Brunswick launches electric boat brand at CES

Brunswick Corporation has launched a new boat brand and a series of all-electric outboards from Mercury at the 2023 Consumer Electronic Show (CES) in Las Vegas (5-8 January 2023).

CES is an annual trade-only tech show, billed as the world’s biggest and most influential tech conference.

The boating giant Brunswick used the CES platform to unveil its newest boat brand, Veer, which the firm says has been designed to accommodate Mercury’s Avator electric propulsion and is pitched at a new, modern generation of boaters.

The first model in the Veer lineup, the 13ft X13, is debuting at CES and is billed as a “multi-tool vessel” with a durable rotomolded polyethylene hull and shallow draft.

“Recreational boating and fishing are enjoying increasing popularity with younger and more diverse consumers,” says Matt Atilano, Veer’s director of strategy. “We identified a gap in the marketplace and a need to create a more targeted and modern experience for these new boaters, which inspired the design and development of the Veer brand.”

Starting at US$11,995 with standard features, the X13 will be available in spring 2023 for order.

Brunswick is also launching the first commercial model in Mercury Marine’s Avator 48V electric outboard series, the Mercury Avator 7.5e electric outboard (pictured below). Mercury says Avator is the firm’s next step forward in marine innovation, and the 7.5e model is the first in a series of electric outboard products to be released in 2023. Mercury also plans to display concepts for its Avator 20e and 35e outboards, which will be in the market later in 2023.

“We are excited to formally introduce the Avator 7.5e electric outboard to the world,” says Chris Drees, Mercury Marine president. “As the innovation leader in the marine industry, both in internal combustion products and now electric propulsion, we have the resources and knowledge to make boating more accessible to more people, while building on our commitment to sustainability.

“The Avator program is helping us do this in new and exciting ways.”

Brunswick has also announced a “brand refresh” at CES, which pitches the boatbuilder as a technology company. The updated positioning comes with a new logo and new motto: “Next never rests.”

Brunswick is currently demonstrating its latest connectivity solutions and vision for marine autonomy through an interactive 140-degree helm experience in the Las Vegas Convention Center.

In addition, Mercury is using CES to highlight Navico Group’s newly launched Fathom e-power system – a lithium-ion power management system that replaces the role of combustion engine generators in supplying power for onboard systems in marine and RV applications.

“We are very excited to once again be exhibiting in person at CES 2023 and to demonstrate the rapid development of our ACES strategy on a global stage,” says Dave Foulkes, Brunswick Corporation’s chief executive. “CES is a platform that stretches well beyond our industry, and we will take full advantage of the opportunity to showcase to the global audience our unique capabilities as we continue to develop the most advanced technologies in the marine industry.”

Brunswick is also displaying products, including the Sea Ray Sundancer 370 Outboard powered by Mercury Marine V12 600HP Verado outboard engines, which were honoured in the CES 2022 Innovation awards.

Brunswick’s CES 2023 exhibit is in the Las Vegas Convention Center West Hall at booth #6225.