For the 2006 boating season, Honda Marine will provide co-op funds to 50 dealers participating in the Grow Boating Initiative's Marine Industry Dealer Certification Program. The Grow Boating Initiative is an integrated effort among organizations with an interest in the recreational marine industry to promote the boating lifestyle and improve the boating experience.

Developed in conjunction with Five-Star Solutions, the group best known for its certification of automotive dealerships, the program helps marine dealers develop consistent best business practices that lead to more efficient and effective dealerships. It concentrates on customer service — one of the main issues limiting growth in the marine industry. The program's stringent yet achievable criteria are intended to provide every customer with a positive retail experience.

The Marine Industry Dealership Certification program has a total dealer cost of $3,995. As a special introductory incentive, however, the Grow Boating Initiative has approved a subsidy of $1,500 to bring the final dealer cost to $2,495. To help dealers defray these costs in 2006, Honda Marine will provide co-op funds totaling 50 percent to 50 dealers. Honda will make the funds available on a first-certified, first-reimbursed basis. "Helping our award-winning dealers achieve new levels of excellence underscores Honda Marine's commitment to outstanding customer service," said John Fulcher, senior manager, Honda Marine. "Dealer certification provides an invaluable resource to help dealers develop service as a business, and it ensures that Honda marine engine owners have the same positive experience with their dealers as they have with their Honda engines."