It’s fitting that fishing reel maker Abu Garcia began near the banks of the Mörrum River, one of Sweden’s favorite places to fish. But in 1921, when Carl August Borgström started the company, its first products were watches and other precision timing devices.

That focus changed in the late 1930s, when Borgström’s son Göte took over the company. Göte, you see, was an avid fisherman as well as a mechanical engineer, and his interests, coupled with depressed demand for his company’s products, prompted him to shift gears.

Göte’s first fishing reel was the Abu Record, produced in 1941. After World War II, the company made an ice-fishing reel called the Pimpel—they were cheap at the time but are scarce, rare, and expensive for collectors today.

Abu Garcia’s most famous fishing reel, the Record Ambassadeur Model SG, arrived in 1952. From the beginning, the reel was hugely popular, quickly gaining a worldwide following. Purists believe the reel should be red, as apparently preferred by Göte Borgström himself, but his company made the reels in red, green, black, and even gold, which gives collectors more to acquire today. The Ambassadeur family of vintage fishing reels includes the original SG, followed by the 5000, 5500, and 6000.

Best of the Web (“Hall of Fame”)

Joes Old Lures

Joes Old Lures

Joe Yates' website is a great showcase for hundreds of old fishing lures, providing high resolution photos and in m… [read review or visit site]

Take a big bite - you won't want to just nibble at Robbie Pavey's gallery of over 300 antique fishing lures, many w… [read review or visit site]

This extensive site features over 500 pages of information on pre-1940 wood fishing lures and lure boxes. Start wit… [read review or visit site]

This site is sure to snag you with its great collection of fishing lures from the early 1900s. Includes lures from … [read review or visit site]

Larry Nicholson's site dedicated to vintage fishing lures. Features beautiful images of lures and boxes from Fred A… [read review or visit site]

Clubs & Associations

Discussion Forums

Other Great Reference Sites

Most watched eBay auctions    

1977 Abu Ambassadeur 4500c Casting Reel **new In Box**Abu Garcia Ambassadeur 7000 I Baitcast Reel New Off ComboAbu Ambassadeur Garcia Vxl 7000-c Baitcaster - High SpeedVintage Record Ambassadeur 5000 Fishing Reel Pre Serial Number Pre Abu GarciaAbu Garcia Ambassadeur 7000i Big Game Baitcasting ReelAbu Ambassadeur 4600 Cl3 Reel "the Original" Made In SwedenAbu Garcia Ambassadeur 6500 C3! Classic Silver!Abu Garcia Ambassadeur Black 6000c Vintage Casting Reel Used 740403Vintage Abu Garcia Ambassadeur 7000 Lure Bait Casting Reel #730400 Works ExcllntAbu Garcia Ambassadeur 4600 C4 Baitcast Reel NibAbu Garcia Ambassadeur 6000 Reel, Mint, Sweden, Camo Rubber & Case No ReserveVintage Abu Ambassadeur 5000 Fishing ReelAbu Garcia Ambassadeur Blue Yonder By-7000 Power Handle Right Handed ReelAbu Garcia Ambassadeur 6500c.. 2 Reels Abu Garcia Ambassadeur 7000Abu Garcia Ambassadeur 6500cdl Right Hand Special Edition Custom Purple #1294324Abu Garcia Ambassadeur 4600 C4 Baitcast Reel NibAbu Garcia Ambassadeur 5600c4 Mag Magtrax Baitcast ReelAbu Ambassadeur Garcia Vxl 5000-c BaitcasterAbu Garcia Ambassadeur 7000 Baitcasting Reel In Box With Papers, Made In SwedenAbu Garcia Ambassadeur 6500cdl Right Hand Special Edition Custom Blue #1313194Vintage Abu Garcia Ambassadeur 8000 Automatic Two-speed In Vg Condition. L@@k!!Vintage Abu Garcia Ambassadeur 2500c Reel With Box And Case Foot # 761200Vintage Abu Garcia Ambassadeur C3 6500c3 Freshwater Fishing ReelAbu Garcia Ambassadeur 4600c4 EliteAbu Garcia Ambassadeur 6600 Sx Bait Casting Reel! 5.3:1 Ambsx-6600Abu Garcia Ambassadeur 6500 6500cl Rocket Big Game Baitcaster Bass Reel New NibVintage Abu Ambassadeur 5000c & 5000d In Good Used Condition. L@@k!!Abu Garcia Ambassadeur 6500c Power Handle Right Hand Baitcast #1122600Vintage Abu Garcia Ambassadeur 5500 Striper Lure Bait Casting Reel #810500 Ex CdAbu Garcia Ambassadeur 5500cAbu Garcia Ambassadeur C3 6500c3 Freshwater Fishing ReelAbu Garcia Ambassadeur 6000 Baitcasting Fishing ReelVintage Abu Garcia Ambassadeur 2500c Silver Fishing Reel Excellent Cond. #770200Abu Garcia Ambassadeur 6500-c3 Baitcaster Fishing Reel Abu Garcia Ambassadeur 7000i Hsn Bait-casting Reel Brand New!!!!!!!!!!!!!!!!!!!!Abu Garcia Ambassadeur Bg 7000Abu Garcia Ambassadeur 7000 Reel New Abu Garcia Ambassadeur 6500 C3 Camo Reel With Box And PaperworkVintage Abu Garcia Ambassadeur 6500a Red Fishing Reel Excellent Cond. #810400Abu Ambassadeur 4000 D Direct Drive BronzeAbu Garcia Ambassadeur C4 5600c4 Freshwater Fishing Reel X2 Abu Garcia Ambassadeur 5600 C4 Classic Made In SwedenAbu Garcia Ambassadeur Morrum M 7700ct (mint Condition)Vintage Garcia Ambassadeur 5500 (brown) Baitcasting Reel,sweden, 760501,nice!Vintage Abu Ambassadeur 5500c Hi-speed Baitcasting Reel - Mint With BoxAbu Garcia Ambassadeur 6000! Vintage Red!Lot 4 Aub Sweden Garcia Ambassadeur 5000 5000d 5500c Baitasting Reels + CaseAbu Garcia Ambassadeur 4600 C4 Right Hand Baitcasting Reel Made In SwedenAbu Garcia Ambassadeur 4600 C3 5.3 :1 Abu Garcia Ambassadeur 6501 C3 Baitcasting Fishing Reel Abu Garcia Ambassadeur 5500c Baitcasting Reel High Speed Sweden N/r!Ambassadeur 6501-c3 Left Hand ReelAbu Ambassadeur Garcia V 5000 Baitcaster Abu Garcia Ambassadeur 7000 Fresh Or Salt Water Reel With Line Guide & Box Abu Garcia Ambassadeur 7000i Hsn Levelwind Reel -Very Nice Used Abu Garcia Ambassadeur Revo S Baitcast Reel, 9 Bearing SystemAbu Garcia Ambassadeur Classic 4600 C4 Casting ReelAbu Garcia Ambassadeur 5500c3 Freshwater Fishing ReelAmbassadeur 5000 C Fishing Reel