Brunswick Corporation Reports Strong Performance at the 2025 Miami International Boat Show
Brunswick (NYSE: BC) reported strong performance at the 2025 Miami International Boat Show, marking significant achievements across its brands. Mercury Marine dominated with 58% overall outboard motor share (up 4 points year-over-year) and 70% share in the on-water segment (up 7 points). The company launched its new Single Engine Joystick with Thruster system.
Sea Ray demonstrated remarkable growth with increased unit sales, showing a 25% increase over 2023 and nearly 50% over 2022, particularly strong in boats over 32 feet. Boston Whaler maintained strong U.S. sales comparable to 2024, though Latin American sales were affected by the strong dollar. The company received nine awards, including four Consumer Satisfaction Index Awards and Five Neptune Awards for marketing excellence.
Brunswick (NYSE: BC) ha riportato una forte performance al Miami International Boat Show 2025, segnando risultati significativi per i suoi marchi. Mercury Marine ha dominato con una quota di mercato dei motori fuoribordo del 58% (in aumento di 4 punti rispetto all'anno precedente) e una quota del 70% nel segmento acquatico (in aumento di 7 punti). L'azienda ha lanciato il suo nuovo sistema Single Engine Joystick con Thruster.
Sea Ray ha dimostrato una crescita notevole con un aumento delle vendite di unità, mostrando un incremento del 25% rispetto al 2023 e quasi del 50% rispetto al 2022, particolarmente forte per le barche oltre i 32 piedi. Boston Whaler ha mantenuto forti vendite negli Stati Uniti paragonabili al 2024, anche se le vendite in America Latina sono state influenzate dal forte dollaro. L'azienda ha ricevuto nove premi, tra cui quattro Consumer Satisfaction Index Awards e cinque Neptune Awards per l'eccellenza nel marketing.
Brunswick (NYSE: BC) reportó un fuerte desempeño en el Miami International Boat Show 2025, marcando logros significativos en sus marcas. Mercury Marine dominó con una participación del 58% en motores fuera de borda (un aumento de 4 puntos en comparación con el año anterior) y un 70% en el segmento acuático (un aumento de 7 puntos). La compañía lanzó su nuevo sistema de Joystick de un solo motor con Thruster.
Sea Ray demostró un crecimiento notable con un aumento en las ventas de unidades, mostrando un incremento del 25% en comparación con 2023 y casi del 50% en comparación con 2022, siendo particularmente fuerte en barcos de más de 32 pies. Boston Whaler mantuvo fuertes ventas en EE. UU. comparables a 2024, aunque las ventas en América Latina se vieron afectadas por el fuerte dólar. La compañía recibió nueve premios, incluidos cuatro Consumer Satisfaction Index Awards y cinco Neptune Awards por excelencia en marketing.
브런즈윅 (NYSE: BC)는 2025 마이애미 국제 보트 쇼에서 강력한 성과를 보고하며, 자사 브랜드 전반에서 중요한 성과를 이뤘습니다. 머큐리 마린은 전체 외부 보트 모터 시장 점유율 58%를 기록하며(전년 대비 4포인트 증가), 수상 부문에서는 70%의 점유율을 차지했습니다(7포인트 증가). 이 회사는 새로운 단일 엔진 조이스틱과 스러스터 시스템을 출시했습니다.
씨 레이는 판매 단위 증가로 눈에 띄는 성장을 보여주며, 2023년 대비 25% 증가하고 2022년 대비 거의 50% 증가했습니다. 특히 32피트 이상의 보트에서 강세를 보였습니다. 보스턴 웨일러는 2024년과 비교할 때 미국 내 강력한 판매를 유지했지만, 강한 달러로 인해 라틴 아메리카 판매에는 영향을 받았습니다. 이 회사는 네 개의 소비자 만족도 지수 상과 마케팅 우수성을 위한 다섯 개의 넵튠 상을 포함하여 아홉 개의 상을 받았습니다.
Brunswick (NYSE: BC) a rapporté une performance solide au Miami International Boat Show 2025, marquant des réalisations significatives à travers ses marques. Mercury Marine a dominé avec une part de marché de 58 % des moteurs hors-bord (en hausse de 4 points par rapport à l'année précédente) et 70 % de part dans le segment aquatique (en hausse de 7 points). La société a lancé son nouveau système de joystick à moteur unique avec thruster.
Sea Ray a montré une croissance remarquable avec une augmentation des ventes d'unités, affichant une hausse de 25 % par rapport à 2023 et près de 50 % par rapport à 2022, particulièrement forte pour les bateaux de plus de 32 pieds. Boston Whaler a maintenu de fortes ventes aux États-Unis similaires à celles de 2024, bien que les ventes en Amérique latine aient été affectées par le dollar fort. L'entreprise a reçu neuf prix, dont quatre Consumer Satisfaction Index Awards et cinq Neptune Awards pour excellence en marketing.
Brunswick (NYSE: BC) berichtete von einer starken Leistung auf der Miami International Boat Show 2025 und erzielte bedeutende Erfolge mit seinen Marken. Mercury Marine dominierte mit einem Marktanteil von 58% bei Außenbordmotoren (ein Anstieg um 4 Punkte im Jahresvergleich) und 70% im Wassermarktsegment (ein Anstieg um 7 Punkte). Das Unternehmen stellte sein neues Single Engine Joystick mit Thruster-System vor.
Sea Ray zeigte ein bemerkenswertes Wachstum mit einem Anstieg der Verkaufszahlen, der einen Anstieg von 25% im Vergleich zu 2023 und fast 50% im Vergleich zu 2022 aufwies, insbesondere bei Booten über 32 Fuß. Boston Whaler hielt starke Verkaufszahlen in den USA, die mit 2024 vergleichbar sind, obwohl die Verkäufe in Lateinamerika durch den starken Dollar beeinträchtigt wurden. Das Unternehmen erhielt neun Auszeichnungen, darunter vier Consumer Satisfaction Index Awards und fünf Neptune Awards für Marketingexzellenz.
- Mercury Marine increased outboard motor share to 58% overall (+4 points YoY) and 70% in on-water segment (+7 points YoY)
- Sea Ray sales increased 25% vs 2023 and 50% vs 2022
- Strong performance in larger boats segment (over 32 feet)
- Boston Whaler maintained strong U.S. sales levels
- Lower show traffic compared to 2024
- Decreased Latin American sales for Boston Whaler due to strong dollar
Insights
Brunswick 's performance at the 2025 Miami Boat Show reveals several strategic advantages and market dynamics worth noting. Mercury Marine's 4-point increase in outboard motor share to 58% demonstrates not just market leadership but accelerating momentum in the important propulsion segment. This dominance is particularly evident in the on-water portion, where the 70% share represents a compelling validation of the brand's technical superiority and dealer network strength.
Sea Ray's continued sales growth trajectory, marking a 25% increase over 2023 and nearly 50% over 2022, is especially significant in the over 32-foot segment. This performance in larger vessels suggests resilient demand in the premium market segment, despite broader economic uncertainties. The strong showing in higher-margin products indicates effective pricing power and brand positioning.
The integration of technologies across brands, exemplified by the Flite-Mercury collaboration and Navico's broad presence, showcases Brunswick's strategic advantage in creating ecosystem synergies. This cross-pollination of innovation helps defend market share and creates barriers to entry for competitors.
However, the reported lighter show traffic coupled with a higher proportion of serious buyers signals an important shift in the sales funnel. The increasing role of digital nurturing in sales conversion suggests a structural change in how boats are sold, requiring dealers and manufacturers to adapt their marketing and sales strategies. This trend, combined with the softer Latin American sales due to currency headwinds, indicates the need for market-specific approaches and digital transformation initiatives.
The launch of Mercury's Single Engine Joystick with Thruster system represents a strategic move to democratize advanced control features, potentially opening new market segments and strengthening the company's competitive moat in the mid-range boat category.
METTAWA, Ill., Feb. 18, 2025 (GLOBE NEWSWIRE) -- Brunswick Corporation (NYSE: BC) and its many industry-leading brands have concluded another successful and award-winning performance at the 2025 Miami International Boat Show. During the five-day event, the Company experienced strong sales from its premium boat brands, saw continued, substantial Mercury Marine outboard engine share growth, and debuted new, innovative products from across its divisions.
Highlights of the Show included:
- For the seventh consecutive year, Mercury Marine had the leading outboard motor share, accounting for nearly
58% of all outboards across the Show, an increase of almost four points versus prior year. Mercury accounted for70% of all outboards in the on-water portion of the Show, a year-over-year increase of almost seven points. Mercury also launched its Single Engine Joystick with Thruster system at the Show, bringing the benefits of joystick control to a new class of boats.
- Sea Ray’s extraordinary show momentum continued in Miami where the Brand reported further increased unit sales versus the 2024 Miami Show, which represents a
25% increase over the 2023 Show and close to a50% increase compared with the 2022 Show. Sea Ray’s larger boats were very well received this year in Miami with strong sales of boats over 32 feet.
- Boston Whaler also had a strong Show, with sales to US customers in-line with the Brand’s strong showing in 2024. Show sales to Latin American customers were softer than in 2024 due to the strong dollar.
- Navico Group remained a partner to the majority of exhibitors at the Miami Boat Show and reported strong interest in its new Simrad NSS 4 and B&G Zeus SR multi-function displays.
- Flite launched the Series 5 Fliteboard which incorporates Flite Jet 2, a new, highly-efficient jet propulsion system developed in collaboration with Mercury Marine, demonstrating another example of the synergies between Brunswick’s award-winning brands.
- Brunswick received nine awards at the show including four Consumer Satisfaction Index Awards and Five Neptune Awards for excellence in marketing.
“Miami was another strong show for our brands and teams,” said Dave Foulkes, Brunswick Corporation CEO. “Despite continued economic uncertainty, we've seen some encouraging signs from consumers and dealers at the early-season domestic and international boat shows enabled by our investments in innovative new products and our industry-leading global teams. Although overall show traffic appeared a little lighter this year compared with 2024, there seemed to be a higher proportion of serious buyers, although it’s clear that digitally nurtured sales are playing an increasing role.”
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 approximately 14,500 employees operating in 26 countries. In 2024, Brunswick was named America’s Best Large Employers for 2024 by Forbes Magazine for the sixth consecutive year in addition to winning more than 100 awards across the enterprise for the third straight year. For more information, visit www.Brunswick.com
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