Outback Guidance
Outback Guidance is a US-based aftermarket manufacturer of GPS guidance and autosteer systems for agriculture, selling terminals, steering controllers, GNSS receivers, and the Atlas correction service to row-crop and broad-acre farmers through a dealer network across North America, Australia, and New Zealand.
- Company typePrivate
- Founded2001
- HeadquartersHiawatha, United States
- Headcount101–250
- GTM typeB2B
- OfferingHardware or Manufacturing
What Outback Guidance does
Outback Guidance is a US-based manufacturer of aftermarket GPS guidance systems for ground agriculture, operating as a commercial brand of Hemisphere GNSS (USA) Inc. Founded in 2001 and headquartered in Hiawatha, Kansas, the company designs and sells precision farming hardware including touchscreen terminals (MaveriX, REBEL), autosteer controllers (eDriveM1, eDriveXC, eDrive ESi²), application control units (AC110), and multi-constellation GNSS receivers (A631, A631 Base Station). The technology stack spans the full precision accuracy spectrum from SBAS (40 inch) through Atlas Broad-Acre (20 inch) and Atlas Row-Crop (3.2 inch) to RTK (1 inch) positioning, supported by the Atlas global L-band correction service that leverages approximately 200 reference stations worldwide. The product portfolio integrates with over 1,500 vehicle models via model-specific installation kits and supports ISOBUS, NMEA 2000/CAN, and variable rate task control.
The company makes money primarily through one-time hardware sales distributed via an authorized dealer network across the US, Canada, Australia, and New Zealand, supplemented by recurring revenue from Atlas correction subscriptions (3-month, 6-month, and annual terms) and extended service/warranty plans. Go-to-market is dealer-led with Territory Managers supporting both Stocking and Non-Stocking Dealer partners, complemented by digital tools including a 'What Fits My Machine' configurator, an online storefront, and customer support infrastructure. The customer base is a long tail of SMB row-crop and broad-acre farmers purchasing equipment for tillage, planting, spraying, harvesting, and nutrient application.
Outback Guidance is ISO 9001:2015 certified and self-describes as one of the world's leading aftermarket suppliers of GPS systems for agriculture. Engineering and R&D functions are distributed across Scottsdale, Arizona and Calgary, Alberta, while product distribution and support centers operate in Hiawatha, Kansas and Winnipeg, Canada. The company has launched approximately 20 products over its history, with the most recent releases being the MaveriX terminal and eDriveM1 steering controller in 2022, and has no disclosed funding rounds, M&A activity, or leadership transitions.
Outback Guidance firmographics
Firmographics- Name
- Outback Guidance
- Legal name
- Hemisphere GNSS (USA) Inc.
- Website
- https://outbackguidance.com
- Company type
- Private
- Founded year
- 2001
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Outback Guidance is a US-based aftermarket manufacturer of GPS guidance and autosteer systems for agriculture, selling terminals, steering controllers, GNSS receivers, and the Atlas correction service to row-crop and broad-acre farmers through a dealer network across North America, Australia, and New Zealand.
- Ownership category
- akta.pro rank
Outback Guidance industry classification
Industry- Product category
- Precision Agriculture Guidance Equipment
- NAICS
- Farm Machinery and Equipment Manufacturing (333111), Agricultural Implement Manufacturing (33311)
- SIC
- Farm Machinery & Equipment (3523), Agricultural Services (700)
- akta.pro primary industry
- Guidance, Autosteer & Machine Control (GNSS/RTK, Auto-Steering, Implement Guidance) (AFAGALAE)
- akta.pro secondary industries
- Variable Rate Technology & Precision Application (VRT Controllers, Section Control, Smart Sprayers/Spreaders) (AFAGALAD), Autonomous/Robotic Crop Protection Applicators (UGVs, Smart Sprayers) (AFAAADAJ), Harvest Automation & Guidance (Autosteer, Header Height Control, Yield Mapping) (AFAAAEAI), Crop Protection & Application Equipment (Sprayers/Spreaders) (IMAHACAC)
Keywords
Where Outback Guidance is headquartered
LocationHeadquarters
- HQ city
- Hiawatha
- HQ country
- United States
- HQ region
- North America
Offices5 records
Markets served
Outback Guidance business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Technology or R&D, Supply Chain, Operations, Marketing or Sales, Infrastructure
Revenue model
- Hardware Sales: Sale of agricultural guidance hardware including terminals (MaveriX, REBEL), autosteer systems (eDriveM1, eDriveXC, eDriveXD, eDrive ESi²), GNSS receivers (A631, A222), application control units (AC110), base stations, and repeaters. Products sold through dealer network with installation kits for specific vehicle models.
- Subscription Services (Atlas Correction): Recurring subscription fees for Atlas correction services including Atlas Row-Crop and Atlas Broad-Acre subscriptions. Also includes eTurns unlock and ISOBUS Level 4 Subscription.
- Extended Service Plans (ESP): Extended warranty and service plans including REBEL Terminal warranty, REBEL Broad Acre warranty, REBEL Row Crop warranty, REBEL Sub Inch warranty, and A631 RTK Extended Warranty.
- Dealer Programs: Dealer exchange warranty program with 3-year coverage, trade-in programs for competitive displacement, and leasing forms for customer financing.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | One time/ perpetual license | Product packages configured by vehicle make/model with terminal, antenna, steering system, and installation kit options |
| Subscription | Annual | Atlas Correction Service Subscriptions |
| Subscription | Multi-year contract | Dealer Exchange Warranty Program |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Outback Guidance product offering
Product offeringCore offering
Outback Guidance develops and sells aftermarket GPS guidance and autosteer systems for agricultural machinery, including touchscreen terminals (MaveriX, REBEL), steering controllers (eDriveM1, eDriveXC, eDrive ESi²), GNSS receivers (A631, A631 Base Station), application control units (AC110), radio repeaters, and the Atlas GNSS global correction service. The product line enables tractor guidance, mapping, variable rate application, and precision spraying for row crop and broad-acre farmers. Products are sold primarily through an authorized dealer network with bundled installation kits for specific vehicle makes and models.
Product overview
Outback Guidance offers precision farming guidance systems for agriculture, consisting of touchscreen terminals (MaveriX, REBEL), autosteer systems (eDriveM1, eDriveXC, eDrive ESi²), application control (AC110), and precision GNSS receivers (A631, A631 Base Station) with Atlas correction services. The portfolio ranges from SBAS (40 inch accuracy) to RTK (1 inch accuracy) positioning solutions, with MaveriX and REBEL serving as the primary terminal platforms that integrate with eDrive autosteer systems and the AC110 application controller. The A631 and A631 Base Station provide GNSS positioning while Atlas Correction Service delivers global correction data. Outback Guidance has been manufacturing GPS systems for agriculture since 2001, shipping from Hiawatha, Kansas and Winnipeg, Canada.
Differentiator
Problem solved
Functional benefit
Brands
- Outback MaveriX: 7 and 10 inch high-definition touch screen terminal with new user interface for intuitive handling.
- Outback REBEL
- Outback eDriveM1
- Outback eDriveXC
- Outback eDrive ESi²
- Outback AC110
- Outback A631
- Outback A631 Base Station
- Atlas Correction Service
- Outback Repeaters (400 Model)
Products and services
- Outback MaveriX High-definition 7" and 10" touchscreen terminal for precision agriculture operations, featuring pinch-to-zoom, customizable widgets, up to 6 configurable screen layouts, detailed 3D machine models, and built-in WiFi for RTK/NTRIP connections. Used by farmers and operators as the central interface for guidance, autosteer, and application control.
- Outback REBEL High-definition 7" and 10" touchscreen terminal with ISOBUS compatibility, variable rate task control for up to 5 products, built-in WiFi and Bluetooth for over-the-air updates, shortcut keys, camera input, and onboard help. Designed as the in-cab interface for autosteer, guidance, and application control on agricultural equipment.
- Outback eDriveM1 Next-generation steering controller with a 6-axis Inertial Measurement Unit delivering centimeter-level automated steering, integrated valve driver for hydraulic valves, and support for Straight, Contour, AB-Contour, AB-Closed, and Circle Pivot modes. Pairs with Outback terminals to provide hands-free autosteer on agricultural vehicles.
- Outback eDriveXC Centimeter-level autosteer system with Straight, Contour, A-B Contour, and Circle Pivot modes, plus eTurns, the industry's first aftermarket auto-turn solution. Installed across more than 1,500 vehicle models to deliver hands-free automated steering for planting, bedding, and nutrient placement.
- Outback eDrive ESi² High-torque, low-profile electric steering wheel replacement that mounts on difficult-to-steer vehicles and combines with eDriveM1, XD, or XC steering controllers for automated steering. Designed for whisper-quiet operation with model-specific installation kits.
- Outback AC110 Single-product application controller providing rate control and up to 10-section autoboom shutoff with variable rate compatibility for liquid and anhydrous ammonia applications. Works with STX, MAX, MaveriX, and REBEL terminals as a standalone rate and section control module.
- Outback A631 All-in-one triple-frequency multi-GNSS receiver and smart antenna tracking GPS, GLONASS, BeiDou, Galileo, and QZSS constellations, with interference mitigation, RTK upgrade option, and Atlas global correction service support. Provides the positioning backbone for guidance and autosteer applications.
- Outback A631 Base Station Base station solution built on A631 receiver technology with 900 MHz radio for license-free RTK corrections, available in portable or permanent configurations. Provides customer-owned RTK corrections for centimeter-level positioning across the farm.
- Outback Repeaters (400 Model) Flexible radio repeater that increases RTK coverage by working with 400 MHz radios and remaining compatible with all 400 MHz A321 antennas. Available in portable or permanent configurations to extend GNSS correction coverage across the farm.
- Atlas Correction Service Industry-leading GNSS-based global L-band correction service leveraging approximately 200 reference stations worldwide, featuring Auto-Seed to eliminate long convergence times and RTK Bridging to maintain RTK accuracy when RTK is lost. Delivers multiple accuracy tiers from 50cm (SBAS) to 1 inch (RTK).
Quantifiable outcome
- Up to 1" accuracy with RTK positioning
- +4 more outcomes
Companies that use Outback Guidance
Customer profileNamed customers9 records
Segments1 record
Ideal customer profiles2 records
Outback Guidance technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
Feature8 records
Outback Guidance partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Hemisphere GNSScoreParent company and technology provider for GNSS/GPS technology. Hemisphere GNSS develops the Atlas correction service and provides the underlying positioning technology that powers Outback Guidance products. Outback Guidance is a brand of Hemisphere GNSS (USA) Inc., with shared operations including distribution centers and corporate headquarters.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Outback Guidance competitors and assessment
Company assessmentEmerging players
- AgJunction: AgJunction specializes in autosteer and guidance technology sold primarily to OEM and aftermarket partners. Comparable in core technology focus on autosteer and guidance controllers, though smaller and more focused on white-label partnerships.
- TeeJet Technologies: TeeJet Technologies manufactures precision spraying, application control, and guidance products for agriculture. Comparable to Outback's AC110 application control and precision spraying focus area, with overlap in target customer and dealer distribution model.
Direct peers
- Ag Leader Technology: Ag Leader is a direct competitor in the precision agriculture aftermarket, offering guidance systems (InCommand displays, SteerCommand Z2 autosteer), application control, and GNSS receivers. Closely aligned with Outback's product mix and target customer segment of row-crop farmers.
- Topcon Agriculture: Topcon Agriculture provides GNSS guidance, autosteer, and precision farming solutions for the global market. Direct competitor to Outback with similar aftermarket positioning, multi-constellation GNSS receivers, and correction services.
- Raven Industries (CNH Industrial): Raven Industries, now part of CNH Industrial, develops precision agriculture technology including guidance, autosteer (RS1, CR7/CR12), and application control. Direct competitor with comparable product portfolio and dealer-based distribution model.
Broad incumbents
- AGCO (Fuse / Trimble partnership): AGCO's Fuse precision agriculture suite, including guidance and autosteer, competes in the precision agriculture space. Indirect peer given AGCO's OEM integration, but directly competes for farmer precision technology spend.
- Trimble Agriculture: Trimble Agriculture is a leading provider of precision agriculture solutions including GPS guidance, autosteer, and farm management software. Directly comparable to Outback's guidance and autosteer offerings but operates at significantly larger scale with broader product portfolio across hardware, software, and data analytics.
- John Deere (Precision Ag / AMS): John Deere's precision agriculture offerings (StarFire receivers, AutoTrac, G5 displays) are deeply integrated into OEM equipment, representing the largest competitive threat to Outback's aftermarket opportunity. Indirect peer as integrated solution, but directly competes for the same farmer's equipment spend.
- CNH Industrial (Case IH / New Holland AFS): CNH's Advanced Farming Systems (AFS) for Case IH and New Holland, combined with the Raven acquisition, makes CNH a major integrated precision agriculture player. Competes with Outback in both OEM-integrated guidance and aftermarket systems.
- Hexagon | NovAtel: Hexagon's NovAtel division provides high-precision GNSS receivers and correction services used across agriculture, survey, and autonomous applications. Provides underlying GNSS technology to multiple precision ag players and competes in the high-accuracy positioning space.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Outback Guidance social profiles
Digital presenceOutback Guidance compliance and trust
Trust signalCompliance1 record
Outback Guidance financial estimates
Financial estimateRevenue estimate
Valuation estimate
Outback Guidance leadership team
Management profileNumber of profiles
Outback Guidance funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Outback Guidance 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 Outback Guidance
What does Outback Guidance do?
Outback Guidance develops and sells aftermarket GPS guidance and autosteer systems for agricultural machinery, including touchscreen terminals (MaveriX, REBEL), steering controllers (eDriveM1, eDriveXC, eDrive ESi²), GNSS receivers (A631, A631 Base Station), application control units (AC110), radio repeaters, and the Atlas GNSS global correction service. The product line enables tractor guidance, mapping, variable rate application, and precision spraying for row crop and broad-acre farmers. Products are sold primarily through an authorized dealer network with bundled installation kits for specific vehicle makes and models.
Is Outback Guidance a public or private company?
Outback Guidance is a private company. It is classified as corporate owned and is currently operating.
When was Outback Guidance founded?
Outback Guidance was founded in 2001. It employs 101 to 250 people.
Where is Outback Guidance based?
Outback Guidance is headquartered in Hiawatha, United States, in the North America region.
How does Outback Guidance make money?
Four revenue lines are on record. Hardware Sales are the primary driver. The others are subscription Services (Atlas Correction), extended Service Plans (ESP) and dealer Programs.
Who are Outback Guidance's main competitors?
Emerging players on record are AgJunction and TeeJet Technologies. Direct peers are Ag Leader Technology, Topcon Agriculture and Raven Industries (CNH Industrial). Broad incumbents are AGCO (Fuse / Trimble partnership), Trimble Agriculture, John Deere (Precision Ag / AMS), CNH Industrial (Case IH / New Holland AFS) and Hexagon | NovAtel.
Does Outback Guidance have an API?
No public API is recorded for Outback Guidance.
What industry is Outback Guidance in?
Outback Guidance's product category is Precision Agriculture Guidance Equipment. Its primary akta.pro industry code is AFAGALAE, Guidance, Autosteer & Machine Control (GNSS/RTK, Auto-Steering, Implement Guidance), with a secondary code of AFAGALAD, Variable Rate Technology & Precision Application (VRT Controllers, Section Control, Smart Sprayers/Spreaders). Its NAICS code is 333111 and its SIC code is 3523.