What Advanced Systems Group (ASG) does

Advanced Systems Group (ASG) is an operating division within Navico Group, which itself is a division of Brunswick Corporation (NYSE: BC). ASG / Navico Group is a portfolio of 20+ established brands that design, manufacture, and distribute integrated systems for marine, recreational vehicle (RV), and specialty/industrial vehicle end markets. Core product categories span four areas: Digital Systems (B&G, Simrad, C-MAP, CZONE — chartplotters, radar, sonar, navigation, digital switching); Fishing Systems (Lowrance, MotorGuide, Simrad, C-MAP — fish finders, sonar, trolling motors, cartography); Power Systems (ANCOR, BEP, Blue Sea Systems, Marinco, Mastervolt, Progressive Industries, ProMariner, RELiON — batteries, chargers, inverters, electrical distribution, surge protection); and Performance Components (Attwood, Garelick, Lenco, Whale — pumps, plumbing, hardware, trim tabs, heaters). The platform is built around plug-and-play interoperability, enabling bow-to-stern and road-ready system integration across marine, RV, and industrial applications.

The business model is predominantly B2B2C hardware sales (marine electronics, power and electrical components, performance hardware) sold through authorized dealer networks, OEM partnerships with boat builders and RV manufacturers, and brand-specific direct-to-consumer websites. A smaller, recurring component comes from connected services: C-MAP digital cartography and the Navico Connect platform, which enables remote monitoring and control of marine systems via mobile devices. The company holds 260+ patents and 200+ registered trademarks globally, and operates manufacturing/engineering presence across the US (Milwaukee), Mexico (Ensenada), Singapore, and Spain (Alicante), alongside its Mettawa, IL headquarters. Strategic priorities articulated in source material include sustainability leadership (30% Scope 1 and 2 emissions reduction by 2025, 100% sustainable packaging by 2030), electrification expansion (lithium-ion batteries and power conversion), and connected-platform development (Navico Connect).

Name

Advanced Systems Group (ASG)

Legal name

Advanced Systems Group (ASG)

Website

https://oneasg.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Advanced Systems Group (ASG) is an operating division of Navico Group (a Brunswick Corporation unit) that designs, manufactures, and distributes integrated marine, RV, and specialty vehicle systems across 20+ brands spanning digital, fishing, power, and performance components.

Ownership category

akta.pro rank

Product category

Marine Electronics & Systems

NAICS

Search, Detection, Navigation, Guidance, Aeronautical, and Nautical System and Instrument Manufacturing (334511), Motor Vehicle Electrical and Electronic Equipment Manufacturing (33632)

SIC

Search, Detection, Navagation, Guidance, Aeronautical Sys (3812), Industrial Instruments For Measurement, Display, And Control (3823)

akta.pro primary industry

Integrated Marine Electrical Systems & Switchboards (IMAJAJAA)

akta.pro secondary industries

Marine Automation, Control & PLC/SCADA Systems (IMAJAJAC), Marine Navigation Systems (ECDIS, Radar, GNSS, AIS) (IMAJAJAE), Propulsion MRO, Spares & Field Service (Overhauls, retrofits, upgrades) (IMAJAHAN)

Keywords

• Marine electronics systems
• Recreational vehicle power
• Fishing electronics
• Marine power systems
• Boat navigation systems

Headquarters

HQ city

Not publicly disclosed

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Marine Electronics & Systems: Sale of marine electronics including chartplotters, fish finders, radar, sonar systems, and integrated digital solutions through marine dealers and OEMs.
2. Power & Electrical Systems: Sale of electrical components including batteries, chargers, pumps, plumbing systems, and power management solutions for marine, RV, and industrial applications.
3. Performance Components: Sale of marine hardware and performance components including pumps, marine hardware, and specialty vehicle equipment.
4. Connected Services: Digital products and connected services including C-MAP cartography, Navico Connect platform, and software-enabled features.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Advanced Systems Group (ASG) operates as the marine, RV, and specialty vehicle solutions division of Navico Group, unifying 20+ industry-leading brands into integrated hardware systems. ASG delivers marine electronics (sonar, radar, chartplotters, autopilots), power systems (batteries, chargers, inverters, electrical distribution), fishing systems (fish finders, trolling motors), digital switching/control systems, and performance components (pumps, hardware, plumbing) to boat builders, RV manufacturers, dealers, and end customers.

Product overview

Advanced Systems Group (ASG) operates as a division of Brunswick Corporation under the Navico Group name, comprising over 20 leading brands in the marine, RV, and specialty vehicle industries. The company offers a portfolio of integrated solutions organized into four key segments: Marine, RV, and Industrial solutions. Marine solutions encompass four product categories: Fishing Systems (featuring Lowrance, Simrad, C-MAP, and MotorGuide brands for sonar, chartplotters, and trolling motors), Power Systems (ANCOR, BEP, Blue Sea Systems, Marinco, Mastervolt, Progressive Industries, ProMariner, and RELiON for electrical distribution, batteries, and charging), Digital Systems (B&G, Simrad, C-MAP, and CZONE for displays, navigation, and connected boat technology), and Performance Components (Attwood, Garelick, Lenco, and Whale for hardware, pumps, and plumbing). RV solutions include Power Systems, Digital Systems (CZONE, Whale), and Performance Components. Industrial solutions provide Power Systems for specialty vehicles. The portfolio enables plug-and-play integration across brands, offering seamless user experiences from bow to stern.

Differentiator

Problem solved

Functional benefit

Products and services

• Marine Fishing Systems Complete fishing electronics ecosystem including sonar, fish finders, chartplotters, trolling motors, and cartography for marine vessels. Combines brands C-MAP, Lowrance, MotorGuide, and Simrad into integrated fishing solutions for recreational and professional anglers.
• Marine Power Systems Electrical power generation, distribution, storage, and charging solutions for boats including batteries, chargers, inverters, and electrical panels. Combines ANCOR, BEP, Blue Sea Systems, Marinco, Mastervolt, Progressive Industries, ProMariner, and RELiON brands.
• Marine Digital Systems Integrated digital solutions for marine vessels including displays, sensors, connectivity, and control interfaces. Combines B&G, C-MAP, CZONE, and Simrad brands into plug-and-play digital ecosystems.
• Marine Performance Components Hardware, pumps, plumbing, and auxiliary equipment for marine vessels. Combines Attwood, Garelick, Lenco, and Whale brands for vessel outfitting, trim tabs, bilge pumps, and water systems.
• RV Power Systems Electrical power solutions for recreational vehicles including batteries, inverters, chargers, and distribution components. Combines BEP, Blue Sea Systems, Marinco, Mastervolt, Progressive Industries, ProMariner, and RELiON brands.
• RV Digital Systems Digital control and monitoring solutions for RVs enabling centralized management of subsystems. Combines CZONE and Whale brands for digital switching and water/heating systems.
• RV Performance Components Hardware, pumps, plumbing, and auxiliary equipment for recreational vehicles including water systems, space heaters, and bilge pumps from the Whale brand portfolio.
• Industrial Power Solutions Specialty vehicle power systems for golf carts, emergency vehicles, and industrial applications. Combines ANCOR, BEP, Blue Sea Systems, Marinco, Mastervolt, ProMariner, and RELiON brands for durable, mission-critical power and electrical distribution.
• Lowrance Fishing Electronics Fishing electronics including fish finders, sonar, chartplotters, and trolling motors for recreational and professional fishing applications.
• Simrad Marine Electronics Marine electronics including chartplotters, radar, sonar, autopilots, and VHF radios for powerboats and sailing vessels.
• B&G Sailing Electronics Sailing electronics and marine navigation systems including chartplotters, radar, and sailing instruments for performance sailing applications.
• C-MAP Marine Cartography Marine cartography, charts, and mapping data for fishing and cruising, including vector and raster charts, sold on a subscription/recurring basis.
• CZONE Digital Switching Digital switching and control systems for marine, RV, and industrial applications enabling integrated control of onboard systems.
• Mastervolt Power Conversion Lithium-ion batteries, inverters, chargers, and integrated power conversion solutions for marine, RV, and industrial power systems.
• RELiON Lithium Batteries Lithium batteries for marine, RV, golf cart, and industrial applications offering lightweight, deep-cycle power.
• MotorGuide Trolling Motors Trolling motors and accessories for freshwater and saltwater fishing, with tour-tested performance and GPS navigation integration.
• Navico Connect Platform Connected boat platform enabling remote monitoring and control of marine systems via mobile devices, offered as a connected service.

Quantifiable outcome

• Simrad S3100 made with 50% recycled plastic - industry first for sustainable marine electronics
• +3 more outcomes

Segments3 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eight partnerships are on record, tiered flagship, core and minor.

• E1 Series Powerboat ChampionshipflagshipStrategic or Co-development Partner · 1 January 2024Simrad Yachting has partnered with the E1 Series to become the Official Marine Electronics Partner. The E1 Series is the world's first electric powerboat championship, highlighting Simrad's commitment to sustainable marine technology and electrification in the boating industry.
• BSR (Business for Social Responsibility)coreStrategic or Co-development PartnerNavico Group is a member of BSR, a global nonprofit organization that works with its network of more than 250 member companies to build a just and sustainable world. Through this membership, Navico Group participates in the global sustainability movement and receives guidance and tools to support their sustainability journey.
• Responsible Business AlliancecoreStrategic or Co-development PartnerNavico Group is a supporter member of the Responsible Business Alliance, the industry's largest coalition devoted to corporate social responsibility. The RBA tools and programs are aligned with best practices and leading international standards including International Labor Standards, OECD Guidelines, UN Guiding Principles, and the Universal Declaration of Human Rights. This supports Navico Group's sustainable procurement program.
• UN Global CompactcoreStrategic or Co-development PartnerNavico Group's parent company Brunswick Corporation is a participant of the UN Global Compact, committing to universal sustainability principles on human rights, labor, environment, and anti-corruption.
• Cantieri Nautici VizianellominorStrategic or Co-development PartnerSimrad Yachting and Venetian boat builder Cantieri Nautici Vizianello collaborated on sustainable water taxi transport innovation, demonstrating marine electronics integration in sustainable vessel applications.
• Scientific Angler Tagging TourminorStrategic or Co-development PartnerSimrad partnered with the Scientific Angler Tagging Tour to support marine conservation efforts. Tagging programs help gather knowledge about marine life and support conservation initiatives.
• Lowcountry Marine Mammal NetworkminorStrategic or Co-development PartnerRELiON Battery partnered with Lowcountry Marine Mammal Network to support local dolphin protection efforts in coastal communities, demonstrating environmental conservation commitment.
• Brunswick CorporationflagshipOthersNavico Group is a division of Brunswick Corporation, the largest manufacturer of recreational boats and a leading provider of marine and fitness technologies. This parent company relationship provides Navico Group with unparalleled resources and capabilities.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Garmin Marine: Garmin's marine electronics division is the largest direct competitor to ASG's Simrad, Lowrance, and B&G brands, offering chartplotters, sonar, radar, and autopilots across recreational and fishing segments.
• Raymarine (Teledyne FLIR): Raymarine competes head-to-head with Simrad and B&G in marine multifunction displays, radar, sonar, and autopilots for powerboats and sailing yachts — directly overlapping ASG's core digital-systems portfolio.
• Furuno Electric: Furuno is a long-standing Japanese marine electronics specialist in radar, sonar, and navigation systems, competing with Simrad/Lowrance in commercial and recreational fishing electronics.
• Victron Energy: Victron is a specialist in marine/RV/industrial power conversion, inverters, chargers, and lithium battery systems — directly competing with Mastervolt, ProMariner, and RELiON.
• Balmar: Balmar specializes in marine alternators, charging systems, and battery management — directly overlapping ASG's marine power systems brands (BEP, ProMariner).
• Dometic: Dometic is a leading supplier of comfort, power, and sanitation systems for marine, RV, and specialty vehicles — directly comparable to ASG's RV power systems and Whale water/pump products.
• Xantrex (Mission Critical Energy Group): Xantrex provides marine and RV inverters, chargers, and power conversion products, competing with Mastervolt and ProMariner in the mobile power systems category.

Broad incumbents

• Brunswick Corporation: ASG's ultimate parent and the largest U.S. recreational marine manufacturer — owns Mercury Marine, Boston Whaler, Sea Ray, and Navico Group; serves as both parent and a major OEM customer.

Emerging players

• KVH Industries: KVH provides satellite communications, connectivity, and mini-VSAT for commercial and recreational marine — overlapping ASG's connected-boat Navico Connect platform and adjacent in marine electronics.
• Intellian Technologies: Intellian is a marine satellite communications specialist offering antennas and connectivity systems for commercial and leisure marine — adjacent to ASG's connected services and navigation offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/advanced-systems-group-asg

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Advanced Systems Group (ASG)