The basis for the original question is a cheaper engine drive package for an OEM application that could possibly get the "everyman" back into performance boating. Do you think theres a price point where a customer might be willing to overlook the "Merc,warranty/resale" thing?

I think its a little like an oxymoron to try to get the "everyman" into boating by removing the resale/warranty/comfort of Mercury. It would take another national company like Ilmor or Indmar who already have a dealer and service program in place to break into the market. Unfortunately, Mercury has a strangle hold on the performance market, thats all people want. Other markets like the wakeboard boats, runabouts, etc., Mercury is struggling as BUP said earlier. I'm not convinced its a price problem as much as its a comfort thing. Theres already engine builders out there putting together turn-key, warrantied engine packages for a fraction of the Merc 1350, but nearly all the DCBs, MTIs, Skaters, Cigarettes are being sold with those 1350s.

I don't think someone buying a new Skater of MTI qualifies as a everyman but it'd be interesting to see a dealer have two 27/28 ft singles on his floor, identical boats, one with Merc power one non Merc and see how that played out. Same with a twin application in the 35 - 38 range.

Agreed, my point was more that people are willing to pay significantly more (about double) for a Mercury motor vs something of the same power level & warranty, because its a Mercury. I'd be interested to see that comparison as well. I think the Ilmor 570 is kind of a cool package and good competition for Mercury, it just hasn't caught on.

Weren’t Brad Smith and Jeff Asbell working on a business plan for this very goal?