Brunswick's Mercury Marine: Who Owns It?

Mercury Marine, a world-leading manufacturer of marine engines, is a division of Brunswick Corporation. Mercury Marine was founded by Elmer Carl Kiekhaefer in 1939 and was acquired by Brunswick in 1961. Brunswick is a leader in the boating industry and one of the top boat sellers globally, with Mercury Marine being one of its major brands. Brunswick's portfolio includes various boat brands, such as Bayliner, Sea Ray, Harris Pontoons, and more, in addition to Mercury Marine. The acquisition of Mercury Marine by Brunswick Corporation has allowed Mercury to expand its operations and continue to innovate in the marine industry.

Mercury Marine is a division of Brunswick Corporation

Mercury Marine provides engines, boats, services, and parts for recreational, commercial, and government marine applications. The company's product portfolio includes Mercury outboard engines, Mercury MerCruiser sterndrive and inboard packages, MotorGuide trolling motors, Mercury propellers, Mercury inflatable boats, Mercury SmartCraft electronics, and Attwood marine parts.

Mercury's parent company, Brunswick Corp, has a broad portfolio of products, technologies, and services, and is a leader in the boating industry. Brunswick owns several major brands in addition to Mercury Marine, including Bayliner, Sea Ray, Harris Pontoons, Mastervolt, MotorGuide, Boston Whaler, Freedom Boat Club, Uttern, Heyday, Lowe, Czone, Quicksilver, and Princecraft.

Brunswick's culture of openness and collaboration, scale, and ability to drive synergies across the boating ecosystem have made it a partner of choice for many in the industry. The company's commitment to innovation and growth is evident through its acquisition of Power Products – Global Marine & Mobile, a company that sells electrical equipment for boats, in a $910 million deal.

Mercury Marine itself has also demonstrated its commitment to growth and innovation through strategic supply agreements and investments in research and development. The company has entered into agreements with BRP to be the supplier of choice for BRP-owned boat brands, and has invested hundreds of millions of dollars in R&D to support new product design and manufacture.

Mercury Marine's position as a division of Brunswick Corporation has allowed it to leverage the resources and synergies of a larger company while maintaining a degree of independence in its operations. This has contributed to its success and position as a world leader in marine propulsion systems.

Mercury Marine was founded by Elmer Carl Kiekhaefer

In 1927, Kiekhaefer was hired by Evinrude Motors as a draftsman but was soon terminated due to his insubordinate behaviour and arguments concerning design and product development. Undeterred, Kiekhaefer pressed on with his engineering pursuits and, in 1939, he purchased a defunct engine manufacturing plant in Cedarburg, Wisconsin. This plant included 300 outboard engines that had been rejected due to defects. Instead of selling them for scrap, Kiekhaefer transformed them into magnetic separators for the dairy industry, showcasing his ingenuity and resourcefulness.

Kiekhaefer then decided to redesign these engines and introduce them as outboards, marking his entry into the outboard motor business. He replaced the original low-quality crankshafts with stronger forged versions and offered them under the trusted Mercury brand name. In April 1939, he unveiled the new line of outboard engines at the Milwaukee Sentinel Sportsman's Show. Thus, Kiekhaefer Corporation was born, and it soon became a thriving business.

During World War II, Kiekhaefer's company contributed to the war effort by manufacturing small two-cylinder drone engines used for target aircraft. After the war, Kiekhaefer faced the challenge of fulfilling government contracts while also meeting the skyrocketing demand for domestic use outboards. He relocated to a larger facility in Fond du Lac, Wisconsin, and continued to expand his business.

In the 1950s, Kiekhaefer promoted his profitable boat motor company by entering NASCAR races. He purchased powerful Chrysler 300 cars and assembled a championship-winning team. Kiekhaefer's NASCAR endeavours brought national attention to his outboard motor company and further bolstered its reputation for innovation and reliability.

As the decades progressed, Kiekhaefer continued to innovate and expand his business. In 1957, he introduced the Mark 75 motor, the industry's first 6-cylinder 60 horsepower outboard motor. This was followed by the introduction of the MerCruiser engine, a 100 horsepower stern drive engine.

In 1961, Kiekhaefer Marine merged with the Brunswick Corporation, becoming a separate entity within the larger company. Kiekhaefer remained as president until his retirement in 1970, after which the company name was changed to Mercury Marine.

Throughout his career, Kiekhaefer filed over 200 patents and made significant contributions to the boating industry. His innovations and marketing strategies left a lasting impact, and he is remembered as a true revolutionist and changemaker. Today, Mercury Marine remains a powerful entity within the Brunswick Corporation, continuing the legacy that Kiekhaefer founded.

Mercury Marine is the world's largest marine engine manufacturer

Mercury Marine's main product line is outboard engines, but it also produces sterndrives and inboard engines, as well as a new lineup of electric outboard motors. The company's engines are known for their exceptional power, smooth performance, and innovative features. They range from 2.5 horsepower to 600 horsepower and are used for recreational, commercial, and performance boating applications. Mercury Marine's commitment to research and development has kept the company at the forefront of the marine industry, with new innovations such as Joystick Piloting and Skyhook, which allow for precise and easy control of boats.

In addition to its engine business, Mercury Marine has expanded its product portfolio over the years. It now offers a range of parts and accessories, including trolling motors, propellers, inflatable boats, electronics, and oils. The company has also formed strategic partnerships and supply agreements with other boat brands, such as BRP and Alumacraft, to further grow its brand and reach new customers worldwide.

Mercury Marine's success is a testament to its founder's vision and the company's dedication to innovation and quality. With a focus on research and development, continuous improvement, and a strong partnership with Brunswick Corporation, Mercury Marine has established itself as a world leader in marine propulsion systems, powering boats and creating memorable experiences for boaters around the globe.

Mercury Marine has been owned by Brunswick since 1961

Mercury Marine has been owned by Brunswick Corporation since 1961. Mercury Marine was founded by Elmer Carl Kiekhaefer in 1939. Kiekhaefer was born in 1906 in Mequon, Wisconsin, and graduated with high honours from Cedarburg High School. After attending the Milwaukee School of Engineering, he was hired by Evinrude Motors in 1927 but was fired for his insubordinate behaviour. Post-Evinrude, Kiekhaefer filed 200 patents, won 52 NASCAR races, and founded Kiekhaefer Marine, which would later become Mercury Marine.

In the 1950s, Mercury Motors experienced significant growth, and Kiekhaefer received numerous merger and acquisition offers from larger companies. While he initially resisted these offers, he eventually accepted a deal from Brunswick Corporation, which provided him with the financial resources and autonomy he desired. On August 1, 1961, Mercury became a division of the Brunswick Corporation.

Despite the merger, the relationship between Kiekhaefer and Brunswick was contentious, and Kiekhaefer eventually resigned, founding a new company called Kiekhaefer Aeromarine. Following Kiekhaefer's death in 1983, his son Fred purchased Aeromarine and later sold it to Brunswick Corporation, bringing all of Kiekhaefer's innovations under one roof. Today, Mercury Marine remains a powerful entity within the Brunswick Corporation, with Mercury Marine President John Pfeifer at the helm.

Mercury Marine is headquartered in Fond du Lac, Wisconsin, and is the world's leading manufacturer of recreational marine propulsion engines. The company provides engines, boats, services, and parts for various marine applications, including recreational, commercial, and government use. Mercury's product portfolio includes outboard engines, sterndrive and inboard packages, trolling motors, propellers, inflatable boats, electronics, and marine parts.

Brunswick Corporation's ownership of Mercury Marine has allowed the company to thrive and expand its operations globally. With Brunswick's resources and expertise in the boating industry, Mercury Marine has continued to innovate and grow its brand, solidifying its position as a world leader in marine propulsion systems.

Mercury Marine's parent company, Brunswick, acquired Power Products in a $910 million deal

Mercury Marine, a division of Brunswick Corporation, is a world leader in marine propulsion systems. Mercury Marine's parent company, Brunswick Corp., acquired Power Products – Global Marine & Mobile from Genstar Capital, a San Francisco-based private equity firm, in a $910 million deal.

Power Products, a leading provider of electrical products, sells electrical equipment used in boats, including lighting, wires, cables, and switches. The company has 11 brands and 630 employees worldwide, including about 150 at its Menomonee Falls headquarters.

Power Products will be integrated into Mercury Marine's parts and accessories business, while the headquarters and operations will remain in Menomonee Falls. The acquisition will add a broad portfolio of marine aftermarket and OEM parts and accessories, including sophisticated electronics solutions, to Mercury Marine's P&A portfolio.

The deal is expected to close in the third quarter of the year, at which time Power Products would become part of Mercury Marine's global parts and accessories business. Mercury will retain the global marine and mobile management team and staff, as well as its business support structure and locations.

The acquisition of Power Products is in line with Brunswick's culture of innovation, openness, and collaboration, as well as its broad portfolio of products, technologies, and services in the boating ecosystem.

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