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The Sundancer® 370 is the First Sea Ray Model to Showcase
the New Design Elements.
Newbury Park, CA, (Feb. 18, 2021) — Designworks, a
BMW Group company, announced today a collaboration with leading
pleasure boat manufacturer, Sea Ray, to develop a new sleek,
sophisticated design language for the brand. The first new,
redesigned model – the all-new Sundancer 370 Outboard – will be
uveiled during a live Facebook
event today at 12:00 p.m. EST. The official release of this new
product is in conjunction with the 45th anniversary of the
Sundancer series.
“Sea Ray has a rich history as a leading boat manufacturer for more
than 60 years,” said Johannes Lampela, Director of Industrial Design
at Designworks. “The Sea Ray look is very recognizable, and our goal
working together was to further strengthen that design DNA by bringing
forward the most iconic features through a modern design execution.
What emerged is a modern yet classic aesthetic that is being used to
inspire the next generation of Sea Ray boats.”
“Our goal was to define the foundation for bold and pure design
expression,” said Charlie Foss, Sea Ray Design Director. “Working
together with Designworks, we were able to produce a fresh set of
design principles that pay homage to our brand’s past while indicating
the future, resulting in a look that is undeniably Sea Ray. An output
of the collaboration was the definition of four key design
characteristics to inform Sea Ray models moving forward: sleek,
confident, athletic, and distinctive.”
Sleekness is recognized through a long, lean, and naturally flowing
s-sheer line integrated into the side of the boat. Confidence is
evident through a strong character jaw line, and athleticism is
conveyed with purposeful yet beautiful angles and surfaces
illustrating power and movement. Finally, distinctiveness is imparted
through the characteristic Sea Ray hull-side emblem and center line
that draws the eye in and creates a feeling of speed.
Next to consulting clients in many mobility related
industries, Designworks works across the portfolio of the BMW Group
from luxury and premium cars to motorcycles and digital experiences.
The Designworks and Sea Ray team worked through a rigorous process of
multiple workshops and collaboration sessions, diving deep into
consumer insights, design trends and brand heritage.
“Automotive-inspired design is part of the Sea Ray history, dating
back to collaboration with Harley Earl Associates in the early 1960s.
It was important that we partnered with a group that has a
comprehensive understanding of future mobility and the ability to
develop concepts with a view to future contexts,” said Foss.
Sea Ray’s new design language will be unveiled during a virtual
reveal of the Sundancer 370 on Facebook, today at 12:00 p.m. EST.
Initially, the new model is available for order in North America, with
international availability timing to follow.
Click
here to RSVP for the live virtual reveal of the
Sundancer 370 Outboard.
For an early glimpse of the new Sundancer 370 design, click
here
.
For more information about Designworks, visit
BMWGroupDesignworks.com
. For more information about Sea Ray, and to view the complete
lineup, visit
SeaRay.com
.
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About Designworks
Designworks, a BMW Group Company is both, the innovation studio
for the BMW Group and a global creative consultancy. The teams in
the studios in Los Angeles, Munich and Shanghai work at the
intersection of design, technology and innovation to unlock brand
potentials and foster business growth for companies worldwide.
Designworks leverages the power of BMW Group’s culture of innovation
and cutting edge design to advance the goals of its external
clients, including John Deere, Brunswick, Siemens, Corsair, HP, and
Microsoft, whilst bringing outside perspectives and impulses to the
BMW Group.
www.bmwgroupdesignworks.com
About Sea Ray
Headquartered in Knoxville, Tenn., Sea Ray is the world’s leading
creator of superior quality pleasure boats. For more than 60 years,
Sea Ray has pushed the limits of performance and craftsmanship to
elevate the boating experience. Each Sea Ray is designed to make
every moment exceptional, supporting boaters’ unique lifestyles with
a customized balance of unparalleled comfort and performance and
world-class technology throughout. Learn more about the Sea Ray
Experience at
SeaRay.com
.
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