I will start with “my opinion”. This is sad news for us romantics. Evinrude is one of those iconic brandnames. And I pray, one day is brought back to life. I owned an Etec 70hp 10 years ish ago and gotta say, it was and is an amazing engine. AMAZING! But, gotta say if I was in the market now, the quiet smooth 4 stroke is a no brainer. And in there lies the issue. I understand the Evinrude engines are very high quality and most likely the best engine on the market? But I have seen great products die because of bad marketing. And to me, that is the case here. Oh, not the ads, they are well executed. But the soul of Evinrude is lost. Sorry.
There is no way in hell, even if I buy the quality thing, I want that design as bold as it is, on the back of my timeless whaler for example. The design is way to defined. Which invites a narrow audience. The market is Pontoon boats and Center consoles. For families. Also pushing innovation, when the rest of the market is going to 4 Stroke? Don’t push innovation. Push tradition, reliability, timeless, solid, proven, and let the innovation be how it works. Does Apple sell innovation? No, they sell technology for the rest of us. In this current market, where boat sales are through the roof, outboards on everything, and an outboard brand dies?
WHAT? Demand is there? I am sure there are countless reasons that are being blamed, but in the end, marketing at the corporate level, is to blame in my book. Sorry again.
We have seen large holding companies ruin brands countless times. Three letters AMF.. Do I need to go on? They scoop up brands because on paper they look great, but have zero comprehension of the emotion that drives the brand. It’s meeting after meetings, in bureaucratic environments that are disconnected form emotion. Focus groups yada yada.. I have seen this for 40 years in marketing and it makes me sick. WHAT A WASTE OF PASSION. UGH.
The Evinrude brand, we all grew up with it, all the marketing was family and fishing and a little edgy bold design. When you acquire a brand like this, you acquire it’s history, and most importantly it’s tone. TONE! EMOTION. That’s what you are buying, not just dealer networks and the rational part. You are buying a relationship. I could go on and on, but it pisses me off to see such Brand waste. All that effort of years, gone!
And even more painful is all the people that work for this brand proudly. Work their asses off and with passion. This is from the top, not the volume of good smart people. Hopefully there is someone high up, thinking about how to re energize the brand in a good way. It’s just waste of mind share!
Well thats my “opinion” Just that, I am sure I am missing something. Oh really sure. I am just sitting here in my arm chair spewing. But I have seen this for so many times and had to deal with it in a more diplomatic way.