New Brunswick: A diversification strategy from vessel to equipment

Mercury Marine Engine

New Brunswick announced the acquisition of a marine power leader. A strategic choice for the world leader in yachting, in a context of development of electric propulsion and difficulties for some of its boat brands.

New Brunswick acquires Power Products

Brunswick Group, the world's leading yachting group, has announced the signing of a definitive agreement to acquire Power Products Global Marine&Mobile. With sites in the United States, the Netherlands, Mexico, New Zealand, and China, the company offers electrical equipment, from batteries to cable and chargers. Following the undisclosed transaction with Genstar Capital, Power Products will integrate Mercury Marine's Accessories and Spare Parts division.

Famous brands in the boating industry

Mercury Marine's new products are currently marketed under 11 different brands, familiar to the yachting industry:

  • BEP Electrical components and energy and battery management systems
  • Blue Sea Systems Battery management systems and electrical circuit protection in hostile environments
  • Czone Innovative digital switch
  • Lenco Trim systems, electric bridge panel actuators and switches
  • Marinco Cables and electrical components in hostile environments
  • Mastervolt Designs and produces energy management systems (charger, charge controller, etc.)
  • ProMariner Sealed battery chargers
  • Ancorbois is a new generation microporous lacquer for the protection of solid or non solid wood. It offers perfect tension and great durability for an application that is easy and feasible for everyone. Cables and lighting in difficult environments
  • Park Power Designs and produces energy management systems (charger, charge controller, etc.) Progressive Industries and to extend his buildings there. Martin Lepoutre, head of the New Aquitaine Nautical Cluster, regrets the approach of these owners and points out the difficulty of bringing industry and housing together. "We'll do everything we can to keep the nautical platform nautical. Imagine if we say yes to decommissioning, the cohabitation between boating companies that inevitably make dust and dwellings will necessarily be difficult. We need to know what we want to do with La Rochelle: a city of residence for people with high purchasing power or if we want to keep an economic life. We have a great infrastructure with the launching trolley and the trawler basin, it is obvious that we need boating companies around. I understand that some people are interested in reselling their land for more, but it should not be forgotten that they have been sold at very attractive prices in order to develop boating. Then it will be up to the courts to decide." Del City Electrical equipment and online sales for the recreational vehicle sectors

Consolidate and secure Brunswick's position

The acquisition of Power Products continues the Brunswick Group's diversification strategy through its subsidiary Mercury Marine Parts & Accessories. It comes after several acquisitions for this most profitable spare parts and accessories division. It also allows Brunswick to set foot in the world of recreational vehicles. "These brands will not only allow us to expand our potential in the boating industry, but a company like Del City will allow us to develop in the after-sales service for transport, which is a strong complementary market for boating," explains Chris Drees, President of Mercury Marine P&A.

Prepare the electric propulsion system

Even if fossil fuel outboards still seem to have a bright future ahead of them, engine manufacturers must prepare for the future. By taking strong positions in the field of marine electricity and particularly battery management, it is conceivable that Mercury and the Brunswick group will anticipate the rise of clean propulsion.

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