Brunswick discontinues Maxum line

Posted on August 11, 2009

As part of its ongoing cost-cutting initiatives, Brunswick Corp. says it is discontinuing its Maxum boat line, which it established in 1988.

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"This decision emerged from our continuing efforts to review every aspect of our operations, including our brand portfolio, in an effort to position Brunswick to emerge from this downturn a stronger company," company spokesman Dan Kubera said today in an e-mail to Soundings Trade Only.

"It was a difficult but necessary decision, driven and based on economics," he added.

Maxum will sell boats currently in inventory, but will not produce any 2010 models. Dealers have been notified of the decision, Kubera said.

Support will continue throughout the warranty period.

"There will be no change to the type or level of warranty service, parts and support provided to the Maxum dealers at this time," Kubera said. "We are offering the dealers an opportunity to continue with the significant retail and wholesale incentives that have been in place during this selling season to support the dealers' retail efforts."

Maxum did not have a dedicated manufacturing facility, so no changes in production plans are anticipated as a result of this decision, Kubera said.

In the early 2000s, Maxum was one of the first brands to install bow and stern thrusters on small boats.

Brunswick manufactures 15 U.S.-based boat brands, in addition to brands it builds in Europe and New Zealand. In May 2008, Brunswick announced it would cease production of its Bluewater Marine brands, including Sea Pro, Sea Boss, Palmetto and Laguna.

- Beth Rosenberg

Comments

Perceptions are a funny thing. All the materials used in various brunswick boats are all the same. The gel coat, glass, vinyls, etc. and many parts even share the same part #'s. Many models come out of the same plant. The appointments are different, as an example on a Searay you may see more wood, more colors stitched together on the vinyl or SS parts in place of the plastic parts you would find on a Bayliner for instance. But all the materials are bought in bulk and used on all the Bruswick models.

What a shame to see Maxum go. I love the Maxum product, had an older 32 and you just can't beat the room and storage for that size boat. Alot of boat for the money and much better quality than the Bayliner. I would rather see Bayliner be discontinued and use Maxum as the new entry level. I do see the thinking, wanting a low price point line like the Bayliner and then graduate up to the Sea Ray, but for me the Sea Rays are just too expensive and im not willing to drop down to a Bayliner.

Kudos to Brunswick for making hard but necessary decisions to have their company survive this downturn in the Industry.They are taking the route that highlites why they are the major player in this industry. Cutting product lines,managing inventory to market demand and thus conserving cash,and reviewing all Direct and Indirect costs and their effect on today's P&L and their effect when the recovery starts for the Marine Industry,shows true Management and Financial skills. The other alternative is just to file bankruptcy,reorganize,pay pennies on the dollar to your already distressed vendors, leave your employees in a constant state of stress of how they will be providing for their families ,and leave your dealers in limbo.

I realize that some Mercury employees have felt the pain of layoffs,but perhaps the tide will turn and Mercury will again show why they are the leader in this Industry.

"Sea Rays have already come down in quality", Newlyn

Mr Newlyn, As a QA Inspector at one of the larger SeaRay Plants, I can Assure you that that there is a Constant Drive to Maintain an un heard of level of Quality in our Fiberglass Boat product. As a mater of fact, our mantra starts "Safety, Quality,..." In that order. We Strive to Meet and Exceed our customers expectations and i can verify that we do on a daily basis.

I cannot comment on the Choice of fabrics, but if they are not to your liking, I shure your dealer can arange a more sutible replacement for those.

To all, Happy Boating and smooth seas.

There will no doubt be more brands within Brunswick going away as well I am sure. Newlyn is right about the quality of the Ray's. You can see this at the next Lauderdale show older models 06 vs. 09 or even a new 010. Very clear to the eye. My in law's used to own a 28 Maxum real nice boat.

Sea Rays have already come down in quality. But, then again, many manfucturers are cutting corners these days. One of the most obvious places is fabric. There was a big difference between the fabrics used on the Sea Rays I saw at the 2009 boat show, versus the fabrics I saw in 2007. By using lower quality fabric the manufaturer can save money without changing any design.

What a shame. Maxum was a great gap filler between Bayliner and Sea Ray, with nicer quality materials than Bayliner but without the Sea Ray premium. Especially in the 2001-2006 year range, Maxum's cruisers were very well designed. The 2700 made from around 2001 to 2007 is one of the best-designed small express cruisers I have seen. It was unique among most 28 foot cruisers in that it had a nearly 10 foot beam but a single engine, making it spacious but economical.

Disappointing to see them go away- Maxum fills a void in the mid-line price point market for Brunswick. I guess the jump will be Bayliner to Sea Ray now, but why not since they have moved a lot of production to TN anyway. Guess some BayRay's will be coming down the line soon.

Regarding Albin and thrusters- yes Albin relied on a thruster option for the 28 Tournament with a single diesel butMmaxum on their 2100 and 2300 series sportboats was using thrusters and a joystick type control as a way to introduce women into boating and make it easier for docking. These units were available around 2000/2001 or so.

I believe Albin Marine began putting bow thrusters on 32 and the 28 foot models back in the early 90's

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