There is so much value in that brand, I could see someone acquiring the Evinrude brand and G2 technology for pennies on the dollar. Is this the end of Evinrude forever? I actually don’t think so. Could it have been stripped down and streamlined into a premier niche product? Yes. Without the shutdown, more time would have allowed for an alternative strategy for the brand. Tracy Crocker failed to lead the right strategy and the Covid 19 shutdown forced the hand of the higher ups at BRP when the Evinrude brand had been fighting to be profitable for a while. But let’s not turn this into a marketing article. Halo products can create halo brands, and become market leaders by being aspirational and create new markets. Mercury has done this exceptionally well for a long time. By not having legit performance outboards and instead relying on “HO” branded engines that are merely decals, you give up marketing opportunities and premier product opportunities. BRP has considerable engine manufacturing capabilities but was the Evinrude strategy all wrong?Īlthough many people think that performance engines are niche and aren't worth making, those people simply fail to understand marketing and margin. I really liked what they were doing, I love competition and companies that think outside the box. Evinrude had a unique cowl that was interchangeable and customizable. Their two stroke technology was extremely efficient and in some ways out performed many four strokes. Evinrude G2 engines had the most innovative steering system on the market, a completely integrated unit. What was wrong at Evinrude? They had unique and very competitive engines, in fact when it comes to some features, they were leaders. 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. 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. Tracy Crocker, president of Evinrude would head up the new BRP Marine Group. Ambition was high and set on growing boat brands along with innovative marine products. They recently launched their new 115 - 150 G2 line. BRP had acquired Alumacraft and Manitou Pontoon boats that had them create a new division, BRP Marine Group a couple years ago. BRP has experienced growth year over year for over the last 5 years and in 2019 reported annual revenue of over $5.2 billion.īefore Covid 19, there was every reason to believe Evinrude was executing on its long term plan. At the time it seemed like the perfect match. Bombardier had acquired Evinrude out of the OMC bankruptcy in 2001. 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.īRP is a successful company, making a host of recreational products that spun off from Bombardier Inc. Mercury Marine will take over powering BRP brand boats. They have inventory and will deliver ordered engines as well. A representative from BRP told me they will honor the limited warranties, extended service contracts and supply customer service / parts for Evinrude outboards.
The news coincides with BRP’s quarterly earnings report on May 28, 2020. 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. And, the news that BRP is discontinuing production of Evinrude outboards came as a surprise to many. For one, Wave to Wave intentionally doesn’t do “news” articles for many reasons but sometimes the news is too big to ignore. Never had a problem and its used several times a week.This is a difficult article to write for many reasons. We have been using the same adapter and cable since 2005. We also inform the customer all cables and adapters that are needed.Īs for failure point. That makes sure correct software is purchased. When we sell the software we always ask for model number. Wait till you see how much more the current software cost.
again not BRP's fault the dealer ordered in the incorrect part number. The old software is sold for older E-TEC's. Your dealer is at fault for selling you outdated software that only works on older E-TEC's. You ordered the software a few months ago, yet you waited till now to use it. View Member Profile Find Member's Topics Find Member's Posts Evinrude
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