Issue link: https://read.dmtmag.com/i/258703
FOCUS PSB Utility UTV www.PowersportsBusiness.com Powersports Business • February 17, 2014 • 19 18 • February 17, 2014 • Powersports Business www.PowersportsBusiness.com ADP Lightspeed study reveals only 1 in 10 UTVs purchased used BY DAVE McMAHON EDITOR IN CHIEF A study by ADP Lightspeed of more than 8 8 , 0 0 0 p u rc h a s e s o f s i d e - b y - s i d e s i n 2013 shows that 91 percent of all side-by- sides are purchased new. Only 9 percent of side-by-side buyers in 2013 bought pre- owned units, according to the data provided to Powersports Business. Of those who bought new UTVs in 2013, 82 percent of them did so without a trade. Those who purchased their new UTV with a unit to trade accounted for 18 percent of sales, the ADP Lightspeed data shows. Of those who purchased a new UTV via a trade-in during 2013, nearly one-third of them traded in a multi-purpose UTV. Here's a breakdown of what the new buyers traded in as part of their purchase: Two popular crossover UTVs preparing for their second sales seasons BY TOM KAISER SENIOR EDITOR Back when the UTV craze was just getting roll- ing, there was a time when it was all about the Yamaha Rhino. While that vehicle undoubtedly revolutionized the category and helped it go mainstream, the highly anticipated second-gen Rhino debuted in 2013 wearing a new name — Viking — that would hopefully be untainted by the legal wrangling that overshadowed the Rhino's success at the end of its lifecycle. Honda's Pioneer also came to market last year with a monkey on its back, namely the lackluster reception that dogged the company's first mainstream crossover UTV, the capable but non-thrilling Big Red. As both of these vehicles are showing off their fancy new features and introducing their new names to customers across the country, Powers- ports Business checked in with six dealers selling one or both vehicles for their take on how the second generation of Honda and Yamaha cross- overs are faring in the marketplace. HONDA PIONEER Starting at $9,999, Honda's Pioneer 700 comes with features like an automotive-style trans- mission with a torque converter, double-latch ATV Sport 5.2% ATV Multi Purpose 26.1% Auto/Boat/RV 1.2% Motorcycle 15.8% Scooter 0.4% PWC 1.4% Other 7.6% Snowmobile 2.4% UTV Sport 10.4% UTV Multi Purpose 29.3% NEW UTV SALES – TRADE IN BY TYPE New 91% Used 9% Without Trade 82% With Trade 18% 1 unit 87% More than 1 13% UTV SALES – NEW VS USED NEW UTV SALES – TRADE NEW UTV SALES – NUMBER OF TRADES PER UNIT UTV Multi-purpose: 29.3 percent ATV Multi-purpose: 26.1 percent Motorcycle: 15.8 percent UTV Sport: 10.4 percent Other: 7.6 percent ATV Sport: 5.2 percent Snowmobile: 2.4 percent PWC: 1.4 percent Auto/boat/RV: 1.2 percent Scooter: 0.4 percent The study also finds that among new UTV buyers in 2013 who used a trade as part of their purchase, 87 percent of them traded in one unit. Meanwhile, 13 percent of those who bought a new UTV via trade did so by trading in more than one unit as part of their purchase. PSB UTV sales data shows importance of new inventory Source: ADP Lightspeed Year 2 for Viking, Pioneer P14x23-PSB3-Focus.indd 18 2/5/14 10:27 AM