For years, the boating industry has held onto an outdated approach to pricing—hiding numbers behind dealer visits, requiring phone calls for quotes, or avoiding MSRP disclosure altogether. While this approach may have worked in the past, it no longer makes sense in a world where nearly every purchase decision begins online. Consumers expect transparency, and the brands that embrace it will gain a significant competitive edge.
The Problem with “Call for Pricing”
Boat builders and dealers often say they want potential buyers to call or visit to get pricing. The idea is that once they have a customer engaged, they can sell the value of the boat and hopefully close the deal. But this approach is increasingly out of touch with how modern consumers shop.
Think about it: almost every other major purchase—whether it’s a car, RV, or even a home—has clear pricing available online. Boats remain one of the few exceptions. For the average buyer, not knowing whether a boat is $50,000 or $150,000 creates friction and frustration.
Consumers Can Only Afford What They Can Afford
At the end of the day, a customer can only buy what fits within their budget. Requiring them to visit a dealership just to learn that their dream boat is out of reach isn’t just inconvenient—it’s a waste of time for both the buyer and the dealer.
Price transparency helps buyers qualify themselves before they step into a showroom, leading to more efficient sales conversations. It also removes the awkwardness some buyers feel when realizing they can’t afford a certain model. Instead of forcing them into an uncomfortable situation, price transparency empowers them to make informed decisions upfront.
Younger Buyers Expect More Information Online
Today’s younger buyers, many of whom are entering the boat market for the first time, expect to find as much information online as possible. They are accustomed to shopping on their own terms, not waiting in line or making phone calls just to get basic details. These buyers want instant access to pricing and options before they engage with a dealer. The boating industry must adapt to this shift or risk alienating an entire generation of customers.
Helping, Not Hurting, Dealers
Many boat builders worry that disclosing pricing will hurt their dealers. The truth is, it does the opposite:
- It pre-qualifies customers – When a buyer walks into a dealership already knowing the price range, they’re far more likely to be a serious shopper rather than just gathering info.
- It increases trust – Consumers appreciate brands that respect their time and don’t play pricing games.
- It improves the buying experience – Instead of a customer spending time on models they can’t afford, they can focus on the right boat for their budget from the start.
Online Boat Builders & Configurators: A Powerful Tool
While this article isn’t focused on boat builder/configurator tools, they are worth mentioning as a growing trend among the best boat brands. These interactive tools allow potential buyers to:
- Choose a model and customize features like engines, electronics, and color schemes.
- Some (but not all) include real-time price calculations as options are added.
- At the end of the process, buyers can save and submit their customized build, generating a lead for the builder or dealer.
These tools not only increase engagement and time spent on the brand’s website, but they also generate highly qualified leads by giving buyers a chance to explore pricing before reaching out.
The Competitive Advantage of Transparency
Boat builders who embrace pricing transparency will stand out in an industry where many brands are still holding back. Buyers have more options than ever, and they’re choosing to do business with companies that make the process easier—not harder.
Even for semi-custom and premium brands, there are ways to offer transparency without eliminating flexibility. MSRP guidelines, price ranges, and interactive configurators allow consumers to get a realistic idea of costs without removing the dealer’s role in finalizing a deal.
The Future of Boat Buying is Clear
The boating industry needs to catch up with the expectations of today’s buyers. Brands that continue to hide pricing behind outdated sales tactics will lose out to competitors who understand that transparency builds trust, streamlines the buying process, and ultimately leads to more sales.
It’s time for boat builders to rethink their approach—because in today’s digital world, the brands that respect their customers’ time and budget are the ones that will win.