Issue link: https://read.dmtmag.com/i/499779
FOCUS PSB ATV 20 • May 4, 2015 • Powersports Business www.PowersportsBusiness.com OEM focuses on innovation to attract buyers BY LIZ KEENER MANAGING EDITOR As spring broke, and ATVs were finally getting fired back up in the snowbelt states and in other regions across the U.S., Arctic Cat was looking hopefully into the upcoming ATV season. For the Minnesota-based company, 2015 brings excitement, as its all-new XR lineup is expected to draw consumer enthusiasm and sales this year. ALL-NEW XR Arctic Cat's all-new XR sport utility ATVs were introduced at the company's dealer meeting in September. The 2015 models include those in the 550-700cc range. They have a new chas- sis, bodywork and a SpeedRack II accessories system, along with an engine sound reduction system, a new LED/halogen lighting system and three trim packages. Arctic Cat also focused heavily on ergonom- ics with the XR, increasing rider comfort with easier steering, revised suspension geometry and a more comfortable rider position. "We used to sit sort of like you were on a motorcycle, but now those people are a little bit older; they want that comfort and stability of being on there," Tracy Crocker, vice president and general manager of Arctic Cat's Global ATV Business, told Powersports Business. Though it wasn't marketed as a key differen- tiator, customers have also been attracted to the improved turning radius Arctic Cat brought to the XR. "We're getting feedback on the turning radius because it's part work, part play," Crocker said. "You're out there moving things around, and particularly on the ag side — or if you're hunting and on narrow trails — the riders really like that turning radius, the ability to get in and around things." As ATV riders are continuing to add accessories, such as stor- age units and rack extensions, to their units, Arctic Cat's new Spee- dRack system has also been a hit. "I think we fell behind the power curve here in the last several years as related to the easy-on, easy-off accessories. We still had a metal rack," Crocker said. "We went to a plastic rack and then we've got bars that are built into it, and we've got this quick-attach easy-on, easy-off [SpeedRack] with a proprietary way of locking it. So it used to take minutes; it's now seconds, liter- ally seconds. And the stability and security of that is another thing that is different for us than the competition." Arctic Cat's ATV sales growth was below the industry average in calendar 2014, Crocker said, but the company knew it was in part because it was preparing for the XR launch. This year, it expects to see better results. "It was a setup year; it's one of those years where we didn't have a lot of new ATV news coming out, but we made up for it at the show," he reported. "And now as we're coming into riding season, we're just starting Arctic Cat launches XR platform for 2015 Arctic Cat introduced its all-new XR sport utility models for 2015. The ATVs have been restyled and feature a new chassis and improved ergonomics.