"We have figured out how to sell boats without boat shows and on-site sales—and in the Boston market, our sales are up 200 percent. There’s a clear embrace of the new technology,” says Larry Russo Sr., who is senior vice president at MarineMax, which has more than 60 dealerships nationwide. “If we didn’t have the pandemic, I think this would have taken 10 to 15 years for the industry to morph into advanced digital strategy. The pandemic forced it to happen in three months."

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