Northwest Jet Boats changes name to Northwest Boats

Northwest Jet Boats, owned and operated by Renaissance Marine Group Inc., has completed a name and logo change. The new name, Northwest Boats, was adopted to better align the brand’s current model line up and changing perceptions within the heavy gauge aluminum boat industry.

“Seventy percent of current models produced are traditional outboard motor styles,” says Jerry Wooley, Northwest Boats president and chief operating officer in a company press release. “It continued to surprise us how many customers mistakenly believed we only manufactured true ‘jet’ boats.”

Today, the Northwest Boats line includes the Freedom, SeaStar, and Lightning outboard models and Freedom, Northstar, Lightning and Signature inboard jet models. The company says it offers models for everything from fishing to wakeboarding to navigating whitewater rapids.

To promote the changeover to Northwest Boats as fluidly as possible, Renaissance Marine Group designed a new logo and has launched a print and Internet ad campaign to spread the word among consumers. Print ads will begin running in Salmon Trout Steelheader, NW Sportsman, and Salmon Steelhead Journal in August and continue into the fall.

The Northwest Boats website features the new identity prominently. All previous domain names, including will continue to function and redirect web traffic to the new site.

“We’re confident the boating market will respond very favorable to the new look and name,” says marketing director Bruce Larson. “Our primary goal is to make certain dealers and consumers recognize that only the name has changed. The design, manufacturing process, and performance attributes of these premiere aluminum boats has not, and will not, change.”


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