Lowrance Celebrates 60th Anniversary


Tulsa, Oklahoma-based Lowrance, a manufacturer of fishing electronics since 1957, announced plans for the celebration of its 60th anniversary.

For six decades, the brand has been among the industry’s leaders in product innovation, supporting professional anglers around the globe.

“We are so proud of every moment, every new development and the millions of Lowrance customers who have become life-long friends along our 60-year journey,” says Leif Ottosson, CEO of Navico.

Leif Ottosson, CEO of Navico
Leif Ottosson, CEO of Navico

“We put our customers first, and that has been the key to our longevity. We will continue to innovate. We will continue to streamline our products to offer even more exciting features and make them easier to use. That is a promise made in 1957 and that is a promise we continue to make today.”

Founded by Darrell J. Lowrance, the company designed and manufactured the original FISH LO-K-TOR, the first transistorized sonar product to display individual fish and show their depths.

The FISH LO-K-TOR fish finder proved itself popular, selling over a million units from 1959 to 1984. Over its long and successful history, Lowrance has continued to break new ground in marine electronics and is credited with introducing the first sonar unit to include a micro-processor; patenting a low-profile Skimmer transducer capable of high performance at boat speeds up to 70 mph; introducing a hand-held GPS for under US $500; developing the an LCD product with integrated GPS, mapping and sonar capabilities; and patenting a sonar system with an interactive display.

In modern times, Lowrance continues to push the innovation envelope, recently introducing its award-winning StructureScan 3D; SideScan and DownScan Imaging; independent dual channel CHIRP sonar; StructureMap; Broadband Radar; and SiriusXM Weather Chart Overlay.

The company’s current line of multifunction displays and fishfinders include the affordable Hook series, the standalone Elite-Ti series and the full-feature HDS series.

Coming a long way from the days of the FISH LO-K-TOR, the company’s latest release, the HDS Carbon series, adds a high-performance dual-core processor, multi-touch SolarMAX HD screen, dual channel CHIRP and Network Dual Sounder to its other proven features.

The first and longest-running sponsor (47 years) of the Bass Anglers Sportsman Society (B.A.S.S.), Lowrance anglers have won the last five Bassmaster Classics. Lowrance is also the official electronics sponsor of Major League Fishing (MLF) and FLW Outdoors.

60th Celebrations

At events throughout the year, Lowrance will be offering clothing and gear emblazoned with its 60th anniversary logo, hosting contests and giveaways on social media, and distributig a commemorative 2017 master catalog.

Lowrance is also currently running its 60th Anniversary HDS Ultimate Upgrade promotion on qualifying HDS Carbon and HDS Gen3 fishfinder/chartplotter displays. Until May 31,the Ultimate Upgrade includes a mail-in rebate offer for a US $300 Visa reward card on purchases of HDS Carbon or HDS Gen3 plus the StructureScan 3D Module and Transducer Pack; US $200 Visa reward card for HDS Carbon or HDS Gen3 plus the TotalScan Skimmer Transducer Pack; and a US $100 Visa reward card for HDS Carbon or HDS Gen3 bundles with either StructureScan 3D or TotalScan.

These offers are applicable only for purchases made in Canada, the United States and Puerto Rico.

For more information about the Lowrance HDS Ultimate Upgrade, please visit www.lowrance.com/en-US/specialoffers/uu2017/.