As the world continues to embrace technology in every aspect of life, it should come as no surprise that the Consumer Electronics Show (CES) is expanding its horizons. While CES used to solely focus on electronics, it has now become a multi-faceted event that encompasses much more than just gadgets and gizmos. This year, visitors to the show floor at the Las Vegas Convention Center will be greeted by an unexpected sight - a 41-foot boat.
Brunswick Corp., the manufacturer behind this impressive watercraft, is showcasing their Boston Whaler Conquest, proudly named "the SUV of the Sea." This demonstration aims to highlight the integration of advanced technology into modern boats. CEO David Foulkes recognizes CES as a unique platform to introduce their marine hardware, engines, and vessels to a diverse audience.
Interestingly, CES is the only nonmaritime trade show where Brunswick exhibits their products. While they typically showcase their offerings at the Miami International Boat Show, Foulkes sees CES as an opportunity to expand their reach and engage with a broader demographic. "As the biggest player in the industry, it's incumbent on us to expand the industry," says Foulkes. Moreover, CES provides Brunswick with valuable exposure for their technology, products, and experiences, reaching an audience that is two orders of magnitude larger than a typical boat show.
However, CES isn't merely a branding exercise for Brunswick. Foulkes also acknowledges the potential to attract top engineering and marketing talent through their participation in the event. By showcasing their cutting-edge innovations, Brunswick aims to impress potential hires and solidify their position as an industry leader.
Interestingly, despite CES discouraging on-the-spot sales, Foulkes recounts a memorable incident from two years ago. A prospective buyer attending the show expressed interest in purchasing the very boat displayed at CES. After the event concluded, a successful deal was closed with a staggering price tag surpassing $1 million.
As the boundaries between various industries continue to blur, CES remains at the forefront of showcasing innovation across diverse sectors. From consumer electronics to modern boats, CES continues to surprise and captivate audiences with its wide-ranging exhibits.
Brunswick Showcases Innovative Technologies at CES
Brunswick, a leading provider of marine products, is set to unveil an impressive lineup of cutting-edge technologies at this year's Consumer Electronics Show (CES). The event will feature a range of exciting innovations that aim to enhance the boating experience and promote sustainability.
Autonomous Docking System for Stress-Free Maneuvers
One of the highlights on the show floor will be the introduction of Brunswick's new autonomous docking system for boats. Designed to tackle the challenges of maneuvering in crowded marinas, this state-of-the-art system utilizes multiple cameras and precise position controls to streamline the docking process. According to Foulkes, a spokesperson for Brunswick, this technology effectively removes the stress associated with more complex docking maneuvers. To allow attendees to experience this groundbreaking system firsthand, a simulator will be available at the booth.
Environmentally Friendly Electric Motors
In line with their commitment to sustainability, Brunswick will also be showcasing a family of electric motors. These motors are designed to replace traditional gasoline outboards, offering a more eco-friendly option for boaters. While Foulkes acknowledges that electric motors may not be suitable for all applications due to their power limitations, they are mandatory in certain U.S. and European lakes where the use of gasoline-powered outboards is restricted. By offering electric motor alternatives, Brunswick hopes to encourage boaters to embrace cleaner and greener boating practices.
The Excitement of eFoils
Last year, Brunswick acquired Fliteboard, a renowned manufacturer of eFoils (electric hydrofoil surfboards). These exhilarating boards have gained significant attention, with even Meta CEO Mark Zuckerberg posting a video on Instagram showcasing himself riding one. At CES, Brunswick will have eFoils on display, allowing attendees to get a glimpse of their impressive capabilities. Unfortunately, there won't be a water testing opportunity available at the booth.
Freedom Boat Club Expansion
Brunswick will also be highlighting the Freedom Boat Club, a membership program that enables individuals to access watercraft from over 350 worldwide locations. As part of their ongoing efforts to enhance the club's offerings, Brunswick is considering adding eFoils to the mix, making them available for club members. With prices starting at $8,000, these eFoils could provide an exhilarating addition to the existing range of watercraft available through the club.
Outlook for the Boating Industry
Reflecting on the current state of the boating market, Foulkes notes that retail sales experienced a 5% decline in 2023 compared to the previous year. However, he explains that boat purchases are highly influenced by interest rates. If the Federal Reserve proceeds with its plans to ease credit conditions in 2024, Foulkes predicts a positive shift in industry-wide unit sales compared to 2023.
In conclusion, Brunswick's presence at CES promises to be a showcase of innovation, sustainability, and exciting recreational opportunities. Attendees can look forward to experiencing the future of boating firsthand as they explore the company's groundbreaking technologies.
