Issue link: http://read.dmtmag.com/i/687402
SNOWMOBILE CEO Boisjoli's mandate led to 2017 model launch BY DAVE McMAHON EDITOR IN CHIEF BRP president and CEO José Boisjoli came up with an interesting moniker for the all-new 2017 platform and engine that was revealed during the Ski-Doo dealer meeting earlier this year in Dallas. Project "ICE" didn't leave many questions unanswered: Incredible. Consumer. Experi- ence. But Boisjoli himself wondered if he had tasked his team with an impossible goal on that blank sheet of paper. "In a nutshell, true to our DNA, the chal- lenge was to set a new benchmark for the snow- mobile riding experience," Boisjoli said. "To be frank, I wondered if my challenge to the team was even possible. Having ridden the new sled, I can tell you that BRP truly delivered the man- date, an incredible consumer experience." Ski-Doo snowmobile dealers were equally fired up upon learning of the development of the Rotax 850 E-TEC 2-stroke engine that was developed for the REV Gen 4 platform. In fact, on a video screen during the Dallas meet- ing that featured pre-recorded interviews, dealers reflected on the impact of innovation by BRP at the dealership level. Some reflected on the sales numbers, and others appreciated the ability of the brand to bring customers back to their stores to see what new innova- tions, with comments like: "Their determination is relentless." "They gotta keep that throttle pinned, just like a racer does. The moment they let off it, somebody else is trying to pass them." "It's up to the dealers and the early adopters to really make the revolution." "I feel strongly that it's our responsibility as a dealer to be ready for this next revolution. We need to deliver above that expectation of the consumer, the same way we expect that manu- facturer delivers above our expectations." "Bring us that innovation." And if Ski-Doo dealers were coming off a sub-par snowmobile sales season due to a lack of snowfall or economic factors, the hope is that the 2016-17 season will bring new excitement through their doors. As Boisjoli told the dealers in attendance: "The winter of 2002 was as bad as this year in many regions. And we reacted promptly like we did this year. We rolled out a major pro- motional program and followed up with the introduction of the exceptional REV platform in 2003. The following year, Ski-Doo gained 12 points market share in Canada and 10 points in the U.S. And Ski-Doo was once again the No. 1 in the snowmobile industry. What an incred- ible time it was. It was a unique moment in my career, and I will remember it forever. This year, I have a feeling that we will repeat history. I truly believe that the product will have a simi- lar impact of the Ski-Doo revolution of 2003." Key to the ICE mandate was to combine the characteristics of a 2-stroke engine with the benefits of a 4-stroke. "All snowmobilers like the power-to-weight ratio and the zip of a 2-stroke, but I wanted to have the 4-stroke ben- efit of smoothness and durability," Boisjoli said. "This was a big challenge, but I was convinced we were the only company who had the capac- ity to achieve this without compromise." TOP DEALERS HONORED Rob's Performance Motorsports of Johnson Creek, Wis., was named Ski-Doo's 2016 U.S. Dealer of the Year at the annual dealer meeting in Dallas. The dealership is a repeat winner of the award, and adds to its collection of honors. The dealership also was named Ski-Doo U.S. Dealer of the Year in 1994, 2001 and 2006. Following are the 2016 Ski-Doo District Sales Winners for North America: Arctic Adventures, Rosendale, NY Big St. Charles Motorsports LLC, St. Charles, MO Contant Laval, Laval, QC Delta Powersports, Delta Junction, AK Dion Moto Inc., Saint-Raymond, QC DR Powersports, Waterloo, IA Ecklund Motorsports & Marine, Oshkosh, WI Enns Brothers Ltd., Winnipeg, MB Factory Recreation, Midland, ON Giesler Marine Limited, Powassan, ON Grace Performance, Smiths Creek, MI New Ski-Doo engine, platform started from ICE 40 • June 13, 2016 • Powersports Business www.PowersportsBusiness.com See Ski-Doo, Page 42 BRP president and CEO José Boisjoli was proud to see his team launch an all-new engine and platform for the 2017 model year. Dealers were excited to get some seat time on the new models.