The Customer Mindset

SPX

For sporting enthusiasts who refuse to sacrifice style for affordability, who demand high performance matched by ease of use, the SPX series makes boating enjoyable by making the Sea Ray lifestyle accessible.

PRODUCT ATTRIBUTES

What product features uniquely identify this brand? Available sterndrive and outboard propulsion, cockpits among the largest in the category, remarkably convertible seating and social transom.

CUSTOMER INSIGHTS

What are the buying triggers? SPX buyers are seeking great value with no tradeoffs required. For active families getting into boating, SPX is a fresh, competitively priced entry-level bowrider offering next-generation Sea Ray style and performance. Convenient options packages make the purchase decision easier. How do they use it? SPX owners rely on their boat to perform safely and easily, with the propulsion system (I/O and O/B) that best suits their environment. For watersports or cruising, the Sea Ray SPX offers plenty of seating and storage for a large group and all their gear.

SUB-BRAND STRATEGY

How does this brand fit in with the Sea Ray portfolio? The Sea Ray SPX is an athletic bowrider that provides access to the Sea Ray brand family with cutting-edge styling and smart use of space that set the tone for larger models. What stylistic features uniquely identify this brand? Athletic Sea Ray curve and styling, expanded array of prominent and colorful graphics.

How do we compete? The Sea Ray SPX is a stylish, athletic product that provides access to the world’s largest dealer network; is capable of delivering agility and ease for active consumers; and boasts superior fit and finish, marked spaciousness and eye-catching aesthetics.

Key Selling Points: • Four all-inclusive Options Packages (Captain’s, Select, Elevation, All-Sport) allow for easy customization • Command-centric helm with swivel bucket seat • Versatile cockpit seating • Spacious bow with durable upholstery • Standard integrated full-beam swim platform and four-step ladder • Sterndrive and Outboard models available with premium MerCruiser® or Mercury® Verado® power options

Suggested Taglines: Highly customizable. Extremely affordable. Thoroughly Sea Ray. Accessible meets admirable. Your all-access pass to the well-lived life.

SUNDECK®

For the active family seeking a crowd-pleasing, premium watercraft, the Sundeck epitomizes fun and socializing capabilities, because only the Sundeck delivers a spacious, durable and stylish runabout that’s easy to use with bow and stern access for the entire family.

PRODUCT ATTRIBUTES

What product features uniquely identify this brand? Bow ladder, walk-through transom, head, sink, extended swim platform, lower and flatter bow for boarding ladder access, storage, flow from aft to bow, deep and roomy bow, curved seating in bow for additional floor space, cockpit/bow tables. Multiple propulsion systems offered to address specific market needs. What stylistic features uniquely identify this brand? Sea Ray curve and styling, lower and flatter bow for boarding ladder access. Helm/gauge design, seating optimized for socializing.

CUSTOMER INSIGHTS

What are the buying triggers? Buyers choose Sundeck as their families and their circle of friends grow. They need a boat that will both accommodate everyone, as well as one that reflects their professional accomplishments. How do they use it? Sundeck owners spend their days tubing and their nights cruising. With enough storage to handle all the gear, and well appointed amenities that provide lasting comfort, Sundeck keeps the family out longer and playing harder.

SUB-BRAND STRATEGY

How does this brand fit in with the Sea Ray portfolio? The Sundeck offers families all of the benefits of a deck boat while taking design cues from other bow riders within the Sea Ray portfolio. The result is a sleek watercraft with a spacious floor plan and enough amenities to keep boaters on the water all day long.

How do we compete? The Sea Ray Sundeck provides a more attractive option to traditional deckboats with Sea Ray quality fit and finish.

Key Selling Points: • Open floor plan and convertible seating encourage all-day socializing • Upscale vinyl upholstery options with diamond-stitched pattern • Standard extended swim platform with available manual submersible swim step • Stereo with wireless Bluetooth™

Suggested Taglines: So much space in which to get closer. Deck boats as beautiful as they are spacious. • SmartCraft® Diagnostics with custom Sea Ray back-lit instrumentation and night lighting • Huge sunpad converts to comfortable lounge • Optional forward-sweeping watersports tower • Enclosed head with vanity on larger models • Sterndrive and Outboard models available with premium

MerCruiser® or Mercury® Verado® power options

SLX®

Performance, luxury, innovation, power: Sea Ray calibrates these for maximum impact in the SLX line of luxury sport boats. Through technological advances that instill pride and confidence, and design choices that ensure comfort and contentment, the SLX demonstrates Orchestrated Excellence.

PRODUCT ATTRIBUTES

What product features uniquely identify this brand? The SLX’s seductive line and the walk-through transom provides easy access to full-feature helms and spacious cockpits. High-quality stainless hardware, rich upholstery, six full-length strakes and deep bows enhance performance and versatility.

CUSTOMER INSIGHTS What stylistic features uniquely identify this brand? The SLX is distinguished by its high-end finishing touches inspired by classic boats as well as its sophisticated and subtle color palette.

What are the buying triggers? The SLX is the insignia of the accomplished professional. This customer is driven by the finer things in life; high-end design, attention to detail and amazing fit and finish. SLX owners buy when it’s time to treat themselves to the boat they’ve always wanted. How do they use it? The SLX is the final component of the total package, and often accompanies a second home. Although SLX owners use their boats for watersports, it’s ultimately about flexibility and style. SLX owners enjoy the flexibility afforded to them by the deep vee-hull design and full-length strakes. This allows them to perform in a variety of water conditions whether it’s slowly cruising the lake, entertaining their guests or heading out for a thrilling ride at top speed.

SUB-BRAND STRATEGY

How does this brand fit in with the Sea Ray portfolio? The Sea Ray SLX is the most well-appointed runabout you can find on the water. The SLX is also the starting place for many signature Sea Ray design cues. The result is a boat that brings signature Sea Ray DNA to smaller inland boating communities. How do we compete? The Sea Ray SLX sets the standard for the industry. As the SLX evolves, the industry follows. When it comes to fit and finish, the SLX is surpassed by few and envied by all.

Key Selling Points: • Available Dynamic Running Surface™ and proprietary

Quiet Ride™ systems for remarkable stability and dramatically reduced engine noise and vibration • Mercury’s SmartCraft DTS system for effortless command and responsiveness • Seating features stylish contrast stitching and thick, multi-density foam • Rockford Fosgate® stereo system and optional wetbar for onboard entertaining • Oversized Bimini or available PowerTower • Available Dynamic Display touchscreen interface for seamless vessel control • Available Submersible Hydraulic Swim Platform

Suggested Taglines: Orchestrated Excellence. Excellence is a Product of Intention. Joy without limits.

OVERNIGHTER®, WEEKENDER® & SUN SPORT®

Tailored to the European and International markets, the Sea Ray Overnighter, Weekender and Sunsport are the boats of choice, because only Sea Ray delivers a runabout with superior craftsmanship and a well-appointed cabin designed to duck out of surf and sun or escape for an overnight getaway.

PRODUCT ATTRIBUTES

What product features uniquely identify this brand? Cuddy cabin flexibility, extended swim platform. What stylistic features uniquely identify this brand? Sleek design, manageable size for overnight trips.

CUSTOMER INSIGHTS

What are the buying triggers? Boaters buy cuddy cabins for safety, security and freedom. Typically there are two groups of people looking for this: families with young children or older couples who want to use their boats to explore. How do they use it? The cabin provides the perfect place to get out of the sun during longer excursions, and is also the perfect place to put the kids when the weather doesn’t cooperate. Cuddies can be seen parked in secluded coves and bays, or heading out for weekend voyages up the river or across the lake.

SUB-BRAND STRATEGY

How does this brand fit in with the Sea Ray portfolio? These boats allow for extended stays on the water without impacting the Sport Cruiser category. The boats are manageable in size, well appointed, and easy to use.

How do we compete? The fit and finish of Sea Ray cuddies far surpasses the competition. Berths are nicely appointed and adequate for a weekend stay once you’ve found the perfect place to drop anchor.