Firm looks to present itself as much a technology company as a boating company
When the Consumer Electronic Show – “The world’s largest gathering” of consumer technology businesses - opens today in Las Vegas, it will have a new and seemingly out of place exhibitor: Brunswick Corporation, but the strategy is to show the largest producer of boating-related products is as much a technology company as a boating company.
To that end, Sea Ray will debut its SLX-R 400e powered by triple 450R Mercury Racing outboard engines. The boat is the first of its kind for Brunswick, combining the luxury of the Sea Ray brand, powered by supercharged Mercury Racing outboard engines with the all-new Fathom e-Power System which is an eco-friendly alternative to a fuel-powered generator system. The Fathom e-Power System includes marine-grade lithium ion batteries and an intuitive user interface, giving the boater power management at their fingertips
Brunswick will also showcase its current technology strategy and future marine concepts to both the electronics industry and consumers, as Brunswick CEO David Foulkes believes technology is what will draw new boaters.
“Consumer expectations of boating are driven by other mobility experiences,” Foulkes said in a company news release. “[This] is why our ACES strategy drives our vision for the future of technology in recreational boating. We see the tracks of Autonomy/ADAS, Connectivity, Electrification and Shared-Access being important to the future of our products and services – and you will see us continue our growth in these vertical technology suites including here at CES.”
Brunswick’s CES exhibit will also feature the Company’s Joystick Piloting, Skyhook Virtual anchor, NAUTIC-ON remote connectivity and a full suite of marine leading technology.
Brunswick will also display a concept helm that features gesture and voice recognition as well as an enhanced consumer interface.