Popular Mechanics called the 2019 E-TEC “the most efficient boat engine we’ve ever seen.”. For one, Wave to Wave intentionally doesn’t do “news” articles for many reasons but sometimes the news is too big to ignore. Best Cities for Jobs 2020 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. Archive. Johnson was dropped in 2007. Our Sturtevant, WI, facility, will be repurposed for new projects to pursue our plan to provide consumers with an unparalleled experience on the water. We will discontinue production of Evinrude E-TEC and E-TEC G2 outboard engines. With that announcement, more than 350 employees in Sturtevant, Wis., the home of the Evinrude production facility suddenly found themselves out … Bombardier Recreational Products announced today that it … Without the shutdown, more time would have allowed for an alternative strategy for the brand. “We were very, very shocked,” said Joseph Pekora with Barnacle Bill’s in Delmont, New Jersey. It was a multibillion-dollar Fortune 500 corporation. Yes. This is a difficult article to write for many reasons. Canadian company BRP has announced it will stop making the Evinrude outboard boat engines. Bombardier had acquired Evinrude out of the OMC bankruptcy in 2001. All G2s had digital controls, integrated steering, clean rigging and incredible performance. It will now buy engines for these brands from former competitor Mercury Marine.Â, BRP also makes Ski-Doo snowmobiles, Sea-Doo watercraft, and Can-Am all-terrain vehicles. Seven Marine: Innovative Outboard Startup, Market Creation and Corporate Strategy up in Smoke, The Best 200 HP Outboards Roundup: Mercury, Yamaha and Suzuki, Lavey Craft 2750 NuEra: An Enthusiasts Speedboat. When my Dad was young he raced in community races in the fifties and sixties. By Peter Janssen May 28, 2020 An American institution, Evinrude outboards just show down. Hello All Just heard a rumor that Evinrude will be ceasing outboard motor manufacturing and are cutting executive staff.Has anyone heard this.Also heard that Briggs&Straton were going to take up manufacturing Etec outboard motors.I hope this is a bunch of BS. BRP had acquired Alumacraft and Manitou Pontoon boats that had them create a new division, BRP Marine Group a couple years ago. “Our outboard engines business has been greatly impacted by COVID-19, obliging us to discontinue production of our outboard motors immediately. 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. For business reasons, we have made the difficult and thoughtful decision to discontinue manufacturing of our outboard engines to focus on the next generation of propulsion. This business segment had already faced some challenges and the impact of the current context has forced our hands, ”said José Boisjoli, BRP president and CEO. Re: OMC Johnson are they out of business? This business segment had already been facing some challenges, and the impact from the current context has forced our hand,” BRP president and CEO José Boisjoli, said in a statement. Evinrude was flexible with work schedule. No one saw this coming. 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. “We won’t comment or speculate on what our dealers had to say about this decision, and we stand by our belief in the technology we produced. Evinrude had a lot of trouble with product overlap with the legacy Etec engines when the new G2 was launched. RELATED: What Happens if You Get in an Accident While Towing a Boat? At the time it seemed like the perfect match. Evinrude had legacy Etec engines alongside the new G2 engines for too long. "Many of life's failures are people who did not realize how close they were to success when they gave up.". The news coincides with BRP’s quarterly earnings report on May 28, 2020. What I mean by that is, focus on what you do best, and run that, don’t try to out do Yamaha or Mercury at their game. 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. In the report, José Boisjoli, President and CEO at BRP, says, “The sudden impact of the COVID-19 crisis has brought rapid changes that significantly disrupted our business and forced us to quickly and successfully adjust our plan, thanks to the agility … Evinrude wasn’t run particularity well, but if Covid never happened, I have no doubt other avenues would’ve been explored before the plug was pulled. But let’s not turn this into a marketing article. With three new outboard engines that debuted in 2019 and the boating season happening now Evinrude has closed its doors unexpectedly. The iconic Canadian outboard motor manufacturer is out of business. Even dealers weren’t expecting this. Mercury went after the saltwater business. 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. Pulling the plug on Evinrude means thousands of jobs are lost which is heartbreaking in itself and it means shutting the door one of the most storied brands in the marine industry. 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. Since he had trouble lifting the engine, he took the boats to a beach and used the beach to help move the motor over, he clamped it on, set it up and made his way over to the race. BRP acquired the company in 2001. BRP (Bombardier Recreational Products) made the announcement, closing Evinrude’s plant in Sturtevant, Wisconsin, and saying it will focus on its boat brands and other marine products. The Evinrude name stepping out of the outboard business would be akin to Ford announcing it would no longer build automobiles. Evinrude wasn’t in the 300 HP + space and that hurt them. Another issue is trying to compete on volume when you are a niche player. May 27, 2020 wasn’t a good day for the industry but whatever happens from here it was a hell of a ride. Although many people think that performance engines are niche and aren't worth making, those people simply fail to understand marketing and margin. Could it have been stripped down and streamlined into a premier niche product? OMC was based in Waukegan, Illinois. It also kept its two-stroke engines that required owners to mix oil with gasoline. This means no more Evinrude E-Tec or E-Tec G2 Outboards. BRP is a successful company, making a host of recreational products that spun off from Bombardier Inc. in 2003. The Evinrude part of the business had been losing money for a while and the covid-19 crisis was the tipping point for finally shutting down this unprofitable part of their business. Even dealers weren’t expecting this. Evinrude over the years has had many game changing innovations and some catastrophic failures. Ole Evinrude was the first to market with an outboard engine in 1909. The SLX gearcase is a formidable one and used on the 2.7L 150 to 300 HP G2 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. On the surface, the mistakes I think they made are that they had too many engines overlapping. And a brand new 3 cylinder 115 to 150 platform was introduced. I actually don’t think so. This won’t be a news article though, I want to look at the brief history of Evinrude but I mostly want to look at what went wrong and why. 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