Evinrude Discontinued Just in from BRP. We will discontinue production of Evinrude E-TEC and E-TEC G2 outboard engines. In 2020 Evinrude made upgrades to the 3.4L engines with upgraded cooling passages and an improved cowling material, smooth instead of textured plastic for the frame. 0 I believe this corporate move has been hashed over at the highest level for several months. Its important to understand that BRP, which owns Evinrude, is fine, they are continuing with their recreational products and other segments of their marine business. Ole Evinrude was the first to market with an outboard engine in 1909. Tracy Crocker failed to lead the right strategy and the Covid 19 shutdown forced the hand of the higher ups at BRP when the Evinrude brand had been fighting to be profitable for a while. Could Evinrude have been sold? BRP has considerable engine manufacturing capabilities but was the Evinrude strategy all wrong? Evinrude G2 engines had the most innovative steering system on the market, a completely integrated unit. Although many people think that performance engines are niche and aren't worth making, those people simply fail to understand marketing and margin. Ole sold the business in 1914. Quebec-based BRP on Wednesday announced the immediate end of Evinrude outboard engine production at its Marine Propulsion Systems facility, 10101 Science Drive, in Sturtevant. Evinrude had a lot of trouble with product overlap with the legacy Etec engines when the new G2 was launched. Founded by Ole Evinrude in Milwaukee, Wisconsin in 1907, it was formerly owned by the publicly traded Outboard Marine Corporation (OMC) since 1935 but OMC filed for bankruptcy in 2000. Evinrude Outboard Motors was a North American company that built a major brand of outboard motors for boats. Some workers will be recalled and gradually laid off through September. With three new outboard engines that debuted in 2019 and the boating season happening now Evinrude has closed its doors unexpectedly. Another issue is trying to compete on volume when you are a niche player. Probably. Bombardier had acquired Evinrude out of the OMC bankruptcy in 2001. I actually dont think so. Evinrude began in Milwaukee, Wisconsin in 1907. In a letter to state officials in accordance with Wisconsin Business Closing and Mass Layoff Law BRP said it would eliminate a total of 387 positions in Sturtevant, including employees currently on furlough. Sign up with your email address to receive news and updates. Dealers insist consumers want four-stroke engines like Mercury and Yamaha sell. We were very, very shocked, said Joseph Pekora with Barnacle Bills in Delmont, New Jersey. There is so much value in that brand, I could see someone acquiring the Evinrude brand and G2 technology for pennies on the dollar. A representative from BRP told me they will honor the limited warranties, extended service contracts and supply customer service / parts for Evinrude outboards. Evinrude is trying to put us out of business with these features NOT REALLY JUST MAKING IT EASY FOR THE CUSTOMER TO TAKE PROPER CARE OF THEIR INVESTMENT so please stop by and buy some oil or bait or some thing ! All signs were pointing to a long term strategy that appeared to be working. No one saw this coming. It will eliminate 400 jobs at its manufacturing plant in Sturtevant, Wisconsin, just outside of Chicago. Before Covid 19, there was every reason to believe Evinrude was executing on its long term plan. Without the shutdown, more time would have allowed for an alternative strategy for the brand. This business segment had already been facing some challenges, and the impact from the current context has forced our hand, BRP president and CEO Jos Boisjoli, said in a statement. Evinrude Outboard Engines Discontinued One of recreational boatings longest-lived and most iconic marques is being put to pasture. Im a little surprised BRP missed that part because if there was one thing missing from Evinrude, it was a little passion. our evinrude customers We are proud to have supplied you with outboard engines over the past 110 years. For one, Wave to Wave intentionally doesnt do news articles for many reasons but sometimes the news is too big to ignore. The news coincides with BRPs quarterly earnings report on May 28, 2020. BRP had acquired Alumacraft and Manitou Pontoon boats that had them create a new division, BRP Marine Group a couple years ago. Even dealers werent expecting this. Yes. But the E-TEC is still a two-stroke. 0. It will now buy engines for these brands from former competitor Mercury Marine., BRP also makes Ski-Doo snowmobiles, Sea-Doo watercraft, and Can-Am all-terrain vehicles. When you have the volume Mercury and Yamaha have, its possible to overlap but when you are lean and mean you have to operate that way. The material on this site may not be reproduced, distributed, transmitted, cached or otherwise used, except with the prior written permission of Norwester Media LLC and Wave to Wave. It plans on keeping the plant to develop a line of recreational boats that place the engines under the deck as opposed to being attached to the transom like a traditional outboard.. Evinrude had a lot of trouble with product overlap with the legacy Etec engines when the new G2 was launched. 2019 was a much better year for almost everyone. I really liked what they were doing, I love competition and companies that think outside the box. Find your boat the engine it deserves with Evinrude's unparalleled line of outboard motors, parts, and accessories, available at dealers nationwide. And, the news that BRP is discontinuing production of Evinrude outboards came as a surprise to many. But the heavy unit was part of the reason the 2.7 G2 was so heavy. In spite of that BRP insists it had no other choice. Popular Mechanics called the 2019 E-TEC the most efficient boat engine weve ever seen.. Evinrude and Johnson brand names are now owned by Bombardier and are being produced as Bombardier Recreational Products. October 10, 2020. As the current situation forced us to reduce our investment plan and review downward our growth expectation for the business, the path to profitability improvement for outboard engines was too long and it became apparent that we had to take the difficult decision to discontinue our outboard engine production, the company said. By not having legit performance outboards and instead relying on HO branded engines that are merely decals, you give up marketing opportunities and premier product opportunities. The company will discontinue production of Evinrude E-TEC and E Valcourt, Quebec, BRP (TSX: DOO; NASDAQ: DOOO) announced today it has re-oriented its marine business by focusing on the growth of its boat brands with new technology and innovative marine products. May 27, 2020 wasnt a good day for the industry but whatever happens from here it was a hell of a ride. Evinrude had a lot of trouble with product overlap with the legacy Etec engines when the new G2 was launched. While I wasnt an Evinrude fan, I still think its a bad deal that they closed up. This means no more Evinrude E-Tec or E-Tec G2 Outboards. Focusing on the G2 and moving away from the Etec line might have been a better strategy. Uncategorized. BRP had acquired the Evinrude and Johnson brands three years earlier out of the wreckage of former parent company Outboard Marine Corporations (OMC) bankruptcy. Copyright 2020 Endgame360 Inc. All Rights Reserved. RELATED: What Happens if You Get in an Accident While Towing a Boat? Johnson was dropped in 2007. Evinrude may return at some point as BRPs Project Ghost and Project M future boats and engines continue development. The Evinrude G2 250 HO is an amazing outboard and was loaded with unique features. The Evinrude engine was invented by Ole Evinrude in 1907, and they have been built in Wisconsin since 1907. Evinrude wasnt run particularity well, but if Covid never happened, I have no doubt other avenues wouldve been explored before the plug was pulled. The iconic Canadian outboard motor manufacturer is out of business. It didn't have to be that way. What Happens if You Get in an Accident While Towing a Boat. Ambition was high and set on growing boat brands along with innovative marine products. He told me a story about switching the engine on his boat, a 14 Unicraft, to run a 40 HP Evinrude he borrowed from his uncle. VALCOURT, Quebec, May 27, 2020 (GLOBE NEWSWIRE) BRP (TSX: DOO; NASDAQ: DOOO) announced today it has re-oriented its marine business by focusing on the growth of its boat brands with new technology and innovative marine products. Evinrude started losing ground to Mercury and also Yamaha by falling behind in the power race. Unfortunately, at the beach, he had accidentally plugged up the water inlet with mud and seized the engine on the way. Its a funny story now. You can talk to someone until youre blue in the face, but they want four-strokes, says Pekora, an Evinrude dealer in New Jersey. Mercury and Yamaha had lighter engines with gear ratios more suitable to that class and so it was difficult to market those engines. With Evinrude discontinued, Mercury Marine has entered into a strategic supply agreement with BRP to be the supplier of choice for BRP owned boat brands Alumacraft, Manitou, Quintrex & Stacer. Evinrude had a unique cowl that was interchangeable and customizable. 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