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  Brunswick Reports Erosion of Margins in Outboards

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Author Topic:   Brunswick Reports Erosion of Margins in Outboards
jimh posted 04-25-2003 09:45 PM ET (US)   Profile for jimh   Send Email to jimh  
Brunswick's CEO Buckley reported that the company's margins in the domestic outboard business were eroding. Further, he said it was difficult to recover R&D costs due to the shift from conventional 2-stroke engines to new low-emission designs.

He expects this trend to abate when Mercury introduces their new high performance 4-stroke outboards, which he predicted will sell at a premium price for some time and will be considered the "Ferrari and Porsches" of the outboard market.

Also affecting the domestic market, said Buckley, was a "flood" of Japanese outboards that were shipped to the U.S. prior to the longshoreman strike on the West Coast last fall.

Also he cited another domestic maker (OMC most liekly) that was selling product at huge discounts.

Improved economic activity and the release of the new 4-stroke engines will help.

Buckley also told investors that Mercury will release the new 75-115 horsepower Optimax engines in May. Their fuel economy is better than 4-strokes. This is important in overseas markets where the price of gas in much higher than domestic. This horsepower range is the fastest growing segment of the outboard market, he said.

Buckley also cited poor weather in the northern United States and a late Easter holiday as affecting sales of marine products in general this quarter.

Dick posted 04-25-2003 10:04 PM ET (US)     Profile for Dick  Send Email to Dick     
As a Mercury and J & E dealer the factories have no room to complain about the decline in margins.
At the retail level if we can get 10% over cost we are lucky. It's real hard to justify stocking motors with that kind of mark up.

Dick

TRAFFICLAWYER posted 04-25-2003 10:24 PM ET (US)     Profile for TRAFFICLAWYER    
'Predicting' is right, he must use a crystal ball or tarot cards the way this putz runs Brunswick. He should be 'predicted unemployed with the other loser CEO's of his time.
whalernut posted 04-25-2003 10:40 PM ET (US)     Profile for whalernut  Send Email to whalernut     
Yes, but if he was let go I bet his Severence pay would be in the Millions, makes you sick to your stomach doesn`t it :( It makes no sense. Jack.
jimh posted 04-25-2003 10:46 PM ET (US)     Profile for jimh  Send Email to jimh     
Brunswick reported a 47-percent increase in earnings per share, accomplished with only an 8-percent increase in sales.

It sounds like the company is being fairly well-run.

If you are interested in the exact compensation for Buckley you need only to look it up in the various SEC filings that are required to disclose this sort of information. With a publicly traded company this is no big secret.

Why speculate about his compensation. If you are really worried about it just look it up.

whalernut posted 04-26-2003 10:03 AM ET (US)     Profile for whalernut  Send Email to whalernut     
Yes, I am just speculating, but I have sen some real loser CEO`s get some nice severence pay for being so called let go, and they were compinsated for failing, doesn`t make sense that`s all, beleive me I am not worried about it, I worry more about Pet names for engines than Buckley :) Jack.
jimh posted 04-26-2003 12:38 PM ET (US)     Profile for jimh  Send Email to jimh     
Jack, there used to be a system where people decided how much other people ought to be paid for their work--Communism.

I don't recall there being any outboard marine engines produced under that system.

I guess if you want the marketplace to provide you with dozens of makers of outboard marine products that compete in a relatively free and open market, you will also have to accept the fact that the people who work for these companies can earn more money than you think they should.

You ought to begin your own outboard motor manufacturing company, get a few hundred million in capital, and begin development and manufacture of your own outboard motors. You can pay yourself a much lower salary than George Buckley gets--which by the way no one has mentioned what his salary actually is--and then you can sell your outboards at a huge advantage over all those other ones whose CEO's make more.

I don't recall any product being marketed where the salary of the CEO of the company was used as part of the promotion, other than a little hippy-run yuppy ice cream company in Vermont. Their company policy was that the ratio of salary from the highest paid person to the lowest paid person would not exceed 5:1.

They have since abandoned this policy after finding that it was very difficult to find talented executives who would work for them at their salary limitations.

Next time there is an opening at Brunswick you ought to apply, since from your assessment it is quite an easy thing to run a large multi-national manufacturing firm that competes in a global marketplace. You could save them a great deal of money.

whalernut posted 04-26-2003 01:25 PM ET (US)     Profile for whalernut  Send Email to whalernut     
That wasn`t my point at all. A Base slary plus incentives is very appropriate. What I am saying, I don`t like when some of these guys get Fired or Fail and let go, they receive these crazy amounts of Severence money, for what Failing or let go, that just doesn`t sound right. now if they were making big money while there, that is cool, and if they excell in the business and make bonuses, that is great, they deserve it. I just can`t stand when big CEO`s get paid big miney to quit, let go,or get fired even. They were proibably promised this money in their contract, so basically if that is the case, the Corporation was the dummy from the beginning :( That`s all. Oh, I never said I could run a co,pamy, but if I failed, I sure don`t deserve big money from them for failing or quiting or let go, unless they were crazy enough to put that in my contract, if so I win they lose and that is waht happens to too many CEO`s, that`s crazy!! Jack.
BW23 posted 04-26-2003 03:05 PM ET (US)     Profile for BW23  Send Email to BW23     
They are still recovering from the "Opti" reliability / warranty problems and the imports are beating them at their own game.

I'll but another Whaler but most of us would prefer the option to power it as we want.

TRAFFICLAWYER posted 04-26-2003 03:21 PM ET (US)     Profile for TRAFFICLAWYER    
BW23:

You have the option, just ask your pal Ben, Ben Franklin that is to speak for you. They'll listen.

jimh posted 04-26-2003 03:50 PM ET (US)     Profile for jimh  Send Email to jimh     
If you don't like the way a publicly traded company is being run, you can either avoid investing in it (passive role) or invest heavily in it (active role). Each share of equity stock you buy entitles you to a vote in how the company is to be run. Collect enough votes and you get to run the show.
TRAFFICLAWYER posted 04-26-2003 03:54 PM ET (US)     Profile for TRAFFICLAWYER    
JimH:

Just to be consistant in your thread management style, should't this post be in META?

jimh posted 04-26-2003 04:02 PM ET (US)     Profile for jimh  Send Email to jimh     
To be consistent with my usual thread management I ought to delete all the dribble about CEO severance packages.

Totally uniformed speculation about George Buckley's arrangements with Brunswick's Board of Directors regarding his severance package don't belong anywhere on this forum.

PMUCCIOLO posted 04-26-2003 05:39 PM ET (US)     Profile for PMUCCIOLO    
Just buy a Yamaha and avoid all these headaches!
hardensheetmetal posted 04-26-2003 07:17 PM ET (US)     Profile for hardensheetmetal  Send Email to hardensheetmetal     
I think it is interesting that they want to position themselves as the 'Ferrari' of the outboard world. I believe that Mercury has long been known for its performance and not its reliablity (not my own opinion, but the general publics perception) I have seen several anecdotal quotes reflectiong this perception. That would be in line with the perception that many have of Ferraris' - high performance that is extemely expensive to buy and upkeep, and not for everyone. I can't really see this type of marketing for outboards.

Dan

jimh posted 04-27-2003 11:42 AM ET (US)     Profile for jimh  Send Email to jimh     
By the way, a rather large portion of the Mercury product line--perhaps an embarrassingly large portion--is already made by Tohatsu and Yamaha. Depending on which model engine you are buying, you indeed might be getting a Yamaha under that Mercury cowling.

Personally, I like to see manufacturing jobs remain in the United States. Jobs in manufacturing pay more than most any other category.

Without some manufaturing base to our economy we will soon all be life insurance salesmen or run little dry cleaning and laundry shops.

There is little reason to doubt that manufacturing in North American can be done at the highest levels. The GM plant in Oshawa, Ontario assembles the highest quality automobiles in this hemisphere.

Reference: http://www.canoe.ca/BizTicker/CANOE-wire.Autos-Quality.html

wspellenbe posted 04-27-2003 12:03 PM ET (US)     Profile for wspellenbe  Send Email to wspellenbe     
Interesting. My 93 Jeep Cherokee (Which pulls a Boston Whaler)(added that for Whaler content) has a transmission and alternator made in Japan along with lots of other parts. Most manufactures in the computer industry are sending most work offshore these days even the design work and software is being farmed outside the US. I suggest investment in the coin op laundry since that will be all people can afford.
BillD posted 05-02-2003 12:17 PM ET (US)     Profile for BillD  Send Email to BillD     
For the record Buckley's Compensation last year was:

Salary: $1,000,000 / year (raised from $800k in June)
Bonus 1: $2,016,300
Bonus 2: $804,700
(two different bonus plans)

Plus a bunch of stock options.

He also beneficialy controls 599,849 shares

Not bad for someone that is running a large company, but not excessive probably average. Stock price has not appreciated much in 2 years but it is not negative either.

Just because people are not happy with how one line of boats is run versus how that line was run when it was independantly owned does not mean the company is not being run well.

Whalerdan posted 05-02-2003 02:50 PM ET (US)     Profile for Whalerdan  Send Email to Whalerdan     
Just for the record, to buy enough shares to run the company you will have to convince the guy who controls the majority to sell them to you. You just can't go out and place an order at the going rate and buy enough shares to control the company.

Of course everyone already knew that, but Jim's comments seem way over simplified.

I don't know if Mr. Buckley is overpaid or not but, I (much like Jack)(and the rest of the country if you look at the stock market), get kind of fed up with some of these CEO packages.

Also, I don't think Jack should be attacked for venting his frustrations to his friends on the web. That's what we all are here right - friends?

jimh posted 05-02-2003 09:28 PM ET (US)     Profile for jimh  Send Email to jimh     
Perhaps I was too hard on Jack, although because of Jack's long history of anti-Brunswick comments I am a bit sensitized to remarks from him like those above.

And, yes, my scenario was simplistic. Of course, you don't have to own a majority of shares to get the ear of the Board of Directors. I am sure the market value of Brunswicks outstanding shares is in the billions range, so it is unlikely that any of use could acquire enough shares to be taken notice of, unless of course one of us happens to be Kirk Kirkorian.


What I find very strange is the amount of negativity directed toward Buckley personally . I don't recall him doing anything vis-a-vis Whaler specifically that would provoke such vituperative remarks as have been made here.

As for a general distrust of CEO's and corporations, i would say that if Brunswick had just taken 175-billion dollars of equity out of the marine manufacturing stock market segment (which is what ENRON did to the energy trading segment), then there might be cause for a general sense of resentment toward Brunswick, as there now is for ENRON.

But I don't recall anything remotely similar to that being associated with Brunswick. They came along and bought Whaler at a bargain price, when apparently no one else wanted them.

PMUCCIOLO posted 05-02-2003 11:06 PM ET (US)     Profile for PMUCCIOLO    
jimh,

It's too bad that the folks who are in the process of revamping Chris Craft didn't take over Boston Whaler. The Hunt design firm's influence would have continued, and the classics would have been put back into the main production line for recreational users.

Paul

TRAFFICLAWYER posted 05-03-2003 09:18 AM ET (US)     Profile for TRAFFICLAWYER    
Seems like Whaler is struggling to find out what sells, consider in the last few years how many boats have become obsolete and new ones added. For Example: Gone are 21'Conquest,23' Conquest,21'Outrage[deeper hull]18' ventura,Rages,etc. and look at the new ones Nantucket,Defiance[does'nt sell]the RIB oh! thats gone too, 32' Outrage,too little too late.Now for example look at Contender,ONE basic hull thats it. Jimh thinks under Buckeley's leadership things have fared well, However my op is that if Merc could'nt bootstrap all those motors on Whalers back, Merc would have been in the dumps.
lhg posted 05-06-2003 07:11 PM ET (US)     Profile for lhg    
TRAFFICLAWYER - You're showing yourself to be the putz, not that we already didn't know it. Incidentally, do you guys have to SHOUT your handles at us? Your id's stand out like a sore thumb.

Jim tries to start a discussion on Whaler's parent, and you Yamaha owners just trash it. Nice work. I think Jim deserves more respect than that.

What an embarrassment to this website.

Getting back to the original post, with regard to the other engine companies, I believe Buckley was referring to Suzuki, which did indeed dump engines into the US market, for sale at below market pricing, in order to gain market share. This after being a loser in the outboard market for years. They are even painting them black!

The other factor is all of the leftover OMC's being dumped by dealers, for any number of reasons, including lost contracts, discontinued engines, lack of warranties, Ficht technology, etc.

Even our own "Bigshot", the ultimate price shopper, is always pointing out below market deals on these two brands. Competing against this (probably) temporary hyper-competitive market condition, at a time when marine sales are in the tank, can't be easy for either Mercury or Yamaha, the two leaders clearly controlling at least 70% of the market.

TRAFFICLAWYER posted 05-06-2003 07:33 PM ET (US)     Profile for TRAFFICLAWYER    
lhg:

I understand that you as a Mercury employee would have to resort to name calling since you have nothing faintly intelligent to offer
and are just so thin skinned of anyones oposing views. Get a life! You don't like CAPS tough $hit!

Whalebones posted 05-06-2003 07:41 PM ET (US)     Profile for Whalebones  Send Email to Whalebones     
Here's some first hand information. I ordered a new 60 hp,4-stroke EFI Mercury from a local Dealer about 10 days ago, when I was at the Dealers he checked their (Merc.) inventory on the computer and it showed 10 like models in stock. The Dealer ordered my engine the next day and found out a few days later, after I inquired about delivery date, that my order was the 22nd of the 28 orders they had that day for the exact same model.
It shipped yesterday.
Considering that's just one model, on one day, things don't appear all that bad.
ewalsh posted 05-06-2003 07:47 PM ET (US)     Profile for ewalsh  Send Email to ewalsh     
Jimh,

How is the salary and struggles of one Mr. Buckley more "on topic / whalerific" than my well thought out, light hearted, helpful (and now deleted) reply to a fellow list member on how to destroy lake side weeds?

Ed

TRAFFICLAWYER posted 05-06-2003 07:50 PM ET (US)     Profile for TRAFFICLAWYER    
lhg:

And just who do you think you are? Jimh's alter ego, siamese twin, spin doctor, public relations man or what?
Jimh started this thread to ellicit commentary not to just suck up bandwidth. Just what did you expect in the replies, Oh Yeah He's right, Hum-Hum, Yeah Buckleys OK if Jimh says so. Hey what have YOU Mr. lhg knowitall, self professed Whaler/Mercury guru contributed in the way of being a consumer to Brunswicks bottom line? NADA, I LOST an average of $8000.00 on the NEW whaler equipped with the opticrap that wouldnt run from your esteemed company MERC. Hey Mr. Smartypants lhg send me a check to cover my loss on the opticrap and I'll kiss Buckleys ass. Just how many NEW boats have you bought in the last couple years Mr. company man, ZIP,NADA,ZILCH. I've supported BRUNSWICK/MERCURY/WHALER by being a consumer and purchasing products, over $300,000.00 worth in last six years, What about YOU? What's your contibution other than just sucking up to how wonderful optimax product line is with your mouth and blowing Brunswick smoke up other people rectums, well that's your right,express yourself.

jimh posted 05-06-2003 09:28 PM ET (US)     Profile for jimh  Send Email to jimh     
I started this thread to pass on information from Brunswick that was presented by its CEO in a quarterly meeting with investment bankers, etc. I do this occassionally because I find that most people in the boating community don't bother to take the time to listen to the live broadcasts or they don't have the technology to hear the replays, or they are not aware of them, or they don't care to listen to them, preferring instead to listen to rumor, inuendo, and "dock talk".

I have found that getting information directly from the person in charge is often more reliable than getting it from someone who heard a rumor on another website and is passing it on. If the CEO tells his investment bankers that the company will release a new model of outboard in May, you can darn well bet this is a better source of information than what someone who says a friend told him their dealer told him.

As a matter of fact I was at my Mercury dealer and asked about the new outboards, but they had not heard a thing about them. This is pretty typical. The CEO tells the guys with the big money first, then the message trickles down to the dealers, and then to the dock talk level, and then to the "heard a rumor" level on online forums.

I like to bypass all that nonsense and listen directly to what the CEO says. Now some people seem to think that this is a form of boosterism on my part in favor of Mercury: not so.

Hey, I would be glad to listen to Yamaha's CEO but he lives half a world away and runs a company according to the rules of a totally different nation, and the SEC and its discloures required of publicly traded companies in the USA don't affect him. And, to top if off, they don't have a website where I can just tune in and listen, and if they did they would probably be speaking Japanese. But I doubt that the style of management of a Japanese company would allow so public a disclosure of what it is telling its investment bankers.

However, if there were a reliable source of direct information from the CEO of Yamaha that I could listen to first hand, I would be glad to summarize it and post it here. Then people could could accuse me to being a Yamaha booster.

In a similar fashion, I would be glad to get access to first hand information from the senior management of Bombardier and from Suzuki and Tohatsu and from Nissan, but, again, they don't make this available, or at least I have not found a source for it, so I cannot provide it.

I think really it is a tribute to Brunswick and their company philosophy that they provide this material first hand on the internet and make it so easy to obtain. The other boating companies should learn from this.

Again, the reason I posted this thread is to provide what I think is high information value content about the subject of the website, the Boston Whaler boat, and in this case the company that owns the company that makes the boat we all enjoy hearing about.

Now to respond to ewalsh who appears to be upset that I have removed a thead about limnology and the Georgian Bay eco system--which by the way I announced was off topic and outside the bounds of the forum's focus--I can only explain again my application of the reciprocal principle. I searched several web sites that focus on limnology and control of exotic species introduced into ecosystems, looking for comments about classic Boston Whaler boats made prior to c.1995. I did not find any postings on that topic on any website whose focus was limnology or exotic species. I used this as a guide in deciding that the thread about roaque's weeds was off-topic for this forum.

The question of George Buckley's salary was not introduced by me, nor was the topic of his severance package and other benefits. This material was introduced by others who seem to be unable to cope with the ownership of Boston Whaler by Brunswick, or the selection of Buckley as the CEO by their board of directors.

As I mention above, I should, by all of my own guidelines, delete these comments, but I have not. There have been a few ocassions where authors have posted really over the top comments and I have deleted them. This is more work for me, and in the end it is a benefit to the author who posted the comments. The memory of his rants soon fades and people forget what was said. In some cases I find that I can do myself a favor by leaving ranting and ravings as they were posted. I don't have to spend the time removing them, and as I have often said, you are what you write. In this way people can learn more about the character of the author from his own writings.

Again, the posting of information about Brunswick's marine business situation is a topic that I find related to a general discussion of Boston Whaler boats. I am sorry that mention of Brunswick or Buckley elicits such a reaction in a few individuals that they must yank the thread into unrelated areas.

glassman posted 05-07-2003 01:27 AM ET (US)     Profile for glassman  Send Email to glassman     
When's happy hour? I think you guy's could all use a cold one, my treat.
PMUCCIOLO posted 05-07-2003 02:04 AM ET (US)     Profile for PMUCCIOLO    
Here we go again...

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