Sea Ray parent Brunswick bets on AI navigation and new revenue streams to help stalling boat sales

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.Roughly 60% of Brunswick's earnings now come from aftermarket or recurring revenue, and Roth Capital Partners analyst Scott Stember says that mix gives the company meaningful exposure beyond new boat sales. Brunswick told investors it anticipates annual sales of 145,000 to 160,000 units by 2030. Roth characterizes that as modest recovery in demand from estimated U.S. retail sales t...