Abu Garcia — Swedish Precision Reels and Lures
The origins of Abu Garcia trace back to 1921 in Svängsta, Sweden, where Carl August Borgström founded A.B. Urfabriken (A.B.U.). Initially, the factory specialized in horology and precision mechanics, producing watches, taximeters, and telephone timers. This technical background in precision engineering served as the foundation for the company's eventual transition into the fishing tackle industry.
Under the leadership of Göte Borgström, the founder's son, the company redirected its focus toward fishing reels during the 1940s. A decline in demand for automotive and watch components during the Second World War prompted this pivot. By the early 1940s, A.B.U. introduced the Record series, which marked the beginning of its presence in the reel market. The company’s manufacturing strategy expanded shortly after to include a range of lures to provide a comprehensive offering for anglers.
The introduction of the Ambassadeur baitcasting reel in 1954 established a new technical standard for the industry. Designed for baitcasting and trolling, its mechanical precision led to its continued production in Sweden. In 1965, the company expanded its reel lineup with the Cardinal series, marking its entry into fixed-spool spinning reels.
The company's lure development produced several designs that became staples in tackle boxes worldwide. In 1951, the ABU Reflex was introduced, an inline spinner that remains in production. By 1955, the ABU Hi-Lo wobbler was released, featuring a technological innovation in the form of an adjustable diving lip, allowing anglers to set the lure's running depth. Another significant addition occurred in 1956 with the release of the ABU Toby, a spoon whose silhouette was eventually integrated into the company’s logo. That same year, the firm was honored as a "Purveyor to the Royal Swedish Court."
The assortment continued to grow with specialized tools for different environments, such as the ABU Droppen. Released in 1966, this spinner was engineered specifically for light tackle use in small rivers and streams. The transition to the modern brand name, Abu Garcia, occurred in the 1980s following a merger between the Swedish A.B.U. and the American distributor, the Garcia Corporation. Today, the company continues to operate with a focus on precision engineering, maintaining production of the Ambassadeur series in its original Swedish location.
