Brunswick Corporation: Another Record-Setting Ft. Lauderdale Show

Brunswick Corporation (NYSE: BC) has once again demonstrated its dominance in the marine recreation industry, reporting another successful Ft. Lauderdale International Boat Show with record sales and continued share gains. The company's strong performance can be attributed to its strategic focus on innovation, premium brands, and strategic partnerships.

Mercury Marine, a subsidiary of Brunswick, maintained its record outboard engine market share, accounting for 58% of all outboards at the show. This impressive feat is a testament to Mercury's commitment to research and development, as well as its expansion of the dealer network. The company's innovative products, such as the 400hp V10 and twin 300hp V8 Verados with joystick piloting, have driven consumer demand and solidified Mercury's market leadership.

Brunswick's premium boat brands, Sea Ray and Boston Whaler, have played a significant role in the company's record sales and growth. Sea Ray set a new Ft. Lauderdale record for units sold, while Boston Whaler reported increased unit sales and retail revenue, with half of the units sold being 30’ and above. The successful launches of new models, such as the Sea Ray 250 Outboard and 270 SDX Outboard, and the Boston Whaler 330 Vantage, have further bolstered the company's market position.

Navico Group, a strategic partner of Brunswick, has also contributed to the company's success. Its innovative products, like the Simrad® NSX® ULTRAWIDE multi-function display, have been well-received by consumers and have helped Brunswick maintain its competitive edge in the marine industry. The strong showing of Navico Group's products at the 2024 Ft. Lauderdale International Boat Show, with a record 16 awards highlighting innovation and customer satisfaction, underscores the value of this partnership.


Brunswick's ACES strategy (Autonomous, Connected, Electric, Shared) has significantly influenced its product offerings and market position in the marine recreation industry. The company has invested in autonomous technology, connected solutions, and electric outboard propulsion, catering to the growing demand for sustainable and innovative marine products. Additionally, Brunswick's shared-access businesses, such as Freedom Boat Club and Boateka, have provided consumers with flexible and convenient boating experiences, further enhancing the company's market position.


In conclusion, Brunswick Corporation's record-breaking performance at the 2024 Ft. Lauderdale International Boat Show is a testament to the company's strategic focus on innovation, premium brands, and strategic partnerships. With a strong commitment to research and development, expansion of the dealer network, and a focus on the ACES strategy, Brunswick is well-positioned to continue its growth and dominance in the marine recreation industry. As an investor, Brunswick Corporation presents a compelling opportunity for those seeking exposure to a well-managed, innovative, and growing company in the marine sector.