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Simrad Provides 'Coolest Dashboard on the Market' to Axopar Boats

Simrad® begins a new venture with Axopar Boats, an award-winning premium motorboat manufacturer and currently the fastest growing boat builder in Europe.

Simrad® begins a new venture with Axopar Boats, an award-winning premium motorboat manufacturer and currently the fastest growing boat builder in Europe. The first model of cooperation is the new Axopar 37 that will house a Simrad® multi-functional information display dashboard that will give a real ‘glass bridge’ feel that is usually only found on superyachts.

Alexander Berg, Director OEM Integration, Navico EMEA explained: “We are very excited about this new strategic partnership with Axopar as we share a forward-thinking approach and vision for the future of boating. The first step of our cooperation was to design the coolest dashboard on the market for the Axopar 37 model. Instead of having a fragmented area with lots of differently designed instruments, displays and switches, the project team has created a solution which is truly an integral part of the whole boat’s design by using Simrad’s custom glass.”

A leader in the design and manufacture of world-class marine navigation, autopilot, radar, communications and fishfinding systems around the world, it is a natural step for Simrad® to partner with another pioneering and visionary manufacturer like Axopar. Since 2014, Axopar has pioneered a global marine sales phenomenon based upon an uncompromising range of unique and exciting, ‘avant-garde’, fun-inspired designs. The concept of providing well-made, competitively priced boats that are immediately recognisable with their cool looks and great fun to drive, has truly captured the public’s imagination. Worldwide sales have rocketed with over 2000 boats sole through a network of 90 dealers, in 65 countries, across 6 different continents.

Jan-Erik Viitala, Co-Founding Partner of Axopar Boats: “We want to provide our customers with a new driving experience and that starts from the helm. New technology enables us to develop new functions and interactivity between the driver and the boat, and making boating as intuitive and pleasurable as possible, for both the avid boater and anyone new to boating.  Smart data combined with interactive driver guidance derived from onboard electronics help guide the driver in new ways not yet seen in the boating industry.”

The new Axopar 37 housing the Simrad® dashboard, will be unveiled at the Dusseldorf Boat Show (19-21 January 2020). “Based on that hardware as a first step, we will be proactively sharing our common future vision, to make boating an enabler for greater experiences on the water,” continued Berg.  “We need to make boating easier, more interactive, more intuitive to attract more people to enjoy being on the water and allow everyone to combine family activities of various kinds together. It will be an ongoing process to deliver a better overall product for a better overall customer experience.”

For imagery and other editorial requests, please contact:

Van Eby: for AMER 

Gemma Davies: for EMEA 

Laura Tolmay: for APAC