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What is Certification?
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Your Path to Continuous Improvement

Consumers in today’s marketplace are well informed. Before stepping foot into your showroom, they often have researched products and prices. They also want to know their sale will be as important to you as it is to them. The Marine Industry Certified Dealership (MICD) Program offers consumers a consistent, recognizable standard of customer service regardless of the brand, type of boat, size of dealership or location.


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As a Certified Dealer, you will gain access to a pleth­ora of exclusive benefits. We are continually building partnerships throughout themarine industry to deliver tangible benefits above and beyond improved business operations. As part of the exclusive benefit package, you will receive increased sales opportuni­ties through listings on the Discover Boating website, internet ad campaigns, recognition at NMMA boat shows and direct access to Discover Boating leads. Certified Dealers also gain access to best practice publications, discounted services, and a host of marketing tools. As a Certified Dealership, you will not only improve your business, you will see a return on your investment.


Not sure where to start? Check out the industry program options and the Brunswick program options.

On average, Certified Dealerships:

• Have higher CSI scores than non-Certified dealers*
Report higher demand on most new boat types**

• Report stronger retail trends for new and pre-owned boats**
• Indicate more access to credit for both retail/consumer and wholesale/dealer**

• Generate more revenue than non-Certified dealers**
• Are more satisfied than non-Certified dealers (both currently and within a 3- to 5-year outlook**

For questions about Certification, contact Liz Walz at or 315-692-4533.

*2014 AVALA CSI Comparison

**2014 Performance Perspective