”
55 gals
12
January 2013
18
210 DB ‐ Features
Sporty Helm with Standard
Tilt Wheel and Updated
Gauges
Storage Bin Under Portside
Lounge
Fold-out Table Behind
Captain’s Chair
Huge Open Bow with
Optional Filler Cushion
Bow Storage with Standard
Dividers
19
210 DB ‐ Features
XL Bimini Option for 9’ of
Coverage
Spacious Changing Room
Under Port Console with
Optional Porta-Potty
Optional Fresh Water
Transom Shower
20
210 DB – Key Selling Points
• More customization
‒
‒
‒
‒
‒
‒
‒
Windscreen versus Windshield
Fish pack option with dual casting platforms
Flight Series for watersports enthusiasts
Power options: 150 HP four stroke up to 200 HP Verado
Portable head
Optional painted or galvenized trailer with brakes
Fresh water shower w/ 10 gal holding tank
• More standard features
‒
‒
‒
‒
‒
‒
‒
“Pontoon-like” upholstery and styling vs competitor’s sportboat style
Helm barrel back bucket seat w/ bolster
AM/FM stereo w/ MP3 jack and 4 speakers is standard
Tilt steering is standard
Dual extended rear platforms
Large portside changing room
Clever fold out table behind helm seat – no need to find place to store
table and base
• More space and storage
‒
‒
‒
Maximum capacity is 12 people compared to the competitor’s 10
Bow storage dividers allow customers to tailor the underseat storage to
their needs and prevent items from jostling around
Larger and more easily accessible storage compartments in bow, floor,
and under rear seats
21
MSRP
Starting As Low As:
$31,599*
*Boat and Motor
22
215
Deckboat
Invite The Whole Cul De Sac
23
Windscreen is standard – full Windshield is an option
24
215 DB – Notable Options
• Preferred Equipment Package
‒
Deck Gel Stripe, Color Choice (Black, Blue, Red), Bimini Top,
Bow Well and Cockpit Cover
• Flight Series Package
‒
Wakeboard Tower w/ Bimini and Graphics
• Fish Package
‒
Bow and Rear Casting Platform & Seats, Bow Trolling Motor,
Livewell, Rod Holders
• Stainless Steel Trim Upgrade
• Engine Options
‒
‒
‒
‒
‒
220 M MPI/A1 (4.3L) ECT CARB [standard]
260 M MPI/A1 (5.0L) ECT CARB
190 M TKS C/A1 (4.3L)
220 M MPI/A1 (4.3L)
260 M MPI/A1 (5.0L)
• a la Carte Options:
‒
‒
‒
‒
‒
‒
‒
‒
‒
‒
Wraparound Windshield
Almond Interior
Bimini Top w/ Boot
On Demand Water System & 10 gal tank
Portable Head
Cockpit Carpet Runners
Syntec™ Cockpit Runners
Digital Depth Indicator
Bow Filler Cushion
Painted or Galvanized Tandem Axle Trailer w/ Brakes
215 DB
Length overall (LOA)
20’7”
Beam
8’6”
Deadrise
16o
Approximate dry weight*
4027
Length rigged
22’6”
Estimated Draft max
3’0”
Fuel capacity
Maximum person capacity
Production Availability
55 gals
12
February 2013
25
215 DB ‐ Features
Sporty Helm with Standard
Tilt Wheel and Updated
Gauges
Fold-out Table Behind
Captain’s Chair
Storage Bin Under Portside
Lounge
Bow Storage with Standard
Dividers
HUGE Ski Locker – Large
Enough to Fit a Kneeboard
26
215 DB ‐ Features
Rear Sunpad with
Optional Platform
Extension
Flight Series
Package with Overthe-Top Bimini
Spacious Changing Room
Under Port Console with
Optional Porta-Potty
27
215 DB – Key Selling Points
• More customization
‒
‒
‒
‒
‒
‒
‒
Windscreen versus Windshield
Fish pack option with dual casting platforms
Flight Series for watersports enthusiasts
Power options: 4.3L Mercruiser or 5.0L Mercruiser
Portable head
Optional painted or galvenized trailer with brakes
Fresh water shower w/ 10 gal holding tank
• More standard features
‒
‒
‒
‒
‒
‒
‒
“Pontoon-like” upholstery and styling vs competitor’s sportboat style
Helm barrel back bucket seat w/ bolster
AM/FM stereo w/ MP3 jack and 4 speakers is standard
Tilt steering is standard
Optional extended platform
Large portside changing room
Clever fold out table behind helm seat – no need to find place to store
table and base
• More space and storage
‒
‒
‒
Maximum capacity is 12 people compared to the competitor’s 10
Bow storage dividers allow customers to tailor the underseat storage to
their needs and prevent items from jostling around
Larger and more easily accessible storage compartments in bow, floor,
and under rear seats
28
MSRP
Starting As Low As:
$32,599*
*Boat and Motor
29
Bayliner 190 Deckboat vs.
Hurricane Sundeck 187 O/B
Bayliner’s newest model takes on one of
the best-selling deckboats in the
industry.
30
Bayliner wins at the helm
Hurricane’s helm is extremely basic. Bayliner offers the
following standard features that are either options or
unavailable on the comparable Hurricane model: radio with
speakers, 12-volt connection, mp3/aux-in, cup holders,
covered storage and tilt wheel.
31
Bayliner wins in the bow
Bayliner’s bow backrests are more
than 20” high in front of the
windshield to Hurricane’s 16”.
Bayliner’s bow seats are about 19”
deep to Hurricane’s 15” deep.
Bayliner’s backrests at the front
of the bow are 16.5” high.
Hurricane’s are 8.5” high.
Bayliner’s bow seats are 45” long.
Hurricane’s are 44” long.
32
Bayliner wins in the bow
To recap, Bayliner’s bow seating is
deeper, taller AND wider than Hurricane.
33
Bayliner wins in the cockpit
The width of Bayliner’s rear seat is
57.5” to Hurricane’s 55”
The width of the sideways facing cockpit
seat: Bayliner 39,” Hurricane 32”
The distance from the port console to the back of
the cockpit seating: Bayliner 69,” Hurricane 55”
34
Bayliner wins in the cockpit
Bayliner offers seatback access
to port console storage,
Hurricane does not
Bayliner’s lofted, textured seating
fabrics are significantly more
plush
Bayliner capacity:
11 people
Bayliner offers stainless drink holders;
Hurricane offers plastic and the “drain to
nowhere”
Hurricane capacity:
10 people
35
Bayliner wins at the transom
Bayliner’s ladder is closer
to the water and angled
away from the engine
Bayliner’s STANDARD twin platform extensions dramatically
improve usable space and water interaction, while creating
more storage opportunities at the transom.
36
Bayliner wins
More standard features
More seating and storage
More style
More guests
More affordable
Bayliner deckboats provide the Capacity for More
37
Resources
Order Forms – Available on
Compass
Spec Sheets
38
Resources
marketing.bayliner.com
baylinerhorizons.com
39
Resources
eZine
bayliner.com – 12/14
POP - Poster
40
Thank You!
41