Brand Comparison
Johnson vs Selva 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.
| Johnson Outboards | Selva Marine (Selva S.p.A.) | |
|---|---|---|
| Founded | 1922 | 1945 |
| Headquarters | Waukegan, Illinois (former, via OMC) | Tirano, Italy |
| Ownership | BRP Inc. — brand discontinued after 2007 | Privately held (Selva family, 3rd generation) |
| Stock / Ticker | TSX/Nasdaq: DOO — parent BRP Inc. (Johnson discontinued after 2007) | Privately held |
| Annual Revenue | ≈ $9.0 billion (TTM, BRP Inc. — whole company) | Not publicly disclosed (private company) |
| Employees | ≈ 17,000 worldwide (BRP Inc., entire company) | Not publicly disclosed |
| Manufacturing | Johnson-brand outboard production has ended | One fully-integrated manufacturing facility |
| HP Range | (historic) portable through high-hp — brand discontinued | 2.5 – 300 hp |
| Fuel / Power | 2-stroke (historic) and later 4-stroke | 4-stroke & 2-stroke gasoline (+ electric via ePropulsion distribution) |
| Product Lines | 3 families | 4 families |
| Signature Tech |
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| Famous For | 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. | Italian craftsmanship and full in-house production. Selva is famous as Europe's only complete-cycle outboard maker and as an OEM supplier of drive components to brands like Seven Marine and Torqeedo. |
| Best For | Owners of existing Johnson motors and buyers researching used outboards and brand history. | European boaters and buyers wanting Italian-built outboards with Yamaha-based powerheads, plus boat/motor packages. |
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
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.
Selva on the water
European Recreational
A leading Italian/European choice for recreational and RIB boaters.
Sport & Performance
The XSR line targets sport-tuned, high-performance use.
Boat Packages
Sells inflatable and fiberglass boats paired with its own outboards.
Which one fits you?
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
Choose Selva if…
- ✓Full in-house manufacturing and quality control
- ✓Yamaha-based four-stroke reliability with Italian engineering
- ✓Broad 2.5–300 hp range plus boats and packages
Browse & Official Links
External links open in a new window.
The Honest Take
Both Johnson Outboards and Selva Marine (Selva S.p.A.) are top-tier outboard builders — you can buy either with confidence. Johnson leans toward owners of existing johnson motors and buyers researching used outboards and brand history, while Selva leans toward european boaters and buyers wanting italian-built outboards with yamaha-based powerheads, plus boat/motor packages. 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 Johnson or Selva the better outboard?
Neither is universally "better" — they lead in different areas. Johnson is best for owners of existing johnson motors and buyers researching used outboards and brand history. Selva is best for european boaters and buyers wanting italian-built outboards with yamaha-based powerheads, plus boat/motor packages. The right choice depends on how you boat and what dealer support is near you.
What is the HP range of Johnson vs Selva?
Johnson Outboards offers (historic) portable through high-hp — brand discontinued, while Selva Marine (Selva S.p.A.) offers 2.5 – 300 hp.
Who owns Johnson and Selva?
Johnson Outboards: BRP Inc. — brand discontinued after 2007. Selva Marine (Selva S.p.A.): Privately held (Selva family, 3rd generation).