Anglers Have Discovered PWCs -- More Popular Than Ever
Personal watercraft (PWC) have long been regarded as a gateway product within the boatbuilding industry because of their affordability, approachability, and ease of use. They’re easily towed behind a small vehicle, easy to launch off a beach with their light weight, and easy to store in a standard garage with their compact footprint. Available in stand-up or sit-down models, PWCs continue to appeal to a broad range of boaters from adrenaline junkies to anglers and water sports enthusiasts. Perhaps it’s no surprise that they also remain a bright spot in US boating sales data.
“With jumps in interest rates and inflation in 2023, we saw more boating consumers being price-sensitive and deciding to wait things out before buying their next boat and, in the meantime, picking up a personal watercraft to enrich their time spent on the water,” said National Marine Manufacturers Association (NMMA) president, Frank Hugelmeyer.
Speaking about the status of the US boat market at this year’s Miami International Boat Show, Hugelmeyer said that while NMMA estimates 2023 boat sales were down between 1% to 3%, with individual classes slumping by as much as 25%, PWC retail sales actually grew by up to 25% year-over-year, resulting in 85,000 to 90,000 new units sold in 2023.
Ironically, while the US represents the world’s largest PWC market, there are no domestic PWC builders, with the last – Minnesota-based Polaris – having exited the market 20 years ago. Today’s market leaders sell import product, including Kawasaki and Yamaha (Japan), and Sea-Doo (Canada).
Where other boat categories have seen shifts in sales patterns over the past 18 months with declines in the entry-level and mid-range product segments, not so in PWC, which continues to appeal to a wide range of buyers.
“The diversity of the customer base remains strong. We are not seeing a major shift from higher-end units towards more entry-level models,” says Sea-Doo product manager, Christian Comtois. “With unique models like the Fish Pro, Explorer Pro and WakePro, Sea-Doo has extended the usage of a traditional personal watercraft to include new activities. And we are not even scratching the surface of it yet. The success of the FishPro, introduced in 2019, is unparalleled and fishing communities around the world are now seeing personal watercraft as a more than viable option to enjoy their love of fishing. These packages create purposeful and new reasons for the customer to use their PWC for fishing, exploring and watersport.”
Sea-Doo is also seeing more interest from the performance PWC segment driven – literally and figuratively – by its new Rotax 1630 ACE engine. Capable of producing 325 horsepower and accelerating from 0 to 60mph in barely 3.4 seconds, the new engine has accelerated sales of Sea-Doo’s RTX-X and RPX-X sport performance models, said Comtois.
Sales of BRP’s entry-level Sparx product have also been strong, he says, following a styling and comfort evolution announced in fall 2023 along with the provision of Intelligent Brake and Reverse (iBR) system as standard equipment across all Spark models. “Things like iBR help maximise smooth and safe operation,” said Comtois. “They make the product easier to drive, and more fun to operate. Everyone likes that.”
Innovation for the win
Also leveraging technological innovation in order to win new market share is Yamaha, attributing demand growth to the availability of new capabilities like its Yamaha Connext system which the firm says represents a leap forward in integrating connected technologies that interface seamlessly with riders’ smartphones or apps.
The company is also aiming to tempt buyers with new engine package this year on the WaveRunner VX, FX and GP models, each offered with the new 1.9L motor that delivers 200 horsepower at 7,600 rpm, maximising top speed and acceleration while reducing noise and vibration. The company says its top seller is its top model, the FX Cruiser HO variant.
Yamaha’s WaveRunner VX and FX are also offered this year with its JetFish accessory package, including a 45L Engel insulated cooler, two track-mounted rod holders, cup holders, tie-down straps, fishing rod retention straps and four track eyelet mounts. The JetFish package requires the available FX RecDeck platform, sold separately.
Kawasaki reports that its current best-seller is the Jet Ski Ultra 310 LX, but the company is seeing activity across the full model line, according to senior product manager Croft Long. That includes a new fishing model called the Jet Ski Ultra 160LX-S Angler, which comes with standard equipment including a seven-inch chartplotter, specially designed side floats, a flat fishing seat, a rear rack capable of holding a cooler and fishing rods, as well as an additional rod holder located in the bow.
“In recent years we are seeing the most interest in both entry-price models and full-feature model segments,” said Long. “Many new to watercraft want to get on the water and spend time with friends and family and are more price sensitive. At the same time, significant retail comes in models offering more comfort, convenience features, styling and performance for experienced riders.”