Brunswick has long been innovating and materializing its dreams of becoming even more profound in its approach to marine technologies. Today, amid CES 2023's media day, the firm's dreams become ever-more a reality as it dips its toes into the waters of electrification.
With tagline reading "Power Moves" and "Next never rests," Brunswick is capitalizing on its dominance in the marine space. CEO David Foulkes even commented on the "Next never rests" tagline, citing it as the company's "dedication to innovation." And that innovation shows most soundly in new products, such as the Avator electric outboard and its all-new Veer boat brand.
The first of Veer's lineup to be debuted at CES 2023 is its flagship fishing platform, an extremely rugged multifunction boat constructed from low-maintenance polyethylene. Foulkes describes the brand as the the building blocks for a sustainable growth in electrification. Still, the Veer does allow consumers to utilize a gas propulsion system if they would like. The first model, the Veer X13, maintains a starting price of $11,000 and Carrie's a capacity for up to two occupants.
The Avator electric outboard is an astounding piece of technology that was first put up on display in late 2022. At CES, Brunswick is only expounding upon this innovative technology made by Mercury with continued support and additional lineups for the Avator outboard concept.
Brunswick also noted it's continued efforts of broadening its ACES strategy, which stands for Autonomous and Advanced Driver Assistance, Connectivity, Electrification, and Shared Experiences. The first in its 2023 approach to this brand motto is expansion in its efforts with auto-docking, close quarter maneuvering, and obstacle avoidance. The firm's Joystick Control System, aptly coined SkyHook, process to be a continued success for recreational boaters.
Foulkes described modern boating technologies as a newfound cross between a house and a plane. This, he describes the necessity to make smart products and smart experiences. The V12 600hp outboard out of Mercury is one example, exemplified as one of the first to have an integrated outboard transmission.
With a branding change, making its name with a stylized B logo, Brunswick aims to make even more of a mark in 2023. Last year, the firm introduced a total of 60 new boats, with its Mercury arm making nearly 300,000 engines over the course of a year. The firm highlighted 50% of US recreational boats as being powered by Mercury Marine outboards, proof enough in its scope within the marine industry.
Brunswick also is continuing to eliminate barriers to entry with its Freedom Boat Club, a sort of rental program that allows interested boaters a chance to hit the seas via rentable Brunswick boats. It's an interesting concept that has afforded Brunswick a ton of praise, ensuring that newcomers who may not have enough to spend on a new boat to try it out for themselves. It's now available in over 360 locations across Europe, Canada, and the US.
Brunswick has prepared a stat of the art experience for CES 2023, wherein participants will be able to enter into a digital showroom packed with Mercury outboards, information, and a full-scale boat with massive outboards. It's an exciting time to be a boater and Brunswick is only making it all the more memorable as it paves the way for future innovations.
Stay tuned as we delve more into the exciting new technologies making waves at CES 2023!
