Only 6%-13% of Repeat Boat Buyers Stay Loyal to Same Brand
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.