If you think modern fishing electronics can be confusing, imagine how your customers feel. Sure, a few of them will jump right in and make the effort to learn all they can about the latest gear — the early adopters — but many more are slower to act, and you want them as customers, too!

Lowrance is here to help.


The whole purpose behind Lowrance’s new high-resolution ActiveTarget Live Sonar system is to make things easier and better for anglers like your customers. Lowrance’s ActiveTarget is state-of-the-art technology from the industry leader in sonar — the company that introduced sonar to the fishing public more than 60 years ago. Along the way, Lowrance learned that the best way to make fishing electronics better is to make them simpler. Simpler to use, simpler to interpret, simpler to sell.

ActiveTarget Live Sonar is the latest and greatest example of how Lowrance makes those goals a reality. The system reveals high-resolution views of fish in real time. With most other types of sonar there’s a brief lag between what the unit is recording and what the angler sees on the screen. But with ActiveTarget, there is no lag, and that creates all kinds of advantages for the angler.

Imagine being able to see how fish are located near structure and cover and being able to watch them respond to a bait. You can tell in an instant if the lure or retrieve is working or if you need to adjust your approach — a faster or slower retrieve, a different color, a different lure — and if you don’t see fish, it’s time to try a different location.

Your customers can’t get that kind of feedback from traditional sonar or structure imaging. It’s what’s made live action sonar so essential to the pros and so popular with other avid anglers. This new technology delivers top-of-the-line live sonar functionality to the high-resolution HDS LIVE Ultimate Fishing System, as well as HDS Carbon and Lowrance’s Elite FS displays.

Once your customers see “live,” there’s no going back.

Lowrance ActiveTarget Live Sonar main2

“This sonar is unbelievable. It doesn’t matter how fast I’m going, how fast I move the trolling motor, it is instantaneous feedback of a true image of what’s going on under the surface of the water, and there’s no guessing.” Those are the words of Skeet Reese, former Bassmaster Angler of the Year and Bassmaster Classic champion. He’s seen a few bells and whistles in his decades on the pro tour, but he’s never seen anything quite like ActiveTarget.

Offering three viewing options, ActiveTarget can be set to Forward, Down or Scout mode. Forward view lets you see structure and fish that are in front of your transducer, so you can perfectly target your next cast. Down view allows you to know the depth of the fish and see live what is directly below your transducer so you can drop your lure right on the right spot. Scout mode delivers an ultra-wide, overhead view of structure and fish activity in front of the transducer — perfect for finding bait balls and big schools of fish and let you know what direction to cast.

Angler have never had access to so much information before now.

“It’s gonna help me catch a lot of fish that I probably couldn’t have caught without it,” says Jordan Lee, one of only four anglers to win back-to-back Bassmaster Classics and the 2020 Bass Pro Tour Angler of the Year.

You might expect a “young gun” like Lee or a top veteran like Reese to want and need the latest in sonar. But an angler doesn’t need pro-level skills to use this technology or top-level competition to push him past a brutal learning curve. ActiveTarget Live Sonar is as simple to use as it is cutting edge. Proper installation and the push of the power button is all an angler needs for a WYSIWYG (What You See Is What You Get) experience like none other on the water.

If it looks like a fish, it is a fish. If it looks like a fish chasing your lure, get ready to set the hook!

Lowrance ActiveTarget Elite FS 9

All this helps to explain “simpler to use” and “simpler to interpret,” and it goes part of the way in explaining “simpler to sell,” but there’s more. There’s the price.

ActiveTarget Live Sonar — complete with black box module and transducer — is priced at $1,499.99. That’s no impulse buy, but it’s absolutely priced to sell, and it’s a great deal for all the value it offers.

ActiveTarget Live Sonar is here, and your customers are going to want it. What’s more, they can afford it, and it’s going to give them a better fishing experience. Don’t you want to be part of that?

About Lowrance

Lowrance® is part of Navico, a division of Brunswick Corporation’s (NYSE: BC) Advanced Systems Group, 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 Live™, Elite FS™, Hook Reveal™ Chartplotters & Fishfinders, ActiveTarget™ and Active Imaging™ Sonars and Lowrance Ghost™ Trolling Motors. Lowrance is distributed in more than 100 countries worldwide. More information is available at lowrance.com.