The marque, first introduced in 1988, has become the latest victim of Brunswick's ongoing cost-cutting measures

The Maxum brand of sportsboats is to be discontinued as part of Brunswick’s ongoing cost-cutting efforts.

The marque, which builds boats between 17ft and 42ft, was introduced by Brunswick, one of the world’s largest boatbuilders, in 1988, and quickly became known for its fast, fun dayboats.

In the early 2000s, it broke new ground as one of the first brands to install bow and stern thrusters on small boats.

But the 21-year-old brand will now be allowed to die, after all current inventory is sold.

“This decision emerged from our continuing efforts to review every aspect of our operations, including our brand portfolio, in an effort to position Brunswick to emerge from this downturn a stronger company,” company spokesman Dan Kubera said.

“It was a difficult but necessary decision, driven and based on economics.”

Brunswick said all warranties on Maxums will be honoured.