According to CNBC, Brunswick Corp. is leaning on advanced navigation technology, autonomous docking and recurring revenue streams to support growth as sales of new boats remain sluggish. The company, which owns Sea Ray and Boston Whaler, said retail sales of new vessels are expected to stay subdued through 2026, while it targets annual sales of 145,000 to 160,000 units by 2030.

CEO David Foulkes said premium boats and Brunswick's core portfolio have held up better than value models, which are more exposed to financing and interest-rate pressure. Brunswick said 55% of Navico's original-equipment customers have increased their Navico content since 2023, and Navico has launched more than 30 new products since 2025, including Simrad AutoCaptain, which helps navigate and dock boats.

The company also highlighted Freedom Boat Club, saying membership has more than tripled since 2019 to more than 63,000 members, with the network expanding to more than 450 locations and a fleet of roughly 5,000 boats. Brunswick said about 90% of the club's sales are recurring and trips are running 10% higher than a year ago.

Brunswick is targeting $7 billion to $8 billion in revenue by 2030, operating margins of 10% to 13% and earnings of between $8 and $12 per share. The company also said it aims to reduce China-sourced parts by as much as 75% and cut tariff exposure by 70%.