Why is Boston Whaler So EXPENSIVE??

Boston Whaler is one of the most iconic brands in the marine industry. But it’s also one of the most expensive. In this video, our friends at Chesapeake Boat Basin in Kilmarnock Va explain why this is, with much of the cost coming from the construction process.

[@danielsoutdoors]

Marketing Cost 💲 … when you go to a boat show and Boston Whaler has the largest display booth with pop up buildings and VIP sections over looking the show. BW probably has the largest marketing budget than all other sub 50ft boat manufacturers. That’s added to the price of the boat.

[@Mooligan]

marketing costs are tax deductible. the cost of boat shows (per boat) is negligible, given the thousands of boats produced by boston whaler.

[@rcg9573]

@@Mooligan Tax deductions do not recover your costs dollar for dollar. Not even remotely close you clown! They only reduce your taxable income expense at your corporate tax rate, which is currently 21%, so 79% of those costs at a minimum are not recovered through any tax savings. BW also does a ton of sponsorships that are more costs they need to recover through their sales price, and massive amounts of digital advertising. On average, BW spends roughly $100 million a year on advertising online, boat shows, sponsorships, etc... $100 million most of which needs to be recovered through sales pricing. Financial reality! Last year BW had roughly $300 million in sales revenues and roughly 300 employees. That is roughly $1 million in sales revenue generated on average per employee per year, and if you think most of their employees are averaging actually creating anything near $1 million in boat value per year I have some great ocean front property in Nebraska I'll sell you at a bargain price. The plain reality is Boston Whalers are EASILY one of the most very overpriced hype based boats on the market, and ever since they were acquired by Brunswick their quality has absolutely gone downhill from their pre-Brunswick days. 🙂

[@AnnexF]

I own a Boston Whaler Guardian 25. That's all I need. I feel safe out in rough conditions.

[@craigcwillard]

1st one was a 19 Outrage. 2nd and current is a 17' Newport. Love them.

[@s.daniel9224]

I’ve got a montauk 190 and I feel safe. I’m older and not going offshore as much, or I’m not needing a rocket ship like my 28 contender. But, I see McKee craft is starting to produce their smaller boats too. I think they’ve got whaler beat on quality for less money. All pretty great boats for their purpose.

[@muddpuppy07]

Unsinkable aspect is not something that should bring in more money. Cost guard standards require it now.

[@Matt-qv8zj]

Ummm. No

[@K_M_M_G]

Provide source or reg

[@ALL4SCUBA05]

I first boat was a Polar. It was foam injected as well. Let’s not say that’s why it costs more.

[@ThroughTheCamerasEye]

He’s right! But only on certain size boats. The smaller ones especially, have to remain afloat above the rub rails. Manufacturers have found (albeit most likely cheaper than Whalers construction methods) ways to stay afloat above the rub rails for years now. Truth be told, completely foam filling a boat can prevent the water that enters through osmosis (or condensation) any place to go. So it can stay in the foam collecting, making the boat heavier each year. Take a look at some of those older Whalers. Do they seem to be sitting much lower than when new? Do they require more power to plane then they did new? With the advances in closed cell foam and other new technologies, Whaler may have solved their weight gain issues, but the issues were certainly real at some point. I watched an older Whaler that was getting rigged for a transducer spit out a heavy stream of water for hours as soon as the pilot holes were drilled. Foam filled may offer light weight, effective strength, but it has its drawbacks just like anything else. Look around yourself, there are companies that are using better methods to using foam, they just don’t have the huge marketing budget yet that a Brunswick company like Whaler had. Just like Brunswicks Sea Ray line, branding is key!

[@Marine555-vz7ft]

Boston Whalers are my favorite brand of boat to me they are expensive but I also see them as the best boats out there

[@jbsmoov1911]

They can charge more because they hold their value so well compared to other boats. Buyers know it and expect to recover more if/when they sell. We have a 17 Montauk our family bought in ‘86. It still works great and we could sell for more than we paid for it.

[@rcg9573]

You bought a 1986 pre-Brunswikck Whaler when they were actually high quality. Since Brunswick acquired them their quality has gone steadily downhill while their pricing and marketing budgets have skyrocketed under the "Brunswick business model". At this point the post-Brunswick acquisition Whalers are pretty much wildly overhyped compared to loads of the competition. Last year in fiscal '23, BW had roughly $300 million in total boat sales revenue and $100 million in marketing expenses. $100 million! They are absolutely recovering those marketing costs through their sales price, that is NOT value being added to the boats being sold! 🙂

[@denislaouenan5553]

until mid 2000 whaler foam was absorbing water and caused disasters, mckee craft at the same time was already using closed cell foam, Vynil ester barrier etc.. plus mckey craft on the freedom series was 3 pieces boats where you can stand straight fighting a fish leaning on side from aft to front. Mckee craft freedoms also have much more deadrise at transom with 24.5 on their 24 and 28 models and would blow a BW in heavy seas especially it tool so long for BW to give up their gull wing designs. There are many more brands that keep their value much better than BW, they might be much smaller production though so one would have to wait for his number to be built or to find the very few that come up on second hand market. So maybe BW is the best value of mass product highly advertised boats, certainly not the best in any domain.

[@markdimaio8396]

All boats are now insanely expensive, even budget and entry level brands. Brunswick is capitalizing on brand image at the same time

[@rcg9573]

@@markdimaio8396 Brunswick is recovering their massive marketing costs mainly compared to other brands. Most of what you are paying for with a current post Brunswick acquisition Whaler is their marketing budget. That is reality, and that is and always has been the Brunswick corp business model since their inception decades ago! Since Brunswick acquired Boston Whaler, Whaler quality has gone steadily downhill, while their pricing and marketing budgets have skyrocketed under the "Brunswick business model". At this point the post-Brunswick acquisition Whalers are pretty much wildly overhyped and over priced compared to loads of their competition. Last year in fiscal '23, BW had roughly $300 million in total boat sales revenue and $100 million in marketing expenses. $100 million! They are absolutely recovering those massive marketing costs through their sales price, that is NOT value being added to the boats being sold! 🙂

[@06barcafan10]

Love my 270 Dauntless….its the little things (you pay for) they think about and incorporate quality pieces into the boat. It’s not perfect but it’s very good.

[@ALL4SCUBA05]

They are NOT “a little more pricey”. They are a LOT more pricey.

[@514brent]

I know Whaler and Mercury are owned by the same parent company, but I wish you could opt for a Yamaha outboard on Whaler’s.

[@ThroughTheCamerasEye]

Both owned by Brunswick. And one of the reason Mercury is still in business. They come bolted to every Whaler, Sea Ray, Bayliner and many more. All owned by Brunswick, each marketed to different buyers, all sharing much of the same raw materials. Economics of scale and vertical integration are the cornerstones of Brunswick. And guess what, it works! Brunswick has put more boaters on the water than all of the other OEMs combined. Like I said, it works.

[@rcg9573]

@@ThroughTheCamerasEye BS! It is mostly marketing expense and silly over pricing. That has been the Brunswick "business model" since day one for ALL of their boats including Whalers since they acquired BW! Most of what you are paying for with a current post Brunswick acquisition Whaler is their marketing budget. That is reality, and that is and always has been the Brunswick corp business model since their inception decades ago! Since Brunswick acquired Boston Whaler, Whaler quality has gone steadily downhill, while their pricing and marketing budgets have skyrocketed under the "Brunswick business model". At this point the post-Brunswick acquisition Whalers are pretty much wildly overhyped and over priced compared to loads of their competition. Last year in fiscal '23, BW had roughly $300 million in total boat sales revenue and $100 million in marketing related expenses that include online advertising, cable ads, boat shows and sponsorships. $100 million! They are absolutely recovering those massive marketing costs through their sales price, and none of that $100 million is any value being added to the boats being sold! 🙂

[@ThroughTheCamerasEye]

Take a look at Edgewater Boats vacuum foam injected process. I’d put it up against a Whaler any day, and I’ve never owned either. But I have been to both factories and the Edgewater blew me away. There’s a story behind why these two brands are so similar that would make a great video. Check it out for yourself.

[@saltwaterfishinguniversity]

Great suggestion 👍

[@rcg9573]

I'd take an Edgewater 7 days a week over a Brunswick owned and fabbed Whaler. 8 days a week if they ever come out with an 8 day week. LOL

[@Billy-in5vt]

Great video 😊 I'm in the market for a 17'--20' center console. Your video has helped in my search

[@s.daniel9224]

Marinemax? Not sure I agree with their customer service claim, or their service performance.

[@theone4929]

I love my Boston whaler but MarineMax is horrible

[@michaelriosa2775]

Love my Dauntless. Good job explaining the extra cost of the manufacturing process, but really missed the opportunity to translate what that results in for the owner/driver/user experience.

[@saltwaterfishinguniversity]

Appreciate the feedback, we're always looking to improve.

[@rcg9573]

Most of what you are paying for with a current post Brunswick acquisition Whaler is their marketing budget. That is reality and that is and always has been the Brunswick corp business model! Since Brunswick acquired Boston Whaler their quality has gone steadily downhill, while their pricing and marketing budgets have skyrocketed under the "Brunswick business model". At this point the post-Brunswick acquisition Whalers are pretty much wildly overhyped and over priced compared to loads of the competition. Last year in fiscal '23, BW had roughly $300 million in total boat sales revenue and $100 million in marketing expenses. $100 million! They are absolutely recovering those massive marketing costs through their sales price, that is NOT value being added to the boats being sold! 🙂

[@robertkreamer7522]

He forgot Branding BW has established itself as a premium quality brand over 60 years that has value to a buyer as used Whalers bring a premium. And if they are abused they can be refreshed.

[@jjjk7895]

The new whalers blow

[@rcg9573]

Most of what you are paying for with a current post Brunswick acquisition Whaler is their marketing budget. That is reality, and that is and always has been the Brunswick corp business model since their inception decades ago! Since Brunswick acquired Boston Whaler, Whaler quality has gone steadily downhill, while their pricing and marketing budgets have skyrocketed under the "Brunswick business model". At this point the post-Brunswick acquisition Whalers are pretty much wildly overhyped and over priced compared to loads of their competition. Last year in fiscal '23, BW had roughly $300 million in total boat sales revenue and $100 million in marketing expenses. $100 million! They are absolutely recovering those massive marketing costs through their sales price, that is NOT value being added to the boats being sold! 🙂

[@lching7491]

Bought and killed triumph cuz they made a cheaper and more reliable unsinkable boat.

[@FreemanWithrow]

Yeah we’ve seen the unpaid creators behind the scenes videos on the short cuts and horrible quality control that ALL manufacturers are trying to hide today . Cheap construction higher price no matter the manufacturer. That’s why I purchased a older vessel

[@jimlarkin7859]

Very solid and long lasting imo an old school 17 montauk belongs both in MOMA and Smithsonian.

[@rcg9573]

True, the old school pre-Brunswick acquisition Whalers were the real deal as far as quality. The post-acquisition Brunswick Whalers are wildly overpriced garbage compared to the competition and their overall quality has gone way downhill since the acquisition. They are a glorified Bayliner at this point living off the hype of their pre-Brunswick acquisition days. LOL

[@rodleypumpkins4174]

I’ve got a 12’ blow up boston whaler it’s like 1988. $500 first come first seve.

[@Gator-xi2jq]

I never been a fan of the looks of the whalers. I know that they are a dependable vessel. They aren’t unsinkable, every vessel can be sunk either by loss of power or a terrible operator.

[@fergie6389]

Paying for the name

[@someonethatwatchesyoutube2953]

Anyone can make a shiny new boat. But they all fall apart at different rates. It’s hard to tell the difference between a Toyota and a Nissan at first…..but give it some time and the difference will become apparent.

[@rcg9573]

Most of what you are paying for with a current post Brunswick acquisition Whaler is their marketing budget. That is reality, and that is and always has been the Brunswick corp business model since their inception decades ago! Since Brunswick acquired Boston Whaler, Whaler quality has gone steadily downhill, while their pricing and marketing budgets have skyrocketed under the "Brunswick business model". At this point the post-Brunswick acquisition Whalers are pretty much wildly overhyped and over priced compared to loads of their competition. Last year in fiscal '23, BW had roughly $300 million in total boat sales revenue and $100 million in marketing expenses. $100 million! They are absolutely recovering those massive marketing costs through their sales price, that is NOT value being added to the boats being sold! 🙂

[@toffenloffen8033]

targa sargo and nord star is doing this!

[@dwightbernheimer331]

The same reason Airstream travel trailers are so Expensive... If I have to explain there's a good chance you own one or both of them😂😂😂😂😂😂...

[@rcg9573]

BS! Most of what you are paying for with a current post Brunswick acquisition Whaler is their marketing budget. That is reality, and that is and always has been the Brunswick corp business model since their inception decades ago! Since Brunswick acquired Boston Whaler, Whaler quality has gone steadily downhill, while their pricing and marketing budgets have skyrocketed under the "Brunswick business model". At this point the post-Brunswick acquisition Whalers are pretty much wildly overhyped and over priced compared to loads of their competition. Last year in fiscal '23, BW had roughly $300 million in total boat sales revenue and $100 million in marketing expenses. $100 million! They are absolutely recovering those massive marketing costs through their sales price, that is NOT value being added to the boats being sold! 🙂

[@dwightbernheimer331]

​@@rcg9573Boston Whaler... The World's Most Expensive Bayliner!!!...😂😂😂😂

[@lordTowle]

You all said, they inject their foam, but, you didn't say what other boat manufacturers do. You are comparing apples to nothing

[@VoyagingVoyager]

Nothing against BW but….I would never buy anything paired with a Mercury outboard. I can’t think of any new one that Ive seen with a different brand of outboard.

[@eyepicyou]

When you buy a BW, you're buying not only the boat, but the reputation that goes along with it. The name will raise up the price a bit, but it means a good product is being sold. I've never owned a boat, but have looked into buying one. The only ones that have interested me are the BWs. If you look in the different boat sales papers or online, it's nearly impossible to find a used BW for sale. People just do not seem to sell them. Has anyone else noticed this?

[@rcg9573]

Most of what you are paying for with a current post Brunswick acquisition Whaler is their marketing budget. That is reality, and that is and always has been the Brunswick corp business model since their inception decades ago! Since Brunswick acquired Boston Whaler, Whaler quality has gone steadily downhill, while their pricing and marketing budgets have skyrocketed under the "Brunswick business model". At this point the post-Brunswick acquisition Whalers are pretty much wildly overhyped and over priced compared to loads of their competition. Last year in fiscal '23, BW had roughly $300 million in total boat sales revenue and $100 million in marketing expenses. $100 million! They are absolutely recovering those massive marketing costs through their sales price, that is NOT value being added to the boats being sold! 🙂 And FYI, BMWs are junk for the price. Some of the very most unreliable autos on the market. BMWs are for posers, who enjoy having their car in the shop multiple times a year for repairs. LOL

[@stevesutherland1490]

Too bad their transoms have rot issues

[@jimlarkin7859]

U don’t get a lot at the price point of a 19 montauk. Boat pretty scarce on options included and storage

[@NomenClature-o8s]

This is why I hire charter boats so often. They are expensive but not as expensive as owning a depreciating liability.

[@benjohnson1x1]

💎 XEN 💎

[@georgedoolittle9015]

The only Boat Hull with *ANY* resale value remains Boston Whaler. Grady White making a strong effort to be somewhat like that. Most Boats aren't worth anything after purchase with Sailboats the worst. I don't think people understand that but those that do buy a Boston Whaler. Nothing wrong with Sea Ray either. A lot of crazy psycho greedos in the US South about to get a lesson in worthless real estate in Florida they paid out *BILLIONS* in US Dollars for that they will never forget actually. *"Screw over the customer long enough"* and pretty much only one customer left to screw over. There is a time when these numbers do work tho!😊😊😊

[@DiDi_H0ly]

i don't understand this price

[@pauliman6257]

And lack of production technologies

[@pauliman6257]

Labor cost that's why expensive

[@AlexGarcia-ew2fv]

Talk n more talk

[@Charlie-zj3hw]

Only suckers buy boats these days... Nothing like paying a 40% markup on your fuel in the outrageous prices for a slip ..

[@saltwaterfishinguniversity]

Are you suggesting no one buy a new boat at all?

[@Charlie-zj3hw]

@@saltwaterfishinguniversity I'm sure your dumbass has...

[@Förlag-h4i]

😶

[@cdevarona]

Y’all gotta stop putting music on videos lol

[@MichaelBrown-ny3et]

Boats never were affordable.

[@dwightbernheimer331]

Boston Whaler... Harley-Davidson... Overpriced... Overrated... 'Nuff said!!!...😏😏😏😏😏

[@jackdamron382]

skip to 2:05

[@TK-ol6hj]

Yea good luck repairing a fuel tank what a nightmare

[@kentp6795]

Corporate greed, the boat & designs got smoked with competition

[@rcg9573]

Like many products in many different industries price is now often much more about marketing and hype and not actual value. Decades ago Boston Whalers were about value for what you paid for. Now they are more about paying for marketing budgets and sponsorships costs. Most of what you are paying for with a current post Brunswick acquisition Whaler is their marketing budget. That is reality, and that is and always has been the Brunswick corp business model since their inception decades ago! Since Brunswick acquired Boston Whaler, Whaler quality has gone steadily downhill, while their pricing and marketing budgets have skyrocketed under the "Brunswick business model". At this point the post-Brunswick acquisition Whalers are pretty much wildly overhyped and over priced compared to loads of their competition. Last year in fiscal '23, BW had roughly $300 million in total boat sales revenue and $100 million in marketing expenses. $100 million! They are absolutely recovering those massive marketing costs through their sales price, that is NOT value being added to the boats being sold! 🙂