Brunswick Corporation Unveils Its Largest-Ever Showcase of Marine Technology and AI-Driven Boating Experiences at CES® 2026
Rhea-AI Summary
Brunswick (NYSE: BC) unveiled its largest CES showcase on Jan 5, 2026, highlighting production-ready AI, autonomy, electrification and connected boating under its ACES strategy. Key reveals include the global debuts of a new Sea Ray SLX and the NAVAN C30 both featuring the Simrad AutoCaptain autonomous system, the global launch of the FLITE RACE eFoil (top speed 34 mph), a Lund Crossover XS freshwater platform with Mercury and Lowrance systems, AI-driven helm and eFoil simulators, and a high-horsepower Mercury outboard concept.
The company will also host a CES Foundry panel on AI in boating on Jan 7, 2026 at Noon PT.
Positive
- Global launch of FLITE RACE eFoil with top speed 34 mph
- Simrad AutoCaptain showcased on new Sea Ray SLX and NAVAN C30
- NAVAN C30 features integrated solar panels and autonomous support
- Lund Crossover XS debuts at CES with Mercury Avator 35e and Mercury Racing 150R
Negative
- None.
News Market Reaction
On the day this news was published, BC declined 0.29%, reflecting a mild negative market reaction. Argus tracked a peak move of +5.0% during that session. Our momentum scanner triggered 66 alerts that day, indicating high trading interest and price volatility. This price movement removed approximately $16M from the company's valuation, bringing the market cap to $5.45B at that time. Trading volume was elevated at 2.7x the daily average, suggesting increased selling activity.
Data tracked by StockTitan Argus on the day of publication.
Key Figures
Market Reality Check
Peers on Argus
Peers show mixed moves: PII +4.71%, THO +1.99%, LCII +2.04%, HOG +0.34%, while DOOO -0.17%. BC’s pre-news gain of 2.22% appears more stock-specific than a uniform sector shift.
Historical Context
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Dec 02 | Supply agreement renewal | Positive | +2.1% | Five-year exclusive supply deal with Axopar Boats for Mercury outboards. |
| Dec 02 | Supply agreement renewal | Positive | +2.1% | Renewed five-year exclusive supply agreement with Saxdor Yachts. |
| Nov 26 | Debt tender pricing | Neutral | -1.1% | Pricing of cash tender offer for 5.100% Senior Notes due 2052. |
| Nov 26 | Debt tender update | Neutral | -1.1% | Early results and increased Tender Cap for 5.100% Senior Notes tender. |
| Nov 19 | Corporate recognition | Positive | -1.3% | Named to Forbes 2026 America’s Best Companies list. |
Recent news often centers on partnerships and balance-sheet actions; positive commercial deals aligned with gains, while awards and debt-tender updates saw negative reactions.
Over the last few months, Brunswick’s news flow has combined commercial wins, liability management, and recognition. On Nov 19, 2025, inclusion in the Forbes 2026 America’s Best Companies list preceded a -1.33% move. On Nov 26, 2025, announcements around a cash tender offer for 5.100% Senior Notes due 2052 and related pricing updates coincided with a -1.10% reaction. By contrast, renewed five-year exclusive supply agreements announced on Dec 2, 2025 with Axopar Boats and Saxdor Yachts each aligned with a +2.09% gain, underscoring investor focus on growth partnerships.
Market Pulse Summary
This announcement highlights Brunswick’s push to commercialize its ACES strategy, showcasing autonomous systems, AI-enabled helms, and electric FLITE RACE eFoils at CES 2026. Positioned just 1.2% below its 52-week high and above a $60.10 200-day MA, the company entered the event with positive momentum. Investors may watch how these AI-driven and electrified products translate into adoption, as well as any follow-on contracts or partnerships that build on the CES exposure.
AI-generated analysis. Not financial advice.
LAS VEGAS, Jan. 05, 2026 (GLOBE NEWSWIRE) -- Brunswick Corporation (NYSE: BC), the world’s largest marine technology company, returns to the Consumer Electronics Show (CES) with its most comprehensive display of marine innovation to date. This year, Brunswick will unveil an unparalleled array of groundbreaking technologies, solidifying its ACES strategy (Autonomous/Assisted, Connected, Electrified, Shared) as a fully realized commercial reality.
This year’s Brunswick 2026 CES showcase features the groundbreaking Simrad® AutoCaptain™ autonomous boating system on two boats including the global debut of a brand-new Sea Ray SLX and a NAVAN C30, which is making its first appearance at CES. Additionally, Brunswick will feature a Lund Crossover XS featuring the latest technology from Lowrance and Mercury Marine.
The exhibit will also feature the global launch of the FLITE RACE high-performance eFoil, a collaborative innovation from Flite and Mercury Racing, delivering a new standard in water sports performance. Attendees will immerse themselves in AI-driven simulators that authentically replicate on-water experiences, making advanced marine technology accessible to all at the event. The exhibit is further elevated by an exclusive, high-horsepower outboard concept from Mercury Marine, exemplifying the innovative future of marine propulsion.
“CES stands as the global epicenter for unveiling transformative innovation, and Brunswick is poised to exemplify the revolutionary impact of artificial intelligence and next-generation marine technologies,” said Dave Foulkes, Brunswick Corporation CEO. “Our exhibit epitomizes the celebration of our technology leadership, delivering advanced intelligent systems, seamless user interactions, and pioneering products engineered to empower a broader spectrum of enthusiasts to embrace the water with confidence.”
Immersive, AI-Powered On-Floor Experiences: Bringing the Water to Las Vegas
Brunswick’s 2026 technology simulators will show how AI transforms boating through immersive, real-world scenarios:
- Helm Simulator – A next-generation experience featuring an AI co-pilot that intelligently assists with route planning, maneuvering, docking and situational awareness. Enhanced visuals, autonomy behaviors and helm response systems take autonomous boating simulation to a new level.
- Fliteboard eFoil Simulator – An elevated eFoil experience that lets visitors feel the sensation of gliding over water, using upgraded dynamics and responsiveness that mirror true on-water performance.
Global Launch: Sea Ray – The Most Technology-Rich Sea Ray Ever Built
Brunswick’s 2026 exhibit will feature an all-new SLX model highlighting Sea Ray’s next evolution of smart boating, where AI-enabled insights inform how boaters drive, navigate and interact with their vessels. At the center is Sea Ray’s automotive-inspired helm featuring steering wheel-integrated controls, dual Simrad® NSX® ULTRAWIDE displays, and deep connectivity with Mercury Marine propulsion.
Global Launch of FLITE RACE – The High-Performance eFoil
Developed in collaboration with Mercury Racing, Fliteboard will introduce FLITE RACE, the world’s most advanced electric foiling surfboard. Designed for competition, FLITE RACE will reach top speeds up to 34 mph.
Showcasing the NAVAN C30 Boat
Brunswick will display a cutting-edge boat from NAVAN that brings new levels of accessibility to boating. Key highlights include:
- A refined vessel layout with intuitive systems, including Brunswick’s autonomous boating system, Simrad® AutoCaptain, that provides support during the more stressful parts of boat operation
- Solar panels seamlessly integrated into the T-top and deck, enabling the power of onboard electronics and a Fliteboard eFoil surfboard
- A design language inspired by premium automotive experiences: clean interfaces, smart energy flow, and effortless operation
The Ultimate Connected Fishing Boat: Lund Crossover XS at CES®
For the first time at CES, Brunswick brings a freshwater fishing platform to the show with the Lund Crossover XS, powered by multiple engines, including a Mercury Racing 150R, Mercury Avator 35e kicker engine, and a Lowrance® Recon™ trolling motor.
In addition, Brunswick Corporation will also participate in CES Foundry, hosting a panel discussion on how AI is elevating the boating experience. That event will take place at Noon PT, Wednesday, January 7, 2026, at the Fontainebleau Hotel.
Find Brunswick at CES® 2026
Visit Brunswick at the Last Vegas Convention Center West Hall, exhibit #5041, and experience how the Company is making boating more intuitive, connected and consumer-ready than ever before. To schedule a media briefing or product walk-through, please contact:
Michelle Voss
Director of Global Public Relations
Michelle.Voss@brunswick.com
Michelle Voss — Director, Global Public Relations & Communications E: michelle.voss@brunswick.com M: (904) 955 – 0818
FAQ
What did Brunswick announce at CES 2026 (NYSE: BC) on January 5, 2026?
What is the top speed of the new FLITE RACE eFoil launched by Brunswick and Fliteboard?
Which Brunswick boats at CES 2026 feature the Simrad AutoCaptain autonomous system?
When and where will Brunswick host its CES Foundry panel on AI in boating?
What propulsion and accessory systems power the Lund Crossover XS shown by Brunswick at CES 2026?
Where can investors and media find Brunswick's CES 2026 exhibit and request product briefings?
