Issue link: https://read.dmtmag.com/i/499779
FOCUS PSB ATV www.PowersportsBusiness.com Powersports Business • May 4, 2015 • 23 4XPro emerges into ATV/ UTV marketplace with plans for 2,000 applications BY KATE SWANSON ASSISTANT EDITOR In the powersports industry, companies need to be able to adapt to the changing market and most importantly, continue to strive for inno- vation and customer service. 4XPro, a division of SBT, Inc., is a new company producing ATV/ UTV axles to fill a consumer need. Each year SBT calls its dealer network and thanks its dealers for their purchases, says 4XPro general manager Jeremy Cashman: "We try to get a feel for how our dealers are doing. A lot of times we make those calls in the winter, which means the dealers are working on snow- mobiles, ATVs and side-by-sides." From those conversations, SBT was able to gather that dealers would be interested in prod- ucts that would supply the ATV and side-by-side market. The concept of 4XPro took about 18 months to bring to launch, explained Cashman. "We needed our entire inventory in place [before launch]. We wanted to make sure that we had everything in stock and ready to go for over 2,000 applications we're going to be servicing." 4XPro offers ATV and UTV axles, with plans to expand in the future. "Being that we're an SBT company, we're always looking to find other avenues, or other product lines, to implement," Cashman said. "We're defi- nitely focused on axles to start and then open to adding new product lines in the future." Although 4XPro's products are a part of SBT's first offerings in the ATV and side-by- side market, the core employees of 4XPro have a rich history with axles. SBT's factory and warehouses at one time housed an auto- motive drive shaft company before its owner got into the watercraft market, Cashman said. "We have a few employees that are left from the drive shaft and axle company, which makes up more than 30 years of experience in axles. They were automotive at the time, but now we're bringing that into the ATV and side-by-side market." For dealers that are already in SBT's water- craft network, the transition to 4XPro is easy. "Any dealer that was an SBT dealer has been transferred to the 4XPro accounting system, too, so they are ready. They're already set up and ready to order as a dealer," he explained. 1-YEAR WARRANTY One way that 4XPro plans to stand out from the competition? It implements a one-year warranty that surpasses other manufacturers' offerings, says Cashman. "I think customers are going to appreciate the product in general and our customer service. SBT has grown to be where it is today because of its products and customer service, and 4XPro will follow the precedent that SBT has set. We're always going to make sure we can fix it, no matter what." In addition to warranties, Cashman adds that 4XPro markets its products at a strong price point for dealers as well. 4XPro's plans for 2015 include making itself a prominent company in the world of ATVs and side-by-sides and adding to its growing dealer network. "Our plan is to do everything we can to make sure that we provide quality prod- ucts as quickly and efficiently as we can to the people that demand our products," said Cashman. 4XPro began shipping product to its dealers on April 1. PSB SBT launches new axle company The 4XPro team will offer ATV and UTV axles to its dealer network, with plans to expand in the future.