Recreational Boating Briefing: Brand Loyalty Scarce Among Repeat Boat Buyers, New Data Shows

## Repeat Boat Buyers Show Low Brand Loyalty, Boats Group Analysis Finds A sweeping new analysis of the recreational boating market has found that most repeat boat buyers do not remain loyal to their original brand — a finding with significant implications for manufacturers competing in an increasingly crowded marketplace. According to Boats Group, which examined data from more than 2.5 million boats, brand switching is the norm rather than the exception among consumers making their second or subsequent boat purchase. The Miami-based company released the findings on September 30, 2026, highlighting what it describes as a substantial opportunity for manufacturers to deepen engagement with owners throughout the entire ownership lifecycle. 'Limited brand loyalty' was the headline takeaway from the report, suggesting that no single manufacturer has established the kind of entrenched customer retention seen in some other consumer durables markets. For boat builders, the data underscores the importance of after-sales support, community engagement, and targeted marketing to existing owners — not just first-time buyers. The analysis draws on one of the largest datasets in the recreational marine industry, lending considerable weight to its conclusions. Boats Group operates several of the leading online boat marketplaces, giving it broad visibility into buying and selling patterns across the sector. For dealers and manufacturers alike, the report serves as a timely reminder that the point of sale is only the beginning of the customer relationship. Retaining buyers through service quality, brand experience, and ongoing communication may prove as commercially important as winning new customers. The recreational boating sector has experienced notable volatility in recent years, with a pandemic-era surge in demand followed by a period of inventory correction and softening retail conditions. In that context, understanding and improving customer retention takes on added urgency for industry stakeholders. Boats Group indicated the full analysis is available through its research and data services division. --- *Source: Boats Group press release, September 30, 2026.*