Feb 25, 2020

Continuing its positive momentum from January’s successful CES (Consumer Electronics Show), Brunswick Corporation followed up with another award-winning Miami Boat Show this year.  Mercury Marine, Sea Ray, Boston Whaler and Bayliner all showcased new products while Freedom Boat Club announced that it had added additional franchise locations including a new company owned club in Ft. Lauderdale.

For the second straight year, Mercury Marine displayed a record number of engines in Miami, showcasing 115 more engines than any other outboard manufacturer at the show and accounting for almost half of all the outboard engines on display.  This marks four consecutive major Florida saltwater boat shows where Mercury has not only had record share but displayed more engines than any other manufacturer and continues to be the engine brand of choice for a growing list of OEM partners.  Mercury also set records at both the 2018 and 2019 Ft. Lauderdale International Boat Show.  In addition, Mercury Racing won the 2020 Innovation Award in the outboard category for its 450R.

Brunswick Boat Group made headlines with three of the most well-known brands in the marine industry this year in Miami.  Boston Whaler reported sales growth from a year ago while showcasing six of their award-winning models in addition to the 325 and 405 Conquest as well as the 280 Vantage — all making their Miami debut. 

Sea Ray capitalized on a strong showing at CES showcasing the SLX- R400e and the SLX- R 310 for the first time in Miami in addition to an elevated consumer experience that has become a staple of their brand transformation.  In addition, Bayliner launched their new Trophy series in Miami, the brand’s first launch at the show in over five years.  Combined sales of Brunswick boat brands also increased from a year ago.

“We are very energized and optimistic after another successful Miami Boat Show for Brunswick and our brands,” said Dave Foulkes, Brunswick Chief Executive Officer. “We laid out our strategic initiatives and growth plans during our annual investor meeting prior to the show, and we are confident in our vision and our plan to achieve those goals.  Brunswick will continue to define the future of the marine industry and that was evident again this year in Miami.”

Along with the success of the Brunswick brands on display, the company showcased key elements of its ACES (Autonomous, Connected, Electrification, Shared Access) strategy throughout the show.  Boston Whaler and Mercury Marine partnered with Raymarine to feature the latest assisted docking technology on two Outrage models available for customers to demonstrate at the show. This technology continues to advance towards a commercial solution available in MY 2021 on select models.

Connectivity was also prominent for all Brunswick brands as many boats were equipped with many of Brunswick and Mercury’s connected solutions such as NAUTIC-ON, Vessel View Mobile and the all-new 1st Mate safety solution.  

Sea Ray’s Innovation Award for the SLX-R 400e featured the revolutionary Fathom system from Mastervolt which made its debut at CES and showcased Brunswick’s leadership position in electrification.

Rounding out the ACES strategy, Freedom Boat Club not only signed up new members, but also provided training courses to prospective members while promoting their South Florida locations.

“We are the most innovative marine company in the world, and I think we showed that again this year in Miami,” said Foulkes. “Our engine capacity has increased to meet the growing demand for our high horsepower outboard engines, our P&A business is growing, and our Business Acceleration group continues to attract new consumers to boating, while our boat group is on a pace to launch almost 100 new products over the next 18 months.  The future looks bright for Brunswick.”

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