Yamaha’s EX WaveRunner is catching on with younger buyers benefiting from the current economic boon, and the company hopes to build momentum from the early success with a new lifestyle channel on Instagram and “Generation EX” Digital Magazine specifically for these consumers excited to make their first discretionary purchase.
The reemergence of younger, single buyers also creates a fun opportunity to introduce the Yamaha WaveRunner lifestyle in a more playful, irreverent way. To do that, Yamaha is collaborating with high-energy tastemakers that include pro wakeskater Danny Hampson, action sports athlete and cinematographer Collin Harrington and streetwear brand RipNDip, all of whom are featured in a new “Generation EX” e-zine available for download at http://YamahaWaveRunners.com/ex-ezine/.
“We wanted something that would get us out on the water, wakeboarding and wake skating with the least amount of hassle possible,” said Jack Moran of streetwear company RipNDip. “Being able to trailer the EX with our existing vehicles and store it easily in a corner of the office makes it fit into our life rather than the other way around.”
“Watching the EX WaveRunner connect with a new generation of watercraft buyers confirms we hit the mark with the right features and functionality, at the right price,” said Andrew Cullen, digital marketing and communications manager, Yamaha Watercraft Group. “We look forward to deepening our relationship with key influencers in the market to bring even more exciting and diverse content to this group.”