Alongside the launch of Simrad’s NSX® ULTRAWIDE, the world’s first fully-featured ultrawide display chartplotter/fish-finder, Navico is introducing a fresh brand positioning for the Simrad brand.

This positioning centres around the concept of Simrad boaters refusing to settle. The brand expression below paints the picture.

Simrad isn’t for “most boaters”.

Simrad is built for those who refuse to settle.

For those who can’t stand to come ashore when the sun sets,

and who use every tool at their disposal to redefine what’s possible out on the water.


What sets Simrad boaters apart?

We never settle for second-best experiences…

Or, second-best tech.

In short, Simrad is for those who NEVER SETTLE.