"Correct Craft" out of business?

[AbunDiga909]

I have been wondering this for a while. Before I get started, No, the company is doing fine financially (for those less-educated in nautique-history). I am referring to the term Correct Craft which has been with the company since its army days and its starting in '25.

I'm sure some of you have noticed that recently (within a year or so) the company has started using the term "Nautique" more officially. CC doesn't even appear in their own press releases anymore. I am not condemning the company on this move. I think we can all agree it makes sense from a marketing point of view--the boats say "nautique" on them, it's easier to say than "correct craft," and frankly, it sounds cooler. Gone are the days of the "'Do you have a correct craft?' 'No.' 'Do you have a Nautique?' 'Yes.'" conversations, hopefully.

So my questions are two-fold. One, what do people think of this? Or, do you not think anything of it at all? But I figure there must be other CC-nerds out there that miss the correct craft term that once carried connotations of class and superiority. Second is probably for the CC reps reading this secretly, but how does Nautique see the term "Correct Craft" playing a role today and tomorrow? Are they letting it die out, or what?

Reading "Nautique wins..." this or "Nautique now offers..." that just sounds a bit weird...

Austin

i forgot how great of a procrastination tool this website can be...

[Nautiquehunter]

When I was at the Green Lake reunion last year it was pointed out to me that nowhere on my 08 210 does it say Correct Craft.
This is a big deal with the Correct Craft Fan members. I have to agree. A company with so much heritage should proudly display its name on everything it builds. Nautique by Correct Craft.

[Mikeski]

Hi Austin,

I don't care what the stickers and marketing material say. To me it's built by Correct Craft the company. Ski Nautique is simply the French translation of water skiing, was used as the model for the Correct Craft ski boat for 40+/- years. Air Nautique??? doesn't make that much sense if you speak French but I guess that's the marketing departments fault. Maybe "Planche Nautique" did have the same catchy sound as Ski Nautique so they needed to get creative and ended up with English Air with French Water so I guess I have an Air Water boat???

[AbunDiga909]

I don't think I care about the stickers on the side of the boat either, but since you say "to you it will always be built by correct craft the company," would you not care if it suddenly became "nautique the company"? Is 2010 the dividing year between "then nautiques" (correct crafts) and "now nautiques" (just nautiques)?

I was just surfing and came across this pic and thought it was a pretty cool then-and-now picture and somewhat appropriate for this thread.

[SNMike]

Anytime you watch a video on CC's website, the video always starts with the big reddish Nautiques by CC logo. The new factory still says CC on the building. Some change to be sure, but not to worry i would suspect.

Regards!! Mike

[WakeSlayer]

I far prefer Correct Craft. All my boats say so, and always will.

[jimmyj]

i like correct craft as well. im not really sure when it changed, im guessing in 2000, but the older super sports say correct craft on the upholstery, not the "N"........i like those words "Correct Craft" to me it holds a better conotation. im gettign chills just thinking about the name Correct Craft, not nautique........

i could argue all day that the current boat arent Correct Crafts, they are nautiques. they look nothing like the older ones. dont have line even similar. to me, you could slap a malibu decal on the side of any new nautique and it would almost look more appropriate. that thumbnail pic is a PERFECT example of what im talking about. i could see that old ski nautique from across the lake and pick it out. not so much anymore. than 200 (i believe) looks just like a bu to me.

hate to say it, but nautiques have almost sold out, least IMO. nothing they make looks good anymore like they used to. the old super sport hull, by far the sexiest thing ever produced. the new 230, a freaking monstrosity of fiberglass. anyhow, guess that is a different convo all togther.

CORRECT CRAFT, ftw.

[Chexi]

I'm probably in the minority here, but I never really liked the name "Correct Craft". The font they used looked cool and all and the upholstery in my boat that says correct craft looks fine, but I always thought that Correct Craft was a weird name and also kind of a knock-off of Chris Craft (at least pre-fiberglass). Think about it. Chris Craft made the pre-eminent woodies. They are still prized and sell for big money. Correct Craft also made woodies, but they never had the cache as Chris Craft.

[Nautiquehunter]

I like them all. At the reunion you can see almost every boat from the start to the current. Its way cool to see the history and the progression of the boats over the years. The boats built today are exactly what they should be. You cant compare the old designs to the new ones they dont compete with each other. They are all Correct Crafts and to me that means they are the best built most advanced boats on the water. If you cant see the difference between a Malibu and a Nautique then be happy knowing the Malibu owner sees the difference.

[jimmyj]

nautiquehunter, i think you are a little blinded by the nautique light. the boats are not the boats they used to be. you are absolutely correct, you cannot compare the older boat ( 05 and before) to the new ones. the new ones dont compare in the least. ill give you that one.

when you take your buddys to a boat show and they say the new nautiques look "cheap".....yeah, things have changed quite a bit.

theres plenty of difference in the malibus and nautiques. i woudl never own a bu. im sayig from a pure asthetics point of view, there aint much difference in two anymore. except the inside. brand new, bu's look more plush and more finished on the inside now. no exposed fiberglass, crazy moldings, etc.

long live MY 2001 super sport. best boat ever rolled out the factory.

[Sephmu]

JimmyJ, I couldn't agree with you more...

My 97 sport is sitting on a dry rack sandwiched bewteed a New Supra and a 230....my boat looks like a freakin canoe next to those monsters!!! What happened to the sleek and nimble CC's of the past?

I'm gonna stir the pot a bit on the subject of the new direction of "nautique", could someone please enlighten us on the new ownership/management of "nautique". I know some of the Meloon's stayed and some went, but what company has really taken over behind the scenes? I've heard all the rumors of backroom stock deals gone wrong, to a mastercraft takeover and everything in-between...

We all seem to agree on this decidely different business model they have embarked on, so what was the catalyst that brought such a profound change....and don't gimme that rhetoric about the demands of the consumer/marketplace! We would all buy CC's no matter how small or big they were!! like i said, just stiring the pot, no malice intended

[NautiqueJeff]

From my 2008 interview with Bill Yeargin... This seems to answer most of your questions.

Jeff Carroll:
There have been some changes in ownership of Correct Craft over the past year. What can you tell us about that? Will Correct Craft ever become publicly held, employee-owned, etc.?

Bill Yeargin:
As you know, Jeff, Correct Craft was founded in 1925 by W.C. Meloon. The Meloon family kept a majority of the stock in the company for over 80 years which is an incredible accomplishment and a tribute to their family.

Beginning several years ago various members of the Meloon family, for various reasons, began selling their stock to a gentleman who served on our board, Daryle Doden. Daryle did not pursue any of these family members but as they each decided to sell their stock in Correct Craft they all felt comfortable that he would maintain the values for which the company was so well known.

Earlier this year after buying out a few more Meloon family members, who asked him to acquire their stock, Daryle gained ownership control of Correct Craft and now owns over 50% of our company.

Though Daryle now controls the company as a majority owner we continue to be very proud of our heritage and the Meloon family’s role getting us to where we are today. We embrace our past as we look forward to our future.

In fact, we still have several Meloons working at Correct Craft today and they all contribute significantly to our success on a daily basis. Ralph Meloon, son of our founder (W.C.), will be 91 this year and still shows up for work every day encouraging everyone he meets. Correct Craft’s Board Chairman is our founder’s grandson, Ken Meloon. Greg Meloon is our VP of Product Development and Ken’s son-in-law, Thomas, runs our Eastern US dealer support center. We also have other family members who work in the plant including Eric in Service Parts and Dusty in Product Development. We appreciate what these Meloon family members do each day to help our team and our customers.

Regarding Daryle, he shares the values that have not only been historically important to Correct Craft but also continue to be important to me and our team today. The family members who sold their stock to Daryle also believed that he would embrace the values that are so important to all of us at Correct Craft.

On a more personal note I am occasionally asked what I think of Daryle and how well we work together. I am happy to say that Daryle is one of the wisest men I have ever met and I am thrilled to be working with him. He constantly challenges me while at the same time offering terrific counsel. Daryle is very committed to Correct Craft, our values, and our industry. He is pushing us to do everything we can to improve.

Jeff, we are positioning Correct Craft to be successful for another 83 years and I am very excited about our future.

Regarding your specific question about employee or public ownership, we have no plans related to either of those options.

[WakeSlayer]

Jeff,

At some point since that interview, Bill has entirely stopped using the term "Correct Craft". I am going to say it was late 2008 or early last year. Worth asking his take on the sudden identity change? Clearly it was discussed and and decided they would do that.

Not nearly all Correct Crafts are Nautiques, but ALL Nautiques are Correct Crafts.

[NautiqueJeff]

I know that this was a marketing decision, made back in 2008 I believe.

Interestingly, on my 2010 210, there are several places on the boat that say Correct Craft.

[Sephmu]

Thanks Jeff,

I hadn't read that interview, and yes it sure does answer alot of my questions. Always nice to hear it from the horses mouth! I'm sure you're aware in your dealings with the company recently, there has been a marked difference in attitude toward customer interaction, at least in the south, especially from a grassroots/promotional standpoint as of late... that's all i have to say about that

A few logo's on the product doesn't change the fact that a new course for the company has been plotted. But I guess the wheel is in motion and we just have to deal with it!

Jeff, on another note, your boat looks great man, i bet you can't wait for this season! Thanks again for the great site and we appreciate all the hard work you put in to keep it running smoothly