Highfield USA Charts Course for Growth at 2025 Dealer Meeting_copy
Published: Thursday, September 18, 2025 10:00 am
Highfield USA gathered dealers and industry partners in Cadillac, Michigan, for its 2025 Dealer Meeting, outlining ambitious goals for the coming years while celebrating the company’s rapid rise in the U.S. market.
CEO Christophe Lavigne set the tone with a clear message, noting that Highfield is evolving beyond its roots as a tender manufacturer to become a leading name in family day boating, highlighting the importance of “making memories on the water” and asking those gathered to dare to explore all possibilities.
“This is your meeting,” Lavigne told attendees. “We are here to assist in connections and networking.”
Market Growth & Positioning
Among the 2,093 boat brands in the U.S., the company has accelerated to #32 in national rankings. Aluminum boats—an area where Highfield shines—are seeing heightened demand, now dominating segments of the marine industry traditionally reserved for fishing and agricultural use.
The company’s focus for 2026 includes expanding production of its “super RIB” model designs, introducing interchangeable helm and seating options, and emphasizing quality finishes such as high-quality embroidery. Though designs haven’t changed very much, these boats have been proven to be the most corrosion resistant in the industry, thanks to the utilization of new design techniques.
While international trade tariffs continue to pressure the marine industry, high interest rates were highlighted as to be affecting boaters more than tariffs, a significant challenge for boat buyers. Meanwhile, ski boats and cruisers are experiencing sharp declines as consumers shift toward day boats and weekend cruisers, reflecting changing lifestyles and tighter leisure time.
Innovation & Partnerships
The meeting featured presentations from leading marine partners, offering a glimpse into the trends and technologies shaping 2026:
- BRP/Rotax highlighted advances in water-cooled exhaust systems, as well as drew parallels to innovations in the aircraft and fuel pump sectors.
- Flux Marine presented on an electric system that requires no winterization, is submersible up to 10 feet, and boasts durability of 2,000 start cycles per charge. Safety measures for battery systems remain a top priority.
- Mercury Marine delivered a standout presentation on improving tuning sound and noise quality. Other sections included encouraging dealers to participate in online and in-person training courses and sales training. Notably, the 300hp model will feature an upgraded acceleration curve in 2026, while the 400hp will debut with a larger intake for faster performance.
- Tohatsu revisited its origins, tracing its introduction to the U.S. in 2002, while reaffirming its Texas presence.
- EZ Loader emphasized customization and fit options for trailers, weight capacities up to 21,500 lbs., and new ordering flexibility. Dealers were reminded to pair trailer sales with one-year roadside assistance.
- Nuova Jolly showcased its luxury lineup, spotlighting the new 33cc will be at the Ft. Lauderdale show with new bi-wings off the transom, effectively doubling deck space for entertaining. The company plans to increase Uthe number of boats into the U.S. in 2026.
Technology Highlights
Vendors such as Simrad also shared updates, presenting new features of the NS4 system, which is now Android based with a UI that can split one screen 3 ways (sonar, engine, and chart). Skyhook is now compatible across all engine brands, offers enhanced logging and storage of up to 7,500 separate trails.
tags: Highfield, trade, Tohatsu, tariff, Skyhook, Simrad, Rotax, Nuova Jolly, national, Mercury Marine, Boat Show, Ft Lauderdale, Flux Marine, EZ Loader, Dealerships, day boat, cruiser, Cadillac, BRP, Boating
