Our Parent Company

Our Parent Company

Bayliner's heritage as one of the world's best-known boat brands has allowed it to build one of the best dealer networks and owner communities in the world. In 1986, we caught the eye of Brunswick Corporation, one of the world's largest recreation companies. Since then, Bayliner has been part of the largest family of marine brands with over 25 brands worldwide, including propulsion expert Mercury Marine and a host of supportive marine equipment and service companies.

Brunswick Corporation began its long and storied history in 1845 as the Cincinnati Carriage Company by John Brunswick. Within a year, Brunswick was building his billiard tables, which still hold his name today, and his recreation empire began its fast rise as one of America's most loved companies. Over the years, Brunswick has participated in a variety of recreation businesses, including bicycles and soda fountains, but none have been stronger than its commitment to the marine industry, which began with the purchase of Owen Yachts and Larson Boat Works in 1960, followed in 1961 with its purchase of Mercury Marine's predecessor, Keikhaefer Corporation.

Brunswick employees and brands have been dedicated to helping families worldwide Live Life Well for generations. Below are the areas where we focus most to ensure you have the best experience possible with your Bayliner boat, a product of Brunswick Corporation.

Consumer Benefits
All Brunswick products benefit from a commitment to quality craftsmanship, which dates back to its woodworking prowess more than a century ago, when it made its name in billiards and bowling. Today, that level of expertise and dedication to quality allows Bayliner to offer dependable warranties on products and provide owners the peace of mind that comes with exceptional product satisfaction.

Breadth and Scope
Headquartered in Lake Forest, Illinois, Brunswick Corporation is the largest maker of pleasure boats in the world. The Brunswick Boat Group includes vessels of every type, ranging from traditional fiberglass recreation boats and motoryachts (Bayliner, Sea Ray, Hatteras, Meridian) to saltwater fishing boats (Boston Whaler, Cabo, Trophy). Bayliner is able to draw on the customer experiences and insights of all of these brands when designing its products.

Innovation
Brunswick has always been a leader in the industries in which it participates, creating groundbreaking products like virtual bowling and the Life Fitness brand. On the marine side, innovations from Brunswick's Mercury Marine group, such as Axius the fully intuitive joystick piloting system for sterndrives, greatly benefit Bayliner owners. Available on Bayliner's twin-engine 315 and 335 cruisers, Axius sets new standards for control and performance in marine propulsion and invites an entirely new segment of boaters to captain larger craft with confidence.

Depth and Expertise
The sheer size of Brunswick also carries powerful leverage. Brunswick maintains an impressive depth of systems, logistics and technology development, and effectively incorporates these assets into each line of boats. Brands like Bayliner have access to the best suppliers, engineers, building techniques and materials in the industry. Brunswick utilizes its expertise to benefit each company in engineering, design and selling strategies, focusing on exactly what the consumer wants.

Knowledgeable Dealers
No matter where you are, you can find a Bayliner dealer who is happy to serve you. Programs like Brunswick Dealer Advantage help dealers reduce costs, improve economic performance, reward their personnel and, ultimately, enhance the retail customer experience. "By serving our dealers better, in turn our customers will find their relationships with them more satisfying," says Jeff Behan, president of Bayliner Boats. "It's all connected."