Brunswick Corporation showcased a slate of four new products at the Consumer Electronics Show in Las Vegas on January 5, 2026. The lineup included the FLITE RACE eFoil, a high‑performance electric foiling surfboard that can reach speeds of up to 34 mph; the Sea Ray SLX, the most technology‑rich Sea Ray model to date, featuring a steering‑wheel‑integrated helm and dual Simrad NSX ultra‑wide displays; the NAVAN C30, a compact fishing boat that emphasizes accessibility and connectivity; and the Lund Crossover XS, a freshwater fishing platform powered by multiple Mercury engines and a Lowrance Recon trolling motor.
The launches are part of Brunswick’s ACES strategy—Autonomy, Connectivity, Electrification, and Shared Access—which the company has been advancing for several years. By introducing electric foiling, advanced connected fishing solutions, and a new line of high‑tech power and navigation systems, Brunswick signals a shift toward a more integrated, technology‑driven product ecosystem that can serve both recreational and commercial customers.
Brunswick’s CEO, Dave Foulkes, said the CES showcase “epitomizes the celebration of our technology leadership, delivering advanced intelligent systems, seamless user interactions, and pioneering products engineered to empower a broader spectrum of enthusiasts to embrace the water with confidence.” The new products reinforce the company’s competitive moat by expanding its reach into electrified and connected segments, which are expected to grow faster than traditional outboard and boat markets. The ACES strategy also positions Brunswick to capture emerging consumer segments that prioritize sustainability, data connectivity, and autonomous operation.
Financially, Brunswick’s Q4 2024 results—released on January 30, 2025—showed a decline in net sales and earnings compared with 2023, driven by lower wholesale orders and reduced production levels. The new product line is intended to offset those headwinds by opening higher‑margin, technology‑rich revenue streams and by strengthening the company’s long‑term growth prospects in electrification and connectivity.
Industry observers noted that the CES event was well received, with coverage highlighting the breadth of Brunswick’s product portfolio and its commitment to the ACES framework. The launch underscores the company’s strategy to transition from a traditional marine equipment manufacturer to a broader technology platform provider, a shift that could reshape its competitive positioning in the marine recreation industry.
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