The lower end product, called Outback, comes pre-loaded with mapping content including detailed hill shading, topographic contours, primary roads and key Points of Interest (POI). It comes at an affordable $229.99 price. The midrange product (Safari) has the same features, with the addition of an electronic compass and barometric altimeter as well as speaker, headphone jack and microphone to record and listen to voice notes. It will cost $384.99.
With this new range, Lowrance upgrades its dusty line of handheld outdoor GPS with real consumer-oriented products. Providing a large color touch display is indeed becoming increasingly important in this market segment because consumers have now experienced phones and PNDs with such features. However, it remains a technological challenge to deliver a small, rugged unit with a large enough screen for touch-operated menus and a decent battery life for an outdoor use.
From a pricing standpoint, Lowrance is obviously hitting the market lower than Garmin who is the dominant player here in terms of market share, brand and distribution.