Bayliner Element

Bayliner Element
December 2012
1
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 (aka “coving”) as primary way people use their boat
Boat Group
2
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 “Stability” and “Safety”
Boat Group
3
Consumer Research – The Definition of Safety
• Bayliner thought “safety” meant:
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High gunnels
Deep seats
Strategically placed grab-handles
Engine kill switch
Fire suppression systems
-- Which are all product attributes
• Consumers told Bayliner that “safety” is:
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The boat is stabile when stepped on from the dock
The bow of the boat does not tip back too high on takeoff – low bow rise
The boat does not yaw or “tip over” in the turns – turns flat
At rest the boat does not rock and jostle around but rather bobs on the water
-- Which are all feelings/sensations that many first time boaters expect
4
“Affordable Boating”
Affordable boating today carries a $20,000+ price tag
5
Putting It All Together
• There is a tremendous opportunity to create an intuitive product, with an
appealing design, that will make the boating experience widely accessible by:
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Taking into account the “coving” trends (31% of time boat is used at rest for swimming,
lounging, picknicking)
Concentrating around the new definition of safety
Making the craft versatile and customizable (watersports, cruising, entertaining, etc) that is
easy to operate even for the novice boater
Creating a product that is perceived as a boat and not a toy and be a lightweight package
towable by a broad range of vehicles
Only including features that are needed and none that are not
• All with a nationally advertised retail price below $13,999
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The Design Brief
 Fiberglass construction
 Provision for radio w/ MP3/iPod input
 Bowrider – maximize beam forward
 Simple speedo and hour meter, easy to
read gauges
 Seating for up to 6
 2500 LBS max towing weight, targeting
smaller vehicles (CRV, RAV4, Escape)
 Cruises at ~18 MPH, maximum speed
of ~30 MPH
 Used for a maximum of 5 hours
(daytime)
 Can pull tubers and casual wakeboarders
 Maximize lateral stability at rest;
minimize yaw in turns, low bow-rise
 If it’s storage vs seating, seating wins
 Place for cooler
 Fits in small(er) garage
 Opposing seating for conversation
 Strategically placed drink holders (6)
 Re-boarding access from water w/ 2
platforms
 Manufacturing simplicity: single engine
configuration, very limited options
 Must be perceived as a “boat” and not
toy
 Visual separation from alternatives,
including aluminum john boats, jet boats
and pontoons
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It Started with Ideas
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Built Around You, Your Family, and Your Friends
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Notable Options
• Standard Engine
•
60 HP Mercury Four Stroke “BigFoot”
• Sports Package
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Custom sports arch with board rack, special
graphics, gel color choice (black or red), cooler, and
bow filler cushion
• a la Carte Options:
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Bimini Top w/ Boot
Mooring Cover
20 Gal Igloo Cooler
Bow Filler Cushion
AM/FM Stereo w/ Audio Input for iPOD & Mp3 & 2
speakers
Digital Depth Indicator
Element
Length overall (LOA)
16’2”
Beam
7’5”
Approximate dry weight*
1570
Fuel capacity
Maximum person capacity
Production Availability
12 gals
6
March 2013
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Features
Automotive Style 7” Gauge
and Clutter-free Helm
Large Bow Seating Area
with Optional Filler Cushion
Comfortable Helm Seat
Helm Storage Open to
Rear Sunpad Storage
Ample Bow Storage
Port Side Opposing Seats
with Abundant Storage
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Features
Rear Sunpad with Optional
Sports Arch
Ergonomic Seats are
Comfortable from All
Angles
Rear Sunpad with Optional
Igloo Cooler
Molded-In Rear Seats and
Dual Platforms Standard
Easily Trailerable with
Small SUV
Patent Pending “M-Hull”
12
Key Selling Points
• Performance and Safety
‒ “M-Hull™” is 30% more stabile than traditional 16’ vbottom boat at rest and under-way
‒ Automotive style ride and handling: low bow rise and
minimal yaw in turns
• Fun and Socializing
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Large boat feel in small package with capacity for up
to 6
Opposing seating to promote conversation and
socializing
Simple yet comfortable cockpit and bow seats
Large rear sunpad with cooler storage underneath
Molded stern seats for “coving”
Sport package option for novice wakeboarders/skiers
• Convenience and Ease of Use
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Clutter free helm station with 7” dual purpose gauge
(MPH and Volts)
12 gal fuel tank for up to 5 hours of cruising
Self guiding trailer makes retrieving the Element a
breeze
Low monthly payment – Less than $150/mo. for
average transaction
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MSRP
Starting As Low As:
$11,999*
*Boat, Motor, and Trailer
Take Turns, Taking Turns
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• New York
Boat Shows
• Seattle
• Houston
• Dallas
• Chicago
• Boston
• Atlanta
• Montreal
• Toronto
• Vancouver
• Austin
• Detroit
• Birmingham
• Miami
• Minneapolis
• Baltimore
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Resources
MY 2013 Order Form - Domestic
BAYLINER Element
DATE:
CUSTOMER NAME:
DEALERSHIP NAME:
PO #:
DEALER #:
SHIP TO LOCATION:
EXTERIOR COLOR - SELECT ONE OPTION BELOW
STD
ARCTIC WHITE WITH BLACK HULL SIDE ***Standard***
ENGINES - SELECT ONE OPTION BELOW
60HP, 4-STROKE MERCURY BIGFOOT OUTBOARD ***Standard***
OPTIONS
SPORTS PACKAGE
(incl. custom sports arch with board rack, special graphics, gel coat color choice (black or red),
20 gal. Igloo cooler, and bow filler cushion)
BIMINI TOP WITH BOOT
MOORING COVER
STEREO AM/FM -- MP3 PLAYER READY
20 GAL. IGLOO COOLER
BOW FILLER CUSHION
DIGITAL DEPTH INDICATOR
TRAILER OPTIONS - SELECT ONE OPTION BELOW
PAINTED TRAILER ***Standard***
Spec Sheet
GALVANIZED TRAILER (No Charge Exchange)
TRAILER DELETE
Order Form – Available on
Compass 12/21
Ezine and You Tube
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Resources
Spec Sheets
PPT, Ezine and other info
New Photo Area
marketing.bayliner.com
Images available 1/3/13
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Resources
baylinerhorizons.com
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Built Around You, Your Family, and Your Friends
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