270 Vantage
frDesign | Research | Strategy
Everyone loves white space projects. They have limited constraints and more freedom. But the Vantage project will always be a special project for me. We wanted to enter the dual console market. Boston Whaler hadn't had a dual console for many years because the market had pretty much disappeared. Things were changing though, we started to see a change in the market. As we came out of the recession consumers shifted more towards boats that were focused around a day on the water rather than longer weekend trips, which were no longer financially feasible. The fact that we didn't have a boat in this market and consumers needs were changing created the perfect storm for us to do something radically different. Through an extensive research project were learned all sorts of new things about consumers expectations in this new environment. These insights led to some new innovations around seating and layout that were more conducive to how people were actually using their boats.
Everyone loves white space projects. They have limited constraints and more freedom. But the Vantage project will always be a special project for me. We wanted to enter the dual console market. Boston Whaler hadn't had a dual console for many years because the market had pretty much disappeared. Things were changing though, we started to see a change in the market. As we came out of the recession consumers shifted more towards boats that were focused around a day on the water rather than longer weekend trips, which were no longer financially feasible. The fact that we didn't have a boat in this market and consumers needs were changing created the perfect storm for us to do something radically different. Through an extensive research project were learned all sorts of new things about consumers expectations in this new environment. These insights led to some new innovations around seating and layout that were more conducive to how people were actually using their boats.