ANCHORING

The latest Discover Boating study offers the clearest view in a decade of how customers discover, evaluate, and choose, and what dealerships must do differently to keep pace. By Matt Gruhn For years, our industry has taken pride in a belief that feels almost foundational to who we are: that boating is different. Automotive is transactional. Boating is relational. And that has seemed to define our identity. It’s a distinction that has shaped how boat dealerships operate, how t