Sea Ray parent Brunswick bets on AI, recurring revenue to help boat sales
Brunswick Corp. is pivoting toward AI-driven navigation and recurring software revenue to offset sluggish boat sales. The company expects a modest recovery in demand by 2030, focusing on premium products and marine electronics.
Why it matters
This strategy reflects a broader trend of traditional manufacturing firms integrating software-as-a-service models to stabilize revenue against economic cycles.
Brunswick Corp., a global leader in boat manufacturing and recreation on the water, is counting on advanced technology to help with stalling sales.
The parent company of Sea Ray, Boston Whaler and other boat brands, says advanced navigation technology and autonomous docking can take some of the complexity out of maneuvering a vessel around a crowded marina.
The bet is twofold: convince would-be buyers to dive into a market that's been sluggish — with retail sales of new vessels expected to remain subdued through 2026 — and increase aftermarket and recurring revenue through technology and software sales.
Brunswick's portfolio extends well beyond the boat brands. Its Navico Group sells marine electronics and technology, while its Mercury Marine supplies engines and maintains a parts and accessories business.
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