Issue link: https://read.dmtmag.com/i/551693
ATV/UTV 2016 Yamaha Kodiak utility ATV all about getting the job done BY DAVE McMAHON EDITOR IN CHIEF In Yamaha Motor Corp. USA's ATV/side-by- side group's extensive research of consumer buying trends within that segment, the retail experience has changed in recent years. Gone are the days when ATV shoppers would enter a dealership and request a machine of a certain type or engine size, with pricing an afterthought. These days, Yamaha's research shows, con- sumers are more likely to enter that same deal- ership and proclaim "I have X many thousand dollars to spend — what can I buy?" Or per- haps "I have $200 to spend per month — what vehicle can I get?" With those thoughts in mind, Yamaha's all-new 2016 Kodiak 700 ATV, with its all- new engine and chassis, is targeting today's discerning consumer. That Yamaha has packed a slew of features, in addition to the new engine, into the Kodiak 700 with an eye- catching $6,999 (non-EPS) retail price tag should have their dealers eager for the ATV selling season to begin. "We've been talking to customers and how their purchasing decisions are made, and there's been a shift in how they make those decisions," product planning manager Travis Hollins said. "You used to base your buying decision on the engine size you wanted, and that dictates the price point as well. People aren't doing that anymore." What they are looking for, however, espe- cially in the utility ATV market for work-based uses, is the best product at the best price point with the most features. And with the Kodiak 700, Yamaha believes it has them all wrapped into one package. Geared mostly at B2B customers who will be providing the Kodiak to their employees on the farm, ranch or other ag-related locales, reli- ability and durability played a key role in the launch of the Kodiak. A new compact cockpit design creates confidence for riders, many of whom will be workhands (as opposed to enthusiasts). "It's built to get the job done," Hollins said. "These users have to ride through rocks, over stumps and logs, and they need vehicles that that are very durable and reliable. They can't be in the shop, because when they're in the shop they're not working, and for these guys time is money." The relaxed and easy-to-use build of the Kodiak 700 is geared toward the rider who uses the machine all day, and might throw a leg over the machine hundreds of times per day. The Kodiak has long been associated with "utility" and "heavy working," and the all-new version is no exception. Even more, the Kodiak 700 lineup expands to include the Kodiak 700 EPS (MSRP $8,199) and Special Edition (SE) Kodiak 700 EPS (MSRP $8,899) all boasting class-leading per- formance and value for the hard-working util- ity ATV customer. All-new styling includes a low height and easy on/off access, along with functional design elements, including an all-new rear fender with increased thickness that pro- vides more protection from potential utility damage. Larger diameter and higher capacity front and rear steel racks — the same ones found on the 2016 Grizzly — also provide a work advantage over plastic. For Kodiak, durability and reliability rule 32 • August 17, 2015 • Powersports Business www.PowersportsBusiness.com See Kodiak, Page 33 The all-new 2016 Yamaha Kodiak 700 provides a big bore machine for work use with a starting retail price of $6,999.