The expansion allows dealers to apply for funds covering various digital tools, including New Boat Listings, Spotlight placements, and precision-targeted ad campaigns. By folding these expenses into the existing co-op structure, Malibu Boats aims to ensure consistent brand visibility across the fragmented path a consumer takes when comparing models and evaluating inventory.

Alisdair Martin, head of industry relations at Boats Group, noted that digital platforms no longer function solely as final lead-generation points. Instead, they serve as the primary environment for brand discovery and model comparison. This change provides dealers with financial support to maintain an active presence throughout the entire months-long shopping cycle, rather than relying exclusively on boat shows or traditional local advertising.