Brunswick Bets on AI to Revive Boat Sales
Brunswick Corp., a worldwide leader in boat production and aquatic recreation, is relying on cutting-edge technology to address declining sales.
The parent firm of Sea Ray, Boston Whaler, and various other boat brands states that innovative navigation technology and self-docking can relieve some of the challenges associated with maneuvering a boat in a busy marina.
The wager is double-edged: persuade potential buyers to engage in a market that has been lackluster — with fresh vessel retail sales anticipated to stay low until 2026 — and boost aftermarket and ongoing revenue via technology and software sales.
Brunswick's range goes far beyond just the boat brands. The Navico Group offers marine electronics and technology, whereas Mercury Marine provides engines and manages a parts and accessories operation.
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Approximately 60percent of Brunswick’s income is now derived from aftermarket or recurring revenue, and Roth Capital Partners analyst Scott Stember indicates that this distribution provides the company significant exposure beyond just new boat sales.
Brunswick informed investors it expects yearly sales of 145,000 to 160,000 units by 2030. Roth describes it as a slight increase in demand from projected U.S. retail sales this year of under 135,000 units.
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The weak demand is being noticed primarily in Brunswick's most affordable models.
CEO David Foulkes states, “We’re observing that premium boats and our core portfolio are proving to be quite durable." What we're observing are value boats, which are generally more financed or more affected by interest rate pressures; they are performing adequately, but not as well as some of our higher-end products.
However, Brunswick could enhance the quantity of electronics and technology on board, even if the sales of boats do not significantly increase.
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According to the company, 55percent of Navico's original equipment clients have boosted their Navico content since 2023. Navico has introduced over 30 new products since 2025.