Let’s rip off the Band-Aid: yes, Motorguide—the trolling motor stalwart of lakes and rivers since Harry Truman’s heyday—is bowing out. If trolling motors were rock bands, Motorguide would be the Rolling Stones. Iconic, tireless, known by anyone who’s ever lost a lure to a snag. But now? The amps are unplugged. The curtain’s closed. And everyone’s scrambling to interpret the encore.
Rumors are hot, forums are hotter, and misinformation is spreading faster than weeds in the shallows. So, what’s true, what’s smoke, and who’s drifting into new territory? Settle in—snack on this news and walk away knowing exactly what’s happening and what’s next.
Did Motorguide Really Announce the End?
Short answer: For real. On October 14, 2024, Motorguide’s parent company dropped a bombshell—no more production under the iconic Motorguide name.
No, they’re not filing for bankruptcy or closing shop in shame. This isn’t a Titanic scenario where the band plays as the ship sinks. Instead, it’s a conscious, strategic move by Navico, the marine tech parent, who’s quietly tidying up their brand closet. Surprise twist: you’ll soon see the trolling motor show running under the Lowrance and Simrad flags instead.
Why the change? The answer isn’t juicy scandal or financial disaster. Think less “business funeral” and more “brand wardrobe change.”
The Big Shift: Why Lowrance and Simrad?
Here’s the corporate logic—Navico wants to focus on their star pupils, not run three similar brands like a juggling octopus. If Motorguide was the classic station wagon, Lowrance and Simrad are the shiny new EVs with all the smart tech.
Lowrance and Simrad—already giants in fish-finding tech—are now the new home for trolling motor innovation. Translation: Navico’s resources, R&D, and sales muscle all go toward building unified, smarter solutions under these tech-savvy brands.
Why it matters: for customers and dealers, this means fewer confusing product lines, better integration between gadgets, and improvements hitting the shelves faster. If you’ve ever cursed at mismatched cables or wish your trolling motor and fish finder could just “talk,” you’re in luck. This shift could make that dream annoying reality.
What’s in it for Current Motorguide Owners?
Here’s the million-dollar question for anyone with a Motorguide mounted to their boat. Will it become obsolete overnight? Are you about to get ghosted by customer support?
Short answer: Relax. Navico promises continued support—parts, warranties, and honoring service contracts. Your motor isn’t turning into a paperweight. Sure, parts might flow a bit slower down the pipeline, and warranty claims could take a minute longer for resolution. But you’re not abandoned at the dock.
Expect clear guidance for parts replacement, warranty repairs, and upgrade paths. The commitment here isn’t open-ended, but it’s practical: as long as supplies last and contracts exist, help will remain a phone call away. So, if your Motorguide purrs along, keep fishing—you’re still in the club.
Motorguide’s Legacy: A Once-Unstoppable Motorhead
Take a quick nostalgia lap—Motorguide has been stirring up mud in American waters since 1947. For industry old-timers, it’s more than hardware. It’s memories: dawn launches, tournament wins, and maybe a sunburn or two.
Innovation was Motorguide’s calling card. They flirted with foot controls, wireless steering, digital speed, and GPS anchoring before most anglers thought of such wizardry. Every time you lock in position with the push of a button or glide quietly past the competition, there’s probably some Motorguide DNA in that feature.
Why it matters: In tech, heritage can mean as much as horsepower. The Motorguide logo inspired trust—even fierce loyalty. Savvy boaters still swap stories of “the one that got away—but the trolling motor never did.” Now, the heritage torch passes to new hands.
So, Why Is Navico Pulling the Plug?
No boardroom villains, no secret financial meltdown—just one clear story. Navico wants to run a tighter ship (pun totally intended).
With marine tech racing forward—smart motors, real-time mapping, integrated displays—customers demand seamless systems. One rugged, super-smart ecosystem, not a garage sale of patchwork brands and conflicting software. Consolidation means scale. Scale means smarter features, tighter integration, and updates that don’t break half your gear.
What’s in it for Navico? Efficiency, market speed, and maybe some added swagger when pitching to high-stakes customers. You don’t see Apple running “Apple Classic” and “Apple Modern”—they reinvent under one banner.
For loyal Motorguide shop owners and fans, it’s bittersweet. The hit to nostalgia is real, but the promise is of better, more intuitive boating tech ahead.
Where Can You Still Buy Motorguide?
Let’s address the elephant in the marina—Motorguide motors haven’t evaporated…yet. Online retailers, brick-and-mortar pro shops, and even eBay are still flush with inventory. But here’s the kicker: once they’re gone, that’s it. No reorders. No secret warehouse.
If you’ve got your eye (or heart) set on a Motorguide, now’s your moment. The next few months are as good as it gets for deals and selection. Retailers are moving stock and, let’s face it, salespeople might get sentimental—act before they turn to “sorry, all sold out.”
What about parts? Aftermarket and secondary markets will limp along for a while, but eventually supplies will tighten. This is supply and demand working in hyperspeed. Your local dealer will order what’s left, but don’t expect restocks.
What’s Next for Trolling Motor Tech?
This isn’t just about killing off a brand. It’s about pushing marine tech forward, faster. Under the Lowrance and Simrad names, Navico can pour innovation back into the core products—no more splitting R&D, no more divided marketing.
Expect the next-gen motors to roll out with smarter connectivity—think Bluetooth, Wi-Fi, voice commands, who-knows-what by 2026. Your trolling motor might nag you to fish in the shade or sync itself with the weather. Boaters, beware: your gear is about to get dangerously clever.
Why it matters: Attention is scarce; experiences convert curiosity into intent. Boaters want fewer headaches and more time on the water. Predictable connections, faster tech adoption, and fewer mismatched parts become the selling points. If you’re a product manager or a retail operator, this is your cue to get ahead of consumer questions and stock trends.
Meanwhile, if your competitor is still stocking three-versions-old factory hardware while you’re rolling out synced systems, guess which store becomes the angler’s hangout?
The Takeaway: No Funeral, Just a Fresh Start
So, is Motorguide going out of business as in “bankrupt and gone forever”? Not even close. The brand’s retirement is a play for focus. Navico is retooling—moving everyone (products, resources, talent) into bigger tents with flashier features and faster innovation cycles.
What’s in it for you? If you’re already a Motorguide loyalist, you get continued support for your gear and a clear roadmap for service. If you’re shopping, act fast and treat these units as “collector’s items”—plus, you’ll stand out at the boat ramp while others trade up.
If you’re a business watcher or a retail strategist, take the bigger lesson: consolidation in hardware tech isn’t just about cost. It’s about getting smarter, not bigger—about aligning product, marketing, and customer priorities into a power play for the future.
Want more on tech trends, brand strategy, or why some retro brands fade while others make a roaring comeback? Head over to AspireBizDaily for more straight-shooting, curiosity-fueled business insights.
Final thought: The Motorguide legend may be parking permanently, but the future of trolling motors looks sharp, integrated, and just a little bit smarter than what’s come before—because, as always, forward moves reward the brave (and the well-informed). See you on the water, new badge on the bow.
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