Founded in 2019 in Pompano Beach, Fla., Arth Boats was the brainchild of Arthur Fusco, a Brazilian who owned Arth Marine, which produced 11 different models, from 16 to 54 feet, and participated in more than 50 boat shows in his home country. Now, almost four years after Fusco began building his first outboard-powered Arth 333SC center console in the United States, he is rebranding the business as AMP—American Marine Performance—in consideration of the evolving preferences of his company’s consumers.
Powered by twin Mercury Racing 400R engines, the new AMP 333 from the recently rebranded American Marine Performance, is a looker. Photos courtesy AMP
According to a press release from the South Florida-based boat builder, the transformation represents a significant milestone in the company’s journey, reflecting its commitment to innovation and excellence in the marine industry.
“We are excited to introduce our new identity as AMP, American Marine Performance,” Fusco said, adding that he’s eager to share more details on a larger center console coming soon from AMP. “This rebranding reflects our continued dedication to delivering exceptional marine quality and experiences to our customers. At AMP, we aim to raise the bar in performance, luxury, design and customer satisfaction. Our goal is to give our customers something different, something extraordinary.”
Fusco, who said that the company is working on its new AMP 433 center console model, plans to build upon the strong foundation established by Arth Boats while embracing a fresh approach to product development and customer engagement. The rebranding includes a logo, website and visual identity that represents the company’s modern and forward-thinking approach.
Currently offering the AMP 333, a unique 33-foot center console with an extra wide—for its size—10-foot, 7-inch beam, the builder plans to use Mercury Racing as its exclusive engine provider.
Check out more images of the AMP 333 in the slideshow above.
AMP also is planning to exhibit in the main convention center at the Fort Lauderdale International Boat Show at the end of October, Fusco said, adding that interested dealers can reach out through the company’s temporary new website, www.AmericanMarinePerformance.com.