New Sierra consolidates service parts under one brand for both marine and land
Litchfield, IL – February 16, 2022 The 56-year-old marine brand Sierra will expand its offering by consolidating Dometic Marine product brand, Prime Line brand, as well as other product categories for outdoor power equipment markets. The new Sierra brand now covers both marine and land products, and announces a new visual identity befitting this new purpose.
A brand that has been a mainstay across the marine industry for more than five decades will have a new purpose. To become a consolidated aftermarket (service?) parts brand, the new Sierra brand integrates other popular Dometic Marine product brands including Shields (marine hoses) and Moeller (fuel tanks, fuel tank senders, marine accessories). In addition, Dometic’s Prime Line brand and other product lines for the ATV/UTV and outdoor power equipment markets will also become part of Sierra. Moving forward, this brand will be a mainstay for both marine and land-based products.
The enhanced Sierra brand will be getting a new visual identity which Dometic Marine is unveiling to the industry at the 2022 Miami International Boat Show.
“Our goal is to create a global brand that brings formerly diverse marine product lines under one new identity — while simultaneously promoting expansion beyond the marine market,” said Eric Fetchko, President of Dometic Marine. “This new look is clearly recognizable to those who know and love Sierra marine products, yet it makes perfect sense for the broader outdoor market, as well,” added Fetchko.
For more than 55 years, the boating industry has recognized Sierra as one of the leading suppliers of engine and drive parts, filters, battery charging components, switching products, NMEA components and much more. It remains is a robust and growing brand today, having launched more than a dozen new products during the recent 2021 IBEX Show alone.
“Sierra may have a new look, but it’s still the same great business, great products and great people that have made us a global success for more than 55 years. Only now, the Sierra brand will become a new standard for premium quality products and accessories on land, as well as on the water.
“This is a strategic move that will broaden Sierra’s horizons. We couldn’t be more excited about this, particularly given the current potential of the marine and outdoor markets,” added Fetchko.
All Sierra products will be distributed through the expanded distribution center located in Litchfield, Illinois.
To learn more about the new Sierra range —visit www.sierraparts.com.
- Minako Nakatsuma Olofzon
- +46 8 501 025 41
Dometic is a global market leader in branded solutions for mobile living in the areas of Food & Beverage, Climate, Power & Control and Other Applications. Dometic operates in the Americas, EMEA and Asia Pacific, providing products for use in recreational vehicles, trucks and premium cars, pleasure and workboats, and for a variety of other uses. Our motivation is to create smart and reliable products with outstanding design. We sell our products in approximately 100 countries and we have a global distribution and dealer network in place to serve the aftermarket. Dometic employs approximately 6,500 people worldwide, had net sales of more than SEK 16.2 billion (USD 1.8 billion) in 2020 and is headquartered in Stockholm, Sweden.