Brunswick creates Aluminum Boat Group

  • Mettawa-based Brunswick Corp. announced Thursday it is establishing the Aluminum Boat Group, another step in its plan to focus on its boating and marine equipment businesses.

    Mettawa-based Brunswick Corp. announced Thursday it is establishing the Aluminum Boat Group, another step in its plan to focus on its boating and marine equipment businesses. File photo courtesy Brunswick Corp.

 
Updated 9/5/2019 10:53 AM

METTAWA -- Brunswick Corp. announced the formation of the Aluminum Boat Group, another step in its plan to focus on its boating and marine equipment businesses.

ABG will be comprised of seven of Brunswick's leading boat brands: Lund, Harris, Lowe, Crestliner, Princecraft, Cypress Cay and Thunder Jet. ABG Commercial operations will be based in Brunswick's Mettawa headquarters.

                                                                                                                                                                                                                       
 

"The ABG will enhance brand performance through focused commercial teams, led by dedicated brand leaders who will be responsible for market facing activities," said Brunswick CEO David Foulkes. "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 said ABG will create "stronger brands, better customer service, enhanced quality, and improved profitability."

The move is the latest in a number of moves the company has made to focus on its boat and marine equipment business. Among the moves were selling off its sport yacht and yacht segment in June 2018, creating the Brunswick Boat Group Technology Center and establishing the Integrated Manufacturing Center.

Brunswick also spun off its Life Fitness equipment and billiards business earlier this year.

"We are confident that 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.

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