This week, Brunswick Corp. launched a new boat brand, Veer, at the CES show. The company said the boat supports electric propulsion and appeals to the “next generation of boaters.”

The company debuted the first model, X13, in the Veer line-up.

“Recreational boating and fishing are enjoying increasing popularity with younger and more diverse consumers,” said Matt Atilano, Veer director of strategy. “We identified a gap in the marketplace and a need to create a more targeted and modern experience for these new boaters, which inspired the design and development of the Veer brand.”

The X13 is a 13-foot, multi-tool vessel built from rotomolded polyethylene. The boat is designed to be powered by Mercury Avator electric propulsion systems and Mercury FourStroke outboards, including the Avator 7.5e electric outboard, the first product in the Avator series, which it also showed at CES 2023. Avator propulsion systems offer quiet, all-electric power, integrated with intuitive controls and advanced digital displays, and produce no direct emissions.

“Our target consumer is looking for a brand that brings new energy and new thinking to the outdoor experience,” said Atilano. “Through Veer, we look forward to delivering on these desires and Brunswick’s promise to expand access to the water and democratize boating.”