MasterCraft to aggressively continue product launches

VONORE, Tenn. – MasterCraft will move forward with what it calls an “aggressive product launch plan in an effort to continually address the desires of the marketplace and differentiate itself from other companies.” MasterCraft plans to launch at least two new or updated products a year with the capability to increase that to three when necessary, the company reported in a press release yesterday.

The manufacturer will unveil the MasterCraft 300 at the Miami International Boat Show on Feb. 12; officially uncovering what it says is the world’s first 30-foot twin-tip day yacht. The 300 is intended for both the consumer who wants to upgrade and the yacht/cruiser customers who “desire the lap of luxury in a smaller package,” MasterCraft says.

“We are aware of the external circumstances around us,” said John Dorton, MasterCraft president and CEO. “However, the worst thing we can do as a company is move away from our core competencies, one of which includes leadership through new product innovations. If we simply freeze our R&D efforts to save resources in the short term, we would not be ready to meet the market needs when conditions turn around. That could do long term damage to our brand and its’ future.

“As a result, we are going to move ahead with bold new products - the new MasterCraft 300 is a terrific statement of what we believe the future holds for innovative companies.”

In addition to the MC 300, plans are in the works for a smaller family luxury boat to be released in June of 2009, the company said.

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