Issue link: https://read.dmtmag.com/i/410969
www.PowersportsBusiness.com ATV Powersports Business • November 3, 2014 • 25 THE JSV What both teams developed was the Atlas JSV, a vehicle designed first and foremost for work. The most notable difference between the Atlas and other vehicles on the market is the MX-18 JobBox. At 57-by-48.2 inches, the Job- Box accommodates a standard 48-by-40-inch wooden pallet with the tailgate closed. The all- steel box also has a 1,250-pound capacity, four integrated tie-down points and an electric cargo bed lift standard. The Atlas JSV also has a 1,900-pound pay- load and a 2,000-pound towing capacity. It features on-demand, true all-wheel drive along with De Dion rear suspension, allowing the vehicle to provide heavy-duty traction and sus- pension and maintain full ground clearance and a smooth ride even when carrying a full load. Four models are available at the outset, with gas and diesel versions of both the JSV-3000, which seats three across one bench seat, and the JSV-6000, which seats six across two benches. The gas models are powered by Polaris' 570cc DOHC engine, while the diesel versions feature a 1,028cc Kohler Diesel engine. All four models include have 10 gallons of fuel capacity, and each tops off at 35 mph. The JSV-3000 starts at $12,999, while the JSV-6000 starts at $14,799. The Atlas has a variety of accessories avail- able, including cab enclosures, winches, plows, a front receiver hitch, a tool rack and a cargo box. The vehicle also accommodates Polaris' LOCK & RIDE accessories. Every feature of the vehicle was designed to be "right sized," a phrase Ariens uses throughout its company, from manufactur- ing to product development. "The right size vehicle means this isn't an engine that's too big or too small; we feel it's the right size for the application of a job site," Engler said. "We feel that the box is the right size for the most efficient use at a job site. We feel that the interior and the storage that we've given it, the dash that we designed, is the right quantity and the right size for that professional contractor, so again, we tried to create a product where we don't have too much of one thing or too less; it's just the right size to get the most productive, profitable job done for that contactor." The primary audience the vehicle was devel- oped for includes landscape contractors, govern- ments/municipalities, educational institutions, farm management and entertainment com- plexes. The secondary audience Ariens is target- ing includes homeowners, large estate owners, famers, ranchers, hunters, outdoor enthusiasts, hobby famers and prosumers. "We're making a really good quality job site- type vehicle, the JSV, and we know if we can get those in the professionals' hands — those professional con- tractors — that a large seg- ment of the homeowners or hobby farmers or hunters or recreational people will see that and will want to buy it," Engler said. DEALERS WANTED Ariens first unveiled the Atlas to 250 North American deal- ers in late September. Of those, more than half booked the JSV for their stores. "Some of those are existing traditional lawn and garden dealers, all they've ever car- ried is zero-turn [lawn mow- ers], snow throw," said JW Washington, regional man- ager for the Western Region. "Some of those are powersports dealers as well, so as we look at who would complement our Gravely dealer, obviously powersports dealers move very nicely because they're already famil- iar with the industry, and ag implement dealers because we've oriented this unit toward produc- tion agriculture, the rural lifestyle owner." Ariens is giving first right of refusal of the Atlas to its current Gravely lawn and garden dealers, but it's looking to fill any holes with powersports dealers. Those holes could come in areas where the current Gravely dealer has chosen not to carry the Atlas, or they could be in locations where a Gravely dealer does not already exist. In that case, the Atlas dealer could also pick up the lawn and garden lines, if he or she chooses. Ariens' lawn and garden dealer contracts are separate from the Atlas contracts. Powersports dealers were identified as ideal partners because they're familiar with selling and servicing side-by-sides, as well as selling accessories. Though Ariens has been looking to some Polaris dealers with the initial launch, the company has also heard from dealers of other brands of side-by-sides, who are seeking a work- oriented vehicle. "There has been a tremendous amount of interest," Washington said. "When the press releases went out last year about the partnership with us and Polaris working together on this unit, we had a lot of inbound calls to us with that." Though Ariens is looking at bringing on some powersports dealers who are already familiar with selling vehicles to the commer- cial demographic, the company will also con- sider partnering with dealers who are looking to broaden their customer base by entering the commercial market. "We want to make sure it's the right dealer, a dealer committed to customer service, a dealer committed to this channel in terms of that work segment. We know homeowners will use it as well, but it's a work unit first," Washington said. So far, dealer reaction has been positive, as many reported being excited to carry this unit. "I support the Western Region, Texas, and we have a ton of powersports dealers, and they were excited to see the space that it fills. They feel that we provided a unit that will meet the needs of production agriculture, farm plots, … as well as the landscaper and governmental entities," Washington said. "So it was very well received, especially once I think the differentia- tion of how it's different than a Ranger, how it's different than a Brutus, and its own unique plat- form [is explained]. If you answer some of those questions, overall the excitement's been really good." PSB Unique features of the Gravely Atlas include the MX-18 JobBox and De Dion rear suspension.