Volvo to acquire Seven Marine; Outboard Engines...

Volvo to acquire Seven Marine; Outboard Engines

Volvo Penta has signed an agreement to become the majority owner of Seven Marine,
enabling the Swedish company to extend its scope of integrated propulsion systems.
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“With this acquisition, Volvo Penta is entering the outboard motor segment, says Volvo Penta president, Björn Ingemanson. “With Seven Marine, we are on a journey to expand the scope of supply with our customers and invest in the growth of a platform to shape the future of the outboard industry.” The deal will broaden Volvo Penta’s technology platform, offering a modular, cutting-edge solution, regardless of the energy source, to deliver the desired power in the water. Seven Marine will be able to further develop its existing innovative outboard technology to satisfy a wider range of needs for its premium and exclusive customer base. This acquisition will strengthen their combined footprint in the marine market.

“This is an exciting step for Volvo Penta,” says Ron Huibers, president of Volvo Penta of the Americas. “We are combining the strength of two highly innovative companies to deliver an unbeatable engine range for the gasoline segment. We will not only come to market with an extremely attractive outboard solution, but we will deliver the benefits of our world-class service network to a broader range of customers.”

Seven Marine...

Seven Marine, based in Milwaukee, Wisconsin USA, was founded in 2010 by a team with many years’ specialist experience in marine technology. the founder was a cheif engineer behind Mercury's outboard division. With a proven track record in delivering high performance gasoline outboards for the high-end leisure market, Seven Marine produces the most powerful outboard models in the world, running at 557 and 627 hp.

Thanks to the unmatched horsepower of its outboards, the company is able to meet the demand for larger, outboard powered boats. Customers benefit from the ability to go farther, faster, more efficiently with leading and innovative product style and design. The company’s small block V8 engines are fitted horizontally and leverage modern, automotive quality and technology. This includes use of fresh-water cooling for enhanced durability and corrosion protection and a supercharger to produce excellent performance.

Volvo-Penta...

Volvo Penta has over 110 years of experience as a market leader in engine and propulsion systems, delivering a history of innovations to the marine industry, such as the Aquamatic Sterndrive, Volvo Penta IPS, and Forward Drive. The company’s easy boating philosophy is the driving force behind groundbreaking solutions to make boating easy, enjoyable and more fun. With its current product portfolio, Volvo Penta offers one of the widest ranges of world-class marine diesel and gasoline engines in the industry.

Shared Vision...

The use of automotive technology is a common aspect between Volvo Penta’s gasoline sterndrive range and Seven Marine’s outboard motors. Seven Marine’s approach to exploring new techniques and design architecture is a key driver behind Volvo Penta’s decision to become majority owner in Seven Marine. With this acquisition, the two companies will collaborate to continue to develop Seven Marine’s leading outboard offerings, which not only leverages the strength of the company’s existing technology, but also has sustainability in mind.

“The Seven Marine concept mirrors the successful strategy we have followed in pursuing automotive technology,” says Björn Ingemanson, president of Volvo Penta. “Just as we are a leader in diesel and gasoline engine technology, Seven Marine leads its market for state-of-the-art outboards.” He adds: “We have a shared vision for the future, and this deal provides an ideal platform for us to grow and adapt together. We will move forward in leading the development of world-class performance and sustainability for the most premium of outboard motor segments.”

Seven Marine will operate as a stand-alone entity retaining its brand, product line and organizational structure. Ron Huibers, Volvo Penta’s president of the Americas region, will be the chairman of Seven Marine and Rick Davis will remain as Seven Marine’s president and CEO. With this approach, Seven Marine will benefit from the strength and stability of being part of a larger, international organization, while still maintaining its entrepreneurial spirit.

“This is a great development for us,” says Rick Davis, president and CEO, at Seven Marine. “As a young company we have pushed ourselves forward to revolutionize the outboard experience in a short period of time. And in partnering with Volvo Penta, we will have a solid backing to continue improving the customer experience through the pursuit of technological and innovation advancement.” The agreement is subject to conditions and is expected to close in the nearest future.

I don't have sales figures, but IMO interest in Seven Marine engines has been limited by cost and service. With Volvo's dealer network and consumer demand for outboard reliability, this is certainly a great strategic move by Volvo. Hopefully the infusion of cash will give Seven Marine the manufacturing efficiency to price units more effectively. When 7 Marine's engines first debuted at the Miami show about 7 years ago, they were met with great enthusiasm, but this was quickly muted by price. Since then, Seven has made some inroads with builders wanting to showcase premiere, range-topping models. Short of that, the engines remain an oddity invoking deep price point resentment. IMO, if they don't correct this, they are leaving a gaping hole for the big outboard motor manufacturers to fill and that's not a market they can thrive in. Nor survive.

The cost of the 627hp Seven is around $100k. The 557hp variant is around $75k. The block of this engine is essentially the 6.2 litre, supercharged Northstar V8. A quick Google search shows this engine can be bought new in the crate for $12,000. I'd be hard-pressed to believe the cowling, harness, throttles, mid-section, lower unit and crating costs would exceed $25,000 for one of these motors at minimal scale.

For a little perspective... retail on the new Mercury 400R is around $26,000.

Had a discussion with an engineer from Cummins who raised the question of service life on these GM-based, Seven outboards. Their operational life is extended by a transmission in automotive applications, keeping RPMs relatively low. Running at 4-5000 rpm in a marine application may only yield Mercruiser-like lifespans. Something to think about...

Not doubting your story, but I have to question your friend's. In every application of the 400 ROS I've seen (and read), the gains are remarkable. The 350 Verado turns 5800-6400 RPMs at WOT. The 400ROS is rated at 6400-7000. If the same props were used, the math doesn't add up. Did he use different, lower pitched props?