Brunswick Corporation launches new boat brand designed for electrification and first-time boaters

Jan 9, 2022

On January 4, 2023, at the Consumer Electronics Show (CES) in Las Vegas, Brunswick Corporation (NYSE: BC) launched Veer, an all-new boat brand designed to support electric propulsion and appeal to the next generation of boaters, and also debuted the first model in the Veer line-up; the X13. 

“Recreational boating and fishing are enjoying increasing popularity with younger and more diverse consumers,” said Matt Atilano, Veer Director of Strategy. “We identified a gap in the marketplace and a need to create a more targeted and modern experience for these new boaters, which inspired the design and development of the Veer brand.”   

As part of the brand launch, Veer is introducing the X13, a 13-foot, multi-tool vessel built from durable rotomolded polyethylene to enable boaters to experience the outdoors with confidence. The X13 is designed to be powered by Mercury Avator electric propulsion systems and Mercury FourStroke outboards, including the Avator 7.5e electric outboard – the first product in the Avator series – which was also unveiled at CES 2023. Avator propulsion systems offer quiet, all-electric power, integrated with intuitive controls and advanced digital displays, and produce no direct emissions.  

Crafted by the engineering team at Lund Boats – industry leaders in fishing boat design – the X13 offers exceptional quality and robustness, a contemporary design, combined with thoughtful and ingenious fishing-focused features. The Veer X13 will expand access to boating, offering performance, ease-of-use, low maintenance and affordability. Standard features include: 

• Durable rotomolded polyethylene hull with shallow draft to explore unchartered territory  
• Galvanized trailer offering easy towing capabilities for cars and small SUVs  
• Portable navigation light kit and marine mat  
• Compatibility with Mercury electric (optional) or gas propulsion (standard) 
• Additional, optional features include: a shallow-water anchor, SportTrak™ accessories, a mooring cover and a standing bar 

“Our target consumer is looking for a brand that brings new energy and new thinking to the outdoor experience,” said Atilano. “Through Veer, we look forward to delivering on these desires and on Brunswick’s promise to expand access to the water and democratize boating.” 

Starting at $11,995 USD with standard features, the X13 will be available Spring 2023 for order at www.veerboats.com.