Boat manufacturers strengthen MRAA support, program ties

Correct Craft and Nautique Boat Co. have increased partnership and dealer development support of the Marine Retailers Association of the Americas.

MRAA and Nautique have partnered on a dealer development initiative that gives dealers greater access to the Marine Industry Certified Dealership Program and rewards dealers who achieve Certified status.

Correct Craft, manufacturer of seven boat brands and three engine brands, has increased its support of MRAA by upgrading to the Platinum Partner level, the highest level of partnership.

“We have enjoyed a mutually rewarding relationship with Correct Craft, and it’s an honor to see such an innovative product-focused company put such an important emphasis on supporting its dealer network,” said Matt Gruhn, MRAA president. “From this increased support of our work all the way through to its engagement with our Certification Program, Correct Craft has not only been a great partner, but also a great ambassador for dealer development.”

Correct Craft’s Nautique Boats brand partnered with MRAA Dealership Certification to provide a platform for dealer growth and success. With a successful partnership underway, Correct Craft then introduced the program’s benefits to its other six boat brands, encouraging their principals to create similar programs for their dealer networks.

“We’ve enjoyed our relationship with the MRAA and appreciate the work they do to foster the growth and success of the marine industry,” said Bill Yeargin, Correct Craft CEO, “’Making Life Better’ is our key focus at Correct Craft companies and we believe partnering with MRAA helps us do that for both our dealers and customer,” Yeargin added.

In a multi-tiered approach, MRAA first rolled out the Certified Dealership Program, which included custom landing pages and special promotions, in a limited fashion to the Nautique dealer 20 Group.

Then, Nautique Vice President of Domestic Sales Scott Bauer announced the partnership at the company’s 2018 model year dealer meeting, before MRAA laid out the dealership performance benefits to the dealers.

More recently, MRAA once again supported Nautique’s dealer training event by recognizing the Nautique dealers who are excelling in the area of employee engagement, a key tennet of the Certification Program, and enrolling more dealers.

“We have made significant investments in product innovation and quality in recent years, and we believe, equally, in the power of investing in the growth and development of our dealer network as partners that represent our brand in each local market,” said Nautique Boats President Greg Meloon. “Our partnership with MRAA and Dealer Certification gives us a proven platform to provide our dealers a roadmap to strengthen their operations, engage their employees on a higher level, and deliver world class customer service.”

At the 2018 Dealer Principals Meeting, Nautique announced that there will be an incentive in the 2019 Nautique Dealer Sales Program for dealers who have completed MRAA Certification. More than 40 percent of Nautique’s dealer locations have already engaged in the program.

“It’s an honor for us to be able to extend the blueprint that Dealer Certification offers in helping to strengthen the foundation of the Nautique dealer network,” Gruhn added. “Dealer Certification is our industry’s most effective tool for helping dealers foster rewarding retail experiences for today’s boat buyers, and it simultaneously provides a template dealers can use for building their own formula for success.”