Canada is known for more than just its love of hockey, especially in the world of pontoon boating. This great country to the north is also known for Princecraft Boats as it’s just one of the few Canadian-based pontoon manufacturers. Worth noting, Princecraft is the only manufacturer to proudly display “Canadian DNA” on its product offerings. It’s understandable to be proud of your origins, but in an in-depth conversation, Jean-Philippe Martin-Dubois, the marketing director at Princecraft Boats, discussed the history of his company, the growth through the last decade, and new offerings from the company.
“We are built in Canada,” Jean-Philippe stated matter-of-factly. “People love to buy what is built in their country.”
Princecraft DNA
The company was founded in 1954 in Princeville, Canada by the brothers Lionel, Rogers and Sarto Baril. Shortly thereafter, the brothers expanded their primary manufacturing material to include fiberglass and wooden boats after purchasing Peterborough Boats, an Ontario company, in 1965.
Throughout the ‘70s and the ‘80s, what would become Princecraft Boats exchanged ownership. Fiberglass boat products were ended in 1982, and by 1985 the employees purchased the aluminum boat manufacturing company. Marcel J. Dubois and Jacques Daneault created Altra Marina Products, which would release the first Princecraft pontoon that same year. In ’92, Princecraft released its first deck boat—made from aluminum. In 2014, Princecraft celebrated their 60th anniversary.
The Canadian Difference
Like most manufacturers, Princecraft felt the effects of the Great Recession of 2008, but unlike their US counterparts, they were able to weather the storm more securely than the companies to the south. Their secret: a more tightly controlled and regulated banking industry that is incapable of taking the risks the U.S., Wall Street, and other world banks took leading up to and ensuing during the recession. Their regulated banking system prevents the kinds of shenanigans both before and after experienced in the United States.
During this time the median income of the Canadian family surpassed those of their US counterparts, and, to add to this the fact that the Canadian economy is more favorable to Canadian-manufactured products than the US because of the Canadian-favorable currency exchange rate, it becomes clear that Princecraft is in the right place, proudly displaying their Canadian DNA pride, at the right time to continue their growth as a major company in the pontoon industry.
Oil Prices
Of course, that doesn’t mean they didn’t experience some set backs during the recession; however, they were also able to recover more quickly. The regulated Canadian banking industry typically experiences milder recessions, though they are also tempered by more moderate booms. Moreover, the drop in the cost of Brent crude oil worldwide starting in Q3 2014 has affected their business in a much more profound way.
“With the drop in oil prices, the Canadian economy is struggling,” explained Jean-Philippe. “The Canadian economy is heavily dependent upon oil production and sales. The Canadian economy might be hurt by the oil price crash, but Princecraft is experiencing growth in Canada,” and they are expecting moderate growth in the United States as well.
With the turbulent prices, the Canadian GDP will surely take a blow, though it should recover with rebounding oil prices, when that occurs.
“With the favorable exchange rate, Princecraft is able to produce a pontoon that is more cost effective than foreign [US] competitors,” according to Jean-Philippe. “Princecraft shows positive growth in the Canadian pontoon and boating market, and the U.S. will hopefully follow; the trend has already started.”
“We have been in business for 61 years now,” Jean-Philippe continued, confident of the future success and staying power of the Canadian company. “Our networks are established. We have extensive and exclusive dealers, giving us more exposure in the industry and our market share.”
Canadian DNA
Starting in 2012, Princecraft began to lead focus groups to evaluate more about their public appearance and reputation: what does the boater think of Princecraft? The focus groups were conducted throughout various boat shows and expos throughout the United States and Canada. During this time they learned that Princecraft was directly associated with being a Canadian-based and patriotic company.
What does “Canadian DNA” mean? It means built Canada tough, being able to weather the rough Canadian waters. Ready for long, cold winters. Ready to take advantage of the boating season when it arrives each year. It means being able to withstand not only the sometimes harsh environment of a cold, northerly lake, but it also means being able to endure through rough winters and moorages.
Canadian DNA defines Princecraft, but according to Jean-Philippe it’s, “Good for sales in U.S. as well, as it carries the certification that the boats are able to handle Canadian temperatures, climes and environments.”
Redesigned Vectra
For 2015,
Princecraft has redesigned and rereleased its popular Vectra pontoon. It is surrounded by new, better-quality railing made of corrugated material, and the posts are positioned on the outside, resulting in a smooth interior finish with a stylish exterior.
The Vectra also comes with popular options that the modern boater wants on his watercraft. The Mood package adds a table to the stern, a ladder and a door on the side of the console. Sport and Speed packages are also available for those who want the most out of the performance of their ’toon. The Classic Edition Vectra features a deluxe captain’s chair, an newly upgraded steering wheel, monochrome upholstery, and new LED lighting under the captain’s console, housing and docking lights.
The new Vectra is also available in the Sportfisher model for anglers.
Of course, the Sportfisher comes with a new stern fishing module with a livewell and rod holders. High convenient storage space was also designed into the new Sportfisher.
Vectra pontoons are available in 17- to 23-foot lengths, and can be fit with Mercury marine engines up to 150hp, and upwards of 175hp for the Sport package. The Sportfisher is available in 19- to 23-foot lengths.
Vogue Makeover
The Vogue series pontoons have also been given a facelift, though not as dramatically as the Vectra. Using new materials, Princecraft has upgraded the upholstery while staying true to the Vogue line.
The new upholstery accompanies Princecraft’s posh furniture with accentuated colors in a matte finish. The traditional wood grain inserts have been upgraded with a black pearl finish. The dash panel was also redesigned and revamped the Vogue’s dash panel.
For options and packages available for the Vogue, Princecraft has rolled out changes to its Prestige Edition. Like the redesigned Vectra, the Prestige Edition option will include monochrome upholstery, but it will also include new LED light sources, including the speakers, Bimini top, pontoon logs and bar. Included in the Prestige Edition is an upgraded stainless-steel ladder and a two-tone dinette table as well.
All About Pontoons?
With all the attention and focus on redesigning and releasing the upgrades and changes to the Ventra and the Vogue lines, it might be easy to forget that Princecraft also manufactures deck boats. After completing and implementing the new pontoon designs, Princecraft has turned its attention to their deck boats.
In 2015 Princecraft plans to release a new facelift to its popular deck boat line, Ventura. With new color combinations and choices, as well as new decals, the new colors will highlight the features and options of the Ventura like little else. The furniture, tables, and dash panel will also feature new colors and options as well.
With the changes to the appearance of the Ventura, Princecraft vows to continue offering the same dependability and quality watercraft that they have always produced. It’s in their DNA, after all. All Ventura models include their signature aluminum hull.
Making A Splash
Princecraft continues to make waves in the pontoon industry, providing unique pontoons built for the cooler Canadian climes. With redesigns released in 2015 and new designs planned for the near future, Princecraft is taking advantage of their country’s bounties and benefits, true to their history and founding. Princecraft is the very essence of pontooning DNA.
