Lowrance to enter European outdoor GPS market

Following on the announcement of Endura, its new range of outdoor GPS handhelds a few months ago in the United States, Lowrance is also preparing the launch of the same devices on the European market, GPS Business News learned this week.

Priced between €230 and €500-550, the Endura Outback, Safari and Sierra are expected to be on the European shelves early July — In the United States the introduction is expected around June 20.

These European products will be sold with a large range of mapping and POI content from NAVTEQ, Intermap and Navionics to be available on the device or sold through an additional MicroSD card. Specific local content such as Ordnance Survey map data in the United Kingdom is also expected to be available as an option.

Lowrance expects to make 50% of its volume with the entry level Outback, 40% with the mid-range Safari and 10% with the high end Sierra. The company will use its existing channel partner from its marine business and new distributors when appropriate.

Lowrance would like to position itself as a credible alternative to Garmin, the heavyweight on this market, and grab the number two position from Magellan’s hands.

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