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www.PowersportsBusiness.com ATV Powersports Business • April 8, 2014 • 21 ATV Addition of YFZ450R gives Yamaha four 2014 SE sport quad models BY DAVE McMAHON EDITOR IN CHIEF Yamaha Motor Corp. U.S.A.'s dedication to the sport quad market in a less-than-invigorating economy chalked up another victory in early March when the company unveiled a new Special Edition YFZ450R, completing a 2014 model lineup that includes four SE sport ATVs with enhanced color schemes and graphics: the Black and Crimson YFZ450R joins existing models Midnight Blue Raptor 700R, Metallic Grey/White Raptor 700R and a Crimson Red and Black YFZ450R. The 449cc YFZs include a GYTR front grab bar while the bigger Raptors get GYTR front grab bars and GYTR heel guards. Each 2014 SE model is being assembled at Yamaha Motor Manu- facturing Corporation of America (YMMC) in Newnan, Ga., for worldwide distribution. With the sport quad market slowly inching its way back to positive year-over-year growth trends, Yamaha figures to be sitting pretty in the market while the U.S. economy rights itself. "The sport quad market had a rough time with the economy," said Travis Hollins, prod- uct planning manager for Yamaha's ATV and side-by-side categories. "We're just trying to kickstart it as much as we can and give guys a little bit different take [with the 2014 SE lineup]. The sport guys have always been a little more unique. They don't want what every- body else has. They want something a little flashier — the tribal patterns, the dark blacks with reds and the aggressive image. So we're playing into that market and giving them more of what they're looking for." The new 2014 Black and Crimson Red YFZ450R SE and the Crimson Red and Black color combination both have an MSRP of $8,949. As the first YFZ model year to be pro- duced in Newnan, the new production home has been an asset for the 2014 lineup. "We want to always keep the YFZ as that pin- nacle, top-of-the-line, nobody-can-really-touch- it sport machine, so we add things to it that are functional vs. cosmetic," Hollins said. "The team in Newnan can definitely respond to the market for us and make some real good improvements." Meanwhile, the Raptor 700R SE is powered by its 686cc, four stroke, liquid-cooled engine with quick-revving capabilities. The Raptor's powerplant features a forged lightweight piston and aluminum cylinder with ceramic compos- ite coating, which provides reduced weight, increased cooling ability and additional wear resistance. Roller rocker arms reduce friction in the valve train, allowing the engine to rev more freely leading to better overall performance and improved throttle response. The all-new 2014 Midnight Blue and Metal- lic Grey/White Raptor 700R SE are currently available with an MSRP of $8,799. An OEM unveiling sport ATVs for MY2014 is certainly an anomaly. And that's just fine with Yamaha officials. "So much of the sport ATV market is tied to the economy," Hollins said. "We're seeing the housing market improving and getting bet- ter, new housing starts are picking up. I don't think it's going to be huge growth, but we're seeing things stabilize and working their way back into the right direction. We're definitely optimistic about it." As such, Yamaha has long said that when the economy turns, the company will be well-posi- tioned in the sport quad market. "That's what we're seeing," Hollins said. "It's a positive trend." The sport quad market is unabashedly owned by Yamaha, with Powersports Business data showing Yamaha securing about 50 per- cent of the sport ATV market. Nessl says that's a function of a variety of things. "Not only with what we're doing as far as moving production to Newnan, but also how well the units perform and how they're purpose- pointed for the end user," he said. "It's not a mar- ket that we're going to be relinquishing anytime soon, regardless of the ebbs and flows of the sport ATV market. Guys aren't leaving the sport, and it's looking like they're a little more willing to part with their discretionary income than maybe they were in the past, so we're hopeful, for sure." Dealers have heard Nessl say for years that the continual improvement of Yamaha's sport quad lineup — which saw retail sales increase in 2013 compared to 2012 — will be fruitful as the economy strengthens. "And that's not lip service," Nessl said. "We want them to be in the best possible position. When better times come, and they will, we want the dealers to be the ones looking pretty. I like our position. The sport ATV market loves our stuff, so it's not a bad spot to be in." PSB Owning the market, and aiming for more of it 20 • April 8, 2014 • Powersports Business www.PowersportsBusiness.com KBB Q4 ATV data released The most-researched ATVs on KBB.com tend to be older than the most-researched motor- cycles, and Q4 2013 is no exception, according to Lisa Pelissier, senior powersports analyst for Kelley Blue Book. With model years ranging between 2004 and 2008 in the larger displacement category, and between 2001 DIGEST 1 2005 Honda TRX450R up 38% $1,665 $2,475 2 2004 Polaris Sportsman 500 4x4 up 73% $2,055 $3,030 3 2005 Polaris Sportsman 500 4x4 up 42% $2,255 $3,310 4 2005 Yamaha Raptor 660R down 13% $1,575 $2,345 5 2005 Honda Rincon 650 up 36% $2,535 $3,710 6 2005 Yamaha YFZ450 up 31% $1,635 $2,435 7 2005 Yamaha Grizzly 660 4x4 up 27% $2,355 $3,455 8 2006 Yamaha YFZ450 up 21% $1,770 $2,630 9 2008 Honda Rancher 420 ES 4x4 up 40% $2,455 $3,595 10 2006 Yamaha Raptor 700R up 29% $2,080 $3,065 1 2007 Honda TRX400EX up 48% $1,565 $2,330 2 2004 Honda TRX400EX up 43% $1,235 $1,880 3 2005 Honda TRX400EX up 14% $1,330 $2,005 4 2002 Honda TRX400EX up 27% $1,075 $1,650 5 2003 Suzuki LT-Z400F QuadSport Z400 up 13% $1,430 $2,140 6 2007 Honda TRX250EX up 51% $1,145 $1,755 7 2004 Polaris Sportsman 400 4x4 up 29% $1,910 $2,820 8 2004 Suzuki LT-Z400 QuadSport 400 up 12% $1,330 $2,005 9 2001 Honda TRX400EX up 39% $1,000 $1,550 10 2003 Honda TRX400EX up 35% $1,155 $1,765 1 2008 Polaris Ranger RZR up 59% $4,920 $7,130 2 2006 Yamaha Rhino 660 4x4 up 12% $4,000 $5,810 3 2008 Yamaha Rhino 700 4x4 up 61% $4,525 $6,565 4 2008 Polaris Ranger XP up 38% $4,690 $6,800 5 2007 Polaris Ranger XP up 22% $4,300 $6,235 6 2007 Yamaha Rhino 660 4x4 up 41% $4,300 $6,235 7 2010 Polaris Ranger RZR 800 S up 36% $6,170 $8,825 8 2010 Polaris Ranger RZR 800 up 3% $5,380 $7,790 9 2010 Polaris Ranger XP 800 up 46% $5,470 $7,920 10 2005 Yamaha Rhino 660 4x4 up 28% $3,700 $5,380 The 2014 Yamaha YFZ450R SE offers the industry's first assist and slipper clutch, reducing clutch lever effort by about 25 percent for less fatigue while at the same time increas- ing clutch plate pressure for positive engagement. Its MSRP is $8,999. The Raptor 700R SE in Metallic Grey and White, shown at Glamis in California, is one of four 2014 Special Edition models unveiled by Yamaha. It has an $8,799 MSRP. P20x23-PSB5-ATV.indd 20 3/27/14 11:18 AM