As part of its ongoing cost-cutting initiatives, Brunswick Corp. says it is discontinuing its Maxum boat line, which it established in 1988.
"This decision emerged from our continuing efforts to review every aspect of our operations, including our brand portfolio, in an effort to position Brunswick to emerge from this downturn a stronger company," company spokesman Dan Kubera said Tuesday in an e-mail to Soundings Trade Only.
"It was a difficult but necessary decision, driven and based on economics," he added.
Maxum will sell boats currently in inventory, but will not produce any 2010 models. Dealers have been notified of the decision, Kubera said.
Support will continue throughout the warranty period.
"There will be no change to the type or level of warranty service, parts and support provided to the Maxum dealers at this time," Kubera said. "We are offering the dealers an opportunity to continue with the significant retail and wholesale incentives that have been in place during this selling season to support the dealers' retail efforts."
Maxum did not have a dedicated manufacturing facility, so no changes in production plans are anticipated as a result of this decision, Kubera said.
In the early 2000s, Maxum was one of the first brands to install bow and stern thrusters on small boats.
Brunswick manufactures 15 U.S.-based boat brands, in addition to brands it builds in Europe and New Zealand. In May 2008, Brunswick announced it would cease production of its Bluewater Marine brands, including Sea Pro, Sea Boss, Palmetto and Laguna.
— Beth Rosenberg