Sales and marketing move under Higgins
Yamaha U.S. Marine Business Unit has promoted Scott Higgins to General Manager of Marine Engine Systems Sales and Marketing. He will oversee strategic direction and execution across the company’s marine-engine sales and marketing work.
The role brings together activity aimed at dealers, boatbuilders and end customers. Aligning those groups matters because engine programmes increasingly involve factory integration, controls and electronics as well as the outboard itself.
Experience across several Yamaha functions
Higgins joined Yamaha in 2003 and has held leadership positions in Dealer Sales, OEM and Operations. Most recently he was Division Manager of Outboard Marketing, responsible for advertising, events, tournaments, sponsorships, pro staff and dealer education.
He previously led Operations through supply-chain challenges during the pandemic period. That experience adds an availability and planning perspective to a role that could otherwise focus only on sales targets.
OEM relationships remain important
Many outboards are selected by boatbuilders before the customer reaches a dealership, particularly where builders offer integrated engine and rigging packages. Strong OEM relationships therefore influence how engines, controls and helm systems appear on new boats.
Dealer education remains equally important for repowers and retail sales. A sales strategy has to work across both channels if a manufacturer wants consistent product understanding and customer support.
A broader view of the engine business
Yamaha says Higgins will report directly to the vice president of its U.S. Marine Business Unit. His cross-functional background suggests the company wants commercial planning to remain closely connected with operations and dealer support.
For leisure boaters, those internal structures show up through product availability, package choices and the quality of dealer advice. Leadership changes are therefore part of the infrastructure behind everyday engine buying and ownership.