MasterCraft expands portfolio with new Aviara brand

MasterCraft Boat Holdings, Inc. (NASDAQ: MCFT) is expanding into the day boat category with the announcement of its newest brand, Aviara.

Following a calculated study of the market and successful collaboration between the company’s executive leadership, engineering, manufacturing and brand building teams, Aviara was uniquely conceived in-house to offer a new luxury recreational day boat experience. Focused on the production of vessels 30-feet and over, Aviara enters the market with the launch of its first model, the AV32, at the 2019 Miami International Boat Show in February.

“We’re thrilled to introduce Aviara and add yet another premium brand to MasterCraft Boat Holdings’ portfolio. The luxury day boat category is a growing segment that complements our existing product portfolio. With Aviara, we’re excited to expand in the segment with a long-term focus,” said Terry McNew, President and CEO of MasterCraft Boat Holdings. “Beyond the industry-leading product innovation and quality we’re bringing to the luxury day boat segment, Aviara will also deliver an unparalleled customer experience through one of the nation’s most premier and expansive distribution networks.”

On an Aviara, captains become hosts and entertainment is top priority. Aviara designers have re-imagined the luxury day boat experience, creating an open deck layout with modern comfort that prioritizes social interaction. Aviara delivers premium standard features and appointments, and elevated control beginning at the clean, digital-forward helm and carried through to the premium audio that enhances the on-board experience.

Aviara’s are available in both sterndrive and outboard propulsion options.

Aviara is American made in MasterCraft Boat Holdings’ manufacturing facility in Vonore, Tenn. 

Orders for Aviara will begin on Feb. 14. For more information about Aviara, please visit

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