Yamaha Takes Top Spot as Sea-Doo Slides in Q2 Marine Search Rankings

Yamaha has claimed the crown as Australia's most-searched marine brand for the first time, with new research from Retain Media showing the Japanese manufacturer edging to 9.09% of total brand searches in Q2 2025. Meanwhile, Sea-Doo experienced a dramatic slide, plummeting from 11.74% to 7.05% after its exceptional Q1 run.

The latest Marine Market Brand Consideration Report tracked 87 brands across nearly 30,700 search terms and over 1.2 million searches, revealing significant shifts across Australia's marine landscape as we head into peak boating season.

Market Leadership Changes Hands

Yamaha's rise to the top reflects its strong performance across both recreational and performance segments, with the 1.0% increase from Q1 demonstrating consistent consumer interest in the brand's comprehensive marine offerings.

Sea-Doo's sharp 39.9% decline represents one of the quarter's most dramatic corrections, though the PWC specialist maintains second place despite the substantial pullback from its Q1 peak.

Mercury Marine held steady in third with 6.6% of searches, while Quintrex strengthened its fourth-place position at 6.3%, continuing the Australian boat builder's solid performance in the domestic market.

Performance Brands Make Waves

The quarter belonged to performance-focused manufacturers, with Highfield Boats delivering the standout result. The inflatable and RIB specialist surged from 2.38% to 3.34%, a remarkable 40.3% jump that represents the largest gain in the top 10.

Bar Crusher also impressed, climbing from 3.09% to 3.89% with a solid 25.9% increase that signals strong momentum in the performance fishing boat segment where the brand has built its reputation.

Bertram posted notable growth, rising from 2.42% to 3.03% with a 25.2% gain. While the brand name itself is no longer in production in Australia, the term remains popular among boaters referring to flybridge cruiser styles, likely boosted by renewed interest following Maritimo's acquisition of Caribbean Boats in April.

Luxury Segment Shows Strength

Premium brands demonstrated renewed consumer confidence across the luxury segment. Volvo Penta climbed 22.9% to reach 2.84% of searches, while Beneteau surged 28.6% to 2.83%, advancing to twelfth position.

Riviera strengthened its luxury motor yacht position with a 13.2% increase to 2.74%, and Jeanneau recorded solid 18.0% growth to 1.97%, bringing it back into stronger contention across sailing and motor boat categories.

Among smaller luxury players, Azimut Boats posted substantial 43.2% growth from 0.74% to 1.06%, while Maritimo gained 41.3% to reach 0.65%, highlighting growing interest in premium Australian-built motor yachts.

Mixed Results Across the Board

Not all brands enjoyed Q2 success. Malibu Boats suffered a significant 37.4% decline, sliding from 2.97% to 1.86% and dropping to seventeenth place. Sunseeker fell 7.9% to 1.75%, while Bayliner declined 15.2% to 1.51%.

Haines Hunter remained essentially flat at 3.56%, demonstrating stable market presence, while Suzuki Marine posted a healthy 5.7% gain to 4.27%, maintaining its fifth-place standing.

The results reveal a marine market in transition, with Yamaha's consistent performance across multiple segments proving decisive in claiming top position, while performance and luxury manufacturers show particular strength heading into the peak boating season.

To read the full Q2 Marine Market Brand Consideration Report, head to Retain Media.

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