May, 2023

Lowrance® HDS PRO® with ActiveTarget™ 2 and Active Imaging™ HD Wins Boating Industry Magazine’s 2023 Top Products Award

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Tulsa, Okla. – Lowrance®, a world-leader in fishing electronics since 1957, has been awarded a 2023 Top Product Award by Boating Industry Magazine for the new Lowrance® HDS PRO® with ActiveTarget™ 2 and Active Imaging™ HD. Selected by the editorial staff at Boating Industry, the Top Product Awards recognize innovative products that have been recently introduced or significantly upgraded since January 1, 2022. Winners are featured in the May 2023 issue.

“We are thrilled that HDS PRO with ActiveTarget 2 and Active Imaging HD has been named a 2023 Top Product,” said Jeremiah Clark, VP and General Manager, Fishing Systems of Navico Group. “The Lowrance team is committed to providing anglers with the latest innovation in fishfinding technology and this next generation of the Ultimate Fishing System takes it to a whole new level. We are proud that these products are being highlighted and thank the Boating Industry Magazine team for the recognition.” 

HDS PRO forms the heart of the Ultimate Fishing System, offering full networking and bow-to-stern boat control spanning Lowrance and MotorGuide trolling motors, autopilots, engines, radar, communications, and connectivity and control of PowerPole® shallow water anchors. The new HDS PRO introduces two new chart overlays for ActiveTarget Scout mode and Ghost 360, as well as a new 10-inch display, an angler favorite, with a new form factor and aspect ratio, delivering a better screen in a new package.    

ActiveTarget 2, the newest update to the award-winning ActiveTarget live sonar, provides higher-resolution views of fish movement and structure and enables anglers to quickly recognize if lures and techniques are working in real-time allowing them to make adjustments to get fish to strike. It delivers a smoother and more consistent image across the entire range, with full live-action picture in Forward, Down and Scout views. Additionally, HDS PRO will allow for the use of two systems at the same time giving even more views simultaneously with 180 View, Scout Wide View and Forward and Scout split screen view.

Active Imaging HD rounds out the suite of products with the clearest images of fish and structure from Lowrance® CHIRP sonar, SideScan and DownScan Imaging™. Additionally, a new FishReveal™ SideScan view is now available with a new S3100 Sonar Module, in addition to the already popular DownScan Fish reveal view, helping anglers easily identify fish targets to the sides and beneath the boat.

This is the third award the Lowrance HDS PRO with ActiveTarget 2 and Active Imaging HD has received since its launch. Earlier this year it was awarded a 2023 Discover Boating Miami International Boat Show Innovation Award, as well as a Bonnier 2023 Best Marine Electronics Award. For more information about the new HDS PRO and suite of fishfinding technology, visit  To read more about Boating Industry Magazine’s 2023 Top Products award program, visit

About Lowrance®

Lowrance® is part of Navico Group, a division of Brunswick Corporation (NYSE: BC), and has been a leader in marine electronics and sonar technology since first inventing the original consumer fishfinder in 1957. It features a brand portfolio that is dedicated to helping anglers find and catch more fish, and includes the industry-leading HDS PRO®, Elite FS™, Hook Reveal™ Chartplotters & Fishfinders, ActiveTarget™ 2 and Active Imaging™ HD Sonars and Lowrance Ghost™ Trolling Motors. Lowrance is distributed in more than 100 countries worldwide. More information is available at

About Navico Group

A division of Brunswick Corporation (NYSE: BC), Navico Group is the world’s leading supplier of integrated systems and products to industries ranging from marine to recreational vehicle and beyond. The Navico Group portfolio is comprised of industry-leading brands in power management, digital control & monitoring, networked devices, and marine electronics. Some of the many brands that make up Navico Group include: AncorAttwoodB&GBEPBlue Sea SystemsC-MapCZoneGarelickLencoLowranceMarincoMastervoltMotorGuideProgressive IndustriesProMarinerRELiONSimrad, and Whale.



For more information on HDS PRO®, ActiveTarget™ 2 and Active Imaging™ HD, please contact: