Miami – September 30, 2026 -- Analysis of more than 2.5 million boats across Florida, Ohio, Texas, and Virginia found that just 6% to 13% of repeat buyers stay with the same manufacturer on their next purchase, according to new data from Boats Group.
Repeat owners make up a quarter of the market but rarely return to the same brand
Boats Group identified approximately 637,000 repeat owners—those associated with two or more boats—among the records studied. Repeat owners represented 25.6% of owners in Florida, 31.3% in Ohio, 20.6% in Virginia, and 18.0% in Texas. Despite this scale, brand loyalty on the next purchase ranged from just 6% to 13% across all four states.
"Repeat ownership represents a meaningful part of the boating market, but the next purchase is far from guaranteed for any one brand," said Claire Look, Head of Data at Boats Group. Personal watercraft was the exception, with Yamaha, Sea-Doo, and Kawasaki owners showing the strongest same-brand repeat behavior and frequent cross-shopping among themselves.
Boat-type loyalty runs roughly double manufacturer loyalty in Florida
Florida data showed approximately 23% of repeat buyers stayed within the same boat class—about twice the manufacturer retention rate—yet more than three-quarters still switched categories. Center consoles emerged as both the most common first boat and the most common repeat purchase in the state, making the segment a critical entry point and re-entry category for manufacturers.
Used-to-new upgrade path proves far from linear
Among repeat buyers who started with a used boat, 70% purchased used again, while only about one in nine moved from used to new. Buyers who began with a new boat were more likely to reverse course, with approximately 45% purchasing used on their next transaction, undercutting assumptions of a predictable trade-up cycle.
Ownership cycles stretch three to seven years depending on boat category and state
Roughly 60% of paired purchases among personal watercraft and jet boats occurred on the same day, indicating simultaneous household purchases rather than a return to the market. Sequential repeat purchasing was more common among center consoles, bass boats, and cruisers, with owners in Florida and Virginia typically returning after three to four years, and Texas records showing an interval of approximately seven years, though data-capture differences limit direct state comparisons.
Look noted that manufacturers need to engage buyers during the research phase rather than relying on dealership or boat-show interactions alone, since decision-making starts well before a purchase is finalized.