Yachting Art Magazine

The American group Brunswick Corporation announced an increase in sales and market share following the 2025 Fort Lauderdale International Boat Show, one of the world's largest boating events. The company confirmed strong demand for its premium brands and the solid performance of its Mercury Marine engine division.

The Boston Whaler, Sea Ray and Navan brands, positioned in the premium segment, posted a 6% increase in sales volumes and 15% growth in turnover compared with the 2024 edition. This trend reflects sustained demand for mid-range and high-end family boats, supported by a more stable market environment than in previous years.

The Mercury Marine subsidiary, the group's industrial pillar, also broke a record for attendance at the show. It claims a 61% market share of all outboard engines on display and 76% of the sea trial area, reserved for the most powerful units. These figures confirm the engine manufacturer's dominant position in the outboard propulsion segment, which has become a strategic growth area for Brunswick.

The show also served as a showcase for the group's technological innovation. The SIMRAD AutoCaptain autonomous system, recently unveiled at the IBEX show, was presented in several manoeuvring and docking scenarios. Developed in partnership with Navico, this automated navigation assistance device attracted the attention of many manufacturers and specialist media, illustrating the rise of autonomous solutions in recreational boating.

Brunswick also incorporated Fliteboards, electric foil boards marketed as part of its diversification into light water sports, into its stands. These products were the subject of public and media demonstrations, reinforcing the group's visibility in new motorised water sports.

Managing Director Dave Foulkes emphasises that the 2025 edition confirms the resilience of demand, particularly for premium ranges. According to him, ‘the stabilisation of the economic environment has led to a revival in activity at the end of the season’, a sign that is seen as encouraging for the 2026 financial year.