Brunswick Showcases Strong Brands and Innovation at the 2026 Miami International Boat Show
Rhea-AI Summary
Brunswick (NYSE: BC) showcased product innovation, strong outboard market share, and brand recognition at the 2026 Miami International Boat Show on February 19, 2026. The company introduced seven new products, won 11 industry awards, and reported record outboard presence with 84% share in the on-water show location.
Highlights include a 15-percentage point increase in on-water outboard share versus 2025, over 60% share across the entire show (up nearly 3 points), multiple new marine electronics and propulsion technologies, and mixed retail sales described as flat versus a strong 2025.
Positive
- On-water outboard share at 84% (record)
- 15 percentage point increase in on-water outboard share vs 2025
- Overall show outboard share >60%, up ~3 percentage points
- Seven new products launched, including engines, hulls, and displays
- 11 industry awards across innovation, CSI, and marketing
Negative
- Retail sales from premium brands were flat versus strong 2025
Key Figures
Market Reality Check
Peers on Argus
BC was up 1.8% pre‑news, while close peers showed mixed moves: PII +1.84%, HOG +2.49%, THO +1.58%, DOOO -0.17%, LCII -2.07%. With no peers in the momentum scanner and no same‑day peer headlines, the setup looked more company‑specific than broad sector rotation.
Historical Context
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Feb 12 | Dividend increase | Positive | -0.6% | Quarterly dividend set at $0.44 with 14th straight annual increase. |
| Feb 09 | Workplace award | Positive | -0.9% | Named to Newsweek’s America’s Greatest Workplaces for Women 2026. |
| Jan 29 | Earnings release | Neutral | -4.2% | Released Q4 and full‑year 2025 results and hosted earnings call. |
| Jan 27 | Boat show update | Positive | +0.1% | Düsseldorf Boat Show reported awards, sales gains, and market leadership. |
| Jan 12 | Earnings call setup | Neutral | -1.9% | Scheduled Q4 and full‑year 2025 earnings release and conference call. |
Recent BC news, including dividends, workplace recognition, and shows/earnings, has often seen muted or negative next‑day price reactions, even on seemingly positive updates.
Over the last few weeks, Brunswick has combined operational milestones with shareholder returns. A Jan 27, 2026 Düsseldorf Boat Show update highlighted awards, new partnerships, and a 15% revenue increase versus the 2025 show, yet the stock moved only +0.12%. The Jan 29, 2026 earnings release saw a -4.22% reaction, and both the workplace recognition on Feb 9 and the dividend increase on Feb 12 prompted small declines. Against this backdrop, the Miami Boat Show piece continues a theme of strong brand performance and innovation.
Market Pulse Summary
This announcement underscores Brunswick’s focus on market share and innovation, with Mercury achieving 84% outboard share in key on‑water locations, more than 60% across the show, and the company introducing 7 new products and winning 11 awards. In recent months, similar boat‑show and recognition news has coincided with only modest price reactions. Investors may watch how these product launches, sales trends, and insider trading activity translate into upcoming financial results.
AI-generated analysis. Not financial advice.
METTAWA, Ill., Feb. 19, 2026 (GLOBE NEWSWIRE) -- Brunswick Corporation (NYSE: BC), the world's leading marine technology company, demonstrated solid sales, increased outboard share, and industry-leading innovation across its portfolio of businesses and brands at the 2026 Miami International Boat Show. The Company introduced seven state-of-the-art new products and earned an impressive 11 awards recognizing excellence in innovation, customer service, and marketing.
Event Highlights Included:
- Mercury Marine set a new record for outboard engine share at the show with
84% of all outboard engines in the on-water show location featuring larger vessels; a 15-percentage point increase over 2025. Mercury also claimed50% outboard share at the Convention Center and over60% across the entire show, rising nearly three percentage points from last year. - Retail sales from premium brands Sea Ray, Boston Whaler, and Navan were flat versus a strong 2025 show, driven by excitement for new releases and Miami debuts. The Sea Ray SLX 360 continued to garner critical praise following its CES launch, while the Navan T30 made a splash after its introduction at the Dusseldorf Boat Show.
Product Launches in Miami:
- Brunswick hosted several media events to launch all-new, groundbreaking products, including:
- Boston Whaler 290 and 330 Outrage models equipped with WhalerStep™ Hull Technology engineered to minimize bow rise, enhance turning agility, and deliver unmatched smoothness in challenging waters.
- Simrad NSO 4 and B&G Zeus SRX multi-function displays which complete the Simrad and B&G line-ups of class-leading displays featuring the unique NEON Android-based operating system for unmatched ease of use.
- Mercury Marine unveiled a suite of advanced control and performance technologies, including its new premier joystick, keyless start system, Boost mid-range performance enhancement, and Racing DTS Performance Pedal.
Industry Recognition:
Brunswick’s brands and talented teams were also recognized and rewarded with a remarkable 11 accolades during the show including:
- Two Innovation Awards: Lowrance ActiveTarget 2XL and Mercury Boost.
- Three Consumer Satisfaction Index (CSI) Awards: Boston Whaler, Crestliner, and Lund.
- Six Neptune Awards for Marine Marketing Excellence.
“As one of the premier, early-season marine industry events, Miami is an important early-season indicator of OEM, dealer, and consumer sentiment and also serves as an opportunity to strengthen strategic partnerships, launch groundbreaking new products, earn well-deserved recognition, and elevate our brands,” said Dave Foulkes, Brunswick Corporation CEO. “Although we are very early in the year and in advance of the main selling season, overall retail sales continue to trend positive.”
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, 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 15,000 employees operating in 26 countries. In 2025, Brunswick was named America's Most Trusted Companies by Forbes Magazine in addition to winning more than 100 awards across the enterprise for the fourth straight year. For more information, visit www.Brunswick.com
Lee Gordon — Chief Communications Officer M: (904) 860-8848 | O: (847) 735-4003
FAQ
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