The marine and recreational vehicle (RV) industries are undergoing a period of significant transformation, driven by both challenges and promising opportunities. At Simarine’s first Dealer Days event in Maribor, key industry experts gathered for a panel discussion to explore what lies ahead. Moderated by Tilen Blažica, Simarine’s Key Account Manager, the panel included Nick Cook, senior sales manager at TMS (UK), Conor Miller, Simarine’s USA General Manager, and Arne Gründel, Sales manager at ELNA GmbH from (Germany). Here’s a look at the panel’s in-depth insights into market conditions, growth potential, emerging trends, and strategies to thrive in these evolving sectors.
Current Market Challenges
The panel opened with a candid discussion about the difficulties facing the marine and RV markets. With shifting economic conditions, fluctuating demand, and rising competition, industry players must adapt quickly to maintain their foothold.
Nick from TMS shared that Europe’s marine industry is bracing for tough times, with OEM (Original Equipment Manufacturer) production forecasts painting a less-than-optimistic picture. “Looking at the OEM forecast for production boat builders across Europe, it’s not looking great, so we need to explore other avenues,” he noted. Given these conditions, companies are increasingly looking beyond traditional OEM sales and focusing on aftermarket and retail channels to generate revenue.
In North America, Conor Miller discussed similar challenges within the RV market, which has faced considerable declines in recent years. He explained, “The North American RV industry has been crushed in the last few years,” but he also expressed optimism about signs of stabilization and growth as we move toward 2025.
Arne from Elna echoed these sentiments, pointing out that global sales have been on a downward trend and emphasizing that competing effectively will require keeping product functionalities at or above competitors’ levels.
Opportunities for Growth
Despite these headwinds, the marine and RV markets offer significant growth potential—especially in North America, where market size and consumer demand continue to expand.
Conor emphasized that while market conditions have been challenging, the scale of the North American market presents enormous opportunity. “Sales Forecast is moving towards $26–27 billion in just North America alone over the next five years,” he shared, underscoring that even a small share of this market can translate to considerable success. To capture this growth, companies will need to focus on product innovation, making their offerings versatile and valuable. Conor likened this approach to becoming the “Swiss Army knife” of integration, with solutions that address a wide array of customer needs.
With challenging market conditions, especially in Europe, companies need to innovate and adopt “Swiss Army knife” integration approaches to remain competitive and capture market share.
– Conor Miller
In Germany, Arne highlighted the importance of keeping prices competitive while offering robust features that meet the high expectations of German customers. By providing advanced functionality and focusing on usability, companies can build loyalty in this highly competitive market.
Emerging Trends: Connectivity and Virtual Integration
Connectivity has become an essential feature for both RV and marine products, as consumers increasingly expect seamless integration across devices and systems. The panelists identified connectivity as a key trend that companies must address to remain competitive.
In the U.S., customers expect advanced connectivity options that can work across various devices and brands. “The expectation for connectivity is high,” Conor noted, adding that Bluetooth compatibility and remote control features are becoming standard requirements. This demand aligns with the growing popularity of device-agnostic systems that can integrate seamlessly with other brands, allowing consumers to customize their setups without being tied to a single manufacturer.
Nick echoed this trend, pointing out that the shift toward virtual integration is reshaping the RV and marine industries. “The emerging trend in the RV marine industry is virtual integration,” he said. This approach allows Simarine’s products to function as a hub, connecting with various devices and systems in a unified experience.
Victron Compatibility as a Key Advantage
The panel also discussed the importance of integrating with established brands like Victron, particularly in Germany and the UK, where Victron products have a strong presence. By enabling Victron compatibility, Simarine turns potential competitors into partners, allowing users to view Victron’s functionality through Simarine’s display. This compatibility not only widens Simarine’s potential customer base but also reinforces its reputation for user-friendly, high-performance solutions.
Regional Market Dynamics: Adapting to Local Needs
The panelists emphasized that while overarching trends affect the global market, regional differences require tailored approaches to meet specific customer needs.
In Germany, customers demand products that are feature-rich yet competitively priced, as Arne explained. Simarine products need to strike a balance between offering unique design and enhanced functionality while staying accessible in terms of pricing. Remote monitoring is particularly valued in Germany, where customers often want the ability to check on their boats from afar.
Nick from TMS noted that UK customers place a high value on excellent support and product knowledge. For TMS, holding stock and understanding each product in detail have been critical strategies for success. To build customer loyalty, TMS engages in direct interactions, offering training workshops to give dealers and installers a deeper understanding of the products they’re selling.
Holding stock and understanding each product in detail have been critical strategies for success.
– Nick Cook
Conor highlighted that in the U.S., brand loyalty can be a powerful marketing asset. North American customers are passionate about their RVs and boats, and they become strong brand advocates once they trust a product. To foster this loyalty, Conor recommends a focus on creating a compelling brand identity that resonates with customers on a lifestyle level. By investing in marketing that highlights the value and functionality of Simarine products, the brand can differentiate itself from lower-cost alternatives.
Best Practices for Distribution
Supporting installers and ensuring they have the tools needed to succeed emerged as essential themes in the panel. Training, stock management, and technical support were identified as crucial for fostering trust and driving product adoption.
In the UK, TMS has successfully launched a series of hands-on workshops that educate installers on product features and functionality. “Holding stock and knowing what you’re talking about is key,” Nick said, emphasizing that knowledge is as valuable as inventory when it comes to building customer confidence. By helping installers understand the unique benefits of Simarine products, TMS can ensure that these partners are equipped to make informed recommendations.
In North America, simplifying the sales process and ensuring timely technical support are key strategies. Conor highlighted that making technical resources accessible, such as easy-to-follow manuals and support documentation, can help installers and end-users alike. This streamlined approach allows distributors to maintain strong customer relationships while minimizing downtime and confusion.
Marketing Strategies that Resonate
Marketing strategies vary widely by region, with each market requiring a unique approach to engage its audience.
For German customers, direct communication and real-world demonstrations are highly effective. Arne explained that trade shows like Boot Düsseldorf provide valuable exposure, allowing customers to see products in action. Social media is also becoming increasingly important as more customers research products online before visiting stores.
For German customers, direct communication and real-world demonstrations are highly effective.
– Arne Gründel
In the U.S., brand identity and alignment with consumer lifestyles are essential. Conor noted that pull marketing strategies—such as video content and social media campaigns—help build an emotional connection with the brand. By emphasizing how Simarine products enhance the RV and marine experience, Simarine can set itself apart from lower-cost alternatives and attract a loyal following.
In the UK, TMS focuses on B2B trade shows like METSTRADE, where they can connect with the right audience. TMS also relies on industry publications like Marine Industry News for visibility. Although less focused on social media, TMS collaborates with influencers to increase awareness among dealers and small builders.
Promising Products and Future Development
The panel concluded with a discussion of the Simarine products that hold the greatest potential and the opportunities for future development.
Simarine’s PICO monitor remains one of its most popular offerings thanks to its versatility and user-friendly interface. It’s a staple product in all regions, especially among DIY users and installers. Meanwhile, the VIA system, particularly VIA2, is expected to drive growth in North America due to its modular design, which allows for customization and future upgrades.
Panelists also suggested exploring broader applications for Simarine’s technology. By expanding into industrial markets like trucking, emergency response, and industrial monitoring, Simarine could tap into new revenue streams. Modular design and device-agnostic integration offer a solid foundation for such expansions, helping Simarine maintain its core focus while broadening its reach.
Takeaways: Thriving Amidst Market Change
The insights shared during the panel discussion at Simarine’s Dealer Days highlight both the complexity and potential of the marine and RV markets. While companies face challenges from fluctuating demand and rising competition, focusing on innovation, connectivity, and customer support can position them for success. As the industry continues to evolve, businesses that stay attuned to regional dynamics, invest in strong customer relationships, and embrace emerging trends will be best prepared to navigate the road ahead.
With a strong commitment to adaptability and a clear roadmap for growth, Simarine and other industry players are well-positioned to capitalize on both current opportunities and future advancements in the marine and RV sectors.
