Abu.

This Swedish Company is the manufacturer of the famous Record and Ambassadeur casting reels, the Cardinal Spinning Reels, and much other tackle. Abu was founded in Svangsta, Sweden, at the Mörrum River in 1921. Initially a watch factory, the company's expertise was redirected toward the development of precision fishing reels in the late 1930s by the founder's son, Göte Borgstrom. The generation of world famous Ambassadeur reels got its start here in the early 50’s. The Cardinal spinning reel was introduced in 1965. Since then, Abu Garcia has continued as a world leader in fishing reel development - from the legendary 5500C3 to the state-of-the-art Ambassadeur Mörrum casting reel series.