Simrad
Simrad is a marine electronics manufacturer producing chartplotters, fishfinders, HALO radars, CHIRP sonars, autopilots, trolling motors, and the AutoCaptain autonomous boating system for powerboat owners, sportfishing enthusiasts, and boat builders across 16+ countries, operating as a brand under Brunswick Corporation's Navico Group.
- Company typePrivate
- Founded1946
- HeadquartersEgersund, Norway
- Headcount1–10
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Simrad does
Simrad is a designer and manufacturer of marine electronics, founded in 1946 in Egersund, Norway, and currently operated as a brand under Navico Group, a division of Brunswick Corporation (NYSE: BC). The company serves the leisure and professional marine markets with a product portfolio that spans chartplotters and fishfinders (GO Series, NSX, NSX ULTRAWIDE, NSS evo3S, NSS 4, NSO evo3S, NSO 4), HALO pulse compression radar systems (dome and open array), CHIRP sonar modules (SonarHub, StructureScan 3D, S5100, S3100H), autopilots, VHF radios/AIS, instruments, compasses, and the RECON saltwater trolling motor. Its flagship technical platform is NEON OS, a unified chartplotter operating system designed to consolidate navigation, sonar, radar, and vessel control into a single interface across the company's display lineup.
At the technology layer, Simrad differentiates through its October 2025 launch of the AutoCaptain Autonomous Boating System, developed in exclusive partnership with Mercury Marine. AutoCaptain integrates six depth-perceiving cameras providing 360-degree visual awareness with autonomous control logic to perform automated docking, undocking, move-to-position, and hold-at-dock maneuvers, with real-time environmental response to wind, current, and obstacles. The company's NEON 2.3 software (2025) and ongoing firmware roadmap, alongside features such as VelocityTrack Doppler radar, Dual-Channel CHIRP sonar, Bird+ Mode radar, and FishCast fishing forecasts powered by ROFFS, demonstrate a software-led product cadence layered on top of the hardware base. Simrad's ecosystem includes roughly 30 documented technology integration partners spanning major engine manufacturers (Mercury, Yamaha, Honda, Cummins, Caterpillar, MAN, MTU, Suzuki, Yanmar), audio brands (Fusion, JL Audio), digital switching (C-Zone), power systems (Mastervolt, Victron), stabilization (Seakeeper, SmartGyro), lighting (Lumishore, Lumitec), and cartography (C-MAP, SiriusXM weather, EchoPilot forward-looking sonar).
Simrad's business model is predominantly hardware sales through a global authorized dealer network and OEM boat builder partnerships, with products distributed across 16+ country-specific websites (US, UK, Germany, France, Italy, Spain, Norway, Sweden, Finland, Netherlands, Canada, Australia, New Zealand, China, Singapore, and an EU region). The Simrad App introduces a secondary freemium software revenue stream with a monthly premium subscription tier offering offline charts, AIS, extended weather, high-resolution bathymetry, and advanced navigation. Primary customer segments are powerboat owners (cruisers, center consoles, sport boats, pontoons) and serious sportfishing/anglers targeting offshore species, with secondary segments including marine OEMs/boat builders and short-handed captains. No standalone Simrad revenue is disclosed; the parent Brunswick Marine segment reported $1.08 billion in 2024 revenue, with Simrad competing alongside sister brands Lowrance, B&G, and Humminbird within that portfolio.
Simrad firmographics
Firmographics- Name
- Simrad
- Legal name
- Navico Group
- Website
- https://simrad-yachting.com
- Company type
- Private
- Founded year
- 1946
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Simrad is a marine electronics manufacturer producing chartplotters, fishfinders, HALO radars, CHIRP sonars, autopilots, trolling motors, and the AutoCaptain autonomous boating system for powerboat owners, sportfishing enthusiasts, and boat builders across 16+ countries, operating as a brand under Brunswick Corporation's Navico Group.
- Ownership category
- akta.pro rank
Simrad industry classification
Industry- Product category
- Marine Electronics
- NAICS
- Search, Detection, Navigation, Guidance, Aeronautical, and Nautical System and Instrument Manufacturing (334511), Boat Dealers (441222)
- SIC
- Ship & Boat Building & Repairing (3730), Retail-Radio, Tv & Consumer Electronics Stores (5731)
- akta.pro primary industry
- Fishing Electronics & Marine Tech Retail (Fishfinders, GPS, Sonar) (CRAMALAH)
- akta.pro secondary industries
- Marine Safety & Navigation Electronics Retail (PFDs, EPIRBs, GPS, VHF) (CRAMAIAH), Marine Parts, Accessories & Maintenance Supplies Retail (CRAMAIAB)
Keywords
Where Simrad is headquartered
LocationHeadquarters
- HQ city
- Egersund
- HQ country
- Norway
- HQ region
- Europe
Offices2 records
Markets served
Simrad business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Marine Electronics Hardware Sales: Sale of marine electronics hardware including chartplotters, fishfinders, sonar systems, radar, autopilots, trolling motors, VHF radios, instruments, and accessories. Products sold through dealer networks and OEM boat builder partnerships.
- Simrad App Premium Subscriptions: Freemium mobile app with premium subscription tier offering offline maps, AIS, extended weather forecasts, high-resolution bathymetry, custom depth shading, shaded relief, satellite overlay, and advanced navigation features.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Others | Free tier with basic charting and navigation features |
| Subscription | Monthly | Premium subscription with advanced features |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Simrad product offering
Product offeringCore offering
Simrad designs, manufactures, and sells marine electronics and navigation solutions for powerboat and sportfishing markets, including chartplotters, fishfinders, HALO radar systems, sonar modules, autopilots, the AutoCaptain autonomous boating system, trolling motors, VHF radios, instruments, and entertainment modules, unified by the proprietary NEON OS. Products are sold through a global authorized dealer network and OEM boat builder partnerships, complemented by the freemium Simrad App and FishCast fishing forecast service.
Product overview
Simrad is a marine electronics manufacturer producing high-performance chartplotters, fishfinders, radars, sonars, autopilots, and trolling motors for powerboats and sportfishing vessels. The product portfolio centers on the NEON OS operating system powering chartplotters (GO Series, NSX, NSX ULTRAWIDE, NSS evo3S, NSS 4, NSO evo3S, NSO 4), complemented by HALO radar systems (Open Array and Dome), sonar modules (SonarHub, StructureScan 3D, S5100, S3100H), and the AutoCaptain autonomous boating system. Additional offerings include RECON trolling motors, VHF radios/AIS, instruments, entertainment systems (SonicHub 2, SiriusXM), mapping/cartography (C-MAP), mobile applications (Simrad App with free and premium tiers), and FishCast fishing forecasts. The company integrates with major marine engine manufacturers (Mercury, Yamaha, Honda, Cummins, CAT, MAN, MTU, Suzuki, Yanmar), audio brands (Fusion, JL Audio, Kicker), power systems (Mastervolt, Victron), stabilization (Seakeeper, SmartGyro), and other marine electronics. Navico Group operates as a division of Brunswick Corporation.
Differentiator
Problem solved
Functional benefit
Brands
- AutoCaptain: Advanced autonomous boating system with automated docking, undocking, and short-distance marina maneuvers capabilities.
- Simrad App
- NEON OS
- HALO Radar
- FishCast
Products and services
- NSO 4 Elite-level chartplotter with glass-to-edge design, ultra-fast 8-core performance, and best-in-class system integration for total offshore command, running NEON OS and intended for larger vessels and fully integrated helms.
- NSO evo3S Modular chartplotter solution built for fully integrated helms and larger vessels, featuring touchscreen and keypad control in 16, 19, and 24 inch display options.
- NSS 4 Premium all-in-one chartplotter and fishfinder with a trio of hybrid controls, lightning-quick 8-core processor, and dual channel CHIRP sonar, designed for offshore fishing boats and serious anglers.
- NSS evo3S
- NSX Versatile all-in-one chartplotter with navigation, sonar, radar integration, and system control, featuring the latest NEON OS for smoother, faster, and easier use.
- NSX ULTRAWIDE World's first fully-featured ultrawide marine display, combining dual-screen benefits into a single display for an immersive helm experience, available in 12 and 15 inch displays.
- GO Series
- HALO 3000 Open Array Radar Most powerful open array radar with 130 Watts output, up to 96nm range, Bird+ Mode for locating feeding flocks up to 8nm away, AutoTrack, ZoneTrack, VelocityTrack, and preset modes.
- HALO 2000 Open Array Radar Advanced pulse compression open array radar with 50 Watts output and up to 72nm range, available in 3, 4, and 6 foot arrays with instant startup from standby.
- HALO Dome Radar
- SonarHub
- StructureScan 3D
- S5100 Sonar Module
- S3100H Sonar Module
- AutoCaptain Autonomous Boating System Advanced autonomous boating system that reduces stress during docking, undocking, and marina maneuvers, featuring six integrated depth-perceiving cameras for 360-degree awareness and hold-at-dock capabilities.
- RECON Trolling Motor
- Autopilots
- VHF Radios and AIS
- Instruments
- Compasses
- SonicHub 2
- SiriusXM Marine Weather
- Mapping and Cartography
- Simrad App
- FishCast Powered by ROFFS Data-driven fishing forecast service powered by ROFFS (Roffer's Ocean Fishing Forecast Service) providing fishing insights and predictions.
- Powerboating Navigation Systems
- Sportfishing Navigation Systems
Quantifiable outcome
- Marine Electronics Market valued at $6.064 billion in 2024, projected to reach $10.37 billion by 2035 at 5.0% CAGR
- +1 more outcomes
Companies that use Simrad
Customer profileSegments4 records
Ideal customer profiles3 records
Simrad technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration37 records
AI capability4 records
Feature8 records
Simrad partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- Mercury MarinecoreExclusive partnership for AutoCaptain autonomous boating system. Developed in partnership with Mercury Marine propulsion and paired with dedicated Simrad display app. AutoCaptain is exclusively integrated with Mercury Joystick and propulsion systems, built into vessels at the factory level for seamless performance.
- AxoparminorBoat builder partner featuring Simrad electronics integration in Axopar vessels.
- Cantieri Nautici VizianellominorCollaboration on innovative water taxi development for Venice transport.
- E1 SeriesminorOfficial partnership with E1 Series electric powerboat racing championship. Simrad technology integrated into E1 Series vessels.
- George PoveromominorAmbassador partnership with saltwater fishing expert George Poveromo showcasing marine electronics innovation and expertise.
- Flyn JackminorAmbassador partnership with New Zealand saltwater fishing professional.
- Gray FishTag ResearchminorMarine conservation partnership supporting shark tagging research through Simrad technology.
Scale indicators4 records
Recent moves6 records
Expansion highlights7 records
Simrad competitors and assessment
Company assessmentDirect peers
- B&G: B&G is a sister brand within Navico Group, specializing in sailing electronics, instruments, autopilots, and chartplotters. While sailing-focused, its product categories (chartplotters, autopilot systems, VHF) overlap directly with Simrad's portfolio, making it a sibling competitor for marine electronics dollars.
- Garmin: Garmin is the largest marine electronics competitor, offering chartplotters (GPSMAP series), Fantom radar, and sonar systems across recreational and fishing markets. It competes head-to-head with Simrad across virtually every product category and serves the same OEM and aftermarket channels.
- Raymarine (FLIR Systems): Raymarine is a direct marine electronics competitor offering Axiom chartplotters, Quantum radar, and sonar systems. FLIR/Teledyne ownership provides thermal imaging and night vision capabilities that overlap with Simrad's FLIR integration partnership, and it serves the same powerboat and offshore fishing segments.
- Lowrance: Lowrance is a sister brand under the same Navico Group / Brunswick Corporation umbrella, offering HDS and Elite chartplotters and fishfinders primarily targeting the freshwater fishing segment. It directly competes with Simrad's sportfishing-focused NSS and NSX lines for consumer wallet share and OEM fitment.
- Humminbird: Humminbird is another Navico Group sister brand focused on freshwater fishfinders and sonar technology (HELIX, SOLIX series). While it has less overlap in saltwater/sonar markets, it shares Simrad's parent and competes for cross-brand positioning within Brunswick's marine portfolio.
- Furuno: Furuno is a Japanese marine electronics manufacturer with strong presence in commercial fishing and professional maritime markets. It offers radar, sonar, GPS, and autopilot systems that compete with Simrad across both leisure and professional segments and is named alongside Simrad as a key market player.
Emerging players
- SiOnyx: SiOnyx is an emerging low-light camera technology provider whose marine night-vision cameras integrate with chartplotter systems including Simrad's. It represents a component-level adjacent competitor in computer-vision-enabled situational awareness, an area Simrad is expanding into via AutoCaptain.
- Naviop (Yacht Control): Naviop is a yacht automation and digital control system provider focused on integrating vessel systems (lighting, climate, entertainment, monitoring) through unified touchscreen interfaces. It addresses similar helm integration challenges as Simrad's NEON OS, particularly in the superyacht and large-vessel segment.
- Mercury Marine: Mercury Marine is Simrad's exclusive AutoCaptain partner and sibling brand under Brunswick. While primarily a propulsion manufacturer, Mercury's VesselView display ecosystem and SmartCraft integration increasingly overlap with marine electronics functions traditionally owned by Simrad, making it both a strategic partner and a potential adjacent competitor.
Broad incumbents
- KVH Industries: KVH Industries is a broader marine and military communications technology provider offering satellite TV, VSAT connectivity, and navigation systems. It is named alongside Simrad as a key player in the marine electronics market and represents a broader incumbent with overlapping navigation and communication capabilities.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Simrad social profiles
Digital presenceSimrad financial estimates
Financial estimateRevenue estimate
Valuation estimate
Simrad leadership team
Management profileNumber of profiles
Profiles1 record
Simrad funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Simrad M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Simrad
What does Simrad do?
Simrad designs, manufactures, and sells marine electronics and navigation solutions for powerboat and sportfishing markets, including chartplotters, fishfinders, HALO radar systems, sonar modules, autopilots, the AutoCaptain autonomous boating system, trolling motors, VHF radios, instruments, and entertainment modules, unified by the proprietary NEON OS. Products are sold through a global authorized dealer network and OEM boat builder partnerships, complemented by the freemium Simrad App and FishCast fishing forecast service.
Is Simrad a public or private company?
Simrad is a private company. It is classified as corporate owned and is currently operating.
When was Simrad founded?
Simrad was founded in 1946. It employs 1 to 10 people.
Where is Simrad based?
Simrad is headquartered in Egersund, Norway, in the Europe region.
How does Simrad make money?
Two revenue lines are on record. Marine Electronics Hardware Sales are the primary driver. The others are simrad App Premium Subscriptions.
Who are Simrad's main competitors?
Direct peers on record are B&G, Garmin, Raymarine (FLIR Systems), Lowrance, Humminbird and Furuno. Emerging players are SiOnyx, Naviop (Yacht Control) and Mercury Marine. KVH Industries is listed as a broad incumbent.
Does Simrad have an API?
No public API is recorded for Simrad.
What industry is Simrad in?
Simrad's product category is Marine Electronics. Its primary akta.pro industry code is CRAMALAH, Fishing Electronics & Marine Tech Retail (Fishfinders, GPS, Sonar), with a secondary code of CRAMAIAH, Marine Safety & Navigation Electronics Retail (PFDs, EPIRBs, GPS, VHF). Its NAICS code is 334511 and its SIC code is 3730.