Brunswick's Trophy Boats: Still In Production?

Trophy Boats is a brand of recreational boats that is currently part of the Brunswick Corporation. Brunswick is a global leader in boating and one of the oldest US corporations, with a portfolio that includes Sea Ray, Bayliner, Boston Whaler, and Mercury Marine, among others. Trophy Boats was introduced in 1987 and has since become a renowned brand in the boating industry, catering specifically to anglers with its durable and innovative designs. While there were rumours in 2011 that Brunswick might end the Trophy line, dealers advocated for its continuation, and Brunswick decided to keep the brand, albeit with a reduced number of models.

Brunswick Corporation's history

Brunswick Corporation, formerly known as the Brunswick-Balke-Collender Company, is an American corporation that has been developing, manufacturing and marketing a wide variety of products since 1845. The company was founded by John Moses Brunswick, who came to the United States from Switzerland at the age of 15. Brunswick Corporation is the oldest and largest manufacturer of recreation and leisure-time products in the United States.

The company began as a carriage-making business in Cincinnati, Ohio, in 1845. However, Brunswick soon expanded into the production of billiard tables, and by the 1870s, the company had merged with two competitors to become the largest billiards equipment manufacturer in the world.

In the early 20th century, Brunswick expanded its product line to include diverse products such as toilet seats, automobile tires, and phonographs. The company also entered the bowling business in the 1940s and began manufacturing school furniture.

In the 1980s, Brunswick became a major maker of yachts and pleasure boats under brands including Bayliner, Boston Whaler, Maxum, Sea Ray, and Trophy. The company continued to diversify its offerings in the 1990s, adding bicycles, wagons, sleds, camping equipment, ice chests, and exercise equipment to its portfolio.

In the early 2000s, Brunswick divested most of its non-marine recreational operations and focused on its core marine and fitness businesses. Today, Brunswick Corporation is a global leader in the boating industry, with brands such as Sea Ray, Bayliner, Boston Whaler, and Trophy, among others. The company has a rich history spanning nearly 200 years and has continually adapted to changing market demands and trends.

Brunswick's diverse portfolio

Brunswick Corporation, formerly known as the Brunswick-Balke-Collender Company, is a diverse American company with a rich history that dates back to 1845. It was founded by John Moses Brunswick, a carriage maker who recognised the potential in manufacturing billiard tables. Over the years, the company expanded its product portfolio and diversified into various industries, including sporting goods, bowling equipment, and even phonographs. Today, Brunswick is a global leader in the marine industry, with a diverse portfolio of boat brands catering to different segments of the market.

The Brunswick Boat Group, a division of the corporation, manages an extensive range of boat brands, including some of the industry's most respected names. Sea Ray, Bayliner, and Boston Whaler are notable brands within the group, offering reliable and performance-oriented boats. The group also includes Meridian cruisers, Crestliner, Cypress Cay, Harris FloteBote, Lowe, Lund, and Princecraft, catering to fishing, deck, and pontoon boat enthusiasts.

Brunswick's reach extends beyond North America, making it one of the largest boat makers in Europe. Their European brands include Quicksilver, Uttern, and Valiant, further solidifying their global presence. The company's commitment to innovation and quality has made it a trusted name in the marine industry, with a diverse portfolio that meets the needs of various boating enthusiasts worldwide.

In addition to its boat brands, Brunswick also owns Power Products – Global Marine & Mobile, which encompasses marine, specialty vehicle, mobile, industrial power, and transportation aftermarket products. This acquisition further showcases the company's diverse business interests and its commitment to serving a wide range of customers.

Brunswick's ability to adapt to market demands and diversify its portfolio has contributed to its longevity and success. The company's history, spanning over 170 years, is a testament to its resilience and ability to remain relevant in a dynamic business landscape. By continuously evolving and responding to market trends, Brunswick has established itself as a trusted and versatile leader in its field.

Trophy Boats' history

Trophy Boats is a brand of boats that is currently part of the Brunswick Corporation. Brunswick is a giant American corporation with a proven record of stability and financial strength, and is the global leader in boating.

The Trophy brand name started in the early 1980s as Bayliner's fishing boat line. The line included small cruisers, cuddy's, CCs, and bass boats. They were known as the 'Trophy by Bayliner'. In the 2000s, Brunswick removed the Bayliner name from the Trophy line and convinced buyers that they were a separate brand.

Trophy Boats entered the market in 1987, offering an array of walkaround fishing boats and center consoles. The boats were manufactured using a process called the PRO system, which offered a durable vessel at an affordable price. The brand became popular among saltwater fishing enthusiasts and, even though the fleet only comprised two selections, the quality and demand for the boats did not diminish. Trophy Boats are ideal for coastal fishing and deep-sea fishing, and are designed for recreational fishing rather than for professional fishermen or those who stay in deep waters for weeks.

Brunswick decided to drop the Trophy brand in the early 2010s, but dealers pressed the company to reconsider, asserting that they could sell the boats to value-conscious consumers. Brunswick kept the line but with fewer models. In 2016, Honda Marine and H2O Sports Manufacturing LLC announced a new agreement to revive the Trophy brand of boats, exclusively powered by Honda Marine engines.

Brunswick's decision to keep Trophy Boats

Brunswick's decision to keep the Trophy Boats line was influenced by several factors, including dealer feedback, brand reputation, and market demand.

In the early 2010s, Brunswick considered discontinuing the Trophy Boats brand due to the challenging market conditions and the company's financial situation. However, dealers played a crucial role in persuading Brunswick to retain the brand. They argued that Trophy Boats had a strong reputation among value-conscious consumers and that they could sell these boats successfully. Brunswick recognised the value of its dealer network and decided to keep the Trophy Boats line, albeit with a reduced number of models.

Trophy Boats, as part of the Brunswick Corporation, has a long history in the boating industry. The brand entered the market in 1987, initially offering walkaround fishing boats and center consoles. Over time, it gained a dedicated following among saltwater fishing enthusiasts. The boats are known for their durability, comfortable seating, innovative storage, and powerful motors.

The Trophy Boats brand has undergone several changes throughout its history. In the early 1980s, it started as Bayliner's fishing boat line, known as "Trophy by Bayliner." Brunswick later removed the Bayliner name from the Trophy line and positioned it as a separate brand. This strategic move aimed to differentiate Trophy Boats from Bayliner and establish its unique identity in the market.

Brunswick's dealer strategy

Brunswick Corporation is a global leader in marine recreation, with a portfolio of over 60 industry-leading brands. The company has a proven record of stability and financial strength, and is committed to transforming experiences on the water through sustained investment in consumer-focused technology and bold innovation.

Brunswick's dealer-driven strategy involves adding brands to about 50 dealerships, creating showroom pairings that were previously unthinkable. For example, Sea Rays now sit next to Bayliners, and Boston Whalers sit alongside Trophies. This approach is part of what Sea Ray president Rob Parmentier calls a more "holistic" approach, with a focus on the "health of distribution".

Brunswick has also begun to offer its dealers perks, such as easier management of multiple brands and a credit arm, Brunswick Acceptance Corp., which helps dealers secure financing for customers.

Brunswick's strategy also involves listening to its dealers and taking their opinions into account when making decisions. For example, dealers convinced Brunswick to keep the Trophy line, albeit with fewer models, even though the company had originally intended to discontinue it.

Frequently asked questions