Sunsation Making Westward Market Push

With its new facility nearing completion and the largest owners event in its 30-plus-year history in the books, the team at Sunsation Powerboats is hoping to carry that momentum into market expansion. The Midwest and Southeast have long been strongholds for the Algonac, Mich.-headquartered center console company, but the West has been soft. So the company is adding—or more appropriately re-adding—Horizon Motorsports and Marine of Lake Havasu City, Ariz., as a dealer.

This new Sunsation 32 CCX is on its way to Horizon Motorsports in Lake Havasu City, Ariz. Photo by Brad DiMaggio copyright Scrapyard Media

The company announced the new dealership today through its social media outlets.

“Horizon was a dealer pre-COVID, but once the pandemic began the supply chain slowed and we didn’t have enough product,” explained Ryan Wenk, Sunsation’s national sales and marketing manager. “So we had to stop working with Horizon but told them we would like to have them back when production increased.

“They have their first 32 CCX center console coming to them and a second build in progress,” Wenk added.

A “small community” of 32 CCX owners already exists in the Lake Havasu area, Wenk explained. But he and his fellow Sunsation team members see “lots of potential” for more westward market expansion.

“The West Coast market has always been mostly cats and is always going to be mostly cats,” Wenk said. “But like what happened on the East Coast with people transitioning from V-bottom sportboats to performance-oriented center consoles, we believe there is similar potential for building a Sunsation community out West. And we like the idea of having Horizon build that community of owners.

“We think the 32 CCX is going to be hot out there because you can trailer it easily and take it so many places—Lake Powell, Catalina Island, you name it,” he added.