Harbercraft Rebrands as KingFisher
The Harbercraft brand has been a distinguished name in Canada for the past 53 years, earning its pedigree as the leading brand of welded heavy-gauge aluminum boats. “With the investments we made in product development, bringing manufacturing under one roof, and successfully entering the multi-species boat market, we are well positioned to bring our brand to another level,” explains Andrew Klopak, Sales Group President.
After extensive consultations with its dealer network, a decision was made to move to a powerful master brand approach as the most effective way to continue to enhance its customer experience. Consumer testing revealed the KingFisher brand currently used for its Offshore and new Multi-Species line created the highest emotional affinity and recall. “It’s a natural fit for our brands in North American and Europe to navigate under the same global Kingfisher nameplate, delivering the same unique customer experience – our famous responsive ride combined with impressive built-in fishability and the toughness of a tough heavy-gauge aluminum hull,” explains Byron Bolton, CEO.
“Our growth strategy includes working constantly closer with the dealer network so that together we can raise the KingFisher consumer experience ever higher,” explains Klopak.
Since 1992, the builder has revolutionized aluminum heavy-gauge hull assembly with the introduction of its Pre-Flex® technology. In 2009, the Center of Excellence was built in Vernon, raising the bar for manufacturing standards in the welded boat market. Last year, Kingfisher announced a major investment to enter the multi-species market targeting the largest fishing boat market in North America, by creating a line-up of game changing boats based on its Pre-Flex® heavy-gauge hull technology.
“Regrouping our brands under the same flagship brand creates greater focus and synergies between different but complementary markets”, added Mark Delaney, Marketing Strategist.
For more information about the KingFisher brand, visit: www.kingfisherboats.com
