Brand Comparison
Cox Marine vs Tohatsu 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. | Tohatsu Corporation | |
|---|---|---|
| Founded | Project from 2007–2008; production 2020 | 1956 (marine); company founded 1922 |
| Headquarters | Shoreham-by-Sea, United Kingdom | Itabashi-ku, Tokyo, Japan |
| Ownership | Privately held (Cox Powertrain) | Tohatsu Corporation (privately held) |
| Stock / Ticker | Privately held | Privately held |
| Annual Revenue | Not publicly disclosed (private company) | Not publicly disclosed (privately held company) |
| Employees | Not publicly disclosed | Not publicly disclosed |
| Manufacturing | One purpose-built manufacturing facility | Japan plus China and Thailand |
| HP Range | 300 – 350 hp | 2.5 – 250 hp |
| Fuel / Power | Diesel (compression-ignition) | 4-stroke gasoline (historic TLDI direct-injection 2-strokes in some markets) |
| Product Lines | 2 families | 4 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 the quiet giant of the outboard world — the second-largest producer overall and the OEM factory behind a large share of small Mercury (and formerly Nissan) outboards. |
| Best For | Military, commercial and superyacht-tender operators needing a rugged, long-range diesel outboard and single-fuel logistics. | Buyers who want a light, dependable, easy-to-service portable or mid-range outboard from a proven OEM builder. |
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.
Tohatsu on the water
Portable & Kicker Motors
Light, simple portables are a core strength — a common choice for dinghies, tenders and trolling/kicker duty.
Commercial & Rental Fleets
Simple, easy-to-service designs suit high-use rental and commercial small-boat fleets.
OEM Supply
Builds many of the small motors sold under the Mercury badge worldwide.
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 Tohatsu if…
- ✓World's second-largest outboard manufacturer
- ✓OEM builder for many small Mercury outboards — proven, widely-serviced designs
- ✓Light, simple, reliable portables that are easy to work on
Browse & Official Links
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The Honest Take
Both Cox Powertrain Ltd. and Tohatsu Corporation 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 Tohatsu leans toward buyers who want a light, dependable, easy-to-service portable or mid-range outboard from a proven oem builder. 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 Tohatsu 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. Tohatsu is best for buyers who want a light, dependable, easy-to-service portable or mid-range outboard from a proven oem builder. The right choice depends on how you boat and what dealer support is near you.
What is the HP range of Cox Marine vs Tohatsu?
Cox Powertrain Ltd. offers 300 – 350 hp, while Tohatsu Corporation offers 2.5 – 250 hp.
Who owns Cox Marine and Tohatsu?
Cox Powertrain Ltd.: Privately held (Cox Powertrain). Tohatsu Corporation: Tohatsu Corporation (privately held).