CHICAGO—Brunswick Corporation of Lake Forest, Ill. announced last week it has selected the Marine Industry Dealership Certification (MIDC) program to form the basis of its own expanded dealer certification program.

Brunswick will add specific requirements onto the industry's Dealership Certification program and offer it to Brunswick dealers as a Brunswick-sponsored certification program. The program will be administered in conjunction with Marine Industry Dealership Certification, and the dealer visitation portion will be handled through MIDC by Five Star Solutions LLC. ?

By incorporating additional criteria on top of existing MIDC requirements, Brunswick ensures its dealers, upon completion of the program, will also become officially "Marine Industry Certified." Brunswick has also agreed to recognize MIDC in its Brunswick Advantage dealer program. Using MIDC as a base makes it easier for dealers carrying multiple Brunswick brands to earn "Certified" status recognized by all the brands they sell. The program concept also helps meet the needs of all Brunswick dealers, regardless of size, as well as those operating multiple stores in across several states.

"We are gratified Brunswick chose to build upon the Marine Industry Dealership Certification program as the basis of its new dealer program," says Thom Dammrich, president of Grow Boating Inc. and the National Marine Manufacturers Association (NMMA). "Building on the industry program allows synergies that make sense for Brunswick and its dealers, in addition to supporting the industry's ongoing Dealership Certification efforts."

"Dealer Certification improves the customer experience, enhances dealer profitability and ultimately contributes to a healthier industry," says Brunswick chairman and Chief Executive Officer Dustan E. McCoy. "Working with the Marine Industry Certification program was the natural place to start."

The Marine Industry Dealership Certification program was first developed in 2005 by dealers, for dealers and focuses on the areas affecting consumer satisfaction and dealership excellence-operations, facilities, professional sales/service processes, customer satisfaction and employee training/satisfaction. Dealership Certification provides both consumer and dealer benefits fundamental to the industry's Grow Boating Initiative.

To date, a total of 541 dealerships have enrolled in the Marine Industry Dealership Certification program, 238 of which have completed the process and earned the official "Marine Industry Certified" designation. Launch Workshop locations and dates for the fall 2007 sessions are now posted on DealerCertification.org.

Marine Industry Dealership Certification is part of the industry's Grow Boating Initiative, an integrated effort among organizations with an interest in the recreational marine industry to promote the boating lifestyle and improve the boating experience. A strategic set of programs focusing on all areas of boating including water access, dealer and product certification, marketing, and research is designed to increase participation in boating and improve sales of marine products and services. For more information, visit GrowBoating.org.

Any group of marine dealers interested in booking a Launch Workshop for their area should contact Dealer Certification program manager Elizabeth McAllister at (312) 946-6500; [email protected].