Issue link: https://read.dmtmag.com/i/592917
4 • November 9, 2015 • Powersports Business NEWS www.PowersportsBusiness.com www.powersportsbusiness.com Editorial and Sales: 763.383.4400 Subscriber Service: 847.763.9565 EDITOR IN CHIEF: Dave McMahon 763/383-4411 (dmcmahon@powersportsbusiness.com) MANAGING EDITOR: Liz Keener 763/383-4413 (lkeener@powersportsbusiness.com) ASSISTANT EDITOR: Kate Swanson 763/383-4412 (kswanson@powersportsbusiness.com) DIGITAL MARKETING COORDINATOR: Shauna Spencer MANAGING ART DIRECTOR: Dodi Vessels ASSOCIATE ART DIRECTOR: Andrea Schneider PRODUCTION MANAGER: Angela Schmieg PRODUCTION DIRECTOR: Cherri Perschmann NATIONAL SALES DIRECTOR Allison Gruhn 763/383-4467 (agruhn@powersportsbusiness.com) NATIONAL ACCOUNT MANAGER Mark Rosacker 763/383-4433 (mrosacker@snowgoer.com) NATIONAL SALES REPRESENTATIVE Michael Kula 949/466-7833 (mkula@ridermagazine.com) CEO: Marion Minor SR. VICE PRESIDENT/FINANCE & OPERATIONS: Gerald Winkel SR. VICE PRESIDENT/MARKET DEVELOPMENT: Joanne Juda-Prainito GROUP PUBLISHER/MOTORCYCLE, POWERSPORTS: David J. Voll AUDIENCE DEVELOPMENT MANAGER: Tim Morgan SENIOR SALES ADMINISTRATOR: Bernadette Wohlman CONTRIBUTORS: COLUMNISTS: Steve Jones, Paula Crosbie CONTRIBUTING WRITERS: Lisa Pelissier DEALER ADVISORY BOARD: Hooksett Kawasaki-Polaris, Jim Whalley; Hacker's Yamaha & Honda, Rick Hacker; Honda/Polaris of Lubbock, Morris Baker; All Action Water Sports, Ray Leps POWERSPORTS BUSINESS (ISSN #1522-7944) is published 15 times per year – monthly except twice in May and December, the Market Data Book in September – by EPG Media/Specialty Information Media, 10405 6th Avenue North, Suite 210 Minneapolis, MN 55441. Periodicals postage paid at St. Paul, MN and additional mailing offices. SUBSCRIPTION INFORMATION: Free to qualified members of the motorcycle, all-terrain vehicle, snowmobile and personal watercraft industries. Annual subscription rate is $56 per year for U.S residents, $76 for Canadian residents and $96 for residents in other countries. All paid subscriptions must be paid in advance and in U.S. funds only. POSTMASTER: Send address changes to Powersports Business, P.O. Box 2123, Skokie, IL 60076-7823. CUSTOMER SERVICE: Visit www.PowersportsBusiness.com, email customerservice@specialtyim.com, call (845) 856-2229, fax (847) 763-9569 or write to Powersports Business, PO Box 2123, Skokie, IL 60076-7823. CANADIAN RETURN ADDRESS: EPG Media & Specialty Information, 4960-2 Walker Road, Windsor, Ontario N9A 6J3. Publication Sales Agreement #40012332. EDITORIAL: All manuscripts, materials, photographs and artwork submitted are at mailer's risk and must include self-addressed envelope with sufficient postage for return. Send editorial materials to EPG Media/Specialty Information Media, 10405 6th Avenue North, Suite 210 Minneapolis, MN 55441, 763/383- 4400. No responsibility will be assumed for unsolicited materials. Powersports Business is a registered trademark of EPG Media & Specialty Information. Copyright 2015 by EPG Media & Specialty Information. All rights reserved. Reproduction in whole or part is prohibited unless expressly authorized by publisher. REPRINTS: For more information on e-prints or reprints from Powersports Business, contact Robin Cooper, 845/856-2229. Printed in U.S.A. BRP global reveal draws crowd, enthusiasm BY KATE SWANSON ASSISTANT EDITOR When I had the opportunity to fly to Nash- ville, the home of country music and more importantly, the BRP global product reveal, it took me no time to accept the offer. As my first business trip outside of the Midwest with Powersports Business, this experience was defi- nitely one for the books. With approximately 2,300 dealers from 65 different countries, BRP's semi-annual dealer meeting hosted its largest gathering to date. The BRP product launch took place at the Gaylord Opryland Resort and Convention Center in Nashville, and the atmosphere added to the anticipation of the unveiling event. In fact, I found myself almost giddy sitting next to other dealers who were trading theories of what vehicles would be released next. During this time, BRP announced three major prod- ucts in separate segments: A 300-hp engine for three Sea-Doo models, the Can-Am Defender side-by-side and the expansion of the Can-Am Spyder lineup. Anne Belec, BRP's senior vice president of Global Brand and Strategy, explained the decision to unveil numerous products at the same release. "We bring our dealers from all over the world at one time. We wouldn't have an event for each brand because a lot of the same dealers sell each of our products, so it's very efficient to do [one event]," she said. "We talk about the novelty, what's new and what we're launching, and this time it was three products." In addition to the exciting reveal, BRP made quite possibly the most important announce- ment of the night: For the next four years, BRP is committed to releasing a new model every six months for their dealers. David Glassman, owner of Tousley Motor- sports in White Bear Lake, Minn., said the new developments will promote positive changes in his dealership and bring BRP to the next level. "That announcement was the single most important take away from the meet- ing. Nothing propels a brand forward more than innovation and change," he said. "New products create excitement and give con- sumers a reason to replace their current unit. I am confident that [BRP president and CEO] José [Boisjoli] and the BRP team will deliver on that promise with more than just 'bold new graphics.'" The majority of dealers were excited about the new plan for model releases, though inven- tory concerns and consumer demand were listed as possible side effects. Danny Ayala, general manager at Broward Motorsports in Davie, Fla., said that although he feels comfort- able BRP will make good on its promise, the consumer response will make all the difference in its success. "As a dealer I don't think someone will order as much inventory to carry as long, because they know that something else may be coming out. It really depends on if it's really going to be six months," Ayala said. "Inventory management will definitely be something to keep a close eye on." CAN-AM DEFENDER The most anticipated announcement of the night came from BRP's decision to enter into the utility side-by-side marketplace with the new Can-Am Defender. Belec shared that it was important for BRP to move into the utility segment in order to continue grow and sell more volume. "We've been in the side-by-side business for several years, and we entered that market in the sport segment initially because this is what we're known for — for performance and enthu- siasm. But really, 60 percent of the side-by-side market is the utility segment. If we want to grow and sell more volume, we need to have a presence in that area," she said. A Midwest dealer, Glassman said that it has been a challenge to go head to head with Polaris when it comes to a straight up utility side-by- side, but not anymore. "While the 300 horsepower Sea-Doo and Part of The Club See BRP, Page 9 Top Left: From the left, BRP CEO Jose Boisjoli and NASCAR drivers Alex Labbé, Jeffrey Earnhardt and Bobby Labonte. Top right: From the left, Daytona Interna- tional Speedway president Joie Chitwood III, Jeffrey Earnhardt and Anne Beléc, senior vice president, BRP Global Brands and Strategy. BRP will serve as the title sponsor for the 150-mile qualifying races for the Daytona 500, the Can-Am Duel at Daytona. Below: Dealers get a closer look at the new Sea-Doo RXT-X and the Can-Am Defender. More than 2,300 dealers from 65 different countries attended Club BRP in Nashville. Dealers take the opportunity to demo the new 2016 Sea-Doo Spark in Nashville, Tenn.