For Immediate ReleaseOctober 21, 2008
For more information concerning this news release contact research@axiswake.com
MALIBU BOATS INTRODUCES NEW PRICE POINT BOAT DIVISION
Malibu Boats is introducing a new price point wakeboard boat division under the name Axis
Wake Research.
(Loudon, TN) – Axis Wake Research, a new boat division under Malibu Boats LLC, will begin
manufacturing high performance, price point wakeboard boats later this Fall. These entry-level
boats will be made available to select dealerships as early as January, 2009. The team at Axis
Wake Research has its focus on bringing new levels of quality, performance and style with
unparalleled pride of ownership exclusively to the entry-level boat market.
Upon analyzing the landscape of the wakeboard boat industry and surveying current boat owners
in the price point market, Malibu identified specific owner expectations that were not being met.
These customers have a strong desire for a price point wakeboard boat that evokes pride of
ownership with unique styling, solid reputation and top shelf construction. This research showed
these buyers want big wakes that are not wrapped in the “ok for everything” compromise many
price-point water sports boat manufacturers push. While the Malibu Boats line is often the
ultimate desire for this type of buyer, budget has limited their current options to sub-par brands
chosen only for price. When customers default to these brands for their first water sports boat
buying experience the end result, many times, is a negative one. Axis Wake Research is changing
that.
Challenging the conventional wisdom that a high performance wakeboard boat cannot be offered
at a price point, Axis Wake Research has initiated a segment-shattering revolution. By carefully
sourcing components and materials, employing in-house fabrication, lean manufacturing, unique
production processes and strategic sales and marketing practices, Axis offers low cost to the
customer without compromising quality.
Performance and customer satisfaction levels are also being raised by Axis through an aggressive
grassroots research and development campaign. These efforts revolve around the specific needs
and wants of core riders and families alike. Or as the team at Axis Wake Research likes to say
and the Axis name implies “We’re centered on you.”
Because Axis is answering the needs of consumers in such a specific price point market segment,
Axis boats will not be built on the same production line as Malibu Boats. The Axis movement is
a completely new way to research, design, build and market entry-level big wake boats. The
relationship between Malibu Boats and Axis is similar to the connection between BMW and Mini
or Lexus and Toyota. Malibu and Axis are two completely different brands of boats in goal and
scope, but they share the same parent company.
Look for a series of news releases from Axis Wake Research in the coming weeks describing the
company, the boat and the people behind this revolution in big wake boat manufacturing.