Sharing the Benefits of Surface Protectant for Gel-coated/Clear-coated Boats

By Larry Wenger, Vice President of National Sales, Ultimar, an MRAA Platinum Partner

As a dealer, when you take in a boat on trade, it’s pleasing to see the boat has been well cared for and in top condition. But too often, customers don’t know how to keep their boat looking pristine. That’s where you come in. You can help them protect their boat (and investment) by understanding the benefits of surface protectant.

You have skin the game because this same now-educated customer could return in a few years to trade in their used boat that is in pristine shape. Not only does this help your pre-owned fleet, but also it helps you appeal to other customers who want to by a quality pre-owned unit. That’s why it’s important for you to educate all your customers about normal wear and tear and how some choices they make with you can protect that boat for years to come.

Most boat owners want their boat to look good and intend to protect their investment — but many don’t understand how quickly the marine environment can take a toll. Not every customer understands what constant exposure to saltwater, UV rays, algae and pollutants can do — and how it can take a toll on a boat’s appearance and performance. By offering a high-quality gel-coated surface protectant as part of the purchase or service process, you not only unlock additional revenue for your store, but position your dealership as a long-term partner in care.

What is a Gelcoated/Clearcoated Surface Protectant?

A gel-coated surface protectant is a high-quality, marine-grade coating designed to protect a boat’s fiberglass hull and other surfaces. Unlike traditional waxes or polishes, gelcoat protectants create a tough, long-lasting shield that repels contaminants, resists oxidation and enhances the boat’s overall durability. This layer bonds with the gelcoat, providing a smooth and glossy finish that extends the life of the boat while reducing maintenance needs.

A protective product like this also helps your sales team go beyond the basic delivery and boat purchase. It allows you a chance to teach them and provide an easy, proven way to protect their brand-new boat.

5 Benefits of a Genuine Gel-coated/Clear-coated Surface Protectant

To help your customers feel more confident in their purchase and add peace of mind, you should focus on the added value of gelcoated protectant. Help them view it as an added value, not just an add-on (read: another expense),

1. Superior UV Protection

Prolonged exposure to the sun is one the biggest threats to a boat’s exterior. Ultraviolet (UV) rays cause oxidation, fading and chalking of the gelcoat over time. A high-quality gelcoat protectant contains UV inhibitors that prevent sun damage, keeping the boat’s surface looking vibrant and new for longer. This is especially crucial for boats that spend extended periods on the water or in storage under direct sunlight.

You have an opportunity, as an industry expert, to serve as an advisor (not only a seller) to new buyers by helping them understand the long-term impact of UV exposure.

2. Resistance to Saltwater Corrosion & Metals

Saltwater is highly corrosive, leading to premature deterioration of a boat’s finish. Without proper protection, salt deposits can eat away at the gelcoat, causing dullness, pitting and structural damage. A genuine gel-coated surface protectant forms a hydrophobic barrier that repels saltwater, reducing the risk of corrosion and making it easier to rinse away salt residue after each voyage. Also, a protectant that is specifically created and tested for the protection of metals from corrosion caused by environmental impacts such as salt will provide long term protection.

Help your new customers understand this protection helps guard their boat against avoidable harm. When you offer that protection at point-of-sale, it strengthens your reputation for service beyond the sale.

3. Prevents Oxidation and Fading

Oxidation is a common issue with fiberglass boats, resulting in a dull and chalky appearance over time. Gelcoat protectants help prevent oxidation by sealing the surface, reducing exposure to air and water that contribute to degradation. This maintains the boat’s color depth and shine, eliminating the need for frequent buffing and polishing.

You have a chance to give your customer peace of mind by offering this kind of long-term care. It also presents your team with a natural reason to follow up with customers and invite them back for a check-in.

4. Easier Cleaning and Reduced Maintenance

A well-applied gelcoat protectant makes boat maintenance significantly easier. Its slick, non-stick properties prevent dirt, grime, algae and marine growth from adhering to the surface. This means less scrubbing, fewer harsh chemicals and more time enjoying the water instead of constantly cleaning the boat. Additionally, it helps reduce staining from fish blood, bird droppings and other contaminants that would otherwise be difficult to remove.

You want your customers to use their boats and have fun in them. That means kids will spill, fish will flop and dirt will settle. This one really is about helping them boat more and clean less, which creates happier boaters who return to your dealership and refer family and friends.

5. Long-lasting Gloss and Enhanced Appearance

Boaters take pride in the appearance of their vessels and a genuine gel-coated protectant enhances the boat’s aesthetic by providing a deep, mirror-like shine. Unlike waxes that wear off after a few weeks a high-quality gelcoat (with routine preventative maintenance) can last for months or even years, depending on the formulation and maintenance routine.

Boat owners are not unlike classic car owners. They want their “ride” to sparkle and shine when it’s on display. The majority of boat owners take pride in a beautiful finish, so when it’s time to trade in or upgrade, their satisfaction with your recommendation will translate to continued business.

Protect Your Customers’ Boats, Protect Their Time

For dealerships, offering a gel-coated surface protectant isn’t just an upsell — it’s an opportunity to add value, build trust and demonstrate your commitment to the boat’s long-term care. When customers see you’re looking out for their investment and helping them enjoy more time on the water and less time cleaning, they’ll keep coming back for the same level of thoughtful service.

With benefits like UV resistance, saltwater protection, oxidation prevention and reduced maintenance, protection like this provides long-term defense against the harsh marine environment. From casual boaters or a seasoned mariners, protecting their boat and keeping it in peak condition for years to come makes complete sense.

About the Author

Larry Wenger comes to Ultimar with over two decades’ experience in the surface protection program business space. Prior to joining The Granitize Family of Products, Larry successfully operated a general master agency, specializing in surface protection and product warranty space. Larry directed this agency in the highly competitive Northeast, Mid-Atlantic, Southwest, Southeast, Midwest and Great Lakes. His business experience includes three decades in the luxury merchandise industries from buying, management, sales and client services, both nationally and internationally.

He says, “My belief is if you want to be a bona fide leader, you must possess an unwavering conviction to be an exceptional communicator and insist on exemplary customer relations and services.”