Brunswick Next Wave and ACES Strategies at CES 2022

ACES—Autonomous, Connected, Electrified, and Shared.

It is a great acronym and represents a bold strategy by Brunswick, the world’s largest recreational marine products maker, and the company that includes such prominent brands as Bayliner, Boston Whaler, SeaRay, Mercury Marine and Freedom Boat Club in its portfolio. Fifty-percent of recreational boats are powered by Mercury and Brunswick has garnered over 450 patents since 2017 alone.

For the 2022 Consumer Electronics Show, (Jan 5-7, 2022; LV, Nevada and Digital) Mercury Marine was named CES 2022 Innovation Award Honoree for its V12 600hp Verado outboard engine. Additionally, Mercury Marine’s 1^st Mate system was named as an Innovation Awards Best of Innovation Honoree.

This is a big deal. CES is the premier consumer electronics show in the world. These honors firmly show that recreational boating, once a following industry, is now a leader, with Brunswick residing at the nexus of consumer technology, lifestyle and products.

We had planned to attend CES. Some big announcements by Brunswick were to be made. But, as a result of Covid, Brunswick, along with other exhibitors decided not to participate in person at this large, indoor event.

We were provided with the above video presentation, which summarizes some of what you can expect to see now—and in the near future—at a boatyard near you. Check it out.

Summary of Brunswick’s Next Wave and ACES Strategies

• ACES strategy and how it rivals the automotive ADAS strategy – and in many ways – is more advanced.
• 2022 CES Innovation Award Honoree – our V12 600HP outboard engine, the most fuel-efficient large engine in the world
• How Brunswick is leading electrification and battery power in marine, including a partnership with Mercury Marine and the E1 Racebird, the world’s first electric powerboat
• A closer look at consumer trends and sustainability initiatives that are driving our Next Wave strategy