BRP optimistic for 2010

AUSTRALIA’S remarkable resilience in the face of the global economic crisis means the local marine industry should look forward to 2010 with “cautious optimism”, BRP Asia Pacific general manager Gregoire Dupont said in an interview with Marine Business.

Speaking at Club BRP 2009, held at Tangalooma resort on Moreton Island, east of Brisbane, Dupont said the Australian marine market was picking up “relatively well but globally there are still many challenges”.

Dupont, who had just returned from a BRP management meeting in Europe, said his division of the Canadian-based company was in a good position to capitalise on expected growth in the local marine sector in 2010 because of the anticipatory action enacted when the GFC hit in late 2008.

“When it became obvious that things were going to get difficult we initiated strong retail activity and focused on our cash flow. Instead of burying our heads in the sand and waiting for this all to go away we set out to support our dealers by helping them lower their inventory while we lowered ours. As well as doing that, we instigated qualitative criteria throughout our business, led the way in our marketing and retail initiatives and pushed hard on profit maximisation.”

Dupont’s management strategies into the next 12 months include keeping a focus on business partnerships, developing dealer relationships and maintaining cash flow. A positive of the GFC – if there can be such a thing – would be a refocus by the industry on “the basics”, Dupont said.

“I think all this will see everyone focus on the basics of good business,” he said.

“Things like customer service and product innovation. The good dealers who look after their customers and who are innovative and switched-on will succeed. Ultimately that will be a good thing for the industry as a whole as it will result in more professionalism.”

Dupont maintained that his aggressive stand on the outboard emissions issue – a policy stance shared by managers at Honda and Suzuki – would ultimately be justified. “It is important we are seen to be proactive on this issue. We have to be socially responsible about emissions and I believe we need to take the lead and self-regulate before the government steps in and does it for us.

“We also need to be mindful of the sentiment in the market regarding the impact powersport products have on the environment. It’s important we promote the significant progress that has been made in ‘clean’ technology, and work with authorities to endorse new generation products for the benefit of the industry, consumers, and of course, the environment itself”.

Dupont rejected allegations that his stance on fast-tracking emissions regulations – teamed with his decision – along with Honda and Suzuki – to split from the Outboard Engine Distributors Association and form the new Australian Marine Engine Council – was aimed at maximising his business at the expense of Mercury, Yamaha and Tohatsu.

“The fact is the government will make the decision on emissions, not us. I just think we need to be proactive about this, not bury our heads in the sand. I’d prefer if all the outboard companies were in this together and I think it (the split with OEDA) will sooner or later be water under the bridge.”

Dupont said he was confident outboard emissions regulations would be in place in the local market by 2012.

New gear

Club BRP 2009 marked a departure from the norm in that BRP combined its PWC, ATV and outboard presentations instead of having individual events. The big news as far as the marine sector is concerned was the sneak peek at the new Icon fly-by-wire controls for E-TEC outboards. Initially available as a standard feature on 2010 model 250 and 300hp models, the Icon unit will be available for retrofit on 2008 and beyond 150hp and up models.

Marine Business had a play with an Icon unit on a 6700 Yellowfin centre console fitted with a 225 E-TEC. The smoothness and sensitivity offered by the digital controls matched that featured by Mercury’s revolutionary DTS system introduced a few years back. An interesting aspect of BRP’s Icon is its “cruise control” function which allows the user to set the engine’s RPM and then control it incrementally up and down. This feature should appeal to anglers who troll lures or baits for long periods.

The Icon also makes shifting between forward, neutral and reverse gears easier with auditory and visual guides.

BRP also arranged for the boating/fishing media to test out its new Sea-Doo PWCs featuring iControl technology. These top-of-the-line PWCs, with their inbuilt suspension and unique on-water braking systems, impressed even a few hardened fishing editors who generally regard PWCs with disdain!

New face

Dupont also introduced his newly appointed marketing manager, Kym Pardey, who takes over from Duncan Knight. Pardey joins BRP bringing experience from the sporting (Amer Sports group) and consumer electronics (Panasonic) industries. Pardey was employed after Dupont and his management team conducted a lengthy recruitment campaign.

“I like to think out of the box,” Dupont told Marine Business.

“Bringing someone from a separate industry is a good move, I believe. Diversity is good, especially in our business. If you have people who all think the same it’s not a good thing for your business or for the industry as a whole.”