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The DNA of Its Leisure Nature for the ULTIMATE EXPERIENCE

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The DNA of Its Leisure Nature for the ULTIMATE EXPERIENCE ON THE WATER ON THE WATER History of Evinrude History of Evinrude EARLY ADVERTISING CAMPAIGNS FROM < 1975 AND THE 1980’s, SHOWING THE … IT PROVES THAT BRAND WAS STRONG IN THE RACING WE CARE FOR WHAT AND LEISURE MARKET. while the other one is more HAPPENS ON THE BOAT, a discretionary product given WE CARE ABOUT THE The DNA of its leisure nature for the ULTIMATE EXPERIENCE. most part. I would, however, say that there is a lot to get inspired by when looking privilege and a responsibility, at the automotive industry. and you know what …? It fits The rate of innovation and very well with BRP DNA. Our advanced technologies at the goal is to use our innovation service of a better consumer and technology capabilities to Innovation experience is certainly define products that deliver something that we can learn a the ultimate ride and the best Alain Villemure is vice-president and general manager great deal from as a company. consumer experience. The of the Marine Propulsion Systems Division at BRP. In this 1. How does the marine worked with General Motors? Evinrude E-TEC G2 outboard business, as regards your The products themselves can’t 2. How in your view does engine fits right in line with exclusive interview with PBR, he gives the inside take on PWC and outboard brands, really be compared because Evinrude’s history affect its that objective. The G2 is both the Evinrude and Sea-Doo brands and the reasons for compare as an industry to the of their purpose. One is a present and future outlook? by far the most significant other markets you have been more essential good needed Being associated with and innovation that has been their outstanding rise to power … involved with, i.e. when you for personal transportation inspired by such a legacy is a launched in the outboard As published in www.powerboatandrib.com ON THE WATER History of Evinrude matching possibilities, the G2 is definitely a market-shaping product. The Evinrude E-TEC G2 is also a clear indication of BRP’s capabilities and future focus. You can therefore expect more market-shaping products from Evinrude in the next few years. 3. Through the ups and the downs of Evinrude’s history, what would you say have been the reasons for their survival and continuing success? Our commitment to the end-user was ever present. From Ole Evinrude’s desire to keep ice cream from melting – a very end-user experience – to our ability to significantly improve the boating experience with features like dynamic power steering and I-trim on the new Evinrude E-TEC G2, it proves that we care for what happens on the boat, we care about the ultimate experience. At any moment in our history our best work has come STRONG FROM A LONG AND DIVERSIFIED HISTORY, when we put our innovation capabilities to the service of BRP’S ENGINE PORTFOLIO IS THE MOST SIGNIFICANT a new and better consumer OF ALL POWER SPORT AND MARINE COMPANIES. experience. This is BRP Evinrude’s DNA. industry in the last 25 years. (20% more torque, 15% While the Evinrude E-TEC G2 more fuel efficiency and 75% 4. What excites you personally is building on a significant less emissions than the best about BRP’s Sea-Doo and heritage, it is at the same time engine in the category) and Evinrude brands? the first blank-sheet-design breakthrough design, and It is, in fact, what has excited Evinrude engine since BRP with its integrated hydraulic me throughout my last 20 acquired it in 2001. With and power steering, I-trim, TOP: TRIPLE 300HP RIG years with BRP – the privilege its unrivalled performance clean rigging and colour- INSET: G2 COLOUR CO-ORDINATION and opportunity to be part of LOOKING BACK AT EVINRUDE’S ADVERTISING CAMPAIGNS - 1916 T0 1995 94 POWERBOAT & RIB MAGAZINE ON THE WATER ON THE WATER History of Evinrude History of Evinrude 6. How key has the ‘Spark’ PWC been to BRP’s position in the market? The Sea-Doo Spark is a game- changer and a huge success. It allowed a stable or slowly < ABOVE: SEA-DOO PWC declining industry to grow back RIGHT: COVER & PAGE 1 FROM 1960 in a significant way by making EVINRUDE PRODUCT BROCHURE a fun activity accessible to many more people. This is no product to attract newcomers small achievement. to the sport and rejuvenate that industry – is just an a team of great people that definitely a key instrument received many awards, 7. What are the three greatest example. The Evinrude E-TEC design, engineer, produce for growing our outboard like the Clean Air challenges you foresee BRP G2, with its bold design, and market paradigm-shifting engine business. To Technology Excellence and the marine market in clean rigging, low emissions products that shaped their understand why, let’s go back Award from the EPA, and general having to face over and performance, is creating respective industry. Think in our history with Evinrude. recognition, like authorisation the next five years? a new era in the outboard about the first sit-down PWC, At the time we took over to put our engines on Lake < We prefer thinking about industry. You’ll just have to the first integrated brake the destiny of Evinrude, the Bodensee, one of Europe’s TOP: VIVID LIME GREEN G2 opportunities instead of follow us to see what we will and reverse (IBR) PWC, and brand had lost a significant most pristine lakes, and INSET: 1930’S EVINRUDE challenges. BRP’s reputation do next … 8. If you met your competitors 9. Are you glad BRP took obviously the Evinrude E-TEC number of boatbuilders and reached the highest level of is built on its capacity to out- We’ll continue to out- from the outboard market the 2-stroke route when G2, to name a few. dealers. We were for years customer satisfaction in the innovate its competitors by innovate our competitors face to face, what would you your outboard competitors busy making the E-TEC industry. But to jump-start of G2 was significant. We introducing paradigm-shifting to further fuel our growth say to them? all pursued the 4-stroke 5. How important do you see technology the industry our network expansion we have, in fact, signed more products. The introduction of trajectory. This will be Let’s make our industry better alternatives? Evinrude’s new G2 being to benchmark and deploying it needed a more differentiated than 25 boatbuilders and the Sea-Doo Spark PWC – a supported by initiatives to so we have more people I sure am glad we did. the future of the company? on all horsepower segments. product, an E-TEC second more than 100 dealers since fun, affordable, more fuel- make our company more agile enjoying the pleasure of However, I would put the The Evinrude E-TEC G2 is In the meantime, we have generation (G2). The impact its launch last June. efficient and 100% recyclable and lean. boating! question a bit differently: THE EVINRUDE FAMILY - IMPRESSIVE HISTORY, PUSHING BOUNDERIES, MAKING THE BRAND WE KNOW AND LOVE TODAY ARCHIVE IMAGERY OF SOME OF THE COMPANY’S EARLY MODELS AND ENGINE DESIGNS OLE EVINRUDE RALPH SIGNING “ PUT PUT WENT THE EVINRUDE” 1935 1.5HP 5-MODEL SPORTSMAN 1930 SPEEDY BEE FIRST 4 CYCLE OUTBOARD 1940 ZEPHYR 96 POWERBOAT & RIB MAGAZINE POWERBOAT & RIB MAGAZINE 97 ON THE WATER History of Evinrude TOUGH & RELIABLE FOR DEMANDING OPERATIONS THE G2 LIVERY CAN BE MATCHED TO THE BOAT COLOURS, MAKING A STYLISH PARTNERSHIP almost 200 years of engine development experience. This portfolio is made of on- and off-the-road vehicles (Can-Am ATVs, SSVs and Spyder), on snow (Ski-Doo and Lynx snowmobiles) on water (with Sea-Doo PWCs and Evinrude outboard Why are BRP investing in engines) and in the air (Rotax 2-stroke direct injection aircraft engines). Two-stroke when competitors are solely direct injection happens to be focusing on 4-stroke engines? the best technology choice E-TEC technology brings a BRP ARE ALWAYS Strong from a long and for two of our businesses. significant edge. diversified history, BRP’s Outboards are all about Now, because we share the INNOVATING AND LOOKING engine portfolio is the most torque and fuel efficiency technology in two product FOR OPPORTUNITIES significant of all power sport while snowmobiles are all lines we can build economy TO MAXIMISE THE and marine companies. With about power to weight and of scale that none of our Rotax and Evinrude you have fuel efficiency. In both cases, competitors can benefit from. CONSUMER’S EXPERIENCE. THE MULTI-APPLICATION EVINRUDE - SUITABLE FOR ALL LIFESTYLES PAST & PRESENT 98 POWERBOAT & RIB MAGAZINE ON THE WATER History of Evinrude On top of that, each industry requirement has made the technology even better. Just think of 165hp out of an 800 E-TEC snowmobile engine and you will understand what I mean. 10. Are BRP considering developing alternative technologies to those currently needing to be powered by petroleum or fossil fuel? BRP are always innovating and looking for opportunities to maximise the consumer’s experience. Recently, boating enthusiasts have been develop a viable alternative traditional gasoline blends, THE G2’S MODERN & STYLISH DESIGN IS adversely affected by the fuel. After four years of without the downsides of PROVING VERY POPULAR emergence of ethanol-blended comprehensive testing that ethanol blends. This is just one gasoline. Ethanol, by nature, included the support of the example of the relentless work that have been, and why? attracts and bonds with water. US Department of Energy, that BRP and Evinrude do to You must be kidding.
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