It's an interesting situation. I'm not by any means a marketer so I'm probably blowing smoke here.
The "workboat" look may be an advantage. The video below was taken here. I bring it up because less than 5% of the owners of exotics in the area even considered showing their vehicles. There is a reluctance by many to display the toys in public. Keeping things low profile is the rule rather than the exception. Drive the utilitarian X5 or equivalent and take the toy for a drive out in the country away from the eyes of the many.
Perhaps just a local attitude and I have no idea if it would translate to boats in Sweden.
http://www.youtube.com/watch?v=W7SyBuCmPDw