Brunswick Corp.’s Mercury Marine division announced this week that the first group of Avator 7.5e electric outboards has shipped to customers, representing a major milestone in the brand’s electrification strategy. At the CES 2023 show in January, the company launched the 7.5e, the first of Mercury’s five Avator electric propulsion systems announced this year, and it displayed concepts of the 20e and 35e to be released later in 2023. The company promises that two more electrification product announcements will be made before the end of the year.

“This is a historic and exciting day for Mercury Marine as we continue to deliver on our commitment to being the industry leader in both internal combustion products and electric propulsion,” said John Buelow, President of Mercury Marine.

The Avator is one element of Brunswick’s CES brand update aimed at leading the marine industry through technology-driven solutions across its portfolio. Along with a new tagline, it reflects a commitment to innovation in what it says is the most comprehensive and integrated product, service, and technology strategy in company history.

“Our tagline, ‘Next Never Rests,’ pays homage to a future we will define, and underpins the company’s enduring relevance as a leader in technology and sustainable innovation,” said Lauren Beckstedt, Chief Marketing Officer of Brunswick.

Brunswick’s reenergizing will be spread across its ecosystem of marine brands—such as Boston Whaler, Sea Ray, Lund, Freedom Boat Club, Mercury Marine, and Lowrance—while “amplifying its dedication to transforming experiences on the water and beyond.”

“Central to our brand commitment, and the industry transformation we aspire to achieve, are our partners—in our broad customer base, our channel and our supply chain, across technology verticals, and throughout our wealth of world-class talent,” said Dave Foulkes, Brunswick’s CEO. “Innovation is what drives Brunswick forward and what excites others to join us as we craft a better, more sustainable future.​”

In coordination with the new brand reveal, Brunswick showcased at CES other innovations in addition to the Avator series. The company had the first model there under the all-new Veer boat brand designed for electrification and the next generation of boaters. And its Navico Group subsystem supplier group had its Fathom lithium-ion power management system for electrical onboard energy storage and distribution capabilities for marine and other mobile and industrial applications.

 

Promising electrification use cases

Despite the challenges in marine applications, Foulkes is bullish on electrification, especially using the Fathom system.

“There are a couple of use cases that are very valuable,” he said. “The first is the replacement of internal combustion engine generators with advanced, high-capacity lithium-ion battery systems with power management.”

In boating, it is common for owners to take their boats to remote locations, but they still want to access power that is clean, quiet, and convenient.

“What they really want on all day is not the propulsion engines, it’s the generator, because the generator powers the air conditioning systems, the refrigerator, the infotainment, and all of those house systems that are essential for a fun day on your boat,” he said. “We can replace all that with the Fathom system, which is constructed almost entirely from components and systems from our list of businesses and brands.”

It essentially is a plug-in hybrid system for house loads, he says. Whether plugged it in at a dock overnight or fed by a boat’s alternators when underway, the lithium-ion battery system can be recharged whether the boat is at rest or running.

It can also power off-grid adventures in RVs (recreational vehicles).

Another promising electrification use case is shared access. He says that Brunswick’s Freedom Boat Club is not just about being an easy way to go boating.

“It’s extremely convenient, but it is also a really important asset for electrification,” he said. “We plan to introduce electrical infrastructure to support electric boats into Freedom locations progressively. We think that is one of the most optimal ways to introduce electrification into the marine environment.”

 

Electric propulsion made easy

The new electric outboard delivers quiet power and features intended to simplify the user experience.

“The Avator 7.5e is much more than just an outboard,” said Tim Reid, Vice President of Product Development and Engineering at Mercury Marine. “We created an entire propulsion system, fully integrated from the advanced controls, props, and digital gauges to an all-new mobile app.”

Swappable batteries, a quick-connect mounting system, and intuitive controls ease setup and operation. A vivid full-color display tracks battery level and range for confidently exploring the water.

The Avator 7.5e outboard generates 750 W at the propshaft and produces similar speed and acceleration as a Mercury 3.5-hp four-stroke outboard. Offered with a tiller or remote steering, it’s intended for powering small boats including tenders, jon boats, rigid inflatables, and kayaks.

Mercury partnered with Designworks, a BMW Group company, on the design of the 7.5e (along with V10 and V12 Verado outboards). The electric outboard was recognized with 2023 iF Design awards in the Automotive/Vehicles and Product Interfaces categories.

“Every aspect of Avator was designed with attention to quality, durability, reliability, and the end user experience,” said Todd Dannenberg, Mercury Director of Industrial Design.

This is the second global recognition for Avator, which won the Innovation Award at the 2023 Miami International Boat Show.

“As Mercury’s strategic design partner, together our goal is to build a cohesive and harmonious design language across their suite of outboard engines,” said Johannes Lampela, Director of Industrial Design at Designworks LA.

The outboard’s high-efficiency design and advanced lithium-ion battery system were engineered to optimize range. The battery was developed with Navico Group’s Mastervolt battery experts and engineered exclusively for marine duty. The 48-V power source has been drop-tested and IP67 rated for water resistance.

Voltage and current are monitored to deliver a safe charge and battery charging can be shut down if there is an issue. An intelligent digital display tracks the current power status and estimated runtime.

The outboard’s transverse flux motor is said to be an industry-first. It generates high torque with little effort to maximize battery life and range while contributing to faster acceleration and more efficient overall performance than similar competitive products.

The Avator program continues Mercury’s commitment to redefine marine propulsion and positively impact the environment. The outboards transform the boating experience with no exhaust fumes and zero direct emissions. Many of their components are recyclable or reusable. Their quiet and smooth operation helps boaters fully immerse themselves in nature. The 7.5e outboard is four times quieter for the operator than a 3.5-hp four-stroke outboard at full throttle.

The 7.5e is the first propulsion system compatible with the new Mercury Marine mobile app. Free access gets basic app functionality including a library of tutorials and the ability to connect with a preferred dealer for support. Adding a SmartCraft Connect module to the outboard unlocks advanced app features including a GPS map for planning trips and visualized range estimates. The app can also be used to track speed, battery level, outboard hours, and system notifications.

 

New boat brand designed for electrification

The Avator 7.5e electric outboard is featured prominently in Brunswick’s launch of the new Veer boat brand, which is designed to support electric propulsion and appeal to the next generation of boaters. The first model in the Veer line-up, the V13, was shown at CES.

“Recreational boating and fishing are enjoying increasing popularity with younger and more diverse consumers,” said Matt Atilano, Veer Director of Strategy. “We identified a gap in the marketplace and a need to create a more targeted and modern experience for these new boaters, which inspired the design and development of the Veer brand.”

Crafted by the engineering team at Brunswick fishing boat brand Lund, the V13 offers fishing-focused features. The 13-ft-long “multi-tool vessel” is built from foam-filled rotomolded polyethylene and designed to be powered not only by Avator electric propulsion systems but also Mercury’s traditional four-stroke outboards.

It was developed to expand access to boating, offering performance, ease of use, low maintenance, and affordability.

“Our target consumer is looking for a brand that brings new energy and new thinking to the outdoor experience,” said Atilano. “Through Veer, we look forward to delivering on these desires and on Brunswick’s promise to expand access to the water and democratize boating.”

The V13 has a 48-in beam and a 6.3-in draft. The boat has a mass of 382 lb and can carry 1-2 people and their gear up to 550 lb, with a trailering mass of 835 lb. It can be powered by a 0.75 max kW electric motor or a 9.9 max hp gasoline engine.

Based on testing with a 13-ft, 382-b dry weight V13 boat, the 7.5e electric outboard can run for 60 min or 5 mi at constant full throttle with one fully charged 1-kWh battery, and up to 19 h or 34 mi at constant 25% throttle.

The boat has “a lot of really cool features, the coolest of which is it’s affordable—because a lot of electric product is not,” concluded Foulkes. “We need to make electric product affordable for it to be sustainable and commercially viable, and that is what Veer and Avator are all about.”

The V13 is launching now, starting at just $11,995 with standard features.