What Lowrance Electronics Inc does

Lowrance Electronics Inc, founded in 1957 and headquartered in Tulsa, Oklahoma, manufactures consumer marine sonar, GPS/chartplotter, and trolling motor systems for recreational and professional anglers globally. Its product portfolio spans fishfinders across three tiers — Eagle (entry-level), Elite FS (mid-range), and HDS PRO (professional) — paired with proprietary transducer systems including ActiveTarget 2 Live Sonar, ActiveTarget 2 XL, and Active Imaging HD, complemented by Ghost, Ghost X, and Recon trolling motors. The technology stack integrates hardware with C-MAP nautical charts, Genesis crowd-sourced bathymetric mapping (30,000+ submissions), and the Lowrance App for mobile device mirroring and control.

The company operates as a brand under Navico Group, a division of Brunswick Corporation, and distributes through a global authorized dealer network with regional websites covering North America, Europe, Asia Pacific, and South Africa. Revenue is generated primarily through hardware unit sales (fishfinders, trolling motors, transducers, charts) with a secondary recurring stream from the Lowrance App freemium/premium subscription. Go-to-market combines dealer channels, professional angler sponsorships (Major League Fishing, Xtreme Bass Series), boat show presence, and direct consumer engagement via the mobile app. The customer base spans freshwater, saltwater, ice, and kayak anglers, with tournament-proven credibility anchored by endorsements from MLF champions and Bassmaster winners.

Name

Lowrance Electronics Inc

Legal name

Lowrance Electronics Inc

Website

https://lowrance.com

Company type

Private

Founded year

1957

Operating status

Operating

Headcount range

251–500 employees

Short description

Lowrance Electronics Inc manufactures marine sonar, GPS chartplotters, and trolling motors for recreational and professional anglers worldwide. Operating as a brand under Navico Group (Brunswick Corporation), it sells through global dealers and its Lowrance App across 16+ regional markets.

Ownership category

akta.pro rank

Product category

Marine Electronics

NAICS

Search, Detection, Navigation, Guidance, Aeronautical, and Nautical System and Instrument Manufacturing (334511)

SIC

Wholesale-Electronic Parts & Equipment, Nec (5065)

akta.pro primary industry

Fishing Electronics & Marine Tech Retail (Fishfinders, GPS, Sonar) (CRAMALAH)

akta.pro secondary industry

Marine Safety & Navigation Electronics Retail (PFDs, EPIRBs, GPS, VHF) (CRAMAIAH)

Keywords

• Marine electronics
• Fish finders
• Sonar technology
• Chartplotters
• Trolling motors

Headquarters

HQ city

Tulsa

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Technology or R&D, Operations, Marketing or Sales, Personnel

Revenue model

1. Fish Finders and Chartplotters: Sale of fish finding devices including multiple product series (Eagle, Elite FS, HDS PRO) with varying price points targeting different customer segments from entry-level to professional
2. Trolling Motors: Sale of Ghost and Recon trolling motors for boat positioning and fish location support
3. Transducers and Sonar Modules: Sale of transducers and sonar modules including ActiveTarget, Active Imaging HD, and legacy products
4. Lowrance App Premium Subscription: Freemium mobile app with premium tier offering offline maps, AIS, 5-day weather, navigation features, high-resolution bathymetry, and satellite overlay
5. C-MAP Charts: Sale of detailed nautical charts and mapping data, including promotional bundles with fishfinders

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels8 records

Core offering

Lowrance Electronics Inc designs, manufactures, and sells consumer marine and fishing electronics including fish finder/chartplotter displays (Eagle, Elite FS, HDS PRO series), live sonar systems (ActiveTarget 2, ActiveTarget 2 XL, Active Imaging HD), trolling motors (Ghost X, Ghost, Recon), and the Lowrance App companion mobile application with C-MAP charting. The portfolio is integrated through NMEA 2000 networking and C-MAP chart services with Genesis crowd-sourced mapping, sold through a global authorized dealer network targeting recreational and professional anglers.

Product overview

Lowrance Electronics Inc offers a comprehensive marine and fishing electronics portfolio consisting of fish finders/chartplotters at multiple tiers (Eagle entry-level, Elite FS mid-range, HDS PRO professional), advanced live sonar systems (ActiveTarget 2, ActiveTarget 2 XL, Active Imaging HD), trolling motors (Ghost X, Ghost, Recon for fresh and saltwater), mobile applications (Lowrance App with C-MAP charting and device sync), and supporting marine electronics (autopilots, VHF/AIS, radar, sensors, gauges). The ecosystem is tied together through C-MAP charting services with Genesis crowd-sourced mapping and supports various fishing activities including lake fishing, coastal fishing, kayak fishing, and ice fishing. The company operates as part of Navico Group, a division of Brunswick Corporation, with over 60 years of continuous innovation in fishing electronics since 1957.

Differentiator

Problem solved

Functional benefit

Brands

• HDS PRO: Professional-grade fishfinder and chartplotter display series featuring enhanced sonar and HDS Ultimate Fishing System
• Elite FS
• Eagle
• ActiveTarget
• Active Imaging HD
• Ghost
• Lowrance App
• Eagle Eye

Products and services

• HDS PRO Professional-grade fish finder and chartplotter with ultimate sonar clarity, featuring enhanced Lowrance sonar, latest C-MAP charts, and easy bow-to-stern control for serious anglers.
• Elite FS Mid-range fish finder combining all Lowrance fish finding tools including ActiveTarget Live sonar in a display that's easy to use and install.
• Eagle Fishfinder Most accessible and easy-to-use fishfinder bringing enhanced Lowrance sonar to entry-level anglers.
• ActiveTarget 2 XL Live Sonar World's clearest, most complete live sonar system with 180-degree viewing angle providing real-time fish tracking.
• ActiveTarget 2 Live Sonar High-resolution live sonar system for real-time fish and structure imaging.
• Active Imaging HD High-definition sonar imaging providing detailed side-scan and down-scan views of fish and underwater structure.
• Recon Trolling Motor Trolling motor with unique FreeSteer joystick control, best-in-class power and GPS for both freshwater and saltwater fishing.
• Ghost X Trolling Motor Quiet fly-by-wire trolling motor with enhanced precision directional indicator, increased power for freshwater fishing.
• Lowrance App Mobile fishing companion app with C-MAP charts, waypoint management, offline maps, AIS tracking, weather data, autorouting, and device sync capabilities.
• Ghost Trolling Motor Fly-by-wire freshwater trolling motor with precise directional indicator, available in multiple shaft lengths (47, 52, 60 inch) for different boat configurations.
• C-MAP Charts Detailed nautical charting with high-resolution bathymetry, custom depth shading, Genesis Live real-time mapping, and thousands of Points of Interest for navigation and fishing.
• Eagle Eye All-in-one fish finder with built-in live sonar solution, world's most accessible fishfinder with integrated live sonar technology.

Quantifiable outcome

• 9 of the top 10 finishers at tournament events used Lowrance electronics
• +1 more outcomes

Named customers9 records

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability7 records

Feature9 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Xtreme Bass SeriescoreGTM or Marketing Partner · 23 April 2025Partnership with Florida's largest grassroots tournament trail. Lowrance provides electronics support for tournament participants.
• Major League FishingcoreGTM or Marketing Partner · 24 February 2022Multi-year sponsorship agreement with Major League Fishing including branding presence for C-MAP and Ghost Trolling Motor. Professional anglers compete using Lowrance equipment in MLF tournaments.
• White River Marine GroupminorGTM or Marketing Partner · 28 July 2021Increased collaboration and partnership strengthening between Lowrance and White River Marine Group. Tournament-ready Lowrance product installations featured on Nitro Pro, Triton Patriot Packs, and Ranger Cup boats.
• Angling SpiritminorGTM or Marketing PartnerContinued partnership providing technical support at World Predator Classic, World Carping Classic, and pioneering new event The Sea Angling Classic.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Furuno: Furuno is a long-established Japanese marine electronics manufacturer competing with Lowrance in sonar, fishfinders, and navigation equipment, particularly in commercial and offshore fishing segments.
• Raymarine: Raymarine (owned by Teledyne FLIR) competes with Lowrance in marine multifunction displays, sonar, radar, and autopilots across both recreational and light-commercial marine segments globally.
• B&G: B&G is another Navico Group sister brand focused on sailing electronics (chartplotters, autopilots, instruments). It shares the underlying sonar and chartplotter platform technology with Lowrance and competes for dealer shelf space and OEM partnerships.
• Garmin: Garmin's marine segment directly competes with Lowrance in chartplotters, fishfinders, and live sonar (LiveScope). It serves the same recreational and pro angler customer base with broader R&D and marketing scale across marine, aviation, and outdoor categories.
• Humminbird: Humminbird, owned by Johnson Outdoors, is one of Lowrance's closest direct competitors in fishfinders, side-imaging/down-imaging sonar, and the rival Mega Live live-sonar product line. They share the same pro angler and tournament sponsorship circuits.
• Simrad: Simrad is a sister brand under Navico Group (same parent as Lowrance within Brunswick) targeting offshore powerboat and sportfishing segments. It is the most directly comparable brand in product line, distribution, and technology base.

Broad incumbents

• Navico Group: Navico Group is the parent division of Lowrance, Simrad, and B&G within Brunswick Corporation. It is the broad incumbent umbrella under which Lowrance competes, and its strategic priorities directly govern Lowrance's roadmap.
• Johnson Outdoors: Johnson Outdoors owns the Humminbird marine electronics brand and competes with Lowrance across fishing electronics, while also operating diving, paddling, and outdoor recreation businesses. It is the closest broad-incumbent counterpart for portfolio context.

Others

• Brunswick Corporation: Brunswick Corporation is the ultimate parent of Lowrance through Navico Group. It is an adjacent incumbent in boat manufacturing (Mercury Marine, Boston Whaler, Sea Ray) that channels distribution synergies into marine electronics demand.

Emerging players

• Deeper: Deeper is an emerging smart-castable sonar player popular with kayak and shore anglers. It overlaps with Lowrance's kayak angler and entry-level segments via app-driven, lower-priced sonar devices.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xtwitter.com/lowrancefishing
• YouTubeyoutube.com/user/lowrance
• Facebookfacebook.com/Lowrance
• LinkedInlinkedin.com/showcase/68158356
• Instagraminstagram.com/lowrancefishing

Revenue estimate

Valuation estimate

Number of profiles

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 Lowrance Electronics Inc