Brunswick Corporation (NYSE: BC)
The Future of Smart and Sustainable Boating

David M. Foulkes, Director and CEO

One of the world’s largest marine technology manufacturers is riding the AI wave to steer toward a seamless, safe and exhilarating boating experience, opening new chapters for its growing book of corporate clients.

Nearly two centuries after creating products that define craftsmanship and technological brilliance, Brunswick Corporation (NYSE: BC) is integrating intelligent technologies into its products, simplifying and ultimately reforming a boat’s operation. Its innovative solutions, delivered through a diverse lineup of over 60 brands, cater to the boating industry's various needs. From its Boston Whaler boats, with their unsinkable legend reputation, to Mercury Marine’s state-of-the-art engines, the company’s products, including propulsion systems and parts, display unmatched expertise.

Now, with a strategy deeply rooted in autonomy, connectivity, electrification and shared access (ACES), Brunswick Corporation is setting the stage for pioneering a new boating frontier.

“Our ACES strategy has matured over the past five years with many products, like our Avator electric outboards, Fathom power management system and CZone mobile connectivity solution already in production,” says David M. Foulkes, director and CEO. “We see an opportunity to embed AI functionality as one focus for our next phase of advanced technology and feature development, creating an opportunity for boats to evolve from an experiential product to an experiential partner.”

Transforming Experiences on the Water

By integrating advanced technologies like AI, Brunswick Corporation’s ACES strategy redefines how users interact and operate with boats. Its Boating Intelligence initiative combines machine learning and data analytics, enhancing autonomy to simplify navigation, optimize engine performance and streamline docking. Mercury Marine’s SmartCraft Connect mirrors this evolution, offering real-time monitoring and intuitive vessel control at a captain’s fingertips.
Connectivity is a mainstay of ACES, with features like navigation tools, weather forecasts and engine diagnostics. Electrification, a core driver of Brunswick Corporation’s commitment to sustainability, delivers peak performance while optimizing energy consumption. A pioneer in the shift from traditional combustion engines to electric or hybrid systems, the company aligns its operations with global efforts to reduce emissions in the industry.

A shining example is the Sea Ray SLX-R 400e, an eco-conscious vessel with powerful engines that allow quieter operation, increased energy efficiency and reduced maintenance.

Shared access models, like Freedom Boat Club, leverage AI-powered fleet management to maximize efficiency and accessibility. These have opened new doors for frictionless transitions between ownership and shared participation models. Together, each component of Brunswick Corporation’s ACES strategy transforms boats into intelligent companions.

Every product line at Brunswick Corporation’s state-of-the-art facility is crafted with a purpose-driven design approach. The company combines innovative manufacturing processes with sustainable materials, like composites and lightweight alloys, to minimize environmental impact without compromising performance. Automated processes and smart robotic production systems optimize efficiency and reduce waste. Meticulous research and testing ensure every product meets rigorous safety and quality standards, reflecting its philosophy of responsible innovation. These approaches guarantee that every product rolling off the assembly line carries the company’s signature blend of accuracy and resilience.

An unending hunger to enhance the customer experience at every touch point forms the foundation of its success. Its clients enjoy unparalleled support and services that enhance every aspect of boat ownership.

Significant investments are made in services and solutions that simplify maintenance and improve the efficiency of its products. For example, the company’s solutions offer real-time diagnostics and proactive maintenance alerts for owners to address issues before they escalate. This technology ensures that customers enjoy their boats more and spend less time worrying about technical difficulties. It also has authorized service centers equipped with advanced tools and trained professionals to provide prompt and precise assistance.

Enhancing Customer Confidence through Unparalleled Service

Brunswick Corporation extends extensive warranty programs and access to certified parts throughout a boat’s lifecycle. The company’s expansive dealer network spans the globe, delivering personalized support and expert guidance on everything from selecting the right model to navigating maintenance requirements. Be it unexpected repairs or routine inspections, customers can rely on them for swift and expert service. These efforts strengthen Brunswick Corporation’s reputation as a customer-centric organization that values the customers' experience beyond all.

A collective team comprising engineers, technicians and designers drives Brunswick Corporation’s success forward. They fuel the company’s innovative spirit by bringing decades of expertise and a forward-thinking approach.

“Our talent remains a major competitive advantage, and our talent development strategy includes broadening the scope and experience of our highest potential leaders at all levels of the company,” says Foulkes.

Engineers closely collaborate with software developers, creating aesthetically pleasing and functional systems. Employees benefit from a structured environment where safety, professional growth and continuous learning are second nature. The company conducts internal training programs and participates in industry forums to remain at the forefront of the marine space. This dedication to growth powers it to anticipate market needs and develop solutions that align with future trends.

Its BoatClass program, for example, showcases decades of training methods developed through the Freedom Boat Club network. This immersive program provides hands-on training by certified captains to equip participants with essential boating skills and safety techniques.

Backed by these experts, Brunswick Corporation is driving progress in recreational boating while fostering long-term value for its stakeholders. With its rich legacy and advanced manufacturing capabilities, the company continues to ensure that future generations can experience the joy of boating.