MRAA Announces Dealer-Manufacturer Scorecard Program

The Marine Retailers Association of the Americas announced the formal launch of its 2026 model year Dealer-Manufacturer Scorecard Program.

To arrive at this formal launch, MRAA fielded a four-month pilot program of this Scorecard Program over the winter, including 12 brands from the Correct Craft and Malibu, Inc. boat brand families. Based on feedback from those brands, MRAA made several updates and refinements to the formal Dealer-Manufacturer Scorecard Program. The pilot program captured insights from more than 175 dealerships related to their satisfaction with manufacturer performance in the relationship, ranging in topics from product quality to marketing and promotions programs and satisfaction with the manufacturers’ reps.

Based on MRAA’s comprehensive research, as well as detailed insights and direction from dealers and manufacturers, MRAA created separate dealer and manufacturer scorecards, each featuring 10 customized performance categories. The scorecard surveys, which are distributed electronically and compiled by MRAA, are designed to deepen the conversation between dealers and manufacturers with a focus on improving the overall customer experience. Participating manufacturers receive comprehensive monthly reports that compare their results to industry aggregates and offer insights into areas of opportunity.

To make the Scorecard Program a fully turnkey effort, MRAA provides numerous resources for dealers and manufacturers to use. They include several tutorial videos, scoring guidance documents, sample emails for encouraging dealer participation, a dealer list template and more.