Brunswick Corporation Establishes Navico Group

2 Responses

  1. Ben Ellison Ben Ellison says:

    Yes, it’s only a name change, but once we get used to the new identity of “Navico,” it’s surely easier to remember and say than “Advanced System Group” or even ASG.

    What got my attention are the new Group’s “four strategic business units with clear growth strategies.” Power Systems is at the top, and no surprise given Brunswick’s strengths and the huge consumer interest in modernizing boat electrical systems. But navigation electronics aren’t even mentioned, though presumably within “Digital Systems – Seamlessly integrating command & control experiences on- and off-board.” Is this a sign that chart plotting, radar, instrumentation etc have matured so much that the growth is in the more “command & control” functions of MFDs?

    • Ben Stein Ben Stein says:

      Glad you mentioned the part about almost burying core navigation equipment. I noticed the same thing and had the same thought. At the very least, I think it indicates Brunswick doesn’t think navigation is as sexy and interesting as what’s happening in electrical systems.

      -Ben S.

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