American Brunswick Marine acquires strong foothold in Finnish motorboat market
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Brunswick Marine, the world’s leading leisure boating company, has become a serious player in Finland as well.
The American boating giant set up a subsidiary in Finland two years ago, assuming the import and wholesale functions of the brand in the Finnish market. Subsequently the company has managed to increase its market share at the expense of its competitors.
According to its own estimates, Brunswick controls a third of the worldwide motorboat market. In Finland the company’s market share grew to 27 per cent last year.
In 2008 the sales of boat brands belonging to the Brunswick camp grew by 130% from the year before. Also in the sales of Mercury outboard motors and inboard engines there was an increase by about 26 per cent.
According to boat register information, 1,503 Brunswick boats were sold in Finland last year. The figure includes all boats exceeding 5.5 metres in length or boats equipped with a motor producing more than 20 horsepower. All such boats have to be registered.
“The setting up of a subsidiary enabled a closer relationship with our retailers and helped us to increase our range of products in Finland. A reshuffle took place in the boat market after we improved our foothold in the country”, says Jussi Sepponen, General Manager for Brunswick Marine in Finland and the Baltic States.
In 2003 Brunswick improved its position in Finland and globally by acquiring a 36% stake in the Kuopio-based boat manufacturer Bella.
The company’s brands Bella, Flipper, and Aquador are widely recognised. Brunswick came in to help finance the firm’s strong growth and investing.
Bella’s leader figure and principal owner is still the company’s founder Raimo Sonninen.
Brunswick, however, has the option of increasing its stake in Bella at a later date.
The motor boat industry has strongly been divided into camps according to the motor manufacturers.
“In the 1980s it was understood that also the engine manufacturers have to invest in the boat business, for the boats are what the consumers are interested in. There are hundreds of boat brands to choose from, but only a few large motor makers. Today, motor manufactures have acquired ownerships of boat brands as well in order to sell total packages”, Sepponen describes the development.
Some of the Brunswick brands are owned and manufactured by the company itself, but with some - such as Silver - it only has a cooperation deal.
The recession is being felt at Brunswick as well, but according to Sepponen “sales are already picking up and a slight increase can be expected next year.”
“In Finland there is a strong boating culture that has to do with fishing and the summer cottage tradition. It does not solely depend on recreational boating. Impulse buying has clearly decreased, but even in this market situation dedicated boaters still buy craft.”
Prospective buyers will have a chance to look over what the market has to offer this weekend, as a floating boat fair opens today in Helsinki's Lauttasaari.
Some 12,000 to 14,000 people are expected to visit the site between Thursday and Sunday.
The American boating giant set up a subsidiary in Finland two years ago, assuming the import and wholesale functions of the brand in the Finnish market. Subsequently the company has managed to increase its market share at the expense of its competitors.
According to its own estimates, Brunswick controls a third of the worldwide motorboat market. In Finland the company’s market share grew to 27 per cent last year.
In 2008 the sales of boat brands belonging to the Brunswick camp grew by 130% from the year before. Also in the sales of Mercury outboard motors and inboard engines there was an increase by about 26 per cent.
According to boat register information, 1,503 Brunswick boats were sold in Finland last year. The figure includes all boats exceeding 5.5 metres in length or boats equipped with a motor producing more than 20 horsepower. All such boats have to be registered.
“The setting up of a subsidiary enabled a closer relationship with our retailers and helped us to increase our range of products in Finland. A reshuffle took place in the boat market after we improved our foothold in the country”, says Jussi Sepponen, General Manager for Brunswick Marine in Finland and the Baltic States.
In 2003 Brunswick improved its position in Finland and globally by acquiring a 36% stake in the Kuopio-based boat manufacturer Bella.
The company’s brands Bella, Flipper, and Aquador are widely recognised. Brunswick came in to help finance the firm’s strong growth and investing.
Bella’s leader figure and principal owner is still the company’s founder Raimo Sonninen.
Brunswick, however, has the option of increasing its stake in Bella at a later date.
The motor boat industry has strongly been divided into camps according to the motor manufacturers.
“In the 1980s it was understood that also the engine manufacturers have to invest in the boat business, for the boats are what the consumers are interested in. There are hundreds of boat brands to choose from, but only a few large motor makers. Today, motor manufactures have acquired ownerships of boat brands as well in order to sell total packages”, Sepponen describes the development.
Some of the Brunswick brands are owned and manufactured by the company itself, but with some - such as Silver - it only has a cooperation deal.
The recession is being felt at Brunswick as well, but according to Sepponen “sales are already picking up and a slight increase can be expected next year.”
“In Finland there is a strong boating culture that has to do with fishing and the summer cottage tradition. It does not solely depend on recreational boating. Impulse buying has clearly decreased, but even in this market situation dedicated boaters still buy craft.”
Prospective buyers will have a chance to look over what the market has to offer this weekend, as a floating boat fair opens today in Helsinki's Lauttasaari.
Some 12,000 to 14,000 people are expected to visit the site between Thursday and Sunday.
Helsingin Sanomat