Brunswick Hits 52-Week High on AI-Powered Autonomous Boat Debut
Shares topped $76 as the marine giant unveiled its Simrad AutoCaptain system at CES, signaling a strategic pivot to high-tech, AI-driven recreation.
Brunswick Corporation (NYSE: BC) shares surged to a new 52-week high on Tuesday, touching $76.82 in intraday trading before closing at $76.33. The rally was fueled by the company’s showcase at the Consumer Electronics Show (CES) in Las Vegas, where it unveiled its most advanced suite of marine technologies yet, including an AI-powered autonomous system designed to simplify boat maneuvering.
The ~$5 billion marine industry leader’s stock has been on a steady climb, now trading well above its 50-day and 200-day moving averages and pushing past the consensus analyst price target of $75.41. The move underscores growing investor confidence in Brunswick’s strategic pivot towards becoming a technology-first force in recreational boating.
At the heart of the presentation was the debut of the Simrad AutoCaptain™, an AI-enhanced autonomous system that assists with complex maneuvers like docking and navigating tight quarters. According to company announcements, the system uses a continuous 360-degree vessel-monitoring to adjust for wind and currents, a feature that could significantly lower the barrier to entry for new and less experienced boaters. The technology was demonstrated on several models, including a Sea Ray SLX and a new NAVAN C30 boat.
This push into autonomy is a cornerstone of Brunswick’s overarching “ACES” strategy, which focuses on Autonomy, Connectivity, Electrification, and Shared access. The initiative aims to redefine the boating experience and broaden the market. Reinforcing its commitment to research and development, Brunswick highlighted its collaboration with the University of Illinois in the Boating Intelligence Design Laboratory, a partnership focused on blending AI and immersive simulation to shape the future of marine navigation.
"The technology, including the debut of an AI-powered virtual helm, is part of a deliberate, multi-year strategy to leverage technology to make boating easier, safer, and more accessible to a wider audience," a company representative noted during a CES panel on marine innovation.
Beyond autonomy, Brunswick also made a splash in electrification. The company globally launched the FLITE RACE, a high-performance electric foiling surfboard developed in partnership with its Mercury Racing division. Capable of speeds up to 34 mph, the eFoil targets the growing market for high-performance electric watercraft. This, combined with products like the NAVAN C30 that features integrated solar panels, highlights Brunswick's multi-faceted approach to a more sustainable and technologically advanced product lineup.
First introduced on the Boston Whaler 405 Conquest, the autonomous technology is set to expand to other brands. Newsweek reported that the AutoCaptain system is expected to be available on popular Sea Ray models in the coming year, signaling an aggressive rollout plan.
By embedding advanced driver-assist features and AI into its core products, Brunswick is not merely enhancing its existing portfolio; it is making a strategic bid to expand the entire recreational marine market. The positive reaction on Wall Street suggests investors are buying into this high-tech vision for the future of the open water.