Alera Marine Group is officially open for business and making waves from day one. The company, founded in the heart of Elkhart, Indiana, said it enters the marine industry with a bold vision: to build watercraft with real performance, smart serviceability and unmistakable presence.
Backed by over 200 years of combined marine experience, Alera’s leadership team includes Alliance RV founder and CEO Coley Brady, General Manager Jordan Kistler and Vice President of Marketing Joe Mehl — along with a growing team of 40-plus designers, engineers and craftsmen who know what it takes to build a better boating experience.
“There’s a clear opportunity to bring something fresh and exciting to this space without cutting corners on what matters most,” said Coley Brady, CEO of Alera Marine Group. “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.”
Alera’s debut model — The Model M — has already gained attention through private dealer events and early test rides. Engineered with precision and intention, the boat reflects the company’s obsession with the details that make ownership easier and performance stronger, the company said.
“Intentionality has been a constant theme since day one,” said Kistler. “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.”
More than just a pontoon, Alera is positioning itself as a lifestyle brand with energy, culture, and values baked into every aspect of the business. The internal mission — Propelling people forward by doing whatever it takes — guides everything from product development to customer care.
“The Alera Era represents a wave of energy,” said Mehl. “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. Alera will continue rolling out new content, media, and dealer events throughout the summer.
For those watching the brand’s rise from idea to reality, one thing is clear: Alera isn’t chasing trends. They’re starting something of their own — and they’re doing it with momentum, pride and a clear commitment to dealer partners and customers alike.
