Tracker name to appear on retail stores

SPRINGFIELD, Mo. – Following the March acquisition of boat and motor retail chain Travis Boats & Motors, boat builder Tracker Marine is changing the stores’ names to its own, according to an Oct. 28 report of the San Antonio Business Journal.

Richard Birnbaum, president of Tracker’s retail business, told the journal that the company had yet to disclose when the change will take place in each market.

“This is a natural extension of gaining additional market share and gaining a higher level of customer service,” Birnbaum explained.

Bass Pro Shops, which, like Tracker, is owned by Johnny L. Morris, carries Tracker-brand boats and has been undergoing aggressive expansion.

Several Tracker dealers have been vocal about the difficulty they have encountered in trying to compete with the growing number of Bass Pro Shop locations.

Tracker has yet to reveal how its Tracker Marine line of retail stores will be positioned, relative to its sister company’s stores.

Tracker Marine was unavailable for comment in time for this report.

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