Simrad

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.

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

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

• Marine electronics
• Chartplotters and fishfinders
• Marine radar systems
• Autonomous boating technology
• Marine sonar modules

Headquarters

HQ city

Egersund

HQ country

Norway

HQ region

Europe

Offices2 records

Markets served

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

1. 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.
2. 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

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core 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

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration37 records

AI capability4 records

Feature8 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Mercury MarinecoreStrategic or Co-development Partner · 20 October 2025Exclusive 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.
• AxoparminorChannel Partner/ Reseller/ DistributorBoat builder partner featuring Simrad electronics integration in Axopar vessels.
• Cantieri Nautici VizianellominorChannel Partner/ Reseller/ DistributorCollaboration on innovative water taxi development for Venice transport.
• E1 SeriesminorStrategic or Co-development PartnerOfficial partnership with E1 Series electric powerboat racing championship. Simrad technology integrated into E1 Series vessels.
• George PoveromominorGTM or Marketing PartnerAmbassador partnership with saltwater fishing expert George Poveromo showcasing marine electronics innovation and expertise.
• Flyn JackminorGTM or Marketing PartnerAmbassador partnership with New Zealand saltwater fishing professional.
• Gray FishTag ResearchminorStrategic or Co-development PartnerMarine conservation partnership supporting shark tagging research through Simrad technology.

Scale indicators4 records

Recent moves6 records

Expansion highlights7 records

Direct 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

• YouTubeyoutube.com/simradyachting
• Facebookfacebook.com/SimradYachting
• LinkedInlinkedin.com/company/simrad-pro
• Instagraminstagram.com/simradyachting

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Simrad