Brunswick’s Mercury Outboard Share Jumps 15 Points at Miami Boat Show
Mercury Marine secured 84% outboard engine share in the on-water segment at the Miami Boat Show—a 15-point rise—and held over 60% share across the event. Brunswick unveiled seven new models—including Boston Whaler Outrage boats and Simrad NSO 4 displays—and won 11 awards for innovation and marketing excellence.
1. Strong Outboard Market Share
Brunswick’s Mercury Marine secured an 84% outboard engine share in the on-water segment at the 2026 Miami Boat Show—up 15 percentage points year-over-year—and held over 60% share across the event, underscoring further dominance at the industry’s leading early-season gathering.
2. New Product Introductions
The company introduced seven products, including Boston Whaler 290 and 330 Outrage boats with WhalerStep™ Hull Technology, Simrad NSO 4 and B&G Zeus SRX multi-function displays featuring NEON Android OS, and Mercury Marine’s new joystick, keyless start system, Boost mid-range performance enhancement and Racing DTS performance pedal.
3. Industry Awards
Brunswick’s portfolio captured 11 accolades during the show: two innovation awards for Lowrance ActiveTarget 2XL and Mercury Boost, three Consumer Satisfaction Index awards for Boston Whaler, Crestliner and Lund, and six Neptune Awards for marine marketing excellence.
4. Sales Trend and Outlook
Retail unit sales from premium brands Sea Ray, Boston Whaler and Navan remained flat against a strong 2025 baseline, but company leadership highlighted an ongoing positive sales trend leading into the main selling season as consumer and dealer sentiment improves.