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This year, the Consumer Electronics Show (CES) in Las Vegas is hosting the largest exhibition ever organized by Brunswick Corporation. From January 6 to 9, 2026, the American group, owner of Mercury Marine, Sea Ray, Navan and Flite among others, will devote its space to maritime innovations, showcasing the advanced integration of electronics, artificial intelligence and clean propulsion on board its units.
An exhibition at the crossroads of technologies
Brunswick is not here to make up the numbers. Its stand in the West Hall of the Las Vegas Convention Center features several units equipped with the latest technologies developed in-house or in partnership:
- Sea Ray SLX: a new world-first model, featuring a redesigned cockpit, two ultra-large Simrad NSX displays, integrated steering wheel controls, and a connected Mercury propulsion system. The emphasis is on seamless integration between man-machine interfaces and boat management.
- Navan C30: also unveiled for the first time at CES, this model features Simrad's AutoCaptain autonomous navigation system, integrated solar panels and on-board eFoil recharging capability. The approach is inspired by automotive standards, with ergonomics focused on simplicity and energy management.
- Lund Crossover XS: a freshwater fishing boat that combines several complementary engines: Mercury Racing 150R, Mercury Avator 35e (electric) and a Lowrance Recon fishing motor. The unit embodies Brunswick's multi-propulsion strategy for small boats.
Electric propulsion and alternative mobility
Brunswick is also exhibiting the Flite Race eFoil, developed with Flite and Mercury Racing. This electric foil board, designed for performance, is one of the dynamic demonstrations on offer to the public. It is part of a wider range of marine micro-mobilities that Brunswick intends to structure around its Flite brand.
The Mercury high-power outboard engine concept can also be seen on the stand, alongside interactive simulators for testing systems in an immersive environment.
On-board artificial intelligence
Brunswick is placing particular emphasis this year on the integration of artificial intelligence into recreational boating. Several demonstrations will feature an AI-assisted helm simulator, capable of assisting with docking, route planning and environmental perception. A digital co-pilot of sorts, at the skipper's service.
This approach will also be discussed at a roundtable at CES Foundry on Wednesday, January 7, 2026, on the theme of AI applied to boating.
An assertive turn
With this reinforced presence at CES, Brunswick confirms its strategy: to establish itself as a major technological player in the marine sector. The company is no longer content to produce boats and engines. It seeks to shape the boating experience, in an environment where consumer digital standards are becoming a basic expectation in boating.
Systems integration, ergonomics, autonomy, connectivity and decarbonization are the five key themes of Brunswick's speech. CES 2026 thus becomes a stage for full-scale demonstrations, in front of technology partners, distributors and investors from other sectors.
