What does Brunswick think of the boat market?

gerryb

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TECHNICAL Contributor
Oct 12, 2006
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Somers Point, NJ
Boat Info
"On Vacation"
2006 40 Sundancer
Raymarine E125 & HD Radar + Garmin 5208
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Found this recent news blurb interesting with regard to the company's view of the boat market, and where they are investing their capital. I do like the Meridian line from what I've seen of them lately...
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Boatbuilder Brunswick Corp. plans to close its Eastern Shore plant that manufactures Bayliner and Maxum cruisers in favor of expanding operations in North Carolina, where a newer facility and incentives worth almost $4.4 million beckon.

About 180 employees will lose their jobs when the Salisbury plant shuts down next year. The Lake Forest, Ill.-based Brunswick said the marine consumer market has shifted toward bigger boats -- 45 feet and above -- and the new location in Navassa, N.C., near Wilmington, can better accommodate production.

"It's no reflection on Salisbury or the skill of the work force," said Brunswick spokesman Dan Kubera.. "The North Carolina facility, for what we need, is a better fit."

Brunswick has 30 brands in the U.S. and ships boats around the world. The Bayliner is a recreational boat that ranges from 17 feet to 35 feet. The Maxum is a similarly sized recreational boat, ranging from 17 feet to 42 feet.

The company had been looking for an East Coast facility to manufacture its higher-end Meridian brand of motor yachts, which can exceed 60 feet and retail for $1 million. They are now manufactured exclusively in Arlington, Wash., and Brunswick needed a plant that is closer to retailers on the East Coast and in the Midwest.

The 336,000-square-foot North Carolina facility, which Brunswick purchased from an existing boat manufacturer, is six years old and boasts high ceilings, deep water access for testing and 60 acres for expansion. And it has a work force of 250 that is ready to go, Kubera said.

In contrast, the Salisbury plant is older and half the size, and would be costly to expand, he said. Closing the plant will cost the company about $11 million in operating earnings over the next 12 months.

"Frankly, it's a very competitive market, and we needed to bring our costs down," Kubera said.

Within five years, Brunswick hopes to employ more than 850 in North Carolina and produce more boats there than any plant in the world, the company said. Manufacturing three types of boats -- the Meridian and the two cruisers made in Salisbury -- should provide a more stable environment for workers during the ebbs and flows of the typically cyclical business, Kubera said.
 
I have a strong opinion on this. I think it's a smart business decision for Brunswick, and it's something they need to do to increase profits and stay healthy. But like so many industries the consolidation of brands has, in my opinion, really narrowed the consumers' choices. Yes, there are still 30 'brands', but they will become more similar as they share technology, materials, and ideas. The upside is quality control and perhaps more boat for the money... that is yet to be determined. The downside is eventually these brands will have no character of their own. Right now my 9-year-old son can spot a Sundancer from a half mile, or a Grady White, or a Chapparel, etc. It's gonna happen, it has to happen, I just wish it wouldn't.
 
It's what happened to the car manufacturers, IE GM Chevy Pontiac, Buick etc. You can't tell a Escalade, Tahoe or Yukon apart except the front grill any more. :smt017 OK Frank I know, not a apples to apples analogy. :smt021 :grin:

Soon Sea Ray, Bay Liners and Maxums will be build side by side and the only difference will be the emblems. :smt018
There goes the boating industry down the toilet, oh woe is me. :smt089
 
Stihl, I agree. If you look at Brunswicks earnings announcement today, and the reaction from Wall Street :smt021 , you'll see that streamlining and homoginizing models will become even more necessary to maintain earnings.
 
STIHLBOLTS said:
Soon Sea Ray, Bay Liners and Maxums will be build side by side and the only difference will be the emblems. :smt018

There is both good and bad in that one.

When I was shopping, I became very confused about engines -> Until I had a salesman explain it to me. A few Mercruiser engines, paired to one of three mercruiser outdrives. And everbody uses Mercruiser.

So. . .for me, lack of engine choice made things easier.

As for hulls. . . . just as big of a problem in diversity in hulls is diversity in dealers. When I was looking "new", I was strongly considering Crownline. They have a dealer local to me in PA. He is the only dealer in PA. There was a dealer local to where I boat in NJ. He is the only dealer in NJ. Two NJ locations, but one set of management and one inventory. Next closest dealer was three hours away in Md.

Gee. . that doesn't give me much leeway for negotiation. Or competition. I couldn't even get a test drive on a boat! Seatrial would be it. Seatrial is fine. . .but gosh-gee-willikers. . .I wanted a test drive to narrow choices between a 22' or a 27'!! Give me a break! I even offered to pay for fuel. No dice. They just wouldn't do it.

The dealer non-competitive situation drove me straight into the used market. I still couldn't test drive the boat I bought before SeaTrial. . .but I had far less money on the table, and the *risk* of taking a huge financial hit because I picked the wrong boat was minimized.
 
There will be changes in the boating industry that's for sure.

So whether Bayliners look like Maxums or Sea Rays it still comes down to which dealer do you want to do business with. Quite frankly, I am more concerned about the health of individual dealerships than I am about the boat companies themselves. The dealers have to weather the ups an downs of the boat business and in downturns like we are having now (especially in the sport boat segment) what does this mean to me as an individual customer who already owns a boat and relies on his dealer for good service and support? The answer to that question is not so clear but it is probably just as important as the health of Brunswick or any of it's boat companies.
 
we have already seen the effects of the market slow down locally here in the Tampa Bay Area. the Local MM dealer has layed off some of the staff they employ and is cutting coners where ever they can. the higher cost of ownership is driving smaller entry level owners away as higher costs hit that market segment the worst.

lets face it if a buyer can pay for a new 300,000 boat without flinching then the overall higher cost of living is not going to have a major effect on that person. So it's smart on Brunswicks part to concentrate on the steady volume bussiness than one which will shift up and down depending on the economy.

who knows in a couple of years you may see brunswick reverse course as so often happens when companies make these types of announcements. Once thier is a void in the entry level boat market Brunswick may decided that they need to fill the void and reap the profits. who knows.....
 
In todays Knoxville News Sentinal.

Brunswick scaling back boat production due to low demand
News Sentinel Staff
Originally published 09:51 a.m., July 20, 2007
Updated 09:51 a.m., July 20, 2007



Brunswick Corp., which has its key Boat Group operation and three Sea Ray boat production plants in the Knoxville area, is lowering production due to “continued weakness in retail markets in the United States,†the company announced this morning.

In some cases, “preliminary industry data indicates that retail sales are down by as much as 13 percent in our key category of sterndrive and inboard powered fiberglass boats in the second quarter,†Brunswick Chairman and CEO Dusty McCoy said in the statement.

The company also sharply lowered its earnings estimates for 2007, from a range of $1.65 to $2 down to a range of $1.20 to $1.35. Its second-quarter financial report will be issued next Thursday, when the company expects diluted earnings per share from continuing operations to be 64 to 65 cents.

The Boat Group is Brunswick Corp.’s largest division, with $2.8 billion of the company’s total $5.7 billion in 2006 net sales. Brunswick also sells marine engines, fitness equipment, and bowling, billiards and other recreational equipment.

The revisions in the Boat Group come in the middle of a choppy 2007.

“Through the first half of the year, wholesale shipments have been significantly below levels in the same period a year ago, as well as below 2007 retail sales,†McCoy said. “Despite our actions, however, with the anemic retail demand for sterndrive and inboard fiberglass boats we have not made meaningful progress in reducing our pipeline inventories for these products.

“We also see no reason to believe that retail trends will reverse in the second half of the year, which is the slowest period for boat sales. As we go into the 2008 model year, which began July 1, commitments received from our dealers support our view of the retail environment. To ensure the continued health of the company and that of our distribution network, we are reducing further production levels for both boats and engines.â€

The press release does not state whether layoffs are planned at any East Tennessee operations.

More details as they develop online and in Saturday’s News Sentinel.

© 2007, Knoxville News Sentinel Co.
 
and todays News Sentinal......

Brunswick's '07 sales soft
Review follows noticeproduction will be cut,but no layoffs planned
By Michael Silence (Contact)
Saturday, July 21, 2007

Related links
Brunswock Boat Group
Sea Ray Boats


This year is shaping up to be the softest for boat sales since 1965, Brunswick Corp. Chairman and CEO Dusty McCoy told a group of investors and others Friday.

That assessment came not long after the Lake Forest, Ill.-based company announced it is lowering boat production in the second half of 2007.

Brunswick has about 1,950 employees at its key Boat Group operation and three Sea Ray boat production plants in the Knoxville area. The company does not have any plans for layoffs or shift reductions in Tennessee, company spokesman Dan Kubera said.

“There are a lot of options before we send anyone out the door,†Kubera said.

While U.S. sales in some cases are down 13 percent, Brunswick’s international sales are up 17 percent over the second quarter of 2006, Kubera said.

In fact, the international market now represents 38 percent of the company’s sales, as opposed to 32 percent last year.

The Brunswick announcement comes a week after East Tennessee-based MasterCraft Boat Co. said for the sixth straight year it had record gains in revenue and boats sold.

MasterCraft attributed the gains for the fiscal year ended June 30 in part to a strong showing at boat shows and “aggressive†introductions of new models.

On Friday, Brunswick said it is lowering production because of “continued weakness in retail markets in the United States.â€

In some cases, “preliminary industry data indicates that retail sales are down by as much as 13 percent in our key category of sterndrive and inboard-powered fiberglass boats in the second quarter,†McCoy said.

Brunswick also sharply lowered its earnings estimates for 2007, from a range of $1.65 to $2 down to a range of $1.20 to $1.35. Its second-quarter financial report will be issued Thursday, when the company expects diluted earnings per share from continuing operations to be 64 to 65 cents.

McCoy has noted before that high interest rates, a slumping housing market and fuel prices have decreased boat sales.
 
A soft boat market is not particularly a bad thing. For buyers it means deals can be had. For sellers, yeah it is not a great thing
 
No deals to be had @ Marine MAx NY....

There sticking to there prices. Even there used boats arent depreciating. A few used boats in stock for over a year are still priced exactly the same a year later. Try and do that with a trade...

Rob
 
Robski97 said:
No deals to be had @ Marine MAx NY....

There sticking to there prices. Even there used boats arent depreciating. A few used boats in stock for over a year are still priced exactly the same a year later. Try and do that with a trade...

Rob

This echos my experience in NJ and PA in the 2005/6 time frame for boats in the 20-30' range.

My other thought is that somewhere in the last 10 years, new boat prices seemed to have jumped up significantly ahead of inflation. I have a friend in the market for a boat now, and his observation is the same: prices look like they have gone up disproportionally to inflation over the long haul.

Kind of like house prices, I suppose.

At a show last year, you had a hard time prying actual prices out of one particular dealer. They only would talk in terms of "monthly payment". My take was that the dealers position was either "If you have to ask, you can't afford it" or "We don't waste our time with people who actually work with FACTS instead of EMOTION".

But unlike houses, people can more easily chose to step out of the boat market.

We could find ourselves in an ugly spiral situation where dealers don't have enough volume to sustain themselves. If you can't push volumne, you have to eek maximum profit out of every boat. But the high boat prices push down volume further. . . .

I suspect we may be seeing that already on the east coast. I mean. . does any other dealer than Marine Max offer SeaRay? In NJ, there is exactly ONE crownline dealer with their main location well inland. Chaparrel I think has two dealers in NJ (may be wrong).

:huh:

The used market always seems the better way to go for boats.
 
I would think less new boat sales = people keeping old boats longer = more service work = more profit for the local marinas / service centers / dealers.

Lets face it, stuff breaks.
 
Here is my take on what all this means to the buyer of a new or used boat.

Individual dealers don't sell a lot of new boats in a season time. It's not like the car business where a dealer might sell many hundreds of units in a year's time. So right now the dealers have a delicate "balancing" act to do. They can't afford to offer deep discounts unless that increases the volume of boats they sell which in all likelihood it won't. So they have to cover their existing overhead on less units sold. What that may mean to a perspective buyer is that deals on new boats will not be as good as in the past.

Used boats may be a different story. If used boats aren't selling well and there are many to choose from of a particular model, then prices will have to drop if owners of those boats truly want to sell them. So in all likelihood there will be some great deals out there on used boats. Conversly, if you are trading in a boat, you may not get as much for it as in the past.
 
Sounds like they are holding their ground during the peak season and why not? They have to support their operation and if it's not occurring with normal sale volume then the alternative is to maintain prices on boats to make up the difference. Like automotive dealers there is always $$ in the service area that can shore up operations too.

I heard on last quarters conference call that they may roll out the world's biggest boat sale in late August. Prices may start to loosen up as the season winds down and the desire to clear out inventory for the 2008's takes hold.

BTW, the MM 3rd quarter conference call is on Thursday @10AM and can be accessed via Yahoo Finance. I find it informative to hear their take on the industry.
 
SeaBird said:
Like automotive dealers there is always $$ in the service area that can shore up operations too.

Which is why I use an independent mechanic. :smt043

I would rather pay a guy $90/hr for four hours of work to feed his family directly. . .. . . than to pay the dealer $80/hr for eight hours of work (that probably only took four hours to complete)(that was done by someone making $20/hr)(that was done almost correctly)

[edit] OK. . .reading that back, it sounds really harsh. I suspect that it is harsh. I guess that unlike others, I have had some "questionable" experiences with my dealer. You know. . .I really don't mind paying MORE. But when paying more I have certain expectations regarding quality of estimates, quality of work, etc. which simply were not being met. I guess I don't mind paying 20% more. . .but 50-100% more is where I draw the line. This made me look elsewhere when it came time for standard end of season service work. And spring maintenance :huh: [/edit]
 

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