Brunswick Corporation
11.01.2006
Being Global: A Look at Brunswick's European Marine Presence
Last year, products sold to international customers accounted for roughly 35 percent of Brunswick’s total sales. Sales made to marine customers accounted for more than 80 percent of that figure; and that number is expected to grow. It’s no wonder why “being global” is one of Brunswick’s five key strategies. “In our quest to be a true global company,” explained Dusty McCoy, Brunswick Chairman and Chief Executive Officer, “we must continue to appeal to customers around the world by manufacturing products with regional styling, using the expertise of local management; and distributing products via local dealer networks.”
The Company’s boat operations are a part of Brunswick Marine in Europe, Middle East and Africa (EMEA). The organization’s goal is to foster growth in the European region by continuing to develop a sophisticated distribution network, securing long-term relationships with its dealers and providing great products in pan-European and regional niche markets.
Highlighted below are Brunswick wholly-owned and partially-owned European boat brands.
Arvor Wholly-owned since 1999
Manufactured in Augustow and Olecko, Poland
Size/Type of Boat: 19 to 34 feet fishing boats
Arvor boats are fast, inboard, diesel-powered fishing boats that are popular throughout Europe. While the product was first produced for the French market, the product had been widely accepted throughout all of Europe, as well as Uganda and Australia.
Uttern Wholly-owned since 1997
Manufactured in Skelleftehamn, Sweden
Size/Type of Boat: 15 to 22 feet general recreation fiberglass boats
Brunswick began its partnership with Uttern in 1993 and purchased the balance of the company in 1997. Brunswick sought to purchase a premium boat company with high brand equity in Sweden. Although Norway and Sweden are close in proximity, Swedish boat customers are loyal to national products. It was important to fill the white space and appeal to customers and dealers in the Swedish market using a well-respected Swedish brand. Uttern fit the bill.
Quicksilver Inflatable Originated in 1991 by Mercury Marine
Manufactured in Korea and China; Managed from Verviers, Belgium
Size/Type of Boat: 6 to 17 feet Inflatable boats
The Quicksilver brand originated as Mercury Marine’s parts and accessories business. The brand name is recognized and respected by both Mercury and Mariner customers and dealers throughout the European region. As such, Marine Power Europe decided to use the Quicksilver name for its inflatable boats, which it began selling in 1991.
Since then, Quicksilver inflatable boats have become one of the largest inflatable boat companies in the world. The boats are lightweight, quick to set up, easy to operate, and reassuringly safe and stable. Currently, Quicksilver has the second largest market share for inflatable boats in Europe.
Valiant Wholly-owned since 2005
Manufactured in Vila Nova de Cerveira, Portugal
Size/Type of Boat: 8 to 39 feet tenders and recreational and commercial rigid inflatable boats
Brunswick began its relationship with Valiant in 1996 by purchasing three models of rigid inflatable boats (RIB) to sell under the Quicksilver name. In 2000, Brunswick bought 49 percent of Valiant. As part of the acquisition, Brunswick stopped Quicksilver RIBs and Valiant stopped selling foldable boats. In 2005, Brunswick acquired the remaining 51 percent.
Valiant boats are widely recognized throughout Europe for its many uses, which vary from tenders, which are used to transport people and supplies to and from large ships, to heavy duty commercial boats for military and rescue organizations.
Quicksilver Aluminum Originated in 1993 by Mercury Marine
Assembled in Verviers, Belgium
Size/Type of Boat: 12 to 16 aluminum freshwater fishing boats
Because of the success of the Quicksilver inflatable boats, the Company decided to offer aluminum boats under the same brand. These boats are assembled at in Belgium from kits imported from the United States.
Quicksilver Fiberglass Originated in 1993 by Mercury Marine
Manufactured in Augustow and Olecko, Poland; Managed from Verviers, Belgium
Size/Type of Boat: 12 to 29 feet fiberglass boats
Similar to the aluminum boats, the Company continued to build on the Quicksilver name and started offering Quicksilver-branded fiberglass boats. During the early years, these boats were marketing under regional brand names with low pan-European recognition. In the mid-1990s, the Company decided to leverage the Quicksilver brand name. These boats, originally destined for the French market, quickly became a leading fiberglass brand in Europe. Today, these boats are manufactured by subcontracted Polish shipyards.
Örnvik Wholly-owned since 1995
Manufactured in Augustow and Olecko, Poland
Size/Type of Boat: 12 to 29 feet fiberglass boats
Brunswick purchased the Örnvik name, which is a long-standing and highly-respected brand, in 1995. Brunswick used the Örnvik name for a fiberglass boat, which was manufactured in Sweden at the Uttern facility. The Uttern brand, however, grew significantly and due to capacity constraints, the plant could no longer manufacture both boat brands. As a result, the Company decided to move production of the boats to subcontracted shipyards in Poland.
Sealine Wholly-owned since 2001
Manufactured in Kidderminster, England
Size/Type of Boat: 24 to 60 feet luxury sports cruisers and motor yachts
Founded in 1972, Sealine began as one’s boating enthusiast belief that he could make a craft better than those available on the market. Today, Sealine is one of Europe's largest production luxury boat builders, producing more than 400 boats a year. In an effort to support its customers, the company operates a Sea School which offers everything from day cruising to yacht master training.
Askeladden Owned 34 percent since 1996
Maunfactured in Hagavik, Norway
Size/Type of Boat: 14 to 26 feet general recreation fiberglass boats; launching a 33 foot boat for model year 2007
Askeladden is the premium small boat brand in Norway. Brunswick purchased a portion of the company in 1996 and offered the premium brand to Scandinavian boat dealers in the region to help solidify the relationship.
Bella Owned 36 percent of Bella Company (Bella, Flipper, Aquador brands) since 2003
Manufactured in Kuopio, Finland
Size/Type of Boat: 15 to 28 feet general recreation fiberglass boats
Brunswick has owned 36 percent of the Bella Company, which manufacturers the Bella, Flipper, Aquador brands, since 2003. Bella Boats is one of Scandinavia’s leading fiberglass motorboat manufacturers.
Flipper Owned 36 percent of Bella Company (Bella, Flipper, Aquador brands) since 2003
Manufactured in Kuopio, Finland
Size/Type of Boat: 20 to 23 feet general recreation fiberglass boats
A Scandinavian designed boat, Flipper is known for its speed and seaworthy driving characteristics.
Aquador Owned 36 percent of Bella Company (Bella, Flipper, Aquador brands) since 2003
Manufactured in Kuopio, Finland
Size/Type of Boat: 21 feet to 32 feet fiberglass boats
Aquador is a premium cruising boat brand built with Scandinavian styling. It is one of the fastest growing brands in the region’s boat sector.
Additional Brunswick Marine Brands Sold in Europe: Sea Ray
Bayliner
Baja
Boston Whaler
Maxum
Meridian
Sea Pro
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