Alera Marine Group has entered the marine industry with the launch of its debut model, the Model M 23Q Pontoon prototype.
The company’s mission statement is ‘propelling people forward by doing whatever it takes’ which Alera says guides everything from product development to customer care. The company says the vision is to build watercraft with real performance, smart serviceability, and unmistakable presence.
Alera Marine Group, based in Elkhart, Indiana, has been founded by CEO Coley Brady, with his leadership team also consisting of general manager Jordan Kistler, and VP of marketing Joe Mehl.
They are working alongside a team of more than 40 designers, engineers, and craftsmen, with the Model M pontoon launched as the company’s debut model.
“There’s a clear opportunity to bring something fresh and exciting to this space without cutting corners on what matters most,” said Coley.
There’s a clear opportunity to bring something fresh and exciting to this space without cutting corners on what matters most.
Coley Brady
“We’re focused on doing the right thing for our dealers, our vendors, our customers and the people who walk through our doors every day.”
And he explained that Alera was founded as the team saw it was the right time to do something different.
The Model M pontoon has been enineered with precision and intention, explained Jordan who said that the boat reflects the company’s obsession with the details that make ownership easier and performance stronger.
“Intentionality has been a constant theme since day one,” explained Jordan.
“We’ve obsessed over the little things that add up in a major way for the end user. This boat wasn’t built for the showroom, it was built for the water.”
Public debut
Joe added: “The Alera Era represents a wave of energy. It’s about building something with presence — something that turns heads and makes people feel like they’re part of something bigger.
“We’re not just launching a boat. We’re launching a movement. It’s a vibe. And yeah… we’re doing it all with a little swagger.”
The team’s first model, the Model M, will make its public debut in the coming weeks, with boats arriving at select dealer partners later this year.
Features include Simrad electronics, Roswell audio system, an elevated helm with power assist steering, a power bimini and ski tow bar and standard in-floor storage.
The initial product lineup is set to be the 25ft 6in M 23Q, M23L, M25Q and the M25L.
