OK, this is going to be a long post, so this would be a good time to skip to the next thread if you are just browsing the forum, or skip to the next response if "business talk" bores you.
I'm glad to see interest in buying any boats right now. It seemed that for a couple years, we didn't see a lot of the "I'm interested in a C-Dory..." type posts. Perhaps a sign that the market is coming back around?
In order for any business to thrive, they need to create a desire in folks to make them want to own their product. I understand that times are tight, but I don't see the current factory doing anything to create that desire. Maybe their production schedule is full, and that would be a good thing. But, if not, then there's room for improvement. Time to "rework" a mold or the interior to offer NEW buyers something they can't get in an old boat.
Not a lot of budget to work with? Go to C-Brat gatherings, hand out brochures, meet owners and show them your enthusiasm for the product. Arrange a gathering - an event where owners can "show and tell" what they've done with their boats - a perfect opportunity to glean new ideas that the factory can be offering AND the chance for potential new buyers to see these boats in person and meet people who can help promote the "C-Dory lifestyle."
Some manufacturers are doing these things... and, they are selling boats. We all know that these boats are a huge investment - no one is going to buy one without the opportunity to get ON one. Promotion doesn't mean "giving stuff away for free," it means getting people onto boats. It means showing people how they could use THEIR boat... that's what turns lookers into buyers.
We can all stand on the sidelines and say, "Go, Factory, Go!" But, at some point, they have to run with it. I upset a couple people when this topic came up last time... "Give the factory the time to get things going." I received PMs that accused me of picking on the factory or being negative.
I would love to see the factory selling new C-Dorys right and left; it would be good for them and keep the value of all our boats up.
Some have said that C-Dory is a "victim of its own success." I.E. too many used boats out on the market, diluting the sales of new boats. Now, here comes an eye-opening statement: this forum is probably not the best thing for the factory for new sales. Oh, it USED to be. In 2005 through 2006, prior to the big "ramp up" in production, the economy was smokin' hot, loans were easy to come by (I still don't think it's a good idea to get into a big payment for a leisure item), and you had to stand in line to buy one of these boats. We all know what happened: the "perfect storm" of the factory over-producing a NICHE boat at the same time the economy started tanking.
When buyers have easy access to money, it's easy to run a business... any business. When times get tough, it takes some savvy and promotion. The days of "build it and they will buy it" are gone... don't think we'll see that again for a LONG time. Now, a savvy business owner needs to understand where their buyers are coming from and promote TO those buyers. It has been said that ANYONE looking for a C-Dory (new or used) is going to find their way to this forum... absolutely.
And here's the rub... the general opinion on this forum is kinda unique to the folks who buy boats like ours: we do our research, we are less impressed with flash and more interested in substance, we are probably more experienced boaters, which means we may understand what it takes to keep up a boat. That means we may make modifications and add things to the boat to make it even better for our use. We don't go around in a circle, staying in one place - we USE the heck out of these boats. We spend weeks or months on the boat as we travel. We know we can take an older boat and bring it up to our tastes.
Let me say: I bought a new boat. I like new. I like the smell of fresh fiberglass. I want to be the first one to put a mark in the boat, break in the engine, sleep on the v-berth, and drill the first hole in it. You wanna sell new boats? Find buyers who like NEW.
A friend of mine is a boat dealer. He sells trailerable sailboats. Probably sells more than the BIG dealers, because he knows how to give good service to a NEW buyer. He says that forums like ours actually draw buyers away from new... people on there are enthusiastic, they love their boat, and even if it's 20 years old, they think everyone else would be happy with a boat just like theirs. They research the used market. They post links to "for sale" ads on Craigslist. They are great promoters of USED boats.
Yeah, kinda like us.
If you want to promote a new boat, you go where people are looking at NEW boats. When the factory didn't participate in the last Seattle Boat Show, it was my "last straw." No, I'm not mad at the factory folks, but I think they made a HUGE strategic business error... the SBS has been the vehicle that has helped fill production slots. Ah, Catch 22: we can't afford to pay the price to be IN the boat show, and without the boat show, we can't get orders to keep our production up. This is not an indictment against the factory - they made a business decision, and only had some presence at the show AFTER the faithful here pointed out some glaring weaknesses in the one C-Dory that was on display (dealer) at the show. That display probably did more to drive sales away than no display.
Stay with me, here; I'm not picking on the factory. If you were a prospective buyer, with $100k in your pocket, looking to give it to someone to get a new boat... would you have concerns with giving that money to someone who can't afford a display in the premier boat show in the PNW? Perception (and first impression) really is important.
I can already hear some folks here screaming: "Who has $100K to slap down on a boat???" So, would that be the target market audience? Probably not. And that has been the evolution of this forum.
C-Dory builds some very divergent boats that just happen to look similar. The 16 may be the cutest boat ever made (for those who appreciate a pilothouse look). The 22 is the most utilitarian and versatile boat in its size. Always been C-Dory's best seller because it was the original and is within the budget of a lot of folks. This is the boat that the factory should be promoting on this forum. Hell, they should put one on a trailer and haul it around the country... stopping at every dealer, parking it near boat ramps, and just driving it around on the water with a big ol' sign on it: "Live your dream! Proudly built in the Pacific Northwest, perfect for water adventures EVERYWHERE!" (that's promotion) A brochure that shows the boat in Alaska, beached with a tent onshore, reeling in that big one from the cockpit with the mountains in the background, a couple paddling their kayaks next to the boat.
Rather than try to defend the 25 or the TC255 as a "$30k enclosed head" or "A $70K fast boat," they should promote to big boat owners... folks who may have some discretionary income, time to play, and a spirit of adventure. "The TRAILERABLE TRAWLER that is your ticket to easy cruising EVERYWHERE!" And then make the 25 a true "step up" for folks who are used to something nicer as far as the interior appointments. It could still be promoted as "frugal, but still offering all the comforts you need for extended cruising, INCLUDING the ability to be in all the best cruising places at the best time." Show the boat in the Keys, show the boat with the Tetons in the background, show a happy couple in the cockpit toasting a sunset. (yep, more promotion) "Imagine being able to move from one cruising area to the next... at 60 knots!"
We get more big boat owners who ask to see our boat than non-boat owners... they still want to be out on the water, but are looking for a way to do it that doesn't eat them out of house and ... boat.
These boats are CLASSIC, but they need to evolve to continue to create demand for new. And that IS the place that this forum shines - we are the best source of ideas and enthusiasm. When was the last time anyone from the last three factory entities asked, "What do you REALLY like about your boat?" (so they know what to keep doing) Or: "What could we do to improve the boat?" (so they can poll owners to see what might excite them enough to want to buy a new boat)
Frankly, Dave and Les understand that reasoning... but, the Marinaut is an all-new boat. AND (this is the important part): they got us all talking about their boat... even talking about a potential boat that hasn't hit the drawing board! Smart business; good promotion.
Think you can't improve on a long-time classic design? Take a look at this forum to see what owners do to make these boats even better.
When one buys a boat, they are not buying an assembled piece of fiberglass with a motor, seats, and some instruments - they are buying WHAT THEY CAN DO WITH THAT BOAT. It is an unfulfilled dream... it's up to the builder/dealer to help that buyer fulfill a DREAM. If you can't help a potential buyer fulfill a dream, there is no reason to buy your product.
Recently, there was a thread here about Steve Jobs. There was a man who understood how to get potential buyers excited about products. There is no shame for any company to not have the builder be the promoter... but, the smart business owners will know that promotion and building excitement is JUST as important as building product. If no one is buying, there is no point in building. Business Rule #1: nothing sells itself.
Probably more than 2¢ worth, certainly more than most people want to read or hear. If I didn't care, I wouldn't take the time to post this... I hope the factory and the two dealers who participate here have a good year. :thup
Best wishes,
Jim B.
On Edit: I was writing this in between getting some work done... took me a couple hours, and I see other more brief posts that make many of the same points. Didn't mean to repeat.
Now if they could/would play the warranty card, that's something that the older boats do not have.