Brand Comparison
Cox Marine vs Johnson Outboards
A straight, factual side-by-side — both are excellent builders that simply shine in different places. Here is how they line up and who each one suits.
| Cox Powertrain Ltd. | Johnson Outboards | |
|---|---|---|
| Founded | Project from 2007–2008; production 2020 | 1922 |
| Headquarters | Shoreham-by-Sea, United Kingdom | Waukegan, Illinois (former, via OMC) |
| Ownership | Privately held (Cox Powertrain) | BRP Inc. — brand discontinued after 2007 |
| Stock / Ticker | Privately held | TSX/Nasdaq: DOO — parent BRP Inc. (Johnson discontinued after 2007) |
| Annual Revenue | Not publicly disclosed (private company) | ≈ $9.0 billion (TTM, BRP Inc. — whole company) |
| Employees | Not publicly disclosed | ≈ 17,000 worldwide (BRP Inc., entire company) |
| Manufacturing | One purpose-built manufacturing facility | Johnson-brand outboard production has ended |
| HP Range | 300 – 350 hp | (historic) portable through high-hp — brand discontinued |
| Fuel / Power | Diesel (compression-ignition) | 2-stroke (historic) and later 4-stroke |
| Product Lines | 2 families | 3 families |
| Signature Tech |
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| Famous For | The world's first purpose-built high-power diesel outboard. Cox is famous for the CXO300 — a ground-up V8 diesel aimed at military and commercial operators, not a converted automotive engine. | Being one of the two names (with Evinrude) that defined American outboarding for most of the 20th century — lightweight aluminum motors and early racing. Discontinued by BRP after 2007. |
| Best For | Military, commercial and superyacht-tender operators needing a rugged, long-range diesel outboard and single-fuel logistics. | Owners of existing Johnson motors and buyers researching used outboards and brand history. |
Revenue and workforce figures are point-in-time snapshots from company filings for the year shown (in several cases the parent company, not just the marine division). Stock price, market value, and ROI change daily — use the ticker for live pricing.
Where Each Brand Dominates
Cox Marine on the water
Military & Commercial
Rugged diesel built for patrol, security and workboat duty with single-fuel logistics.
Long-Range & Efficiency
Diesel economy and torque suit heavy loads and extended range.
Superyacht Tenders
Diesel-tender option matching a mothership's fuel supply.
Johnson on the water
Historic / Collector Interest
A founding American outboard brand with strong collector and restoration interest.
Used-Motor Market
A very large installed base keeps Johnson common and serviceable in the used market.
Vintage Racing Heritage
Known for 1920s outboard racing success in its early years.
Which one fits you?
Choose Cox Marine if…
- ✓Purpose-built marine diesel (not an adapted car engine)
- ✓Diesel efficiency and range (claims of ~30% better economy)
- ✓Commercial/military durability and single-fuel logistics
Choose Johnson if…
- ✓Founding-era American outboard heritage with 1920s racing wins
- ✓Enormous installed base and parts availability in the used market
- ✓BRP continues parts and warranty support for existing owners
Browse & Official Links
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The Honest Take
Both Cox Powertrain Ltd. and Johnson Outboards are top-tier outboard builders — you can buy either with confidence. Cox Marine leans toward military, commercial and superyacht-tender operators needing a rugged, long-range diesel outboard and single-fuel logistics, while Johnson leans toward owners of existing johnson motors and buyers researching used outboards and brand history. For most buyers the deciding factors are which dealer and service network is strongest in your area, and which brand your local mechanics know best. Whichever you choose, you can browse listings for both on OutboardListings.com.
FAQ
Is Cox Marine or Johnson the better outboard?
Neither is universally "better" — they lead in different areas. Cox Marine is best for military, commercial and superyacht-tender operators needing a rugged, long-range diesel outboard and single-fuel logistics. Johnson is best for owners of existing johnson motors and buyers researching used outboards and brand history. The right choice depends on how you boat and what dealer support is near you.
What is the HP range of Cox Marine vs Johnson?
Cox Powertrain Ltd. offers 300 – 350 hp, while Johnson Outboards offers (historic) portable through high-hp — brand discontinued.
Who owns Cox Marine and Johnson?
Cox Powertrain Ltd.: Privately held (Cox Powertrain). Johnson Outboards: BRP Inc. — brand discontinued after 2007.