Dec 1, 2012 - Fits in small(er) garage. â Opposing seating for conversation ... Standard Engine. ⢠60 HP Mercury Fou
Bayliner Element
December 2012 1
Consumer Research – How People Use Their Boats Percent of Time Use Boat for Activity Pleasure cruising
34%
Lounging/picnicking/ swimming
31%
Water sports
22%
Fishing
11%
Other
1%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Cruising and lounging (aka “coving”) as primary way people use their boat
Boat Group
2
Consumer Research – Importance to Buy Decision Importance of Item in Boat Type Purchase Decision 4.3
Seating layout/configuration
4.2
Passenger capacity
4.2
Boat stability/ride smoothness
4.1
Safety
4.1
Versatility (can perform multiple activities)
4.0
Appearance
4.0
Affordability
3.9
Ease of getting on/off of boat
3.8
Ease of maintenance
3.7
Ability to pull skiers/wakeboarders, tubers, etc.
3.5
Has a specific type of propulsion
3.4
Has a swim platform
3.4
Ability to go in shallow water
3.1
Ability to tow boat with vehicle (weight/size)
3.0
Compactness (ability to store boat at home or in slip)
2.4
Fishing capability 1
2
Not At All Important
2
3
3
4
4
5
5
Extremely Important
High importance is placed on “Stability” and “Safety”
Boat Group
3
Consumer Research – The Definition of Safety • Bayliner thought “safety” meant: ‒ ‒ ‒ ‒ ‒
High gunnels Deep seats Strategically placed grab-handles Engine kill switch Fire suppression systems
-- Which are all product attributes • Consumers told Bayliner that “safety” is: ‒ ‒ ‒ ‒
The boat is stabile when stepped on from the dock The bow of the boat does not tip back too high on takeoff – low bow rise The boat does not yaw or “tip over” in the turns – turns flat At rest the boat does not rock and jostle around but rather bobs on the water
-- Which are all feelings/sensations that many first time boaters expect
4
“Affordable Boating”
Affordable boating today carries a $20,000+ price tag
5
Putting It All Together • There is a tremendous opportunity to create an intuitive product, with an appealing design, that will make the boating experience widely accessible by: ‒ ‒ ‒ ‒ ‒
Taking into account the “coving” trends (31% of time boat is used at rest for swimming, lounging, picknicking) Concentrating around the new definition of safety Making the craft versatile and customizable (watersports, cruising, entertaining, etc) that is easy to operate even for the novice boater Creating a product that is perceived as a boat and not a toy and be a lightweight package towable by a broad range of vehicles Only including features that are needed and none that are not
• All with a nationally advertised retail price below $13,999
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The Design Brief Fiberglass construction
Provision for radio w/ MP3/iPod input
Bowrider – maximize beam forward
Simple speedo and hour meter, easy to read gauges
Seating for up to 6 2500 LBS max towing weight, targeting smaller vehicles (CRV, RAV4, Escape) Cruises at ~18 MPH, maximum speed of ~30 MPH Used for a maximum of 5 hours (daytime) Can pull tubers and casual wakeboarders Maximize lateral stability at rest; minimize yaw in turns, low bow-rise If it’s storage vs seating, seating wins Place for cooler
Fits in small(er) garage Opposing seating for conversation Strategically placed drink holders (6) Re-boarding access from water w/ 2 platforms Manufacturing simplicity: single engine configuration, very limited options Must be perceived as a “boat” and not toy Visual separation from alternatives, including aluminum john boats, jet boats and pontoons
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It Started with Ideas
8
Built Around You, Your Family, and Your Friends 9
Notable Options • Standard Engine •
60 HP Mercury Four Stroke “BigFoot”
• Sports Package ‒
Custom sports arch with board rack, special graphics, gel color choice (black or red), cooler, and bow filler cushion
• a la Carte Options: ‒ ‒ ‒ ‒ ‒ ‒
Bimini Top w/ Boot Mooring Cover 20 Gal Igloo Cooler Bow Filler Cushion AM/FM Stereo w/ Audio Input for iPOD & Mp3 & 2 speakers Digital Depth Indicator Element Length overall (LOA)
16’2”
Beam
7’5”
Approximate dry weight*
1570
Fuel capacity Maximum person capacity Production Availability
12 gals 6 March 2013
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Features
Automotive Style 7” Gauge and Clutter-free Helm
Large Bow Seating Area with Optional Filler Cushion
Comfortable Helm Seat
Helm Storage Open to Rear Sunpad Storage
Ample Bow Storage
Port Side Opposing Seats with Abundant Storage
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Features
Rear Sunpad with Optional Sports Arch
Ergonomic Seats are Comfortable from All Angles
Rear Sunpad with Optional Igloo Cooler
Molded-In Rear Seats and Dual Platforms Standard
Easily Trailerable with Small SUV
Patent Pending “M-Hull”
12
Key Selling Points • Performance and Safety ‒ “M-Hull™” is 30% more stabile than traditional 16’ vbottom boat at rest and under-way ‒ Automotive style ride and handling: low bow rise and minimal yaw in turns
• Fun and Socializing ‒ ‒ ‒ ‒ ‒ ‒
Large boat feel in small package with capacity for up to 6 Opposing seating to promote conversation and socializing Simple yet comfortable cockpit and bow seats Large rear sunpad with cooler storage underneath Molded stern seats for “coving” Sport package option for novice wakeboarders/skiers
• Convenience and Ease of Use ‒ ‒ ‒ ‒
Clutter free helm station with 7” dual purpose gauge (MPH and Volts) 12 gal fuel tank for up to 5 hours of cruising Self guiding trailer makes retrieving the Element a breeze Low monthly payment – Less than $150/mo. for average transaction
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MSRP Starting As Low As:
$11,999* *Boat, Motor, and Trailer
Take Turns, Taking Turns
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• New York
Boat Shows
• Seattle
• Houston
• Dallas
• Chicago
• Boston
• Atlanta
• Montreal
• Toronto
• Vancouver
• Austin
• Detroit
• Birmingham
• Miami
• Minneapolis
• Baltimore
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Resources MY 2013 Order Form - Domestic
BAYLINER Element DATE:
CUSTOMER NAME:
DEALERSHIP NAME:
PO #:
DEALER #:
SHIP TO LOCATION:
EXTERIOR COLOR - SELECT ONE OPTION BELOW STD
ARCTIC WHITE WITH BLACK HULL SIDE ***Standard*** ENGINES - SELECT ONE OPTION BELOW 60HP, 4-STROKE MERCURY BIGFOOT OUTBOARD ***Standard***
OPTIONS SPORTS PACKAGE (incl. custom sports arch with board rack, special graphics, gel coat color choice (black or red), 20 gal. Igloo cooler, and bow filler cushion) BIMINI TOP WITH BOOT MOORING COVER STEREO AM/FM -- MP3 PLAYER READY 20 GAL. IGLOO COOLER BOW FILLER CUSHION DIGITAL DEPTH INDICATOR TRAILER OPTIONS - SELECT ONE OPTION BELOW PAINTED TRAILER ***Standard***
Spec Sheet
GALVANIZED TRAILER (No Charge Exchange) TRAILER DELETE
Order Form – Available on Compass 12/21
Ezine and You Tube
16
Resources Spec Sheets
PPT, Ezine and other info
New Photo Area
marketing.bayliner.com Images available 1/3/13
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Resources
baylinerhorizons.com
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Built Around You, Your Family, and Your Friends
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