Site might help consumers, but MRAA warns it could hurt dealers

A new website that provides consumers with information, including
pricing, on boats and other sports products will soon go live and the
Marine Retailers Association of America has issued an alert to its
members about the site.

See Dealer Cost is similar to sites in the automotive market in that
it is not a selling site. It provides information, including features
(standards, options), specifications and pricing.
The pricing included in the site is both MSRP and invoice, according to
a release from the company. The invoice price does not include shipping
from the manufacturer, dealer prep, taxes, title, license and other fees
as applicable, and the invoice price does not include any wholesale
incentives (program support, additional discounts, rebates, etc.) that
the manufacturer may be offering to the dealer, according to those
launching the site.

In addition to product and pricing information, site users will have
access to articles, a dealer search, request a quote (from participating
manufacturers and their dealers) and used-boat values. More information
will be added in the near future.

The site and information are free to consumers.

The MRAA, in an alert sent out earlier this week to dealers, said the
site was a "potentially onerous situation to your business as a marine
retailer." It identified the site's founders as two former marine
executives - Jack Malone of Mercury and Yamaha, and Dave Taylor of U.S.
Marine.

"MRAA has made several unsuccessful attempts to conference with Messrs.
Malone and Taylor in order to obtain further information and background
concerning the website," the MRAA said. "Without receiving a clearer
understanding, we will be sending a letter to all manufacturers asking
them not to supply their cost lists for this website. We are asking
manufacturers to carefully consider the damage they could do to their
dealer networks and, in turn, to consumers, by being a part of this
website."

Mike Walker, a spokesman for the site, said he had no comment on the
MRAA's alert.

The site, according to its founders, was created to reflect the changing
retail environment.

"Unfortunately today, essential information must be gathered from a
variety of sources, causing delays and frustration," the company said in
a statement. "In addition, pricing for new products has varied greatly
over the past few years due to auctions, repossessions, below-invoice
sales, etc., causing consumers to lose confidence in the pricing they do
receive.

"The www.seedealercost.com website is being launched to make it easier
for consumers to gather essential information and to make it easier for
consumers to make the decision to buy," they added.

Leads generated will be offered to manufacturers and their dealers, and
advertising opportunities will be offered to manufacturers, dealers and
other companies.