HARRIS 2021 MODEL YEAR - Dealer Meeting - September 22, 2020 - Harris Boats
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HARRIS 2021 MODEL YEAR
Dealer Meeting
September 22, 2020
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This data is internal to Brunswick.
10:00 am | Welcome
10:05 am | Harris President Intro
10:20 am | Customer Service
Update
10:25 am | Product Update
10:55 am | Marketing Highlights &
Trends
11:10 am | Sales Market Update
11:30 am | Close – Final Remarks
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CUSTOMER SERVICE REVIEW
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ENHANCED CUSTOMER SERVICE TEAM
Alisha Parnin
Customer Service Manager
Sydni Kindig Steve David Terri Collins Bussen
Sales Coordinator Warranty Tech Customer Service Rep
Adrian Allen Tony Robertson Michelle Mahathy
Sales Coordinator Warranty Tech Customer Service Rep
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This data is internal to Brunswick.
SUMMARY
Improve dealer support through additional resources, streamlined responsibilities, service level agreements, and clear
tracking mechanisms
• Additional Resources
Inside Sales – 1 additional team member (Adrian Allen)
Warranty Tech – 1 additional team member (Tony Robertson)
• Streamlined Responsibilities | Sept 25, 2020
Roles will be specialized for more effective processing of orders, requests, and dealer contact clarity
Dealer assignments for Inside Sales, Warranty Techs, and CSRs
Follow the sun support – Coverage until 6pm Eastern for CST and west
Saturday support
• Service Level Agreements
• Agreed upon completion timelines in each of the following areas
• Parts orders – warehouse, manufactured, and vendor
• Boat order confirmations
• Warranty processing
• Rebate processing
• Technical support issue responses
• Return calls and email
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PRODUCT REVIEW
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AGENDA
• NEW Cruiser + Sunliner Review
• Premium Product Update
• General Options and Package Changes
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NEW PRODUCT FOR 90%+ UNITS OVER LAST 13 MONTHS!
Crowne
Cruiser LX MY18
MY19
Grand Mariner
MY18
Cruiser
MY21
Solstice
Sunliner MY20
MY21
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EVOLUTION OF THE HARRIS BRAND
OUR SOLSTICE WAS JUST THE BEGINNING
FROM: MY 2019 | Legacy of Luxury TO: MY 2021 | Modern Luxury + Technology
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This data is internal to Brunswick.
EVOLUTION OF THE HARRIS BRAND
OUR CRUISER AND SUNLINER WILL CARRY THE EVOLUTION FORWARD
FROM: MY 2020 | Legacy of Luxury TO: MY 2021 | Modern Luxury + Technology
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This data is internal to Brunswick.PORTFOLIO STRATEGY FOR CRUISER AND SUNLINER
Create modern furniture with comfortable ergonomics and
1 user-friendly spaces
2 Add functionality, additional positions, and better storage
Grow Sunliner features to widen the gap from the Cruiser and allow
3 the model to “stretch” closer to the Solstice
4 Allow Cruiser to “stretch” lower with de-contented furniture and 19’ length
and appeal to customers at a lower entry point
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This data is internal to Brunswick.CRUISER LX – LENGTHS AND LAYOUTS
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This data is internal to Brunswick.CRUISER LX – NO CHANGE FROM MY2020
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This data is internal to Brunswick.CRUISER
Completely open back
More modern and sleek lines
Similar # of bars and DNA
Shown with NEW CS layout
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This data is internal to Brunswick.CRUISER – LENGTHS AND LAYOUTS
Lengths CS (26%) CW (13%) CWDH (26%) CWEC (0.2%) SL (32%) SLDH FC (2%)
190
210 (39%)
230 (40%)
250 (21%)
NEW 19 foot Cruiser – CW layout only
All other layouts are offered as in MY2020
New Sport Graphic
Direct fill only – no remote fill option
All helm chairs are recliners
/ 15
This data is internal to Brunswick.CRUISER – FURNITURE OFFERING
• New furniture offering – compete stronger at lower price points
• 3 Colors – NEW Moonlight Gray, NEW Beach Tan and French Gray
STANDARD ENHANCED SEATING PACKAGE
Price: $400 SAVINGS Price: Base Boat
- No mousehole, no storage door - Super soft vinyl
- No CWEC layout, no FC layout - NEW USBs in every mousehole
- All lengths, options and colors
- All layouts, lengths, options and colors
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This data is internal to Brunswick.CRUISER – NEW HELM SEAT DESIGN
Re-designed foam and pattern on all Cruiser helm chairs
Widened out the
bucket foam
New styling matches
furniture
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This data is internal to Brunswick.SUNLINER
• Completely open back
• More modern and sleek lines
• Follows model DNA with
similar number of bars
Shown with NEW SL layout and Moonlight Gray Furniture
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This data is internal to Brunswick.SUNLINER – LENGTHS AND LAYOUTS
Lengths CW (12%) CWDH (34%) CWEB (2%) SL (52%) SLDH
210 (16%) X
230 (56%)
250 (28%) X
Removed two entertainment bar layouts
All other layouts remain the same as MY2020
New Sport Graphic – Sport Shatter Graphic look;
DNET +$305
Direct fill only – no remote fill option
All helm chairs recline
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This data is internal to Brunswick.SUNLINER – FURNITURE OFFERING
• New furniture offering – allows to “stretch” the Sunliner Pillowtop even further
• 3 Colors – NEW Moonlight Gray, NEW Beach Tan and French Gray
STANDARD PILLOWTOP
Price: Base Boat Price: +$670
- SeaTex vinyl + quilting + USBs - Super soft vinyl + quilting + USBs
- Wrapped seat bases, armrests - Wrapped seat bases, armrests
- All layouts, lengths, options and colors - All layouts, lengths, options and colors
/ 20
This data is internal to Brunswick.SUNLINER – NEW HELM SEAT DESIGN
Re-designed foam and pattern on all Sunliner helm chairs
Widened out the bucket foam
New styling matches furniture
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This data is internal to Brunswick.SUNLINER SPORT
Sport Tower on a Sunliner
Two lengths (230 and 250)
All colors + pillowtop
Shown in a SLDH layout
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This data is internal to Brunswick.SUNLINER SPORT – LENGTHS AND LAYOUTS
NEW 230 length for the Sunliner Sport
Only on SLDH layout
NEW Pillowtop available as well!
NEW Manual foldable tower
NEW Double bimini option
Lengths SLDH
230
250
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This data is internal to Brunswick.FURNITURE LAYOUTS
AND SEATING VERSATILITY
Cruiser and Sunliner – MY2021
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This data is internal to Brunswick.EXPANDED PALETTE FOR CRUISER + SUNLINER
FRENCH GRAY NEW MOONLIGHT GRAY
NEW BEACH TAN
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©2020 Brunswick Co. Confidential and all rights reserved. This data is internal to Brunswick.NEW BEACH TAN FURNITURE
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©2020 Brunswick Co. Confidential and all rights reserved. This data is internal to Brunswick.NEW MOONLIGHT GRAY FURNITURE
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This data is internal to Brunswick.CX/SUN FURNITURE – NEW MOUSEHOLE DESIGN
All Cruiser + Sunliner mouseholes now have a dual charging USB port
4-5 USB ports per boat
Recessed charging and entertainment
center to keep items from falling out
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This data is internal to Brunswick.CX/SUN FURNITURE – NEW SINGLE LOUNGER (SL)
Significant improvement in functionality and design
3 total positions
built-in cooler
lays completely flat
large open space in rear
dry storage in rear
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This data is internal to Brunswick.CX/SUN FURNITURE – REDESIGNED SLDH
Improved seating position and comfort
Removed large radiused corner
Added comfortable arm ledge with
cupholders and USB in rear
/ 30
This data is internal to Brunswick.CX/SUN FURNITURE – NEW SAFETY RAILS
All safety rails will have built-in holders for fenders – at the same price
Available on SL, SLDH and CS floorplans!
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This data is internal to Brunswick.CRUISER FURNITURE – NEW CRUISE LAYOUT (CS)
Rear-facing seating + easy storage access
Multi-position rear hatch
access
Netted storage inside
Rear-facing seating
Available with safety rails
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This data is internal to Brunswick.CRUISER FURNITURE – NEW CRUISE LAYOUT (CS)
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This data is internal to Brunswick.CX/SUN FURNITURE – CENTER WALKTHROUGH (CW/CWDH)
Added rear inserts on CW/CWDH layouts
Rear inserts for new stylish look
- no more wrapped fence
+2 Rear cupholders/speakers will not get lights
Looks great with rear-facing speakers
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This data is internal to Brunswick.NEW HELM
Cruiser and Sunliner – MY2021
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This data is internal to Brunswick.CX/SUN HELM – OVERALL DESIGN
More ergonomic, more legroom, more intuitive to use
Offset screen design
Better line of sight
Fits up to a 9” screen
- VesselView Link
Wireless charging option
Larger base gauges
More depth in panels
Left side ‘chuck tray’
SeaDeck panels in tray
Convenient charging ports
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This data is internal to Brunswick.CX/SUN HELM – “CHUCK TRAY”
Convenient, public storage and charging hub
Optional windscreen:
easily removable
dealer install
option cost: $50
Store phone, glasses, etc
Wireless charger +$140
Dual USB port
12V unit
Drain hole built-in
SeaDeck pad colors match
ski-locker lid
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This data is internal to Brunswick.CX/SUN HELM – IMAGES
Base helm now includes: Hook upgrade includes:
speedometer 3” gauges
engine hours Hook 2-4X (w/ GPS)
fuel speedometer
tachometer engine hours
trim fuel
tachometer
trim / 38
This data is internal to Brunswick.CX/SUN HELM – ERGONOMICS AND LEG ROOM
Used Solstice helm ergonomics study as a baseline
MY2020 Helm MY2021 Helm
4.5” more leg room at knees
This data is internal to Brunswick. 2.5” more leg room at toes / 39PREMIUM PRODUCT UPDATE
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This data is internal to Brunswick.SOLSTICE – LENGTHS AND LAYOUTS
Max HP
2 Tubes 200hp
3 Tubes 400hp
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This data is internal to Brunswick.NEW CHESTNUT BROWN FURNITURE COLOR
Available on Solstice
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This data is internal to Brunswick.GRAND MARINER
No model year changes
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This data is internal to Brunswick.GRAND MARINER – LENGTHS AND LAYOUTS
Max Horsepower
2 Tubes 200hp
3 Tubes 450hp
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This data is internal to Brunswick.CROWNE – LENGTHS AND LAYOUTS
Max Horsepower
Single Engine 450hp
Twin Engine 400hp
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This data is internal to Brunswick.NEW GREY CROWNE COLOR – MY2021
Exterior accent: black and ivory
Interior furniture: Ivory, French
grey and desert camel
Available to Order on Compass
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This data is internal to Brunswick.NEW GREY CROWNE COLOR – SNEAK PEAK
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This data is internal to Brunswick.OPTIONS AND PACKAGES
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This data is internal to Brunswick.MODEL YEAR CHANGES (NOT MODEL SPECIFIC)
1. NEW Stone Gray Seagrass flooring (ONLY with NEW Gray furniture color)
2. NEW White Diamond accent
3. NEW Ottoman offering (all models) – DNET: $455
4. NEW fold out table options for all models (Teak Isle version) – DNET: $455
5. Upgraded steering wheels across Harris models
6. Removed tan and red standard Bimini canvas across all models except Crowne
7. Removed front flap on mooring covers
8. All helm chairs have a reclining feature as standard
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This data is internal to Brunswick.NEW “STONE GRAY” FLOORING
NEW “True” Gray Seagrass Flooring, limited to only Gray Furniture
New Gray Flooring
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This data is internal to Brunswick.NEW WHITE DIAMOND ACCENT
Adding a NEW White Diamond Accent on all Fence Panel colors
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This data is internal to Brunswick.NEW OTTOMAN OFFERING
Offered as option on all models
- Upholstered Lid matching base vinyl
- Polished SST Lid Hinges
- SST Grab Handles w/ Black Accents
- SST Cupholders
DNET: $455
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This data is internal to Brunswick.NEW POP OUT TABLE OFFERING
Offered as option on
Cruiser, Sunliner, Solstice
and Grand Mariner.
- Color match to base
furniture vinyl
DNET: $455
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This data is internal to Brunswick.STEERING WHEEL UPDATE
For Solstice Base, Cruiser Upgrade and Sunliner Upgrade
FROM TO
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©2019 Brunswick Co. Confidential and all rights reserved. This data is internal to Brunswick.STEERING WHEEL UPDATE – GRAND MARINER
For Grand Mariner Base
FROM TO
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©2019 Brunswick Co. Confidential and all rights reserved. This data is internal to Brunswick.PERFORMANCE PACKAGES
No changes to performance packages
Model Year 2020 Model Year 2021
Description Description
25” Diameter Partial Length Center Tube &
Performance Level 1 2-tube Motor Pod
NO CHANGE
25” Diameter, Full-Length Center Tube,
Performance Level 2 0.080 Gauge & 37 gal. Fuel Tank
NO CHANGE
25” Diameter, Full-Length Center Tube,
Performance Level 3 0.090 Gauge, Additional Baffles & NO CHANGE
63 gal. Fuel Tank
27” Diameter, Full-Length Center Tube,
Performance Level 3.5 0.090 Gauge & 63 gal. Fuel Tank
NO CHANGE
All performance packages come with a full skin
NEW Option for full skin on 2-tube boats
This data is internal to Brunswick.
/ 56RUNNING SURFACE UPDATE
Enhanced strake profile and strake length
KEY ENHANCEMENTS:
• Agile and confident handling
• Significant reduction in spray
• Less bow rise
• Smooth and sturdy ride
• Reduced vibration
• Increased speed
• Less drag + prop slip
• Better fuel efficiency
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This data is internal to Brunswick.LIGHTING AND STEREO PACKAGES – PREMIUM
Applicable to Solstice, Grand Mariner and Crowne
Base Boat Good Better Best
Interior Lighting Total Lighting
Lighting Interior (rope, cups, speakers)
(interior lighting,
None underwater, underdeck)
Packages Rope Lighting
Solstice includes CZONE
Solstice includes CZONE
Stereo Fusion Diamond Platinum
Packages
(8 Fusion speakers, (same as today) (same as today)
JL head unit) 8 JL speakers JL Platinum package
No changes to Cruiser/Sunliner Lighting and Stereo Packages
Except: Cruiser/Sunliner CW/CWDH has rear-facing speakers this year
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This data is internal to Brunswick.MY2021 PRICING
Models generally priced at less than 3% landed DNET price year-over-year
Model year price increase driven by:
- supplier inflation on existing product
- small engine price increase (average 0.6%)
- new product content on Cruiser + Sunliner
- covid-related expenses and plant safety protocols
Engine and options mostly flat – most of the price shows up in the base boat
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This data is internal to Brunswick.MARKETING UPDATE
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This data is internal to Brunswick.MY 2021 MARKETING HIGHLIGHTS
Timeline
Sunliner &
Cruiser
Launch Campaign Sales Excellence
Kick-Off Institute Early Spring Push
Sept Oct Nov Dec Jan
New Furniture MY2021
Printed Showroom Color Boards Dealers receive spring
Vinyl Update
Catalogs promotion details,
Samples
New 3D Boat • Website ad kits, open
Walk-Throughs Turnover house support kits
• Product Guides
• Cruiser & Sunliner
Product Flyers
& POP
• Photo Galleries
/61
This data is internal to Brunswick.BOAT SOCIAL REVEAL EVENT
Facebook Online Reveal Event
October 8, 2020 4:00pm CDT
Promotion of event
- Email Invites
- Social
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This data is internal to Brunswick.MY 2021
Marketing Content & Resources Update
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This data is internal to Brunswick.BRAND COLLATERAL
Introduced Jan 2020 Coming Oct 2020
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This data is internal to Brunswick.NEW Feature Call Out Signage
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This data is internal to Brunswick.3D MATTERPORT
WALK-THROUGHS
• Cruiser 230 SL
• Crowne 270 SL
• Solstice 250 SL
• Sunliner 230 SL
• More to come
Now available on Matterport for dealers and
will be posted on the model pages.
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This data is internal to Brunswick.BOAT SHOW SEASON PLANNING UPDATE
COVID-19 Preparedness
• Events will have guidelines and appropriate modifications per show according to
company policies
• Currently, the marketing team is working on alternate support plans in the event shows
are cancelled
• Contingency plans could include:
• Dealer Local Event Support
• Virtual Reality Experiences
• Virtual Boat Shows
• Black-Tie Spring Promotion Changes
• Brand Sponsored Demo Days
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This data is internal to Brunswick.YTD 2020
Lead Generation & Trends
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This data is internal to Brunswick.2020 MARKETING CONTENT & TECHNOLOGY
Harris Progress update
Website Launched July 2020
• Adobe CMS provides ongoing improvements
• Better site experience
• Improved analytics
• New dealer resource platform
Salesforce Integration
• Lightspeed | Completed
• Hubspot | In Progress
Becoming a better lead generation partner
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This data is internal to Brunswick.LEADS YTD 2020
Overall 26%
Website 26%
Build a Boat 218%
Catalog 88%
METRIC July 1 – Sept 20
Website Visitors 41%
Website Conversions 108%
Website Traffic & Leads are up year
over year.
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This data is internal to Brunswick.SALES
UPDATE
2021 Dealer Meeting
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This data is internal to Brunswick.PONTOON MARKET SUMMARY 2020
12 month rolling data
through June of 2020
Pontoon Market up
2.8% YOY
No distinct Region
that is winning or
loosing
SSI R12 Pontoon Q2 2020*
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This data is internal to Brunswick.RECREATIONAL DAY BOAT MARKET REVIEW
60,000 7.0%
6.4%
6.0%
50,000
5.0%
4.0%
40,000
2.8% 3.0%
30,000 1.9% 2.0%
1.0%
20,000
0.0%
-0.5%
-1.0%
10,000
-1.7%
-2.0%
0 -3.0%
16-35 IO/OB Alum Pontoon 16-40 IO/OB Runabout 17-30 IO/OB Deck IB Tow Ski Jet
12 MR 2019 12 MR 2020 Growth
RDB market is up 2.4%. Pontoon is by far the largest segment, and
outperforming the whole
SSI R12 Pontoon Q2 2020*
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This data is internal to Brunswick.MARKET SHARE GROWTH BY BRAND
10.0%
8.0% 7.1%
6.0% 5.3%
3.5% 3.5%
4.0% 2.8%
2.0%
0.0% 0.1%
0.0%
Market Tracker Bennington Avalon/Tahoe Godfrey Sylvan Forest River Harris
-2.0%
Pontoons Marine
-4.0%
-6.0%
-8.0%
-10.0%
-12.0% -11.0%
Harris is growing faster than the market. Given that value products account for the
major share of the market, the new Cruiser and Sunliner will accelerate growth.
SSI R12 Pontoon Q2 2020*
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This data is internal to Brunswick.PONTOON MARKET MONTHLY REVIEW
Market was strong before and after COVID shutdowns
14,000 35%
12,000
10,000
8,000
6,000
19%
4,000
2,000
-35%
0
Jan. Feb. Mar. April May June July Aug. Sept. Oct. Nov. Dec.
2019 CY 3 Year Avg. 2020 CY
SSI YTD Pontoon Q2 2020*
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This data is internal to Brunswick.HARRIS RETAIL REVIEW
Harris is similar but less variable
600 9%
500
400
300
19%
200
100
-29%
0
Jan. Feb. Mar. April May June July Aug. Sept. Oct. Nov. Dec.
CY 19 CY 20 3 Year Avg.
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This data is internal to Brunswick.WEEKS OF SUPPLY REVIEW
Fresh inventory as we head into 2021
50.0
45.0
40.0
35.5
34.1
35.0
30.6
30.0
31.7
25.0 28.3
19.2
20.0
15.0
10.0
10.0
5.0
0.0
Jan Feb March April May June July August Sept Oct Nov Dec
MY 20 MY 19 3 Year Average
Text would go here
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This data is internal to Brunswick.MARKET TURN RATE DATA
Harris is turning faster than the market
Information from major floorplan lenders
Average turn:
Pontoon Segment – 2.05x
Harris- 2.33x
Aged inventory (over 360 days)
Pontoon Segment – 13.4%
Harris- 8.9%
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This data is internal to Brunswick.INFLUX OF NEW BUYERS
Great opportunity to increase consumer base
2019 2020
35%
32%
31%
30%
25%
25% 23%
20%
15%
10%
5%
0%
Harris BBG
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This data is internal to Brunswick.First Time Boat Buyer VS Repeat Boat Buyer
73% Age 35-54 49%
Average
3.5 Household 2.8
Size
40% 22%
Purchase was
influenced by
the pandemic
Family Size
Time Price
Wanted Top 6 Reasons Quality
Fishing/Use for Purchase Fishing/Use
Fun Features
New Home Brand
Source: BBG Survey
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©2020 Brunswick Co. Confidential and all rights reserved. This data is internal to Brunswick.SELL RATE INFORMATION
What are all these customers buying first
Model Family Models by Length
200 200
155 159
146 147
150 122 150
100 100
50
50
0
0 Cruiser Sunliner Solstice Grand Mariner Crowne
Cruiser Sunliner Solstice Grand Mariner Crowne 21' 23' 25' 27'
Floorplan Horsepower by Model
200 150
155
149 143 153 144
150 126 131
95
100
100
50
50
0 0
CW CWDH SL SLDH Cruiser Sunliner Solstice Grand Mariner Crowne
Value Premium 90hp 150hp 200hp 225hp 300hp 350hp 400hp
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This data is internal to Brunswick.SUMMARY
Great time to be us!
Great market with continued strength
in pontoon
Harris is outperforming the market by
share and turn measurements
New products will accelerate growth
and share gain
Virtually all new inventory in the field
given roll over levels
New customers driving excitement
and opportunity for sales
Let’s make sure we have the right
boats at the right time
It is a great time to do what we do!
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This data is internal to Brunswick.THANK YOU
2021 Dealer Meeting
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