Tagline

SUNDANCER®

For the accomplished boating enthusiast who never stops aspiring, only Sundancer offers elegant styling and performance in a long-range watercraft designed for socializing, a brand recognized the world over as a hallmark of achievement, and a range of products they can trade into along their own upward life journey.

PRODUCT ATTRIBUTES

What product features uniquely identify this brand? Superb performance and handling, exquisite craftsmanship and innovative technology. Spacious, usable cockpit, large galleys and heads, oversized V-berths, oversized master staterooms. Larger models in particular are light and airy. What stylistic features uniquely identify this brand? Distinctive sweeping profile, designer inspired cabins, rich woods, stainless fixtures, neutral fabrics with bold accent pieces. Custom-crafted options are available.

CUSTOMER INSIGHTS

What are the buying triggers? Sundancer owners graduate from one size to the next. They purchase boats for a variety of reasons. They buy to keep up with their friends. They buy because a new model came out. They buy because they can. They buy to satisfy themselves. They enter the market to communicate to the world and their friends that they have arrived. But most of all they love to be seen on the stylish and elegant Sundancer. How do they use it? Sundancers are boats for socializing and entertaining. Although they are comfortable and substantial enough for long trips, once the Sundancer owner arrives at a destination, they drop anchor and settle in. Flotillas made up of multiple Sundancers are common sights and a welcome sign to any Sea Ray owner.

SUB-BRAND STRATEGY

How does this brand fit in with the Sea Ray portfolio? The Sundancer is the heart and soul of the Sea Ray portfolio. It extends through nearly the entire portfolio from sport cruiser to yacht, and gives the enthusiast a single sub-brand they can “trade up” throughout their boating life-cycle. How do we compete? Sundancers are known the world over for being exceptionally built and appointed watercraft that can be customized to the desires of any buyer. Sundancers represent the best that Sea Ray has to offer and the best that boating has to offer.

Key Selling Points: • Available Axius® joystick control and Zeus® drives enhance docking capabilities • Large, open cockpit layouts with abundant seating • Incredible livability with expansive master suites and guest accommodations • Luxurious cabinetry, flooring and textiles • Oversized hull windows maximize interior natural light • Large, extended swim platform with Hydraulic Swim Step available on newer models

For the discerning “captain” who values control and a visceral connection to sun, sea and surf, the Fly is true oceangoing luxury, because only the Sea Ray Fly offers the transformative ability to power through open waters as well as accommodations that are stylish and considered enough to arrive in a class of one’s own.

PRODUCT ATTRIBUTES

What product features uniquely identify this brand? Outstanding ride and sea-keeping abilities, finely crafted details, comfortable and spacious. The social fly bridge adds opportunity to connect with nature and guests.

CUSTOMER INSIGHTS What stylistic features uniquely identify this brand? Expansive Flybridge with multiple social zones. Open, airy and full of natural light, the Fly models also feature designer inspired cabins, rich woods, stainless fixtures, and neutral fabrics with bold accent pieces. Custom-crafted options are available.

What are the buying triggers? Fly buyers demand a vessel with superior sea-keeping ability and a commanding view from the helm. The Fly allows boaters to go farther in more challenging conditions and to do so in style and comfort. How do they use it? Fly owners use their boats for entertaining and for travel, and often at the same time. Whether it’s a couples weekend, an afternoon of cruising or a week at sea, the Fly helps owners appreciate the journey, not just the destination.

SUB-BRAND STRATEGY

How does this brand fit in with the Sea Ray portfolio? The Fly complements the Sundancer in the yacht category by providing an option geared more toward longer trips in open water and a second helm above the main cabin that self-identifying “captains” desire.

How do we compete? Sea Ray Fly is the only bridge boat that offers complete control, power, and most importantly comfort in a single vessel. Other bridge boats may boast one or two of these facets, but only the Fly comes complete with Sea Ray fit and finish. It’s a difference the experienced eye will notice, and the discerning captain will cherish. Key Selling Points: • Expansive, social flybridge layout with amenities for entertaining • Available hardtop with enclosure and air conditioning • Axius® joystick docking system • Trendsetting interior with elegant colors and textures • Large hullside windows allow for abundant natural light • Hydraulic swim platform with integrated steps • Superior Cummins® V-Drive propulsion

Suggested Taglines: Elevate your boating experience. Yachting, elevated.