Garmin’s homepage is distinctly uncomplicated, featuring a logical layout and an unimposing style that makes menu selection easy. There’s also a prominent search engine and, of course, a site map for users who know exactly what they’re looking for and just want to find it. There’s plenty of content too, with Garmin’s main industry sectors of avionics, marine and land-based mapping represented along with the company’s corporate history, investor relations, media room and job opportunities.

This somewhat refreshing approach allows Garmin to successfully put the customer at the center of its business and site. The comprehensive “Contact Us” section even caters to website critics and owners of Garmin products. Indeed, requesting technical support is mere child’s play compared to the prospect of downloading the latest software updates and stacking your GPS device with such points of interest as the latest speed camera sites in your area.

The “Product Comparison” section is also well engineered and capable of providing potential buyers with detailed information on up to ten products at a time. Shame then that the online store only extends to North America, while the rest of the planet has to make do with the “Dealer Locator” and subsequent distribution network.

Notwithstanding that criticism, Garmin still does a very good job of matching its web proposition to its offline brand. The lack of imagination surrounding the site’s presentation is more than compensated by its reliability and content. However, just think what a difference it would make if the “Avionics” section was supported with a background audio of pilot dialogue and the “Marine” section had a flash-enhanced chart plotter that depicted the way-points of Columbus’ voyage to the Americas.

There really doesn’t need to be a trade off between creativity and functionality, just a balanced blend of both—and as soon as Garmin finds the right mix, it surely will be leading the way.