Turnouts rise at two Northeast shows — Page 36 Figures confirm 2012 sales comeback — Page 69 March 2013 ® Coaxing customers Confidence index falls for third straight month 68.4 73.1 71.5 66.7 58.6 WWW.TRADEONLYTODAY.COM $ 5.00 09/12 10/12 11/12 12/12 01/13 Source: The Conference Board Gray areas in our embrace of green Consumers are sold on ‘clean’ — if it works as well and doesn’t cost more INSIDE Volvo after Moore The Clint Moore era has ended and a new president is at the helm of Volvo Penta of the Americas. Ron Huibers outlines his plans for the engine builder. Page 8 It’s a team thing A talented team is the secret to suc-cess, participants in the Interna-tional Marina & Boatyard Confer-ence are told. One tip: Hire people with an “ownership mentality” and treat them well. Page 16 This 33-footer is one of three diesel-electric hybrids being marketed in the United States by Greenline Yachts of Slovenia. H as greenwashing colored the consumer’s perception of environmentally friendly products? Greenwashing is marketing that spins the earth-friendly qualities of a product — often to excess. It has been more widely used in the general marketplace than in boating, says Interlux North America marketing manager Jim Seidel. The practice has bred consumer skepticism. An Ogilvy & Mather study has shown that although a vast majority of Americans have “green intentions,” only a fraction are will-ing to spend more on products they often deem inferior to their traditional counterparts. They think green is great — for the other guy. “It’s not a sell for us,” says Justin Gould, marketing and technology director for Star brite, which has won awards for its environmentally friendly boat cleaners. “We focus on the effectiveness of the product instead of putting a bunch of leaves and feel-good messages on the labels.” Great strides also have been made in antifouling paints. Yet, “There are still people who think that the old stuff is better,” Seidel acknowledges. Greenwashing is just one of the topics covered in this month’s green issue. We also look at: • A new diesel-electric hybrid yacht line being marketed in the United States by Greenline Yachts, a Slovenia-based builder. “We do believe this is the future,” says Greenline sales manager Rok Babarovic. • A two-front attack on the E15 gasoline formulation, which has won Environmental Protection Agency ap-proval. One coalition is exploring legislative remedies and another is considering a Supreme Court challenge. • A traditional sailing Maine lobster boat that is being repowered with an electric turbine to make it emissions-free. “We think we’re the first commercial boat [in Maine] to go all-electric,” says Randy Jones, who operates the boat with his son. Pages 23-29 OMC’s last lion Outboard Marine Corp. began its downward spiral soon after Charlie Strang retired as CEO in 1990. OMC went belly up in 2000, but its Evinrude outboard has since turned 100 and Strang himself is going strong at 91. Page 38 ADVERTISING SPECIAL Dealer Recruitment HEARD IT HERE FIRST “We see North America as one of the brightest spots on the globe for the marine market. We think it’s leading the recovery .” — Volvo Penta of the Americas president Ron Huibers Dealers are our front-line contacts with the boating public. Read about some excellent new dealership opportunities in our special section, which begins on Page 41.