Reaching consumers in the highly competitive mid-range outboard segment requires imagination and a comprehensive product line

The mid-range outboard engine segment tends to fly under the radar in a business where big power grabs all the headlines, despite representing the heart of the global boat engine market.

Engines in that 35 to 200 horsepower range power an extremely broad range of recreational vessels due to their ability to neatly balance power, features and affordability. Produced in high enough volumes to permit significant manufacturing efficiencies, mid-range outboards generally incorporate new technologies only a short time after they’re introduced on higher output product with greater margins, making the sector exceptionally competitive. Standing out in such a crowded sector takes a certain amount of imagination, and a complete product line to suit any potential application.

It also takes a bit of daring, as demonstrated by Suzuki. The Japanese engine builder used the recent Miami International Boat Show to launch what the company refers to as its Stealth Line of mid-range and large outboards, boasting an all-new matte black finish with low-vis black graphics. Reminiscent of the matte black finishes that have become popular on high-end sports cars, the new Stealth Line – or Shinobi, in Japanese – conveys a look of high performance and technical superiority.

Tellingly, the company elected to start the stealth line in the mid-range, with 115, 150 and 200 horsepower models, followed by a 250 in the company’s big power V6 line-up.

Counter-rotation allows Tohatsu to target the twin engine market

Counter-rotation allows Tohatsu to target the twin engine market

“The look is striking, there’s no doubt about it,” says Suzuki Marine US EVP and division head, Gus Blakely. “The DF115BS is an inline four that’s going to be popular on skiffs, small centre consoles, aluminium fishing boats and RIBS because in the matte black finish, it just elevates those boats in every way. The DF150S and the DF200S are made for boats that need more performance, like bass boats, centre consoles, bay boats and pontoons. The stealth engines look unique on the water, and they definitely turn a lot of heads so I can see them having a lot of appeal.”

Suzuki looks to stand out with its new Stealth Line

Suzuki looks to stand out with its new Stealth Line

Separately, Suzuki also announced its support for the use of sustainable marine fuels at the Miami show, noting that the company has committed to use only sustainable fuels at its Panama City, Florida Technical Centre as part of its Clean Ocean Initiative. “We’re actually one of the first Florida companies to bring that in, and we’re working with the city of Panama City to roll it out at local marinas,” says Blakely. “Our outboards are incredibly fuel efficient to begin with, and when used with sustainable fuels they have a very low environmental impact. So between that initiative, and our use of microplastics filters in our DF115 and DF140 horsepower engines, and our ongoing beach clean-ups to raise awareness of water pollution, we share a connection to sustainability with our end-user customers.”

Growing mid-range share

Japanese engine manufacturer Tohatsu also introduced new mid-range product this winter in the form of its new MFS140A four-stroke, a 140-horsepower model with counter-rotation.

The addition on a counter-rotating variant of Tohatsu’s flagship MFS140A is significant in that it opens access to the twin-engine segment of the market. Boat buyers in coastal regions, and on large inland waters like North America’s Great Lakes region value the added safety of having twin engines, a sector Tohatsu has previously been unable to serve. Now, says president Isami Hyuga, the new engine allows Tohatsu to address the twin market with unique features including its unique 4-2-1 performance tuned exhaust, an industry-first designed exhaust manifold engineered to maintain an equal length in each exhaust passage, creating extra suction that helps pull the exhaust gases from the engine. According to Hyuga, the design eliminates any possibility of exhaust interference to improve engine performance.

The new model, which premiered at boot Düsseldorf and the Toronto International Boat Show, will be offered in a 25-inch shaft length and a choice of aqua marine blue or beluga white finishes, with shipping to commence in summer 2024. 

Despite the rise of electric, ICE still reigns supreme

Aviara AV28

Internal combustion outboards have been villainised in recent years, but new data suggests that when combined with sustainable fuels the venerable ICE outboard remains the top choice for powering a wide range of vessels