FLIBS 2023: Brunswick reports strong sales and record share gains


Brunswick Corporation has reported strong sales and share gains at the 2023 Fort Lauderdale International Boat Show (FLIBS) across several of the group’s brands.

FLIBS, recognised as the largest in-water boat show in the world, returned to Fort Lauderdale in Florida from 25 October–29 October 2023.

Mercury Marine reported record outboard market share for the sixth consecutive year in Fort Lauderdale, accounting for an all-time high 57 per cent of all outboard engines at the event and close to 70 per cent of all outboards in the on-water portion of the show. Brunswick says Mercury has increased its outboard share at FLIBS by more than 21 points since 2017.

Boston Whaler increased unit sales by 38 per cent and revenue by 22 per cent compared to the 2022 show, selling a broad mix of units, including many boats 30 feet and above.

Sea Ray reported a 26 per cent increase in unit sales and a 24 per cent increase in revenue vs. the 2022 show, with a healthy mix, including ‘a large number of’ 400 SLX models.

Navico Group products were again installed on most US OEM boats and international models, according to Brunswick. Additionally, the Simrad brand saw share gains from last year’s show, and there was reportedly significant interest among consumers in Mastervolt power management systems and RELiON batteries.

Flite showcased its new e-foil models

Flite exhibited at FLIBS for the first time since being acquired by Brunswick. The brand showcased several its new e-foil models, including the recently announced premium model developed in collaboration with designer Marc Newson.

“Our experience and performance at this year’s Fort Lauderdale International Boat Show, which is mainly a show for larger and more premium brands and products, was even stronger than anticipated but consistent with our broader experience that the premium parts of the market are continuing to demonstrate resiliency,” says Dave Foulkes, Brunswick Corporation CEO.

“Our brands had an outstanding show, which is a testament to our dedicated global teams and our award-winning product portfolio. Mercury’s continued market share growth at FLIBS has been an extraordinary story over the past seven years, while Boston Whaler and Sea Ray again reported very strong sales.

“Navico Group products were present on most of the boats at the show while our Harris, Bayliner, and Flite brands had very positive engagement with global consumers and channel partners. We are, again, very encouraged by consumer interest in all our brands at one of the most important saltwater boat shows in the world.”

Earlier this year, MIN reported that Brunswick Corporation had been named on Newsweek’s inaugural list of America’s Greenest Companies for 2024.

In May (2023), Brunswick Corporation published its 2022 Sustainability Report, highlighting the company’s environmental, social and governance (ESG) efforts to build a more sustainable future.

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