![]() ![]() ![]() boat builders, Mariner enjoyed a far larger market share internationally than at home. While the distribution issue lessened as more boats and motors were sold as a package by U.S. In the mid 1990s, the future viability of a second outboard brand was debated. When electronic fuel injection was introduced in 1986, the transition was complete the two outboards were mechanically the same. By the early ’80s, Mariner and Mercury were becoming more similar than different. Mariner was originally built under a joint venture with Yamaha, which was ended by the Federal Trade Commission’s ruling that the agreement hindered competition. The new outboard brand established a foothold in Europe, thanks in part to a decision by OMC to sell direct to dealers, eliminating the loyal, long-term distributors. and Europe, Mariner instantly doubled the distribution potential for Mercury Marine. Introduced in Australia in 1974 and two years later in the U.S. The new Mercury engine brand was named “Mariner” to invoke a reliable, durable outboard that would appeal to a different customer than the fast, high-performance image of the Mercury brand. While Mercury enjoyed equal market share in the category, it was thought that a second outboard line could boost Mercury Marine’s distribution, both in the U.S. Rival engine builder Outboard Marine Corporation (OMC) sold two outboard brands, Johnson and Evinrude. Competition in the outboard market was tough in the early 1970s, and Mercury Marine found itself at a slight disadvantage. ![]()
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