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The world’s largest marine technology company has unveiled its biggest display to date at CES 2026 to show how AI, autonomy and electrification are reshaping the future of boating.
Illinois-based Brunswick Corporation returned to this year’s Consumer Electronics Show in Las Vegas, Nevada, running from 6 to 9 January, with its most extensive marine innovation display to date.
To show how advanced digital systems are moving into real-world use, the firm’s exhibit brought together autonomous navigation, electric propulsion, AI-assisted helms and immersive simulators. These technologies were built to make boating easier to operate and accessible to a wider range of users.
“CES stands as the global epicenter for unveiling transformative innovation, and Brunswick is poised to exemplify the revolutionary impact of artificial intelligence and next-generation marine technologies,” Dave Foulkes, Brunswick Corporation CEO, pointed out.
The future of marine tech
With more than 50 water-borne brands, including Sea Ray, Bayliner and Mercury Marine, the company’s CES 2026 presence reflected the full commercial rollout of its ACES strategy (Autonomous and Assisted, Connected, Electrified and Shared).
At the event, the firm exhibited its revolutionary Simrad AutoCaptain autonomous boating system on two vessels. These included the global debut of a new Sea Ray SLX and the NAVAN C30, marking its first appearance at the Nevada-show.
Unlike fully autonomous concepts, AutoCaptain is designed as an assisted system. It should help operators manage more complex and stressful tasks such as docking, low-speed maneuvering, route planning and situational awareness.
Credit: Brunswick
To demonstrate how the technology works in practice, the firm introduced a next-gen AI-powered helm simulator that places users in realistic boating scenarios. An AI co-pilot responds to changing environmental conditions and helm inputs in real time.
The innovative solution is designed to ease the workload on boat operators while maintaining human control. It is also expected to be especially beneficial for less experienced boaters who may need additional support at the helm.
The new Sea Ray SLX on display reflects this approach with an automotive-style helm. “At the center is Sea Ray’s automotive-inspired helm featuring steering wheel-integrated controls, dual Simrad NSX ULTRAWIDE displays and deep connectivity with Mercury Marine propulsion,” the company noted.
Smarter marine technology
Brunswick also showcased a Lund Crossover XS, which is a family-oriented fish-and-ski boat equipped with the latest technologies from Lowrance and Mercury Marine.
The exhibit also featured the global launch of the FLITE RACE high-performance eFoil, an electric-powered surfboard with a mast and hydrofoil that lifts the board above the water creating a silent, flying sensation.
The model was made by Flite in collaboration with Mercury Racing. “Designed for competition, FLITE RACE will reach top speeds up to 34 mph,” the company said.
Credit: Brunswick
“Our exhibit epitomizes the celebration of our technology leadership, delivering advanced intelligent systems, seamless user interactions, and pioneering products engineered to empower a broader spectrum of enthusiasts to embrace the water with confidence,” Foulkes concluded in a press release.
The firm also displayed the NAVAN C30, a boat designed to improve accessibility through an intuitive layout, Simrad AutoCaptain autonomous support, integrated solar panels for onboard electronics and a Fliteboard eFoil, as well as a premium automotive-inspired design focused on clean interfaces and effortless operation.
For ongoing news, in-depth reporting, and key developments from CES 2026, read the IE team’s coverage here.