Electric boats need more than manufacturers, says specialist dealer; buyers need educating

Electrified Marina has built its business around a part of the marine industry that still requires considerable customer education: electric boats. Rather than committing to a single manufacturer, the company has developed a multi-brand dealership combining boat sales, servicing and repowering, with ambitions to expand through licensing.

Erick Pinzon, who previously worked for BMW and Tesla, says the business has evolved considerably since its beginnings in late 2021. The original idea centred on marinas and boat rentals, before the company pivoted towards sales in 2023.

Now “it’s the only dealership in the world focused on electric,” he says. “Manufacturers are selling B2C – but they’re not doing it well in a lot of markets. They can’t be everywhere in terms of grassroots events and actually getting people on the water. So it’s [Electrified Marina] turned into this full-blown dealership.”

Pinzon says the company’s looking to expand its locations as the company pivots past sales and servicing.

That looks like a portfolio spanning around 25 brands; variety is central to the company’s proposition (its range can be found in its website). Rather than steering every customer towards the same product, Electrified Marina aims to identify the right solution for each customer’s needs.

“We like to be brand agnostic because everybody’s use case is going to be different.”

Educating customers on electric propulsion

For a developing technology, that flexibility is particularly important. Electric propulsion can suit certain applications, including shorter journeys and tenders, but battery energy density and storage remain constraints. Customers therefore need to understand not only the boats themselves, but also charging requirements, battery capacity and onboard software.

Pinzon says this makes the sales process different from that of a conventional boat dealership. Buyers may be interested in the technology but require substantial guidance before committing. It’s a long sales cycle with a lot of education involved.

Explaining the technology and its practical implications is a significant part of the business, helping customers assess whether an electric boat will work for them.

Licensing offers a route to expansion

Electrified Marina is now looking beyond its existing dealership, exploring licensing as a way to expand, with potential partners including rental clubs, maintenance businesses and companies specialising in repowering.

The company is also raising capital through a SAFE note to support its expansion. Pinzon says electric boating still has a long way to go before it becomes mainstream, predicting that meaningful growth will take a decade or more. However, he believes technology, affordability, availability and consumer awareness are approaching a turning point.

About the Founder Podcast Series

This discussion forms part of the Founder Podcast Series, a collaboration between Yachting Ventures, Marine Industry News, and the Ben Taylor Podcast. The series explores innovation, leadership and the evolving opportunities across the marine and yachting sectors.

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