Arth Boats, a performance and luxury boat builder based in Pompano Beach, FL, has been rebranded as American Marine Performance (AMP). The company currently builds the AMP 333, a unique 33-foot center console model that boats the widest beam (10’7”) in its class.  

The transformation represents a significant milestone in the company's journey, reflecting its commitment to innovation, performance, luxury and excellence in the marine industry. The decision to rebrand comes after careful consideration and strategic planning, taking into account the evolving preferences of the builder's customer base.

"We are excited to introduce our new identity as AMP, American Marine Performance," said AMP owner Arthur Fusco. "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. AMP gives our customers something a little different than the other brands out there."

AMP will continue to build upon the strong foundation established by Arth Boats while embracing a fresh approach to product development and customer engagement. The rebranding includes the new logo, website, and visual identity that represent the company's modern and forward-thinking values.

As part of the company's transformation, industry veteran Walt Braithwaite has come on board as Vice President of Sales and Marketing. Braithwaite has worked with Outerlimits founder Mike Fiore, Fountain Powerboats founder Reggie Fountain, Velocity Powerboats owner Scott McCormick and Fred Ross, owner/founder of Iconic Marine Group. Braithwaite's boating passion goes all the way back to his racing days where he raced drag boats, winning numerous world championships.  

"I've been around performance boats my whole life," he tells Speedboat. "Our center console is unique. The quality and workmanship of the boat is absolutely over the top, and really competes with the big boys. It's a high-quality boat that has its own styling. Arthur Fusco is from Brazil, and is passionate about luxury automobiles, so he has a different take on many things, and instills his own special flair into the AMP boat line.  Also, a lot of what others provide as optional equipment, we offer as standard, like our two 16" Garmin screens, night vision, radar, autopilot, windless, upgraded custom paint and interiors by Miami Prestige, carbon oversized T-Top that is gunnel to gunnel with a built in rain shower, underwater lights, Livorsi tabs and indicators, enclosed head with pump-out, sink with fresh water, berth for 2, 27 cup holders, Gator Step flooring with a five-year warranty, mood lighting, JL stereo system with 4 amps and more. Those are all standard equipment. We also have a painter who's as good as Stephen Miles, in fact, maybe even better."

AMP has partnered with Mercury Racing as its exclusive engine provider. In addition to the AMP33, the company has plans to bring out a 43' next season, to be followed with a 53' model as well. Meanwhile, AMP will display its products at the Fort Lauderdale International Boat Show's Convention Center, Oct. 25-29, 2023.

Visit AmericanMarinePerformance.com to learn more about the company's rebranding, new product offerings, soon to be merchandise, and vision for the future.