The boating industry was shocked when it was announced in May 2020 that iconic “Evinrude Outboard Motors” would cease production immediately. Bombardier Recreational Products is a Canadian parent company. It purchased the struggling company, then known as Outboard Marine Corporation, in a post-bankruptcy transaction in 2001. It issued a statement blaming COVID-19 for making it impossible to continue production.
An announcement that caught the boating community off guard arrived. One of the world’s leading outboard motor manufacturers will go out of business!
Now, Evinrude Outboard Motors has been gone for several years. Is there any chance the parent firm, BRP, would bring the brand? In this article, we learn everything about Evinrude motors.
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When did the business begin?
Evinrude started making boat engines in Milwaukee, Wisconsin, in 1907. The business remained there throughout its existence. Evinrude came up with the concept of a removable outboard motor. However, a century later, four-stroke outboard motors were dominating the market. The company manufactured only two-stroke engines.
The four-stroke engine was cleaner. As emissions rules tightened, Evinrude explored various ways to stay ahead. Its last two-stroke E-TEC engines employed direct-injection technology, making them as clean as four-stroke engines. Evinrude further claimed that its maintenance expenses are 50% lower than those of a four-stroke engine.
Two-stroke engines produce more emissions but operate at higher RPMs. As a result, they wear out more quickly than four-stroke engines. A four-stroke engine also has 50% higher fuel efficiency. Combined with the fact that it is 90% cleaner, the drawbacks outweigh the benefits of using a two-stroke engine.
What happened to Evinrude?
Bombardier Recreational Products (BRP) is the parent company of Evinrude Motors. In May 2020, it announced the end of production of the E-TEC and E-TEC G2 outboard engines. Instead, the firm plans to expand its boat brands and create technology and innovation for other maritime products.
The announcement surprised Evinrude’s then-jobless global workforce of 650. Most of those work at the company’s factory in Sturtevant, Wisconsin. Some people working were already on leave when a recorded phone message informed them that their positions had been removed. This is as per Scott Martin of Clewiston, a professional bass angler and 20-year Evinrude pro team angler.
This decision took into account the impact of COVID-19. “Our outboard engine business has been severely affected by COVID-19. It is forcing us to discontinue production of our outboard motors right away,” stated Josee Boisjoli, President and CEO of BRP.
“This business segment has already had certain challenges. Also, the present situation has forced us to take action. We will focus our efforts on new and creative technology and the development of our boat companies. We continue to see significant opportunities to alter customers’ on-water experience.,” he added.
BRP discontinues its outboard motor business
In 1909, Evinrude built the first commercially successful outboard engine. In 2019, the company celebrated 110 years of innovation. Evinrude’s engine lineup varied from 3.5 to 300 horsepower. According to Jose Boisjoli, the COVID-19 crisis was the last punch for the failing brand.
Following the decision to stop supplying E-TEC and E-TEC G2 outboard engines, the business entered into an arrangement with Mercury Marine to maintain its boat packages and keep supplying outboard engines to BRP’s boat brands.
In February 2020, the boating industry met with Tracy Crocker, the president and CEO of BRP Marine, at the Miami International Boat Show. He appeared optimistic about the future of Outboards and Evinrude.
Crocker states, “There has likely been more innovation in the last four years than in the previous 14.” “When we allocate capital, we look for the best ROC we can get. Also, his segment is highly appealing. And, by the way, we still feel like we’re only getting started.”
“We are the only company with direct injection technology throughout our range. We use digital technologies across our entire line. And we believe we’re doing a better job of blending the motor into the entire boat.”
The choices will affect 650 employees worldwide. The company stated that during this process, it intends to extend its influence in the pontoon and aluminum fishing sectors.
It will also combine Alumacraft’s activities from two locations into one in St. Peter, Minnesota. The Arkadelphia, Arkansas, facility will be closed.
BRP also manufactures
- Ski-Doo and Lynx snowmobiles,
- Sea-Doo watercraft,
- Alumacraft,
- Manitou,
- Quintrex,
- Stacer,
- Savage boats and
- The Rotax marine propulsion system.
BRP said that it has reoriented its marine division to focus on expanding its boat brands through new technologies and innovative products. They said,
“We will cease production of Evinrude E-TEC and E-TEC G2 outboard engines. Our Sturtevant, WI, facility will be converted for new projects as we aim to provide customers with an outstanding water experience.”
“We will keep supplying customers and our dealer network with service parts. We will fulfill our manufacturer’s limited warranties and provide inventory management programs. These decisions will affect 650 employees worldwide.”
“We will use our R&D resources to improve the boating experience with distinct new marine products. It includes Project Ghost, the next generation of engine technology, and Project M, the next generation of pontoons. Both of which we expect to change the industry.”
“Finally, we will combine Alumacraft’s operations from two locations to one. All Alumacraft operations will be relocated to St. Peter, MN, and our Arkadelphia. The AR facility will be permanently shuttered.”
“In addition, we plan to upgrade the boat production facilities. This is to change manufacturing locations and enact the modularity model, which has been applied elsewhere. This shift aims to increase production and efficiency while allowing us to respond more quickly to demand.”
BRP took a long time to halt production
The Evinrude brand of outboard motors has been losing money for many years. It appears that BRP waited to see which way the market would move. However, the direction is clear. Apart from the possibility of restoring the Evinrude name for a series of electric outboard engines, the 115-year-old moniker appears to be dead and buried.
The free market decides whether products survive or fail in most situations. Legacy outboard motor firms, such as Mercury Marine, have shifted to four-stroke engines and are performing well. Companies that chose to stay the same, such as Evinrude and Johnson Outboard Motors, could not survive. So, Evinrude does not see any compelling reason for reviving the brand.
Is it possible for Evinrude to rebrand Rotax engines?
BRP is doing well with its leisure lines, including Ski-Doo, Sea-Doo, Can-Am off-road quads and trikes, and Alumacraft boats. Its engine products include the Rotax brand for boats, karts, snowmobiles, and aircraft. It can bring back the Evinrude brand with rebranded Rotax engines.
Instead, it has agreed with Mercury Marine to supply outboard engines for its boat packages. It is also increasing its pontoon and aluminum boat products.
BRP already produces two Rotax four-stroke three-cylinder engines for the Sea-Doo range. Since Rotax is well-known in this market, rebranding or manufacturing new Evinrude products makes little sense.
Conclusion
However, the story of Evinrude’s downfall is far more complex than COVID-19 economics. For decades, the brand struggled to establish its two-stroke options. In the meantime, Mercury Marine and Mercury Racing in Fond du Lac, Wis., were introducing game-changing four-stroke products. It was recently a V-8 outboard series that had become the key platform for future releases.
Fred Kiekhaefer, the former president of Mercury Racing, and his colleagues saw the future. “The future was undoubtedly four-stroke outboard engines.”
He claimed, “I argued internally at Mercury that simply four-stroke technology would succeed with long-term emissions compliance. Luckily, Mercury pursued four strokes and executed them perfectly. BRP was kept to two strokes. In my opinion, that decision gap killed the Johnson brand years ago and continues to harm Evinrude. COVID-19 is the last nail.”
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