Brunswick discontinues production of Maxum brand

LAKE FOREST, Ill. — Brunswick Corp. has made the decision to discontinue production of its Maxum boat brand and has notified dealers, according to Brunswick Director of Corporate Communications Dan Kubera.

“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,” Kubera said in an e-mail today.

Maxum will sell boats currently in inventory, Kubera said, but will not produce any new boats for the 2010 model year. Support for Maxum products 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. We also will be providing each Maxum dealer with an opportunity to participate in an extended support program intended to help dealers wind down their Maxum business over the coming months.”

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