Sea Ray for sale
US-based Brunswick Group, the world's leading yachting company, announced on December 5, 2017 that it is putting its Sea Ray powerboat brand up for sale. The announced goal is to finalize by mid-2018 the sale of Sea Ray, which the group acquired in 1986. The Meridian brand, untapped for several years, is also up for sale.
Refocusing on the outboard
The possibility of a sale of Sea Ray had been raised for several months. The group's results have shown in recent years a weaker business from the full-size speedboats and inboard powered boats marketed by Sea Ray compared to the outboard sector, the mainstay of the Brunswick group, as explained by its president Mark Schwabero. "This decision was made after careful consideration and reflects the evolution of Sea Ray's contribution to our marine brand portfolio."
Positive for the brand
Basile Camus, Sea Ray's regional manager for Europe, contacted by BoatIndustry, sees the prospect of the sale as an opportunity for the brand. "The Brunswick Group does most of its business in outboard motors and parts. The large, inboard Sea Ray boats were less in line with the group's focus on a transom strategy. A sale now with the brand's reputation and the strength of the distribution network is rather positive. The new owner will want to relaunch the brand. I did not feel any concern from the dealers or customers I met at the Nautic, who are used to this kind of sale since the crisis. We're talking about a buyout, not a bankruptcy filing."
Many potential candidates
Many names of potential candidates have been circulating since the announcement of the sale of Sea Ray. None of them has officially expressed an interest. "The brand is likely to be of interest to many Americans, but also to European shipyards that would like to penetrate the overseas market. The announcement of the sale is recent and I personally have no information on the possible candidates," explains Basile Camus.
