A few days ago, Sea Ray released a video called “We Are Sea Ray” to celebrate their upcoming 60th anniversary in 2019 and the reinvention of their brand by Brunswick. This video comes after difficult times for the boat manufacturer and what seemed like an unknown future when Brunswick put Sea Ray up for sale, and then decided to keep the brand.
Some changes include that Sea Ray will continue the new year forward without its yacht and sport yacht segments, which is a 10 percent loss of revenue and will eliminate 825 jobs. However, Sea Ray has continued forward resiliently despite such a large loss.
“It is one of the most exciting times in the history of the brand,” stated Brad Anderson, President of Sea Ray Boats. “Next year we celebrate our 60th anniversary and we’re now reinvigorating the brand with a comprehensive strategy from our our branding to our future generation of products to our operations.”
The video focuses in on the future of Sea Ray and the many steps that they are taking to ensure that it is a bright one - rebranding, building boats as if they were their own, and continuing to plan new models.
“We’re all looking forward now at Sea Ray,” shared Dave Foulkes, Brunswick CEO. “We have a great team in place, a lot of work streams going on covering the whole of the process of the reinvention and repositioning of the Sea Ray brand.”
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