Brunswick Corporation Reports Record Sales and Market Share Increases at 2025 Early-Season Global Trade Shows
Rhea-AI Summary
Brunswick (NYSE: BC) reported record performance at major early-season trade and boat shows in 2025. At the Dusseldorf Boat Show, which attracted over 200,000 attendees, Sea Ray Boats achieved record unit sales, exceeding last year by more than 20%. Quicksilver Boats tripled sales compared to 2024.
Mercury Marine demonstrated market leadership with 55% share of outboards across the show and nearly 70% share in the 150hp+ category, both increasing by seven basis points from 2024. Navico Group technology was featured in over 80% of displayed boats.
In North America, Mercury Marine expanded its outboard share at key shows: New York (50%), Minneapolis (48%), and Toronto (45%), with Toronto showing a seven basis point increase from 2024.
Positive
- Sea Ray Boats unit sales increased by over 20% at Dusseldorf
- Quicksilver Boats tripled sales compared to 2024 event
- Mercury Marine achieved 55% market share in European outboards
- Mercury reached 70% share in 150hp+ outboard category
- Navico Group technology present in 80% of displayed boats
- Strong market share in North American shows (45-50% range)
Negative
- None.
Insights
Brunswick 's exceptional performance at global trade shows reveals a strategic masterclass in market dominance and portfolio optimization. The company's multi-brand success story is particularly noteworthy in the European market, where Mercury Marine's commanding 55% share of outboard engines and 70% share in the premium 150hp+ segment represents a significant competitive moat.
The tripling of Quicksilver's sales and Sea Ray's 20% year-over-year growth in Dusseldorf aren't merely impressive numbers - they signal Brunswick's successful execution of a comprehensive market penetration strategy. The integration of Navico Group technology in 80% of displayed boats demonstrates the company's vertical integration prowess and its ability to capture value across the marine technology stack.
Most telling is Brunswick's performance in North American shows, with Mercury commanding 45-50% market share across major events. This cross-continental success indicates strong dealer network optimization and effective channel management, particularly important in the face of evolving consumer preferences and technological advancement in the marine sector.
The strategic importance of Navico Group's Fathom system and CZone Mobile adoption by EMEA boatbuilders suggests Brunswick is successfully positioning itself at the forefront of marine technology integration, creating additional revenue streams and competitive advantages through technological leadership.
METTAWA, Ill., Jan. 30, 2025 (GLOBE NEWSWIRE) -- Brunswick Corporation (NYSE: BC), the world’s largest marine technology company and many of its award-winning brands, have reported record performance at several of the major early-season trade and boat shows.
The recent Dusseldorf Boat Show, the largest indoor boat show globally, attracted more than 200,000 attendees and proved to be a record-breaking event for Brunswick. Notable highlights from Dusseldorf included:
- Sea Ray Boats achieved record unit sales at the event, surpassing last year’s record by more than 20 percent. Sea Ray also hosted the EMEA launch of the all-new SDX 270 Surf, which was well-received by attendees and channel partners.
- Quicksilver Boats set a record for retail units sold in Dusseldorf, tripling sales versus the 2024 event.
- Navan continues to be well-received by European consumers selling a number of boats in Dusseldorf with strong interest from EMEA dealers.
- Mercury Marine continues to be the clear outboard engine share leader in Europe with 55 percent share of outboards across the show and close to 70 percent share of outboards 150hp and above (both representing an increase of seven basis points versus 2024). All flagship and new boats of seven meters and above were equipped with Mercury outboards.
- Navico Group experienced a successful show with more than 80 percent of boats on display in Dusseldorf featuring Navico Group technology. Additionally, Navico Group’s Fathom system and CZone Mobile were featured by an EMEA boatbuilder for the first time.
- Boston Whaler, Bayliner, Flite, Lankhorst Taselaar and Freedom Boat Club also had a strong presence in Dusseldorf with new product launches and increased engagement.
“Our success at boot Dusseldorf in 2025 underscores the enthusiasm for our brands and products worldwide,” stated Dave Foulkes, CEO of Brunswick Corporation. “Major shows like Dusseldorf provide us with the opportunity to demonstrate the strength of Brunswick’s marine portfolio, our unwavering commitment to advancing on-water experiences, and the dedication and hard work of our exceptional teams and dealer network.”
Brunswick's early successes in 2025 extend beyond Dusseldorf. Mercury Marine continues to grow its outboard share across North America, as evidenced by its performance at three of the largest early-season trade shows: New York, Minneapolis, and Toronto. In New York, Mercury accounted for nearly
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.
FAQ
What was Brunswick 's (BC) market share for outboard engines at the 2025 Dusseldorf Boat Show?
How did Sea Ray Boats perform at the 2025 Dusseldorf Boat Show?
What was Mercury Marine's outboard market share at the 2025 North American boat shows?
How did Quicksilver Boats perform at the 2025 Dusseldorf Boat Show?
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