Dealer Cost Website Launches Today

As reported in the March print edition of Boating Business, industry stakeholders are closely watching a new, US-based website – launching today – that publicizes the dealer invoice cost of boats and engines.

The website – (or alternatively – is described by spokesman Dave Taylor as a shopping information site, including specifications, standard features and both MSRP and invoice cost on a full range of boats, engines, RVs and powersports equipment. MSRP and invoice costs for optional equipment, including engine upgrades, are also provided.

“What we show as invoice cost is the amount that the dealer is invoiced by the manufacturer, including factory installed options,” says Taylor. “It does not include shipping, dealer prep, taxes, licenses or other fees. It also does not account for retail or wholesale incentives that the manufacturer may offer its dealers, nor does it include provision for the dealer's cost of doing business, meaning basic overhead. This is clearly stated throughout the website.”

A “variety of third-party sources” are used to collect pricing information, says Taylor. “The objective is to provide consumers with pricing guidelines. MSRP is not always available, and it fluctuates tremendously across brands so it doesn't serve its purpose. This website aims to address that information void.”

Taylor says the new website will be monetized through a combination of advertising sales and its lead generation capability.

For more, please see the March 2011 issue of Boating Business.