Brunswick Corporation Adds ‘Boating Intelligence’ to Technology Portfolio at 2025 Consumer Electronics Show

Rhea-AI Summary

Brunswick (NYSE: BC) will showcase its marine technology portfolio and launch its 'Boating Intelligence' initiative at the 2025 Consumer Electronics Show (CES) in Las Vegas. The initiative enhances Brunswick's ACES strategy by incorporating AI capabilities for smarter, safer boating.

The exhibit features a 200-degree virtual boat helm simulator demonstrating an AI-powered co-captain with assisted navigation and autonomous features. Additionally, Brunswick will debut a Fliteboard eFoil simulator for virtual electric hydrofoil riding.

Key demonstrations include the latest autonomous docking system, showcased both virtually and physically on a Boston Whaler 405 Conquest, and a high-voltage electric propulsion concept. The company will also display CES Innovation Award-winning products, including the Mercury Marine 600hp V12 outboard motor, Avator electric outboards, and the 1st Mate safety system.

Positive

• Introduction of AI-powered boating technology through 'Boating Intelligence' initiative
• Development of advanced autonomous docking system
• Expansion into electric propulsion with high-voltage concept
• Multiple CES Innovation Award-winning products in portfolio

Negative

• None.

Insights

Technology Innovation Analyst

Brunswick 's CES showcase represents a strategic pivot towards AI-enhanced marine technology, particularly significant with the introduction of their 'Boating Intelligence' initiative. The integration of AI-powered features into their ACES framework signals a transformation from traditional marine products to smart, connected vessels. The autonomous docking system and AI co-pilot capabilities address key pain points in boat operation, potentially expanding market appeal to less experienced boaters.

The technology portfolio demonstrates substantial R&D investment in electrification, as evidenced by the high-voltage propulsion concept and Avator electric outboards. This positions Brunswick favorably in the growing marine e-mobility sector. The virtual simulation capabilities, including the 200-degree helm simulator and Fliteboard eFoil simulator, indicate a shift towards more sophisticated product development and customer engagement tools.

While impressive from a technological standpoint, market adoption rates for these advanced features will likely be gradual, considering the conservative nature of the marine industry and the higher costs associated with implementing these technologies. The focus on both high-end products (600hp V12 outboard) and emerging technologies (electric propulsion) suggests a balanced approach to market transformation while maintaining current revenue streams.

Market Research Analyst

The strategic timing of this announcement at CES, rather than a traditional boat show, reveals Brunswick's deliberate positioning as a technology company in the marine space. This could potentially lead to higher valuation multiples, as tech companies typically command premium valuations compared to traditional manufacturing firms.

The integration of AI and autonomous features addresses key market barriers in recreational boating - complexity and safety concerns. This could expand Brunswick's addressable market by attracting tech-savvy consumers who previously found boating too challenging. The Freedom Boat Club tie-in suggests a strong focus on the sharing economy, which could accelerate adoption of these technologies through a subscription model.

The emphasis on electric propulsion aligns with broader market trends towards sustainability, potentially opening access to ESG-focused investors and new customer segments. However, investors should note that the transition to electric boats faces challenges including range limitations and charging infrastructure development.

LAS VEGAS, Jan. 06, 2025 (GLOBE NEWSWIRE) -- Brunswick Corporation (NYSE: BC), the global leader in marine technology, will display it’s broad, industry-leading technology portfolio and debut its ‘Boating Intelligence’ initiative at the 2025 Consumer Electronics Show (CES) in Las Vegas.  Boating Intelligence is a comprehensive initiative to enhance Brunswick’s ACES (Autonomous, Connected, Electrified, and Shared) strategy by incorporating AI capabilities and features into its products to deliver simpler, safer, smarter, and more sustainable boating.

Brunswick’s CES exhibit will seamlessly integrate digital and physical elements: a state-of-the-art 200-degree virtual boat helm simulator will introduce Brunswick’s AI-powered co-captain, offering an interactive experience that showcases features such as assisted navigation, safety monitoring, and autonomous maneuvers; and Brunswick will also unveil its first Fliteboard eFoil immersive simulator, allowing attendees to virtually ride an electric hydrofoil using a handheld controller in realistically rendered environments.

“CES is the largest consumer technology event in the world, providing an ideal platform to showcase the ways in which Brunswick is working to redefine the boating experience and evolve boats from experiential products to smart, trusted partners for both owners and Freedom Boat Club members,” said Dave Foulkes, Brunswick Corporation CEO.” I look forward to sharing the latest evolution of our exciting technologies, products and initiatives at CES 2025.”

Additional experiences in the Brunswick exhibit include:

• The next evolution of autonomous docking – Brunswick will present the latest development version of its autonomous docking system, both virtually in a 200-degree simulator and physically on a 40ft Boston Whaler 405 Conquest. Attendees can witness live object tracking and classification, and interact with the latest, intuitive user interface concepts on a large Simrad multi-function display.

• ‘High power electric boat concept’ – Brunswick will showcase a high voltage, fully integrated electric propulsion concept demonstrated through a full, cut-away physical system augmented by animation.

Brunswick will also display three of its CES Innovation Award winning products, including the Mercury Marine 600hp V12 outboard motor, Mercury Marine’s full portfolio of Avator electric outboards, and the 1^st Mate connected Marine Safety and Security System.

Brunswick will be in the West Hall of the Las Vegas Convention Center at exhibit #6116. For CES media inquiries and imagery, please email Michelle Voss at michelle.voss@brunswick.com.

About Brunswick Corporation

Brunswick Corporation (NYSE: BC) is the global leader in marine recreation, delivering innovation that transforms experiences on the water and beyond. Our unique, technology-driven solutions are informed and inspired by deep consumer insights and powered by our belief that “Next Never Rests™.” Brunswick is dedicated to industry leadership, to being the best and most trusted partner to our many customers, and to building synergies and ecosystems that enable us to challenge convention and define the future. Brunswick is home to more than 60 industry-leading brands. In the category of Marine Propulsion, these brands include, Mercury Marine, Mercury Racing, MerCruiser, and Flite. Brunswick’s comprehensive collection of parts, accessories, distribution, and technology brands includes Mercury Parts & Accessories, Land ‘N’ Sea, Lowrance, Simrad, B&G, Mastervolt, RELiON, Attwood and Whale. Our boat brands are some of the best known in the world, including Boston Whaler, Lund, Sea Ray, Bayliner, Harris Pontoons, Princecraft and Quicksilver. Our service, digital and shared-access businesses include Freedom Boat Club, Boateka and a range of financing, insurance, and extended warranty businesses. While focused primarily on the marine industry, Brunswick also successfully leverages its portfolio of advanced technologies to deliver an exceptional suite of solutions in mobile and industrial applications. Headquartered in Mettawa, IL, Brunswick has 17,000 employees operating in 25 countries. In 2023, Brunswick was named by Forbes as a World’s Best Employer and as one of America’s Most Responsible Companies by Newsweek, both for the fourth consecutive year. For more information, visit www.Brunswick.com.

FAQ

What is Brunswick's (BC) new Boating Intelligence initiative announced at CES 2025?

Brunswick's Boating Intelligence is a comprehensive initiative that incorporates AI capabilities into its ACES strategy to deliver simpler, safer, smarter, and more sustainable boating experiences.

What new technology features will Brunswick (BC) showcase at CES 2025?

Brunswick will showcase a 200-degree virtual boat helm simulator with AI co-pilot, Fliteboard eFoil simulator, autonomous docking system, and a high-voltage electric propulsion concept.

Which Brunswick (BC) products won CES Innovation Awards?

Brunswick's CES Innovation Award-winning products include the Mercury Marine 600hp V12 outboard motor, Mercury Marine's Avator electric outboards, and the 1st Mate safety system.

How is Brunswick (BC) implementing autonomous technology in its boats?

Brunswick is implementing autonomous technology through its latest docking system, featuring object tracking and classification, demonstrated both virtually and physically on a Boston Whaler 405 Conquest.