Brunswick Corp. is raising boat prices by low-single-digit percentages this year, banking on AI-driven upgrades to justify the increases for budget-conscious buyers. Chief Financial and Strategy Officer Ryan Gwillim said the company must balance higher prices with features consumers want, such as lighter engines and modernized systems across brands including Sea Ray, Boston Whaler, and Bayliner. A key addition is an auto-captain system functioning as advanced marine cruise control, which calculates optimal routes while accounting for currents, wind, and obstacles, and enables button-press docking. Currently limited to larger vessels, Brunswick aims to extend the technology to all models 20 feet and longer. An onboard virtual assistant launching later this year will check weather and recommend fuel or dining stops.

Brunswick targets 10% to 13% operating margins by 2030, up from roughly 8%. The company has closed or consolidated over 20 manufacturing facilities and cut more than $100 million in costs through robotic automation and AI. Gwillim expressed confidence in returning to midteens margins seen post-pandemic, before tariffs pressured balance sheets.