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As we anticipated in this article, by 2023 American Mercury Marine is set to launch five new electric outboard models on the market. At the Miami Boat Show, Feb. 16-20, meanwhile, the first Mercury electric outboard prototype was on display: it is called the Mercury Avator.
Mercury Marine also wants to become a leader in the electric outboard market. The sustainable component is undeniable, but right now, staying more pragmatic, for a giant like the Brunswick brand to be cut off from a growing market would definitely not be a good strategy. Notwithstanding the superpower role of thermal outboards, the challenge now is to also propose itself as the first choice of a new audience, the electric one, which is currently expanding rapidly.
On its side, Mercury Marine, compared with the many companies that have sprung up around the world to produce electric motors, has leading technological know-how and industrial strength. For example, think of how much technology and knowledge has been developed and gathered by the brand in terms of hydrodynamics, corrosion resistance, and industrial design over its 80-year history .
The road, or rather the course, that Mercury Marine intends to follow in its electrification process is clear. This is also evidenced by the words of Chris Drees, president of Mercury Marine, who reiterates what he has said in the past:
“For us, electrification is of strategic importance. This Concept provides a preview of how we intend to fulfill our commitment to become an industry leader in both internal combustion products and electric propulsion.”
They also talk about creating “new ways to enjoy the boating experience.” What does it mean? That there is emerging, or rather expanding, an audience with greater awareness and attention to electric mobility. This means not only embracing a “sustainable” choice, but also appreciating all those objective advantages that an electric motor can have. We are talking about low maintenance, quietness, ease of transport and handling, not to mention the ability to navigate in areas prohibited to thermal engines. Mercury is also banking on features such as interchangeable batteries and portability with the electrification of boating.
“We believe features such as easily replaceable batteries ,” says Tim Reid, Vice President of Product Development and Design at Mercury Marine, “and quiet operation have great appeal among current and potential boaters.”
To learn more about Mercury Avator, click here
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