Evinrude was one of the most trusted names in outboard boat motors, with a history stretching back more than a century. So when the brand suddenly stopped production, it caught boaters, dealers, and longtime fans completely off guard.
If you’re trying to understand exactly when Evinrude shut down and what led to it, here’s a clear look at the company’s history, the reasons behind its closure, and what it means for people who still own one of its engines today.
From Outboard Marine Corporation to Bombardier
Evinrude’s story began in 1907, when Norwegian immigrant Ole Evinrude founded the company in Milwaukee, Wisconsin. A year later, he introduced the first practical outboard motor, a 1.5-horsepower engine that made boating far more accessible than it had ever been before.
Over the following decades, Evinrude became part of Outboard Marine Corporation, which eventually filed for bankruptcy in 2000. Bombardier Recreational Products (BRP) picked up the outboard motor business in a 2001 fire sale, keeping the Evinrude name alive for nearly two more decades before its eventual shutdown.
Why Did Evinrude Go Out of Business?
Even before its final closure, Evinrude was already struggling to compete in a market it once helped create. The brand held less than 10% of the global outboard motor market in its later years, while Mercury Marine controlled over 50% of the North American market, with Yamaha and Suzuki also holding strong positions ahead of it.
Technology played a role too. While competitors leaned heavily into four-stroke engines, Evinrude stayed committed to two-stroke designs, including its advanced E-TEC and E-TEC G2 models. The engines themselves were considered clean and efficient, but the brand struggled to convince a skeptical market that its two-stroke technology could match the reputation four-stroke engines had already built.
The Downfall: What Went Wrong?
Ultimately, it was COVID-19 that delivered the final blow. BRP stated its outboard engine business had been greatly impacted by the pandemic, forcing an immediate halt to production. For a brand already fighting an uphill battle on market share and shifting technology, the sudden economic disruption of 2020 removed any room left to recover.
What made the shutdown especially painful was its timing. Evinrude had just launched three new engines in 2019 and was in the middle of its eighth consecutive year of sales growth, making the abrupt closure feel avoidable to many within the industry.
Timeline of Evinrude’s Shutdown
In 2019, Evinrude appeared to be gaining momentum, having released new engines and posted years of consistent sales growth. Nothing about the year suggested the brand was on the verge of disappearing entirely.
That changed in May 2020, when BRP announced it was immediately discontinuing all Evinrude outboard motor production. The decision eliminated roughly 400 jobs at the company’s manufacturing plant in Sturtevant, Wisconsin, out of a global workforce of about 650 employees, most of whom received little advance notice before the announcement.
Is There Any Chance of an Evinrude Comeback?
As of now, there’s been no official statement from BRP or any other company about reviving the Evinrude brand. Occasional rumors circulate among boating enthusiasts online, but nothing concrete has ever been confirmed.
Given BRP’s continued focus on its other recreational brands, including Ski-Doo, Sea-Doo, and Can-Am, a full comeback for Evinrude seems unlikely in the near future, even though the name still carries a lot of nostalgia within the boating community.
What Happened to Evinrude Owners and Dealers?
Dealers were left blindsided by the announcement, with several describing feeling completely left in the dark about BRP’s plans. Many had built their inventory, service commitments, and customer relationships entirely around a brand that discontinued its core product line overnight.
For existing engine owners, BRP confirmed it would continue offering parts and support for Evinrude motors already in use, even though no new units would be produced going forward. That support has remained available since the shutdown, so current owners haven’t been left completely stranded.
FAQ
What year did Evinrude stop making engines?
Evinrude stopped production in 2020, with the official announcement coming in May of that year.
Who owned Evinrude when it shut down?
Evinrude was owned by Bombardier Recreational Products (BRP) at the time of its closure.
Can you still buy parts for an Evinrude motor?
Yes, BRP has continued to offer parts and service support for existing Evinrude engines even after ending production.
The Bottom Line
Evinrude’s shutdown in 2020 marked the end of a 113-year run for one of the most iconic names in outboard boat motors. A mix of declining market share, tough competition from four-stroke rivals, and the sudden pressure of COVID-19 combined to bring production to an abrupt halt.
While no new Evinrude engines are being made today, existing owners can still access parts and support, and the brand’s legacy remains a lasting part of boating history.
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