Sea Ray Boats
- Company typePrivate
- Founded1959
- HeadquartersKnoxville, United States
- Headcount251–500
- GTM typeB2C
- OfferingHardware or Manufacturing
Sea Ray Boats firmographics
Firmographics- Name
- Sea Ray Boats
- Legal name
- Sea Ray Boats
- Website
- https://searay.global
- Company type
- Private
- Founded year
- 1959
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Ownership category
- akta.pro rank
Sea Ray Boats industry classification
Industry- Product category
- Recreational Boats
- NAICS
- Boat Building (336612), Ship and Boat Building (3366)
- SIC
- Ship & Boat Building & Repairing (3730)
- akta.pro primary industry
- Day Cruiser, Bowrider & Runabout Manufacturing (IMAJAEAI)
Keywords
Where Sea Ray Boats is headquartered
LocationHeadquarters
- HQ city
- Knoxville
- HQ country
- United States
- HQ region
- North America
Markets served
Sea Ray Boats business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Boat Sales: One-time sales of premium fiberglass boats ranging from 19-40 feet in length. Revenue is generated through initial boat purchases with various propulsion options (outboard, sterndrive, surf). Customers can build and customize boats through the online boat configurator.
- Accessories and Apparel: Sea Ray Collection offers apparel and accessories for boat owners, creating additional revenue from the existing customer base through post-sale purchases.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Premium luxury boats (19-40 feet) |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels6 records
Sea Ray Boats product offering
Product offeringCore offering
Sea Ray designs, manufactures, and sells premium fiberglass recreational boats ranging from 19 to 40 feet in length across four series (Sundancer, SLX, SDX, SPX) with outboard, sterndrive, or surf propulsion. Boats are sold through a global network of independent dealers in 80+ countries, with complementary revenue from branded apparel and accessories.
Product overview
Sea Ray Boats offers premium fiberglass boats ranging from 19-40 feet in length with three propulsion options: outboard, sterndrive, or surf propulsion. The product portfolio is organized into four main series: Sundancer (luxury sport cruisers and cabin cruisers), SLX (premium sport boats and bowriders), SDX (versatile day boats), and SPX (family bowriders and runabouts). Models are available in multiple propulsion configurations with lengths ranging from approximately 19 feet (SPX 190) to 42 feet (SLX 400 Outboard). The company emphasizes design, craftsmanship, performance, and customer support across its global dealer network in over 80 countries.
Differentiator
Problem solved
Functional benefit
Brands
- Sundancer Series: Line of sport cruisers and cabin cruisers meticulously crafted, luxuriously appointed and infused with next-generation technologies
- SLX Series
- SDX Series
- SPX Series
Products and services
- Sundancer Series Line of luxury sport cruisers and cabin cruisers meticulously crafted with next-generation technology, including Sundancer 320, Sundancer 320 Outboard, Sundancer 370, and Sundancer 370 Outboard models ranging from 32'10" to 39'9", designed for day boating and overnighting.
- SLX Series Luxury sport boats and bowriders with touchscreen interfaces and powerful propulsion, including SLX 260, SLX 280, SLX 310, SLX 350, SLX 360 Outboard, SLX 400, and respective outboard variants spanning 25'9" to 42'2".
- SDX Series
Quantifiable outcome
- 40% year-over-year revenue increase (combined with Boston Whaler)
Companies that use Sea Ray Boats
Customer profileSegments3 records
Ideal customer profiles3 records
Sea Ray Boats technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability1 record
Feature3 records
Sea Ray Boats partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Mercury RacingminorBrunswick Corporation, parent company of Sea Ray, partnered with Mercury Racing to develop the FLITE RACE high-performance eFoil. This co-development partnership brings electric foil technology to Sea Ray's product ecosystem through Brunswick's internal brand collaboration.
Scale indicators3 records
Recent moves5 records
Expansion highlights4 records
Sea Ray Boats competitors and assessment
Company assessmentDirect peers
- Formula Boats: Manufacturer of premium sport boats, bowriders, and cabin cruisers in the 24-48 foot range with comparable fiberglass construction, luxury appointments, and high-performance propulsion.
- Boston Whaler: Sister brand under Brunswick Corporation, manufacturing premium unsinkable fiberglass boats with overlapping product categories (sport boats, bowriders, cabin cruisers) and identical distribution through Brunswick's marine dealer network.
- Regal Boats: Family-owned premium boat builder producing sport boats, express cruisers, and bowriders with similar product lines to Sea Ray's SLX and Sundancer series targeting affluent recreational boaters.
- Tiara Yachts: Premium luxury yacht builder producing sport yachts, express cruisers, and motor yachts in the 39-58 foot range, competing with Sea Ray's larger Sundancer models in the luxury cruiser segment.
- Malibu Boats: Publicly traded manufacturer of premium wake-surf and watersports boats, directly competing with Sea Ray's SDX Surf and SLX Surf product lines in the towboat segment.
- Chris-Craft: Iconic American luxury boat manufacturer producing premium runabouts, bowriders, and cruisers with similar high-end craftsmanship positioning and target customers as Sea Ray.
- Cobalt Boats: Premium bowrider and runabout manufacturer competing in the same luxury day-boat segment as Sea Ray's SPX and SDX series, with comparable quality positioning and pricing.
- MasterCraft Boat Holdings: Premium tow/wake boat manufacturer competing in the surf and watersports segment, overlapping with Sea Ray's surf boat offerings and similar high-ASP target customers.
Broad incumbents
- Bayliner: Brunswick-owned mass-market boat brand serving entry-level and mid-tier recreational boating, providing Brunswick ecosystem scale and competing with Sea Ray's smaller SPX models at lower price points.
Others
- Marquis-L Larson Boat Group: Owner of Sea Ray and parent of Larson and Marquis yacht brands, providing a structural relationship context as the majority stakeholder that acquired Sea Ray in 2024.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Sea Ray Boats social profiles
Digital presenceSea Ray Boats financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sea Ray Boats leadership team
Management profileNumber of profiles
Sea Ray Boats funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sea Ray Boats M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sea Ray Boats
What does Sea Ray Boats do?
Sea Ray designs, manufactures, and sells premium fiberglass recreational boats ranging from 19 to 40 feet in length across four series (Sundancer, SLX, SDX, SPX) with outboard, sterndrive, or surf propulsion. Boats are sold through a global network of independent dealers in 80+ countries, with complementary revenue from branded apparel and accessories.
Is Sea Ray Boats a public or private company?
Sea Ray Boats is a private company. It is classified as corporate owned and is currently operating.
When was Sea Ray Boats founded?
Sea Ray Boats was founded in 1959. It employs 251 to 500 people.
Where is Sea Ray Boats based?
Sea Ray Boats is headquartered in Knoxville, United States, in the North America region.
How does Sea Ray Boats make money?
Two revenue lines are on record. Boat Sales are the primary driver. The others are accessories and Apparel.
Who are Sea Ray Boats's main competitors?
Direct peers on record are Formula Boats, Boston Whaler, Regal Boats, Tiara Yachts, Malibu Boats, Chris-Craft, Cobalt Boats and MasterCraft Boat Holdings. Bayliner is listed as a broad incumbent. Marquis-L Larson Boat Group is listed as an others.
Does Sea Ray Boats have an API?
No public API is recorded for Sea Ray Boats.
What industry is Sea Ray Boats in?
Sea Ray Boats's product category is Recreational Boats. Its primary akta.pro industry code is IMAJAEAI, Day Cruiser, Bowrider & Runabout Manufacturing. Its NAICS code is 336612 and its SIC code is 3730.