A fishing lure for use in water includes a lure body, a mover assembly and a selector assembly. The mover assembly is coupled to the lure body. The mover assembly includes a mover that selectively moves the lure body through the water. The selector assembly is electrically connected to the mover assembly. The selector assembly includes a plurality of preset speed settings that activate the mover assembly to move the lure body through the water. The plurality of preset speed settings can include (i) a first preset speed setting for moving the mover at a first preset speed, and (ii) a second preset speed setting for moving the mover at a second preset speed that is different than the first preset speed.