Mercury Racing Repositions Brand

Wide Open to Push Boundaries with High Performance Marine Products

Mercury Racing Repositions Brand
Mercury Racing's new slogan signals a rebirth of the iconic brand.Courtesy Mercury Racing

Mercury Racing, a division of Mercury Marine and a leader in high-performance marine propulsion since 1973, recently unveiled “Wide Open” as the company’s new slogan to signal a rebirth of the iconic brand.

“We believe Wide Open is the perfect positioning statement for Mercury Racing,” said Stuart Halley, general manager of Mercury Racing. “Business partners and consumers familiar with our brand relate to it daily with throttles full forward as they travel Wide Open to exotic locales. Racing’s highly skilled workforce has a Wide Open mindset as it pushes the boundaries of possibility in a daily quest to design, develop and manufacture the best high-performance marine products in the world.”

Mercury Racing Repositions Brand
Mercury Racing Wide Open is the new tag line for the high-performance brand.Courtesy Mercury Racing

Wide Open is expected to resonate throughout the world of high-performance boating.

“This new brand positioning helps us better articulate to a broader audience the level of craftsmanship in our expanded portfolio, including new and exciting products such as the 250R and 300R outboards, and the 1350 / 1100 Dual Cal sterndrive,” said Andrea Jansen, brand manager at Mercury Racing. “Today’s high-performance boater expects a more multi-dimensional ownership experience. We are committed to deliver the high-performance lifestyle to enthusiasts that demand durability, reliability and refinement in addition to the raw performance Mercury Racing in known for.”