Issue link: https://read.dmtmag.com/i/698493
6 • July 11, 2016 • Powersports Business NEWS www.PowersportsBusiness.com "We've been in the side-by-side business 28 years. Nobody can say that. We were the first. We started the industry," Mann said. "That's quite a title to hold. We've been design- ing and manufacturing vehicles for 28 years. With refinement as we're developing mod- els and expanding our markets, we've gained knowledge and experience, and that's really the core of where our durability kicks in." The Mule's heritage is deep not only for Kawasaki but for the industry as a whole. Kevin Allen, manager of public relations at KMC, told a story about a man he met at the 2015 Farm Progress Show. The 80-plus-year- old man had owned a Mule for 20 years, and it was still running strong. However, his wife was won over by the newer Mules' most recent comfort features, and he gave in and added a new Mule to his lineup. KMC kept the Mule's history and its loyal followers in mind when developing the SX. "The customers that own this Mule prod- uct, it's amazing because it's like a family member. They give it a name, and it's part of the family, and that's how they feel about it," Mann said. "So really we want to be sensitive when we come out with a product change that we don't alienate our existing customer base. So the styling, now it's modern. It's still rug- ged; it's still tough, but it's just more updated in terms of its look." The Mule SX took its styling cues from the Mule PRO series and current pickup trucks. It also features a new tubular steel cargo screen, which replaces the screen used in the 610. In terms of features, Kawasaki focused on meeting its Mule 610 customers' needs and wants. "We wanted to build upon the strengths of what we have, so we focused on areas of high importance and low satisfaction with the exist- ing model. So these are areas that the customers feel these are important on the product, but they're not really totally satisfied with what they were getting," Mann said. In addition to the new cargo screen and styling, the Mule SX also offers a new rug- ged steel front bumper, four-point steering wheel, tilt steering with 29 degrees of adjust- ability, a carbon fiber dash finish, a bright LCD dash-mounted fuel gauge with integrated hour meter, an ignition key closer to the driver's side, six accessory switch blanks and an audio system cutout, retractable seat belts, KQR bed rails, tie-down points, a 4.2-gallon fuel tank and more. The Mule SX also fits into the back of a full-size pickup truck with its 52.6-inch width and 106.7-inch length — 2 inches shorter than the 610. Suspension spring and damper rates have been changed for improved handling and ride comfort. MULTI-USE UNIT Kawasaki purposely built the SX as a basic unit, positioning it as a blank canvas to be acces- sorized as its various consumers' needs warrant. "The applications that we have here, one of the biggest ones is small acreage owners — that's probably our biggest target. We have a lot of farmers, hobby farmers. We have fleet busi- ness, commercial farms, government business, so it's a very broad customer base for this prod- uct, but it is the more price-minded customer. These are the people that don't want to spend $15,000 on a machine, but they want some- thing or need something for the business." With 66 accessories, including the top-sell- ing roofs and windshields, as well as new pieces like a digital LED speedometer/odometer and a Bluetooth stereo system, customers should eas- ily be able to configure the SX to their liking. "The ability for a customer to customize their Mule SX is extremely important," Mann said. "This Mule is being utilized in many dif- ferent ways by each customer. With a wide rage of Kawasaki Genuine Accessories, customers can create the Mule SX they need for the job they need to get done." Accessories can be purchased individu- ally or as part of a package. Five packages are available: the Hard Cab Package, the Hunt- ing Package, the Hard Cab & Plow Package, the Recreation Package and the Work/Utility Package. An accessory builder function on Kawa- saki's website, which is currently available for Mule PRO models, will soon be ready for the SX models as well. With the accessory builder, consumers will be able to build their dream SX with all of their needed accessories and bring the printout to their local dealer. The customization appeals to dealers, Mann explained, because of the added profit that comes with accessory sales. "Kawasaki dealers can appreciate the wide range of Kawasaki Genuine Accessories for the MULE SX, as it gives dealers the opportunity to increase customer satisfaction and increase their profit per sale," Mann said. TARGET CUSTOMER Because the Mule can be used to perform a wide variety of tasks, the Mule demographic is far reaching, as far as those using it for heavy- duty work, light-duty work, or more recre- ational purposes. Industry-wide, 60 percent of side-by-side buyers are new to powersports. However, 12 percent of Mule 610 buyers already own another Mule 610. Many buyers in the Mule SX demographic are of retirement age. "About 40 percent of them are in their 60s, looking for that next phase of their life … that's a big component for us," Mann said. The Mule SX offers them a vehicle that can complete the work or tasks at a value price. "Value is a main purchase driver," Mann reported. "We hear a lot in the research with customers or in surveys they reply back to after they've used it for a while, the comments like, 'This product has everything I need for just the right price,' or 'It's a great product for a great price.' That kind of comment rings through on most of these surveys, so they're really getting what they want and need, and they're really getting the value — it's all about the value in this segment." Kawasaki staff believes they've delivered on that value proposition with the Mule SX, and they expect the new model to be a top per- former like its predecessor was. "The Mule SX is an important model in Kawasaki's broad portfolio of side-by-sides, and there is always an appeal for a compact utility vehicle," Mann said. "We anticipate the Mule SX to perform very well due to the Kawasaki Strong three-year warranty, variety of model trims, comfort features and wide range of Kawasaki Genuine Accessories." PSB MULE CONTINUED FROM COVER Kawasaki offers a Hunting Pack- age of accessories with a soft cabin enclosure in Realtree Xtra Green camo or black and a KQR Flip-Up or Fixed Windshield. The Mule SX 4X4 SE comes in Sunbeam Red with a painted ROPS, while the Mule SX 4X4 XC comes in Vibrant Blue. The Mule SX XC series has been designed for more recreational use.