New Wake Boat Brand Introduced at Low Price-Point

From the people who brought you the
world’s largest-selling premier ski/wakeboard name – Malibu – comes a new brand
aimed directly at the entry-level wakeboat market. The name of the new company is
Axis Wake Research, and with the savvy folks at Malibu behind it, the new brand
is sure to make big waves in the ski/wakeboard industry. In a boating segment known
for not compromising quality, amenities, or creature comforts no matter what the
cost, this low price-point boat will surely have everyone giving it a serious look.

Malibu takes aim at general-purpose sport boat brands with its new entry into the wake market. As yet no price, specifications or other details have been announced.

Press Release from Axis Wake Research:



(Loudon, TN) – Axis Wake Research, a new boat division under Malibu Boats LLC, will
begin manufacturing high performance, price point wakeboard boats later this Fall.
These entry-level boats will be made available to select dealerships as early as
January, 2009. The team at Axis Wake Research has its focus on bringing new levels
of quality, performance and style with unparalleled pride of ownership exclusively
to the entry-level boat market.



Upon analyzing the landscape of the wakeboard boat industry and surveying current
boat owners in the price point market, Malibu identified specific owner expectations
that were not being met. These customers have a strong desire for a price point
wakeboard boat that evokes pride of ownership with unique styling, solid reputation
and top shelf construction. This research showed these buyers want big wakes that
are not wrapped in the “ok for everything” compromise many price-point water sports
boat manufacturers push. While the Malibu Boats line is often the ultimate desire
for this type of buyer, budget has limited their current options to sub-par brands
chosen only for price. When customers default to these brands for their first water
sports boat buying experience the end result, many times, is a negative one. Axis
Wake Research is changing that.



Challenging the conventional wisdom that a high performance wakeboard boat cannot
be offered at a price point, Axis Wake Research has initiated a segment-shattering
revolution. By carefully sourcing components and materials, employing in-house fabrication,
lean manufacturing, unique production processes and strategic sales and marketing
practices, Axis offers low cost to the customer without compromising quality.



Performance and customer satisfaction levels are also being raised by Axis through
an aggressive grassroots research and development campaign. These efforts revolve
around the specific needs and wants of core riders and families alike. Or as the
team at Axis Wake Research likes to say and the Axis name implies “We’re centered
on you.”



Because Axis is answering the needs of consumers in such a specific price point
market segment, Axis boats will not be built on the same production line as Malibu
Boats. The Axis movement is a completely new way to research, design, build and
market entry-level big wake boats. The relationship between Malibu Boats and Axis
is similar to the connection between BMW and Mini or Lexus and Toyota. Malibu and
Axis are two completely different brands of boats in goal and scope, but they share
the same parent company.



Look for a series of news releases from Axis Wake Research in the coming weeks describing
the company, the boat and the people behind this revolution in big wake boat manufacturing.