Today’s boat buyer looks nothing like yesterday’s. They are more cautious with spending, more selective in what they’ll buy, more digitally savvy than any previous generation and fewer in number.
Economic obstacles such as inflation, interest rates, tariffs and general unease are complicating the willingness of today’s buyer to make discretionary purchases. Pair those realities with dealership sales teams that are still relearning how to sell, and new-boat price points that have risen astronomically, and you realize that what the industry is experiencing is more than just another slowdown. We are in the midst of a system reset, one that demands new strategies, new discipline and new tools for success.
Since 2018, our last year of real sales growth, the average selling price of a boat has risen 72%. In 2018, the average sold boat was $52,178, about 16% less than the median U.S. household income of $61,937. By 2023, the average sold boat jumped to $89,715, 11% higher than the 2023 median income of $80,610. These numbers would be worse if 2024 and 2025 data were available.
That is the affordability wall we’ve run into. And because of interest-rate challenges, it’s not just that boats cost more. They also now require a family to spend twice as much each month at significantly higher financing costs.
On a typical 20-year loan, the 2018 boat at 5.49% APR worked out to a $359 monthly payment, which was about 6.9% of median household income. The 2023 boat, financed at 8.24% APR, jumps to $764 per month — more than double — consuming 11.4% of income. Over the life of the loan, total interest nearly triples, from $33,894 in 2018 to $93,613 in 2023.
If it seems as if making sales is harder, that’s because it is. Which raises tough questions: Have we left entire economic demographics behind? Are our products now affordable only for the upper class? And most important: Has your business reset its approach to marketing and selling in this environment?
On paper, dealership sales results don’t look catastrophic because higher prices mask reality. This encourages dealer optimism: Margins look better than 2023 or 2024, and inventory levels have improved. But as Wells Fargo’s July 2025 Marine Market Deck demonstrates, that’s not because sales are strong. It’s because manufacturers have reduced shipments, while, according to Info-Link, nearly 40% of boat purchases in the first half of 2025 were non-current models — the highest since the Great Recession.
With new traditional powerboat sales down another 9% in the first half of 2025, sales are collapsing back to 2012 levels. Worse, first-time buyers, who fuel future demand, have fallen to their lowest levels since tracking began.
This reset isn’t just about economics. It’s about the customer. Affordability pressures are deterring first-timers, leaving a dangerous hole in the ownership pipeline. Shoppers who do show up appear after months of digital research, expecting mobile-first websites, instant lead response and transparent information. Very little of which, as an industry, we are good at.
Sales cycles are lengthening, putting more pressure on dealerships to nurture leads, follow up consistently, overcome objections and close deals with precision. Buying decisions now take 30, 60, even 90 days longer as buyers compare financing, consult peers and use AI-powered tools.
And to further complicate matters, boating is once again competing head-on with travel, restaurants, youth sports and countless other pursuits. Dealers must sell boating not just as a product, but as the lifestyle of choice.
This is not the same sales environment we’ve grown accustomed to. And it’s not the same customer we’ve come to know. It’s a new kind of customer entirely, and they’re telling us loudly and clearly: If you don’t adapt, you won’t earn the business.
I understand the pressure that dealerships are under. Leads are less urgent. Margins are thinner. Inventory costs remain high. Curtailments are adding up. And winter is coming quickly. Many dealers are hoping that interest-rate relief will finally break things open again. Maybe it will have done that by the time you’re reading this. Maybe it won’t. But we can’t wait for the Fed or for manufacturer promotions to save us.
Dealers who are succeeding right now are doubling down on sales discipline, sharpening their digital presence and training their teams to sell on value rather than discounting. The good news is that no matter where any dealership is at, the Marine Retailers Association of the Americas has programs to help.
Strengthen sales leadership with the MRAA’s Sales Leadership Certification program, a comprehensive curriculum that equips managers with the skills to coach, train and hold teams accountable. The best sales teams don’t run on luck; they run on leadership.
Reset the sales and marketing approach through Dealer Week’s Sales & Marketing Pathway, designed to help better connect with today’s digital-first shopper. Level up a dealership’s revenue engine with sessions like “How to Market and Sell to a Changing Boat Shopper in the AI Era,” “Sell More Boats Through a Better Customer Experience Online” and “Negotiate Win-Win Deals Through Modern Mastery.” These courses will give any team the tools to meet buyers where they are — online, on social platforms and across multiple devices — and convert them into loyal customers.
To launch strong in 2026, maximize Dealer Week attendance (Dec. 7-10 in Tampa, Fla.) with the MRAA’s Boat Show Boot Camp. This one-day intensive training will prepare a team to capitalize on every interaction, whether at large regional shows or in-house events. In today’s market, foot traffic is precious; Boot Camp will help ensure no wasted opportunities.
We can ignore this reset and keep operating as if today’s buyer is the same as yesterday’s, and risk losing more than sales. We can risk margins, customers, relevance and a place in the market. When the rebound comes — with leaner inventory, potential rate relief and steadier demand — unprepared dealers will miss out.
But the reset is also a chance to lead. Dealers who strengthen their sales leadership, sharpen their digital marketing, and train their teams to sell on value will survive this downturn and thrive in the rebound. They’ll engage today’s digital-first customer with confidence. They’ll convert leads that competitors ignore. And they’ll position boating as the lifestyle of choice in a world full of alternatives.
Today’s customer is different, and they’re demanding a new kind of dealership experience. We all need the tools, training and strategies that will supercharge the sales engine and reconnect with today’s buyer. Now is the time to invest in leadership, a strong team and the future.
Matt Gruhn is president of the Marine Retailers Association of the Americas.
