Windward Power of Fairhaven, MA, a respected provider of marine diesel engine sales, repairs, and services, has experienced a growing interest in Mitsubishi Marine Engines on the East Coast, marking a strong resurgence in the market. Known for their simplicity, reliability, and performance, these engines have started to generate significant buzz throughout the maritime industry. This case study explores Windward Power's experiences and how their partnership with Laborde Products is fostering confidence and enthusiasm among marine operators in the New England area.
Positive Market Reception Opens New Opportunities in Tugboat Propulsion for Windward Power and Mitsubishi
Windward Power’s integration of Mitsubishi engines in partnership with Laborde Products, has received positive attention throughout the East Coast, with expanding interest from a variety of seafaring sectors. "The response has been very positive, and that's across a variety of markets—not just commercial fishing, but also workboats in general, like tugs and that type of stuff," said Nathan Tynan, President at Windward Power.
Key factors driving this interest include:
- Simplicity
- Availability
- Price point
- Fuel savings
- Overall performance
How Word-of-Mouth is Driving Mitsubishi Marine Engine Demand
This demand and growing reputation has been fueled by older tugs repowered in the Gulf Coast with Mitsubishi engines, which are then sold to East Coast operators. Ultimately giving these vessels a new lease on life and sparking renewed interest in Mitsubishi engines within the Northeast marine market. “We recently sold two Mitsubishi S12R engines—1260hp at 1600rpm—because a marine superintendent heard from other tug operators about the strong results they were getting,” said Tynan. “That positive feedback was enough to drive their decision.”
These organic conversations—often called "dock talk"—have been pivotal in building Mitsubishi Marine's reputation for reliable propulsion solutions.
Pictured: Lucinda Smith (Robert B. Our Company) Photo by: Nate Lopez
As word spread in Massachusetts and beyond, more operators began reaching out to Windward Power, curious about the performance benefits of Mitsubishi engines. "Several operators told us they heard from other captains about how well our engines run, and they wanted to see if they’d work for them too," Tynan added. The word-of-mouth has created a ripple effect, expanding the population of these commercial engines from Laborde Products and boosting credibility among marine operators who prioritize performance and reliability.
Addressing Mitsubishi Marine Service and Support Concerns
The performance of Mitsubishi Marine Engines has garnered praise along the east coast. However, there’s bound to be some trepidation, with some vessel operators expressing hesitancy due to perceived limitations in the service network—impacting their confidence in switching to a new engine provider. "Some of the feedback we've heard is, 'Yes, we like the product, but we're kind of playing the wait-and-see game from a service standpoint,'" Tynan explained.
To address operator concerns and enhance reliability, Laborde Products has implemented significant expansions in inventory, dealer support, and facility capacity. These efforts ensure that operators have fast, dependable access to parts and service.
Key developments include:
- Four new dealers and seven new locations in 2024.
- Parts inventory expanded by 45% over the last year, ensuring availability when it matters most.
- Dealer parts volume increased by 60%, improving accessibility and speed for repairs and maintenance across the network.
- Achieving a 97% part fill rate, Laborde Products provides quick, dependable service to minimize vessel downtime.
- The Houston, TX, facility recently doubled in size, from 18,000 to 36,000 square feet, allowing for a broader range of stocked parts to better serve customers.
- A new 38,000-square-foot facility in Paducah, KY, further extends Laborde’s service reach and operational capacity.
- Laborde Products has invested $5.8 million to establish a new Operations Center at its Covington, LA headquarters. This project is expected to result in 13 new jobs in St. Tammany Parish and support 90 construction jobs. The expansion will also create research and development opportunities to broaden Laborde’s range of marine engine and equipment products. Construction is expected to begin before the end of the year.
“Our mission has always been simple: to keep our customers moving forward with confidence,” said Laborde Products President and CEO Brian Laborde. “Every new facility, every part in our inventory, and every dollar we invest is a commitment to the people who depend on us. We don’t just support their operations—we fuel their livelihoods and strengthen the backbone of the marine industry.”
By strengthening their service network along the East Coast and demonstrating a long-term commitment to the marine industry, Laborde Products is building customer confidence. This approach helps ensure that operators in commercial fishing, tug, and other marine sectors feel secure when investing in Mitsubishi Marine propulsion engines with a provider such as Laborde Products.
Real-World Benefits and Customer Feedback
These fully mechanical marine engines have delivered substantial benefits for customers, resulting in improved performance, cost savings, and greater reliability. These benefits have been experienced across a range of applications. Windward Power reports that customers are consistently impressed by the tangible improvements they see after repowering their vessels with Mitsubishi engines. “The horsepower has gone up significantly, but most of these boats aren’t even using all the power that these engines can offer,” said Tynan. “Yet, compared to what they removed, they're noticing a marked improvement.
We've had numerous comments like, ‘Wow, we're burning less fuel while getting more power.’ That’s probably the most common feedback we’ve received.”
The impact is real, as demonstrated by the fishing vessel (F/V) Ambition, which is now "steaming a knot faster" while consuming less fuel. This kind of result illustrates the concrete value that a repower brings to the table.
Tynan commented on this simplicity, saying, “The Mitsubishi product is so simple that sometimes I laugh at the literature, not in a bad way, but it’s so clear and straightforward—like ‘Engine Install 101. That simplicity is valuable, making installations straightforward for operators who may not have specialized technical expertise."
Performance Under Varying Conditions
Mitsubishi engines consistently deliver strong performance across multiple applications, from workboats to commercial fishing vessels. Even in high-demand scenarios like dead pushes or critical tugboat operations, the engines demonstrate reliable output, often surpassing older, more complicated systems.
Long-Term Cost Reduction
Beyond their impressive fuel efficiency, Mitsubishi engines contribute to long-term cost savings, providing substantial value throughout their operational lifespan.
These positive outcomes are not only satisfying existing customers, but are also attracting attention from other operators who are curious about achieving similar results. The mechanical simplicity of Mitsubishi engines, combined with their efficiency, is challenging the notion that more advanced technology always yields better performance.
"People are blown away that this mechanical engine is, in some cases, outperforming other engines in terms of fuel economy,” said Tynan. “It's kind of incredible because when they see the results, most people are left saying, 'I don’t understand how this is possible."
Collaborative Partnership with Laborde Products
Windward Power attributes much of their success to the collaborative relationship with Laborde Products. Unlike larger manufacturers with rigid structures, Laborde offers flexibility and a willingness to work closely with dealers to meet specific needs.
"We can have open discussions with Laborde about stocking strategies, like consigning cylinder heads or turbos, without rigid rules," explained Tynan, adding that this adaptability allows Windward Power to maintain optimal inventory levels and respond swiftly to customer demands.
Laborde's commitment goes beyond logistics; they take the time to understand the distinct needs of the New England market. By actively engaging in projects that address specific challenges—like exhaust configurations and transmission adapters—they ensure that their solutions meet the demands of different vessel builds. Unlike the typical fishing vessels seen by Windward Power, tugs require unique adaptations, and Laborde listens closely to their customers to deliver tailored solutions that work for these variations.
"Laborde puts time and resources into making sure that the support is there, which is important to us,” Tynan said.
Effective Training and Technical Support
Training is essential for delivering consistent, high-quality service—and Laborde is all about the real-world experience their trainers bring to the table. Unlike many other training programs that focus on theoretical knowledge, Laborde's trainers have extensive hands-on experience, which resonates well with Windward Power's service team.
Tynan didn't mince words when it came to the value of their trainer's expertise.
“It’s rare to find a trainer who’s more than just a classroom instructor—someone who’s actually lived the grit and grind of fieldwork,' he said. “Jesse Cuevas knew the job inside out because they’d done it themselves. That level of insight made all the difference for our team, turning theory into practical, hands-on skills.”
Looking Ahead: Building Momentum
Windward Power has observed a notable shift from customers choosing Mitsubishi engines primarily based on availability and cost-effectiveness, to now actively seeking them out to avoid common industry frustrations such as:
"We're now seeing customers who recognize the value and are actively seeking us out," Tynan revealed. "The M/V Lucinda Smith and company Gladding-Hearn are perfect examples—high-profile clients who approached us because of the reputation we've built, not because we were pursuing them."
Tynan also acknowledges the critical importance of meeting demand promptly to maintain their momentum. “Our main concern would be availability,” he noted. But seeing the struggles of other manufacturers with long lead times and parts shortages has created a unique opportunity for the Mitsubishi brand to flourish. Laborde's effective forecasting and commitment to stocking engines and parts have positioned Mitsubishi as the agile underdog, ready to seize the moment and support future growth in a market where larger brands often fall short.
Key Takeaway
The partnership between Windward Power and Laborde Products is fostering a new era for Mitsubishi marine engines on the East Coast. And as with any successful partnership, effective communication constitutes the foundation.
"From day one, they’ve been about helping and supporting us,” said Tynan “They’ve proven over and over that they’re all about action, not just talk. That’s why we gravitate toward Laborde; they’re doers, not just talkers."
