Brunswick Keeps Sea Ray, Discontinues Sport Yacht Models

Brunswick Corp. announced that it has stopped the sale process of Sea Ray and will also discontinue sport yacht and yacht models, resulting in the wind down of yacht production in the third quarter of 2018.

“Over the last several months, we have engaged in a thorough sale process for the Sea Ray business, which we believed would generate the highest value for our shareholders,” says Mark Schwabero, chairman and CEO of Brunswick. “Although there was interest in the business, the offers we received did not reflect an appropriate value for this premium brand, and did not meet our expectations…Based on that reassessment, we have concluded that our best opportunity to maximize value is to retain the Sea Ray brand and refocus the business on the sport boat and cruiser product portfolio.”

The move is said to be caused by the poor financial performance of the brand’s yachts. The company says it will focus on 24- to 40-foot models. For more information, visit brunswick.com.