Issue link: https://read.dmtmag.com/i/326874
LAUNCH 10 | Boating Industry | July 2014 www.BoatingIndustry.com SEARCH SCORECARD Dominion Marine Media collects data via shoppers on its Boat Trader, boats.com, and YachtWorld websites. This ranking compares the most-searched brands on boats.com and Boat Trader, and shows the shift in brand searches from the last quarter of 2013 and the first quarter of 2014. For more information on what Dominion offers, go to www.dominionmarinemedia.com. boats.com Rank Q4 '13 Q1 '14 1 Sea Ray Sea Ray 2 Boston Whaler Bayliner 3 Chris-Craft Chris-Craft 4 Grady-White Boston Whaler 5 Bayliner Grady-White 6 Wellcraft Wellcraft 7 Regal Regal Boat Trader Rank Q4 '13 Q1 '14 1 Sea Ray Sea Ray 2 Bayliner Bayliner 3 Grady-White Ranger 4 Boston Whaler Wellcraft 5 Wellcraft Boston Whaler 6 Chris-Craft Grady-White 7 Ranger Chaparral TOP SEARCHED BOAT BR ANDS SAME-STORE SALES REPORT March same-store sales saw double-digit gains for a number of dealers. Overall, dealers using ADP Lightspeed saw sales increase 10.1 percent compared to March 2013. Major unit sales grew 11.1 percent, while parts decreased 2.7 percent, and service business decreased 4.1 percent. Parts Service Department Department Major Units Overall 2.7% 4.1% 11.1% For more information on this report and other industry data, go to adplightspeed.com/dataservices 10.1% Benchmark your performance against these five marine dealer key performance indicators, offered through Boating Industry's partnership with Spader Business Management, to stay focused on what's important to your success. Sales Volume New Boat Inventory KPIs Used Boat Inventory Net Profit 58.8% 10.8% 5.1% 18.3% 31.0% -23.7% -30% -20% -10% 0% 10% 20% 30% 40% 50% 60% 70% Total personnel Total advertising Total floorplan interest Total semi- fixed Total fixed Total net operating profit 8% $1,646,007 through March 2013 $1,778,056 through March 2014 24.6% $2,716,083 through March 2013 $3,383,690 through March 2014 30.3% $363,418 through March 2013 $473,527 through March 2014 Total personnel Total advertising Total floorplan interest Total semi-fixed Total fixed Total net operating profit 38.2% -$90,901 through March 2013 -$125,663 through March 2014 % of Gross Margin P08x12-BI14JUL-Launch.indd 10 5/28/14 11:29 AM