MERCURY and EVINRUDE sign a peace treaty!

As we have been accustomed to saying for the past few months, these are unprecedented times. And in a week that saw auto-rental giant Hertz Rental Car Company file for Chapter 11, it should not have come as big surprise when Canadian BRP (Bombardier Recreational Products) announced that it had signed an agreement with market leader Mercury Marine to supply outboard motors to its line of boats, which include brands such as Alumacraft, Manitou, Quintrex, Stacer, and Savage boats.

Surprise or no surprise, the fact that Mercury Marine motors will now be hung on the back of boats that traditionally would be sporting an Evinrude outboard is just plain strange. These two outboard motor giants have been duking it out over the lucrative global boating market since the late 1930s. Although the press release is a little vague as to what the future of Evinrude will look like, it seems (at least for now) that 75 years of fierce competition is over.

What does all of this mean for us boaters? Well, based on the Mercury Marine commitment and dedication to improving the boater experience over the past decade or so, and backed by the most dedicated customer support in the world, we should be okay.

To read the full press release, click here 



12 Replies to “MERCURY and EVINRUDE sign a peace treaty!”

  1. You gotta ask yourself, “Why? Why would any competitor, in any industry, lay down the gloves and decide to play nice? Why would Bombardier Recreational Products and Mercury Marine sign a so called “cease and desist” agreement on the outboard motor fisticuffs. Is feigning off bankruptcy a reason? Will it afford the consumer the opportunity to buy a better product? I would like to know their true intentions.

    I could go out on a limb and hazard a guess, but I will hang tight and allow this to develop further before making my final assessment. As I have said before, “One’s ability to cipher a numeric code is not in the mathematical equation itself, but in one’s own intelligence to perceive the unknown.” Mathematically, 1+1=1 doesn’t seem to add up! Let’s see who can come up with a plausible answer.

      1. Apparently both Evinrude and Mercury are owned by the Brunswick Corporation. I guess the rivalry between both brands has just been a sales ploy for years.

        1. You’re on to something there Bill. Commercial legerdemain and sophistry. Feigning competition, while the profits are funneled toward the same entity.
          It is is an interest scenario. That maybe the reason for all this clandestine manoeuvering.

          1. Bill, Mercury is owned by Brunswick and Evinrude was owned by BRP. Rivalry was real. Now that Evinrude is gone, Mercury has the giant share of the market. I would expect Mercury to start charging a little more for their product.

Leave a Reply

Back to top