Malibu Boats Expands Dealer Co-Op Program to Boost Digital Marketplace Presence
Event summary
- Boats Group now offers co-op reimbursement for Malibu Boats Group dealers on digital marketing solutions, including marketplace memberships and targeted advertising.
- Eligible brands under the program include Malibu, Axis, Pathfinder, Cobia, Pursuit, and Cobalt.
- Dealers can receive 50% co-op reimbursement on eligible Boats Group memberships and marketing solutions.
- The program was officially launched at the Cobalt Dealer Meeting on September 10, 2026.
The big picture
The expansion of Boats Group's co-op program reflects a broader industry shift towards digital marketplaces as key channels for boat discovery and comparison. As consumers increasingly research boats online, manufacturers and dealers are adapting their marketing strategies to maintain visibility throughout the extended buying journey. This move underscores the growing importance of digital presence in the recreational marine sector.
What we're watching
- Digital Marketplace Adoption
- How the expanded co-op program will affect dealer participation in Boats Group's digital marketplaces and overall brand visibility.
- Consumer Behavior Shift
- Whether the shift towards digital marketplaces will continue to reshape the boat-buying journey and impact traditional marketing channels.
- Program Effectiveness
- The pace at which dealers adopt the new co-op offerings and the resulting impact on sales and lead generation.