Does it really matter what number they put on any motor? We have no way to verify how much power its really making.
Its not as if we can take our boats or outboards down to some dyno and have them tested.
At best all we can go on is the displacement, number and size of the carburetors and compression ratio and make an educated guess, that is if there really ever was a baseline.
If you look across the board at all the brands, motor displacement and arrangement vary greatly but performance generally does not.
One may be a little faster or little quicker out of the hole shot but rarely does any motor with the same rating completely blow away another witht he same rating.
Around 1984 they changed from power head to prop rated HP advertising but from what I've seen that simply subtracted the roughly 15% power loss at the gear box from the decal on the side.
I would think you loose more power over time as a motor wears, as the fuel pump looses efficiency or as the carb adjustment falls out of optimum range over time. This happens with any engine, some faster than others.
Most motors are at their optimum power at the point of 'break in'. Once the rings have seated and the engine is in proper, optimum state of tune.
It goes downhill from there.
Unlike automobiles, an outboard has even more variables to consider, prop blade flex, pitch, and cup all affect the effective prop hp. The change can be slight but it adds up.
The reality is that the number on the side of a motor is a suggestion at best, rated to a standard that in many ways is partly irrelevant to most owners other than being a baseline or indicator of 'about' what to expect.
We would certainly expect that if we removed a 90hp outboard in favor of one marked 115 that we would go faster and have more power. Regardless of brand, or type of motor. However the reality is do we really know what 90 or 115 hp really is in the real world.
It goes back to the fact that any engine is simply an air pump and all we can go on is seat of pants feel and actual performance speeds.
Over the years I find that hull design, weight, and weight distribution has as much to do with how well any outboard performs as does the number on the side of the cover.
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