Brunswick Corporation announced the formation of the Aluminum Boat Group (ABG) as per its plan to fully leverage the scale of its boat business to drive operational excellence, create market-leading products and deliver continued operating margin improvement. The Group will have seven leading boat brands of Brunswick and these are Lund, Harris, Lowe, Crestliner, Princecraft, Cypress Cay and Thunder Jet. The headquarter of the Group will be based at Mettawa of Brunswick.
“2019 is a transformative year for Brunswick, as we continue to sharpen our focus and vision solely on the global marine industry. The formation of the ABG is the latest in a series of important structural measures we have taken to improve the efficiency and performance of our overall boat portfolio, while strengthening each of these leading brands,” David Foulkes, Chief Executive Officer at Brunswick explained.
“The ABG will enhance brand performance through focused commercial teams, led by dedicated brand leaders who will be responsible for market facing activities. They will be supported by a group-wide operating organization with industry-leading functional capabilities leveraging our size and scale, and centers of excellence for pontoon and aluminium boat design and technology” Foulkes continued. “This will result in stronger brands, better customer service, enhanced quality, and improved profitability. Of course, all of these brands will also continue to benefit from Mercury’s market-leading propulsion systems and technologies.”
The fiberglass brands Bayliner, Heyday, Quicksilver, and Uttern are in the functioning of the Brunswick Boat Group. These brands are well positioned to support its goal of expanding boating participation by providing a gateway to affordable, safe and exceptional boating experiences to its diverse base of global customers.
“We are confident that these actions across our Boat portfolio, along with the recent appointment of strong and experienced Boat Group leaders in Finance and Marketing will further enhance our market position and business performance,” Foulkes concluded.