Brunswick has established an Aluminum Boat Group that incorporates seven of its brands. According to a statement, ABG will be comprised of Lund, Harris, Lowe, Crestliner, Princecraft, Cypress Cay and Thunder Jet. It will be based in Brunswick’s headquarters in Mettawa, Illinois.
“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,” Brunswick CEO David Foulkes said in a statement.
Foulkes said the new group “will enhance brand performance through focused commercial teams, led by dedicated brand leaders.” The leaders will be responsible for “market-facing” activities, he added.
“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 aluminum boat design and technology,” Foulkes added. “This will result in stronger brands, better customer service, enhanced quality, and improved profitability.”
The Brunswick Boat Group recently established the Venture Group, which incorporated the Bayliner, Heyday, Quicksilver and Uttern fbrands.
The statement noted that Brunswick’s recent actions are designed to support its position in the global boating sector. It mentioned exiting the sport yacht and yacht segment (SYY) in June 2018; the creation of the Brunswick Boat Group Technology Center; and the establishment of the Integrated Manufacturing Center to expand production capacity.
“We are confident 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 said.