For the second year in a row, J.D. Power and Associates ranked Ranger Boats highest among bass boats in terms of customer satisfaction.
Like last year, which was the first year J.D. Power published its bass boat ratings, Ranger received 5s across the board (see table below). Triton and Skeeter tied for 2nd with a 4 Overall rating, but Triton was rated slightly higher on exterior looks and features.
Two other Genmar brands, Stratos and Javelin (Ranger is one too), received Overall ratings of 3, as did ProCraft. Nitro had the worst rating, a 2. J.D. Power spokesman John Tews said that Champion wasn't rated this year because of sample size: few boats were sold because of Champion's bankruptcy.
| Boat | Q&R | Value | R&H | Exterior | Features | Overall |
| Ranger | 5 | 5 | 5 | 5 | 5 | 5 |
| Triton | 4 | 4 | 4 | 5 | 4 | 4 |
| Skeeter | 4 | 4 | 4 | 4 | 3 | 4 |
| Javelin | 4 | 5 | 3 | 3 | 3 | 3 |
| ProCraft | 3 | 3 | 3 | 3 | 3 | 3 |
| Stratos | 3 | 3 | 3 | 3 | 3 | 3 |
| Nitro | 2 | 2 | 2 | 2 | 2 | 2 |
> According to J.D. Power: 5 = among the best; 4 = better than most; 3 = does not really stand out; 2 = the rest.
> Q&R = Quality and Reliability
> R&H = Ride and Handling
> Ranger also got high marks for styling, and location of fuel intake and storage areas.
> The Stratos rating was based on a small sample size.
> Last year's Overall ratings: Ranger = 5 (top); Champion = 5; Triton = 4; Skeeter = 4; Stratos = 3; Javelin = 3; Sprint = 2; Tracker = 2. For last year's story on the J.D. Power ratings, click here.
Ranger's Goal Met
"Customer satisfaction continues to be the No. 1 goal of every one of our employees," said Ranger president Randy Hopper. "Receiving the highest bass boats ranking in the J.D. Power and Associates marine study in the two years it's been conducted demonstrates our commitment to achieving that goal.
"Ranger's 'Signature Quality' methodology runs deep within the organization," he added. "It emphasizes continuous improvement and the highest possible quality. As we begin our 35th year as a company in 2003, our emphasis will remain on exceeding our customers' expectations."
Big Gap a Concern?
J.D. Power also surveyed other types of boats, and found inconsistency between boat brands in the other categories too.
"Although there are brands in each of the seven boat segments we studied that excel in both customer satisfaction and quality, the large inconsistency in quality between builders should be of concern to the marine industry," said Frank Forkin, a partner at J.D. Power and Associates.
"In the automobile industry, the gap between the automakers that lead the way in quality and customer satisfaction and those that are at the bottom is relatively narrow. In the boating industry, there is a large discrepancy between the top boat brands and the bottom boat brands."
Engine Issues
As was the case in last year's J.D. Power study, many boat owners cited concerns with their outboards. One-third of the 12,000 new boat owners surveyed report engine-related problems.
"While many of these problems are related to engine defects such as oil leaks or difficult starts, consumers frequently cite that the engine doesn't have enough power for the size of the boat," J.D. Power stated. "Often manufacturers pre-select the engine for a particular boat. The study finds that consumers who choose their own engines are significantly more satisfied with engine performance than those who buy the boat-engine package."
"Boat builders, engine manufacturers, dealers and customers need to communicate to ensure that the boat and engine will match customer needs," Forkin said. "The more trips to the service shop, whether it is because the customer is not happy with the engine power or because of any other problem, means less time for the boat to be in the water, and that can only make for a less-than-happy boater."
J.D. Power's outboard ratings will be out later this week or next week.
Warranty Issues
Boat owners also expressed a low level of satisfaction with their boat warranty. Forkin pointed out that "owners often spend as much, or more, for their new boat as they do for their new automobile, which comes with a 3- to 10-year warranty. Yet many boats come with a warranty as short as 12 months.
"On top of that, many of the boat's major components, including the engine, frequently aren't covered by the boat builder. So if an owner has a problem with the engine or one of the major components, they often have to work that issue with the company that manufactures the component."
Test-Drivers Happier
J.D. Power also found that those who test-drove their boat prior to purchase were "significantly more satisfied" than those who didn't. But only one-third of all boat buyers (not just bass boats) said they had the opportunity to test drive their boat. By comparison, in the automobile industry, more than two-thirds of buyers test-drive their new vehicle.
"Many boat dealers point to logistical concerns -- they're not located on or near water -- and liability issues," Forkin said. "Those that make the effort to get their customers out in the boat for a pre-sale spin usually end up with a more satisfied customer." (Editor's note -- Most bass boat dealers offer test drives, sometimes with a well-known pro.)
Independent Ratings
J.D. Power conducted the "Boat Competitive Information Study" independently. Manufacturers pay for detailed reports of the results, but do not directly fund the study.
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