The Next Generation of the Marine Industry Certified Dealer Program Announced
Wednesday, November 20, 2013
Posted by: Michael Geatz
ORLANDO - The Marine Retailers Association of the Americas (MRAA) opened
Tuesday’s luncheon at the Marine Dealer Conference and Expo (MDCE) with an
enthusiastic overview of growth both for the event and their staff. President
Matt Gruhn introduced new MRAA faces and turned the microphone over to Sonja
Moseley, the Director of Certification and Benefits.
"We have made some big changes,” said Moseley. "We talked to dealers
in the program, dealers who have fallen out of the program and dealers who have
not participated yet. From those conversations, we have built the next
generation of the MICD program.”
In mid-2013, the MRAA assumed the management, administration and
promotion of the Marine Industry Certified Dealership (MICD) program. In collaboration
with Grow Boating and Five Star Solutions, MRAA is already addressing issues
from dealers and encouraging continuous improvement.
During the luncheon, Moseley gave an overview of improvements to the
MICD program. Rather than 72 requirements, the new MICD program is broken into
three steps of 10 standards. The investment is lowered from a $2,895 dealer
cost (plus a $2,124 Grow Boating stipend) to a $575 point of entry with zero
Grow Boating funds. For dealerships who want to go straight to the top, there
is a Fast Track option for $2,465 which combines three steps into one and saves
the dealer $375, half the total cost of the existing program. Plus,
recertification is transitioning from annual to every other year, saving
dealers half the time and cost of maintaining their status.
"In addition to the positive improvements to the program and cost, we
are amping up the value for certified dealers,” noted Moseley. "The first value
enhancement will be increased consumer marketing and education, an overwhelming
request from the dealer body. We also redesigned the marketing kits for
certified dealers. Also, tangible benefits are being aligned with each of the
three tiers of the program. A great example is the new benefit from CNA.”
CNA offers business insurance for companies of any size. Since 1897,
CNA has been providing outstanding service and an ongoing commitment to
building long-term relationships. They continue to demonstrate this by offering
certified dealers and annual credit to cover the majority of certification and
recertification costs. For dealers at the top tier of the program, they have an
opportunity to receive thousands of dollars back on their insurance premiums
during no claims years.
MRAA plans to build additional, tangible benefits for dealerships that
obtain MICD status.
"We believe the program itself creates huge benefits for dealerships,”
Moseley added. "But we believe they should be rewarded for their hard work and
dedication. The CNA benefit is just the beginning of added value for the
The next generation of the MICD program was announced at MDCE. Sonja
Moseley and the Five Star Solutions team are hosting a booth in the expo hall.
The full launch will take place in early 2014.