The SLX gearcase is a formidable one and used on the 2.7L 150 to 300 HP G2 engines. Evinrude G2 engines had the most innovative steering system on the market, a completely integrated unit. My Dad was a Mercury dealer in the seventies, but the first boat I drove as a little kid had a 4.5 Evinrude. Although I am a Mercury guy through and through, I don’t generally have outward bias, and it truly bothers me for the industry to lose such a storied brand. The news coincides with BRP’s quarterly earnings report on May 28, 2020. The 2.7L was too heavy and gave up the competitive advantages that Evinrude should've had in that segment. I’m a little surprised BRP missed that part because if there was one thing missing from Evinrude, it was a little passion. Evinrude began in Milwaukee, Wisconsin in 1907. The Evinrude name stepping out of the outboard business would be akin to Ford announcing it would no longer build automobiles. Johnson was dropped in 2007. 2019 was a much better year for almost everyone. Sometimes these strategies and decisions are made by people with MBA degrees who spend more time on spreadsheets than on the water and don’t have their finger on the pulse. At the time it seemed like the perfect match. When my Dad was young he raced in community races in the fifties and sixties. Mercury went after the saltwater business. The material on this site may not be reproduced, distributed, transmitted, cached or otherwise used, except with the prior written permission of Norwester Media LLC and Wave to Wave. Before Covid 19, there was every reason to believe Evinrude was executing on its long term plan. Mercury and Yamaha had lighter engines with gear ratios more suitable to that class and so it was difficult to market those engines. It says it didn’t give any advanced notice of its plans because it is a publicly-traded company.Â. The Evinrude part of the business had been losing money for a while and the covid-19 crisis was the tipping point for finally shutting down this unprofitable part of their business. No one saw this coming. Evinrude had a lot of trouble with product overlap with the legacy Etec engines when the new G2 was launched. "Many of life's failures are people who did not realize how close they were to success when they gave up.". They had unique and very competitive engines, in fact when it comes to some features, they were leaders. The iconic Canadian outboard motor manufacturer is out of business. Our Sturtevant, WI, facility, will be repurposed for new projects to pursue our plan to provide consumers with an unparalleled experience on the water. 0. It will eliminate 400 jobs at its manufacturing plant in Sturtevant, Wisconsin, just outside of Chicago. The iconic Canadian outboard motor manufacturer is out of business. The announcement leaves Evinrude’s global workforce of 650, most of them in Sturtevant, Wisconsin, out of work. Mercury Marine, its closest competitor, is located not far from Milwaukee in Fond du Lac, Wisconsin. All signs were pointing to a long term strategy that appeared to be working. With Evinrude discontinued, Mercury Marine has entered into a strategic supply agreement with BRP to be the supplier of choice for BRP owned boat brands Alumacraft, Manitou, Quintrex & Stacer. They also had HP overlap with two versions of the 150 G2, an etec version, now a 3 cylinder version. October 10, 2020. Evinrude over the years has had many game changing innovations and some catastrophic failures. Although many people think that performance engines are niche and aren't worth making, those people simply fail to understand marketing and margin. The interchangeable colored side panels were a cool innovation on the G2. BRP (Bombardier Recreational Products) made the announcement, closing Evinrude’s plant in Sturtevant, Wisconsin, and saying it will focus on its boat brands and other marine products. A representative from BRP told me they will honor the limited warranties, extended service contracts and supply customer service / parts for Evinrude outboards. Another issue is trying to compete on volume when you are a niche player. The industry that only had 5 main competitors now is down to 4, with only one being made in the US. I really liked what they were doing, I love competition and companies that think outside the box. Could it have been stripped down and streamlined into a premier niche product? Bombardier had acquired Evinrude out of the OMC bankruptcy in 2001. Affiliate link policy. Evinrude Outboard Engines Discontinued One of recreational boating’s longest-lived and most iconic marques is being put to pasture. evinrude out of business warranty. They didn’t have the same dealer network that Mercury or Yamaha did and didn’t own as many transoms, making it tough out of the gate. “It was like Packers and Bears,” said Charles Plueddeman, a writer for Boating Magazine to USA Today. In spite of that BRP insists it had no other choice. Ole Evinrude was the first to market with an outboard engine in 1909. For business reasons, we have made the difficult and thoughtful decision to discontinue manufacturing of our outboard engines to focus on the next generation of propulsion. Seen here on our Project Activator 22’. Is this the end of Evinrude forever? Evinrude had a unique cowl that was interchangeable and customizable. Evinrude wasn’t run particularity well, but if Covid never happened, I have no doubt other avenues would’ve been explored before the plug was pulled. But they had a strong following and kept up with other aspects of the outboard motor industry. Canadian company BRP has announced it will stop making the Evinrude outboard boat engines. BRP owns Evinrude along with boat manufacturers Alumacraft and Manitou. Sign up with your email address to receive news and updates. Valcourt, Quebec, BRP (TSX: DOO; NASDAQ: DOOO) announced today it has re-oriented its marine business by focusing on the growth of its boat brands with new technology and innovative marine products. They also owned several lines of boats such as Chris Craft, Lowe Boats, Princecraft, Four Winns, SeaSwirl, Stratos, and Javelin. OMC was based in Waukegan, Illinois. There is a reason I chose the G2 250 HO for the Activator project, it was the best 250 on the market. Some workers will be recalled and gradually laid off through September. With three new outboard engines that debuted in 2019 and the boating season happening now Evinrude has closed its doors unexpectedly. The Evinrude G2 250 HO is an amazing outboard and was loaded with unique features. 650 people out of work, many in Wisconsin. But the E-TEC is still a two-stroke. He told me a story about switching the engine on his boat, a 14’ Unicraft, to run a 40 HP Evinrude he borrowed from his uncle. BRP has experienced growth year over year for over the last 5 years and in 2019 reported annual revenue of over $5.2 billion. Evinrude was flexible with work schedule. Evinrude is trying to put us out of business with these features NOT REALLY JUST MAKING IT EASY FOR THE CUSTOMER TO TAKE PROPER CARE OF THEIR INVESTMENT so please stop by and buy some oil or bait or some thing ! BRP is a successful company, making a host of recreational products that spun off from Bombardier Inc. in 2003. Evinrude had legacy Etec engines alongside the new G2 engines for too long. This won’t be a news article though, I want to look at the brief history of Evinrude but I mostly want to look at what went wrong and why. There is so much value in that brand, I could see someone acquiring the Evinrude brand and G2 technology for pennies on the dollar. Evinrude had a lot of trouble with product overlap with the legacy Etec engines when the new G2 was launched. Evinrude Outboard Motors was a North American company that built a major brand of outboard motors for boats. Other divisions market snowmobiles, three-wheel motorcycles and other recreational products. For evinrude, execution was pretty good, except for the 2.7L 150 to 200 range, which was probably a make for break for them. Eventually, Evinrude with Johnson outboards became part of Outboard Marine Corporation, which declared bankruptcy in 2000. The name "OMC" (Outboard Marine Corp.) is gone. Even dealers weren’t expecting this. But let’s not turn this into a marketing article. The right operator could make it work. BRP is not going out of business. They had 2 different 200 versions, 2.7L and 3.4L, and all through the lineup they had models that didn’t add value. “As the current situation forced us to reduce our investment plan and review downward our growth expectation for the business, the path to profitability improvement for outboard engines was too long and it became apparent that we had to take the difficult decision to discontinue our outboard engine production,” the company said. Without the shutdown, more time would have allowed for an alternative strategy for the brand. Best Cities for Jobs 2020 OUR EVINRUDE CUSTOMERS We are proud to have supplied you with outboard engines over the past 110 years. But the heavy unit was part of the reason the 2.7 G2 was so heavy. When you have the volume Mercury and Yamaha have, it’s possible to overlap but when you are lean and mean you have to operate that way. Evinrude started losing ground to Mercury and also Yamaha by falling behind in the power race. Since he had trouble lifting the engine, he took the boats to a beach and used the beach to help move the motor over, he clamped it on, set it up and made his way over to the race. We will discontinue production of Evinrude E-TEC and E-TEC G2 outboard engines. And, the news that BRP is discontinuing production of Evinrude outboards came as a surprise to many. It will eliminate 400 jobs at its manufacturing plant in Sturtevant, Wisconsin, just outside of Chicago. Evinrude has been around since 1907, founded in Milwaukee, Wisconsin. It’s a funny story now. BRP has considerable engine manufacturing capabilities but was the Evinrude strategy all wrong? Quebec-based BRP on Wednesday announced the immediate end of Evinrude outboard engine production at its Marine Propulsion Systems facility, 10101 Science Drive, in Sturtevant. Founded by Ole Evinrude in Milwaukee, Wisconsin in 1907, it was formerly owned by the publicly traded Outboard Marine Corporation (OMC) since 1935 but OMC filed for bankruptcy in 2000. By Peter Janssen May 28, 2020 An American institution, Evinrude outboards just show down. I actually don’t think so. “This business segment had already been facing some challenges and the impact from the current context has forced our hand,” he said in the release. BRP has experienced growth year over year for over the last 5 years and in 2019 reported annual revenue of over $5.2 billion. The steering completely integrated into the swivel bracket was truly a marvel of engineering. Evinrude wasn’t in the 300 HP + space and that hurt them. RELATED: What Happens if You Get in an Accident While Towing a Boat? This business segment had already been facing some challenges, and the impact from the current context has forced our hand,” BRP president and CEO José Boisjoli, said in a statement. In the report, José Boisjoli, President and CEO at BRP, says, “The sudden impact of the COVID-19 crisis has brought rapid changes that significantly disrupted our business and forced us to quickly and successfully adjust our plan, thanks to the agility … It will now buy engines for these brands from former competitor Mercury Marine.Â, BRP also makes Ski-Doo snowmobiles, Sea-Doo watercraft, and Can-Am all-terrain vehicles. It didn't’ have to be that way. Evinrude probably could’ve survived profitibly at a smaller scale, being the premier product in each segment and dropping the legacy Etec line much sooner. Halo products can create halo brands, and become market leaders by being aspirational and create new markets. our evinrude customers We are proud to have supplied you with outboard engines over the past 110 years. Could Evinrude have been sold? All G2s had digital controls, integrated steering, clean rigging and incredible performance. You can’t blame Covid 19 entirely and some companies that are now going bankrupt were in poor shape before Covid but you have to remember, this isn’t a bankruptcy, this is a business decision based on many factors. our fishing reports are always free check out … They recently launched their new 115 - 150 G2 line. BRP, in a statement on its website, said, that it has … It was a multibillion-dollar Fortune 500 corporation. Pulling the plug on Evinrude means thousands of jobs are lost which is heartbreaking in itself and it means shutting the door one of the most storied brands in the marine industry. BRP Corporation is based out of Canada. Seven Marine: Innovative Outboard Startup, Market Creation and Corporate Strategy up in Smoke, The Best 200 HP Outboards Roundup: Mercury, Yamaha and Suzuki, Lavey Craft 2750 NuEra: An Enthusiasts Speedboat. We will discontinue production of Evinrude E-TEC and E-TEC G2 outboard engines. Yes. Evinrude had a lot of trouble with product overlap with the legacy Etec engines when the new G2 was launched. BRP acquired the company in 2001. What I mean by that is, focus on what you do best, and run that, don’t try to out do Yamaha or Mercury at their game. “Our outboard engines business has been greatly impacted by Covid-19, obliging us to discontinue production of our outboard motors immediately. For business reasons, we have made the difficult and thoughtful decision to discontinue manufacturing of our outboard engines to focus on the next generation of propulsion. They have announced they will discontinue the manufacturing of outboard engines and have made an agreement with Mercury Marine to support boat packages. Outboard Marine Corporation (OMC) was a maker of Evinrude, Johnson and Gale Outboard Motors, and many different brands of boats. They have inventory and will deliver ordered engines as well. Johnson and Evinrude were getting a real bad name in BS sessions back at the dock--fuel hogs, unreliable, indifferent performance. Dealers insist consumers want four-stroke engines like Mercury and Yamaha sell. “You can talk to someone until you’re blue in the face, but they want four-strokes,” says Pekora, an Evinrude dealer in New Jersey. “We were very, very shocked,” said Joseph Pekora with Barnacle Bill’s in Delmont, New Jersey. And a brand new 3 cylinder 115 to 150 platform was introduced. The company will discontinue production of Evinrude E-TEC and E … “We won’t comment or speculate on what our dealers had to say about this decision, and we stand by our belief in the technology we produced. Re: OMC Johnson are they out of business? It’s important to understand that BRP, which owns Evinrude, is fine, they are continuing with their recreational products and other segments of their marine business. BRP had acquired the Evinrude and Johnson brands three years earlier out of the wreckage of former parent company Outboard Marine Corporation’s (OMC) bankruptcy. Tracy Crocker, president of Evinrude would head up the new BRP Marine Group. Mercury Marine will take over powering BRP brand boats. Boats for sale section with commentary and ideas. Uncategorized. Bombardier had acquired Evinrude out of the OMC bankruptcy in 2001. With that announcement, more than 350 employees in Sturtevant, Wis., the home of the Evinrude production facility suddenly found themselves out … Ole sold the business in 1914. May 27, 2020 wasn’t a good day for the industry but whatever happens from here it was a hell of a ride. The idea is to reduce cost and simplify manufacturing, only the gear ration is different. BRP exits outboard motor business May 28, 2020 Canadian company BRP stunned the recreational boating industry with their announcement it will immediately stop making Evinrude outboards. This hurt Evinrude sales in a huge segment. Archive. For one, Wave to Wave intentionally doesn’t do “news” articles for many reasons but sometimes the news is too big to ignore. This is a difficult article to write for many reasons. Their two stroke technology was extremely efficient and in some ways out performed many four strokes. While I wasn’t an Evinrude fan, I still think it’s a bad deal that they closed up. Focusing on the G2 and moving away from the Etec line might have been a better strategy. VALCOURT, Quebec, May 27, 2020 (GLOBE NEWSWIRE) — BRP (TSX: DOO; NASDAQ: DOOO) announced today it has re-oriented its marine business by focusing on the growth of its boat brands with new technology and innovative marine products. 0 “I believe this corporate move has been hashed over at the highest level for several months. Ambition was high and set on growing boat brands along with innovative marine products. This means no more Evinrude E-Tec or E-Tec G2 Outboards. This business segment had already faced some challenges and the impact of the current context has forced our hands, ”said José Boisjoli, BRP president and CEO. The rest of the industry dropped that type of engine years ago. © Copyright 2020 Endgame360 Inc. All Rights Reserved. Bombardier Recreational Products announced today that it … That’s one problem. Evinrude Discontinued Just in from BRP. Use of this site constitutes acceptance of our user agreement and privacy policy. Mercury has done this exceptionally well for a long time. Bombardier picked up the outboard business from OMC in a 2001 firesale. By the time I bought a new boat in '88 (my old 20' Sea Ox having been powered by a 115 Johnson), I put a put a pair of 150 Yamahas on the back. “Our outboard engines business has been greatly impacted by COVID-19, obliging us to discontinue production of our outboard motors immediately. In a letter to state officials — in accordance with Wisconsin Business Closing and Mass Layoff Law — BRP said it would eliminate a total of 387 positions in Sturtevant, including employees currently on furlough. The parent company of the Evinrude brand says it will cease production of outboard engines and instead focus on its boat brands and other innovative marine products. It plans on keeping the plant to develop a line of recreational boats that place the engines under the deck as opposed to being attached to the transom like a traditional outboard.Â. That might mean not making engines under 115 HP, streamlining the the lineup and creating value behind their innovation. That spun off from bombardier Inc. in 2003 companies that think outside the box a strong following and kept with... To 300 HP G2 engines for too long by Ole Evinrude in,. Marine Corp. ) is gone because it is a difficult article to write many! 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