A report by Retain Media
The Q2 2025 Marine Market Brand Consideration Report from Retain Media provides a snapshot of consumer interest across Australia’s marine industry. Based on more than 1.2 million search queries collected throughout the quarter, this report reveals the most-searched boat and engine brands nationally, highlighting major leadership changes and market volatility across the top 20 and beyond.
Some Key Findings Include:
- Yamaha claimed the top position for the first time, rising to 9.09% (+1.0% relative increase), overtaking Sea-Doo to lead Australia’s marine market search share.
- Sea-Doo experienced a dramatic correction, falling from 11.74% to 7.05% — a substantial 39.9% relative decline that sees it drop from first to second place after its exceptional Q1 performance.
- Highfield Boats delivered the quarter’s standout performance, surging from 2.38% to 3.34% — a remarkable 40.3% relative increase, representing the largest quarter-to-quarter gain in the top 20.
- Bar Crusher and Bertram posted strong gains in the performance fishing segment, with Bar Crusher rising 25.9% to reach 3.89% and Bertram climbing 25.2% to 3.03%, with Bertram’s growth likely driven by renewed interest following Maritimo Motor Yachts’ acquisition of Caribbean Boats in April, and continued use of the ‘Bertram’ term to describe flybridge cruiser styles.
- Luxury segment showed broad strength, with Beneteau (+28.6%), Volvo Penta (+22.9%), and Riviera (+13.2%) all recording double-digit relative increases.
- Malibu Boats suffered a significant decline, falling from 2.97% to 1.86% — a sharp 37.4% relative decrease representing one of the quarter’s largest drops.
The report also notes consistent performances from established engine manufacturers Suzuki Marine, Mercury Marine, and Honda Marine, while several boat builders, including Jeanneau Boats (+18.0%) and Sea Ray (+5.6%), posted solid gains. The return to market of BRIG RIB’s through Sirocco Marine has delivered a remarkable 54.5% relative increase after production was suspended due to the war in Ukraine.
Beyond the top 20, luxury yacht manufacturers led the charge with Azimut Boats surging 43.2%, and Australian luxury builder Maritimo climbing 41.3%.
With dramatic leadership changes and widespread volatility affecting both market leaders and emerging brands, Q2 2025 establishes the foundation for what promises to be a dynamic year in the Australian marine market.
Q2 2025 Marine Market Brand Consideration Report
Welcome to the second edition of our Marine Market Brand Consideration Report, tracking search volume share across Australia’s leading marine brands as we head into the heart of the 2025 boating season.
Q2 2025 delivered significant shifts across the marine landscape, with Yamaha claiming the top position for the first time while Sea-Doo experienced a dramatic correction after its exceptional Q1 performance. Performance and luxury segments showed particular strength this quarter, with standout gains from brands like Highfield Boats, Bar Crusher, and several premium yacht manufacturers, suggesting renewed consumer confidence across diverse marine categories.
From established engine manufacturers to emerging boat builders, the second quarter revealed both consolidation among market leaders and surprising momentum from mid-tier brands. Read on for our comprehensive breakdown of who’s gaining ground and who’s losing it in Australia’s dynamic marine market.
A Note on Methodology
As with our other market reports, the marine market report leveraged several keyword research tools to track search volume across Australia over the past 12 months. This quarter, our research comprised 87 brands, nearly 30,700 search terms, and more than 1.2m searches across the quarter.
The Most-Searched Marine Brands in Australia
The Top 10
Yamaha claimed the top position in Q2 2025 with a 9.09% search share, edging up from 9.0% in Q1, a modest 1.0% relative increase that sees it overtake Sea-Doo for the first time in the visible quarters. This marks a significant shift in the marine landscape, with Yamaha’s consistent performance across both recreational and performance segments driving renewed consumer interest.
Sea-Doo experienced a dramatic decline, falling from 11.74% in Q1 to 7.05% in Q2, a substantial 39.9% relative decrease that sees it drop from first to second place. Despite this significant correction, Sea-Doo maintains a strong position in the market, though the sharp pullback suggests the exceptional Q1 performance may have been driven by temporary factors.
Mercury Marine held steady in third place, climbing marginally from 6.45% to 6.6%, a 2.3% relative increase that reinforces its consistent presence in the engine-focused segment.
Quintrex strengthened its fourth-place position, rising from 6.1% to 6.3%, a 3.3% relative increase that continues the brand’s solid performance in the Australian boat manufacturing sector.
Suzuki Marine posted a healthy gain, increasing from 4.04% to 4.27%, a 5.7% relative increase that maintains its fifth-place standing and reflects growing interest in its marine engine offerings.
Bar Crusher recorded one of the quarter’s strongest performances, surging from 3.09% to 3.89%, a remarkable 25.9% relative increase that signals significant momentum in the performance fishing boat segment.
Haines Hunter remained essentially flat, dipping marginally from 3.58% to 3.56%, a minimal 0.6% relative decrease that maintains its seventh-place position and demonstrates the brand’s stable market presence.
The quarter’s standout performer was Highfield Boats, which delivered an exceptional surge from 2.38% to 3.34%, a remarkable 40.3% relative increase that represents the largest quarter-to-quarter gain in the top 10. This dramatic rise suggests renewed interest in the brand’s inflatable and rigid inflatable boat offerings.
There has been plenty of interest in Maritimo Motor Yachts’ acquisition of Caribbean Boats back in April. Although Caribbean has not produced boats under the name Bertram in Australia since 1989, the name is still popular, as we saw from its strong growth this quarter, climbing from 2.42% to 3.03%, a solid 25.2% relative increase that continues its upward trajectory in the luxury sportfishing segment.
While the brand-name itself is no longer in use, the term ‘bertram’ is often used to refer to the style of a flybridge cruiser rather than the actual brand. This, coupled with Caribbean’s acquisition (and subsequent interest from those who remember the Bertram name), is likely the result of this growth.
Rounding out the top 10, Stabicraft increased from 2.77% to 2.98%, a 7.6% relative increase that reinforces its position among performance-oriented consumers.
The Rest of the Top 20
The middle tier of the marine category saw widespread gains across Q2 2025, with several brands posting double-digit growth rates.
Volvo Penta climbed from 2.31% to 2.84%, a strong 22.9% relative increase that moves it up one position to eleventh place. Beneteau also delivered impressive growth, rising from 2.2% to 2.83%, a substantial 28.6% relative increase that sees it advance to twelfth position.
Riviera posted solid gains, increasing from 2.42% to 2.74%, a 13.2% relative increase that strengthens its position in the luxury motor yacht segment. Honda Marine held relatively steady, nudging up from 2.55% to 2.61%, a modest 2.4% relative increase.
Jeanneau Boats recorded notable growth, climbing from 1.67% to 1.97%, an 18.0% relative increase that brings it back into stronger contention in the sailing and motor boat categories. Sea Ray also improved, rising from 1.78% to 1.88%, a 5.6% relative increase.
However, not all brands in the lower half of the top 20 experienced gains. Malibu Boats suffered a significant decline, falling from 2.97% to 1.86%, a sharp 37.4% relative decrease that represents one of the quarter’s largest drops and sees it slide to seventeenth place.
Sunseeker declined from 1.9% to 1.75%, a 7.9% relative decrease, while Stacer dropped from 1.7% to 1.61%, a 5.3% relative decrease. Bayliner completed the top 20 with a decline from 1.78% to 1.51%, a 15.2% relative decrease.
Beyond the Top 20: Notable Movers
Several brands outside the top 20 made noteworthy moves in Q2 2025, with luxury and performance-focused manufacturers leading the charge.
Sirocco Marine delivered the quarter’s most impressive gain among smaller brands, surging from 0.11% to 0.17%, a remarkable 54.5% relative increase that suggests renewed interest in the brand’s offerings.
Azimut Boats posted substantial growth, climbing from 0.74% to 1.06%, a strong 43.2% relative increase that reflects continued momentum in the luxury yacht segment and positions the Italian manufacturer well within the broader market.
Maritimo also recorded significant gains, rising from 0.46% to 0.65%, a solid 41.3% relative increase that highlights growing consumer interest in the Australian luxury boat builder’s premium motor yacht offerings.
These movements beyond the top 20, combined with Highfield Boats’ exceptional 40.3% surge and Sea-Doo’s dramatic 39.9% decline within the leaders, suggest a quarter of significant shifts across multiple market segments, from luxury yachts to performance fishing boats.
Trust Retain Media for Industry-Leading Insights
The Q2 2025 results reveal a marine market in transition, with Yamaha claiming the top spot for the first time while Sea-Doo experienced a significant correction after its exceptional Q1 performance. Performance and luxury segments showed particular strength, with brands like Highfield Boats, Bar Crusher, and Bertram posting substantial gains, while the widespread growth across mid-tier manufacturers suggests broad-based consumer interest across diverse marine categories.
With dramatic shifts affecting both market leaders and emerging brands, Q2 establishes the foundation for what promises to be a dynamic year in the Australian marine market. Keep an eye on our next quarterly update for the latest developments in brand consideration and consumer interest.
Download the Marine Market Brand Consideration Report
