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Brunswick Pursues AI Navigation and Recurring Tech Revenue as Boat Sales Lag

Brunswick Corporation logoBrunswick Corporation
Sig2.62Sen+3.15Env0.00Soc0.00Gov0.00

Brunswick, parent of Sea Ray and Boston Whaler, is betting that advanced navigation technology and autonomous docking can simplify crowded-marina maneuvering. The company expects new-vessel retail sales to stay sluggish through 2026 and aims to grow aftermarket and recurring revenue via marine electronics, software, and parts. With about 60% of earnings from recurring sources, Freedom Boat Club sales are ~90% recurring and trips are 10% higher year over year.

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