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FOCUS PSB ATV www.PowersportsBusiness.com Powersports Business • May 5, 2014 • 23 22 • May 5, 2014 • Powersports Business www.PowersportsBusiness.com Sales, R&D spend both on the rise BY LIZ KEENER MANAGING EDITOR Arctic Cat's Wildcat has been the company's off- road golden child ever since its release in 2011. After all, it was Arctic Cat's first foray into the sport side-by-side segment, and the first chal- lenger to Polaris' RZR. But while Arctic Cat has spent much of its time, R&D money and energy on Wildcat and its many iterations, the OEM hasn't lost sight of its ATV product. Despite a large number of former-ATV riders turning to side-by-sides, Arctic Cat chairman and CEO Claude Jordan still sees a strong mar- ket for those who would rather straddle a seat and use handlebars rather than sit up straight behind a steering wheel. "There are certain things you can do with an ATV that you just can't do with a side-by- side," Jordan told Powersports Business during a springtime meeting at the company's offices in Plymouth, Minn. "It's smaller; it's easier to get around. Even if it's something like plowing a driveway, if you've got a small driveway, it's hard to get a side-by-side in there and do any reasonable work." Another factor still drawing customers to ATVs is price. Whereas Arctic Cat's side-by- sides start at $10,999, its ATVs start at $4,299 and many can be had for under $8,000. Got Gear Motorsports encourages riding to keep multiple generations in the dirt BY LIZ KEENER MANAGING EDITOR When Crossroads ATV & Recreation Park opened 20 miles from Got Gear Motorsports the weekend of April 12-13, the dealership's staff was sure to make an appearance. Not only did they show up, camp and ride, but they also encouraged customers to attend the grand opening weekend by mentioning the event in its e-newsletter and on social media. It was just another push in a string of efforts to get customers riding. On top of promoting Crossroads, the staff at Got Gear in Ridgeland, Miss., also talks to customers and hands out information about the local Jetwerx Compound riding area, Jetwerx's Mini Thun- der kids' motocross series and a local off-road riding group. "We're doing what we can to support getting folks out to the park," Got Gear sales manager Raymond Walters told Powersports Business. The dealership began supplying its custom- ers with information after hearing so many ask where they could ride. Others wanted to be in a riding group. Got Gear was happy to offer up ideas because as more riders use their ATVs and dirt bikes, future purchases, parts sales and repair orders add up. Plus, Got Gear is securing its business for generations to come. "If we don't get people out riding, young folks out riding, we don't have customers down the road," Walters said. "We're growing future customers. That's the future of our business. It's vital to our success." While many Got Gear customers buy ATVs primarily for use in the fall, they also like get- ting out in the mud in the spring and summer. "Here in the South there's a big hunting tradition. A lot of them buy them for hunt- ing, but they ride them throughout the year," Walters said. So far this year, sales across all segments have been positive. Unit sales increased 30 per- cent overall in Q1. "ATV sales have been up. This whole year started off great for us," Walters said. Though ATV sales have faltered for some in recent years, the segment was up 0.5 percent nationally for 2013, according to Motorcycle Industry Council data. And Walters says ATVs are still selling in Mississippi, even as some are trading their ATVs for side-by-sides. "We're finding a lot of people that have ATVs are getting side-by-sides in addition to their ATVs," he said. Others are still buying ATVs because they're less expensive than their steering-wheel drive counterparts. "There's still a good viable market here for ATVs," Walters said. PSB 'We're growing future customers' The staff of Got Gear Motorsports was on hand when Crossroads ATV & Recreation Park opened in Clinton, Miss., in mid-April. Got Gear Motorsports in Ridgeland, Miss., encourages customers to get out and ride in the dirt whenever possible. Arctic Cat keeps firm foothold on ATV market P16x29-PSB6-Focus.indd 22 4/23/14 10:16 AM