Polaris bucked contracting overall market conditions and enjoyed record amounts of transference fromcompetitor ATV products to its range of 23 models with Roll Over Protection Structures (ROPS) in 2017to post the biggest year ever recorded by any brand in the history of the Australian off-road vehiclemarket.
Polaris recorded an industry record 6,583 retail sales in 2017 to post growth of nine percent in a marketwhich was down one percent to again be crowned Australia’s number one off-road vehicle brand,finishing a comprehensive 1,017 units and 4.5 market share points clear of its nearest rival, according todata released by industry data provider Potentiate. The US powersports giant closed out the year with29 percent market share, 2.6 market share points ahead of its record result in 2016.
The key growth vehicle for Polaris was undoubtedly its range of 23 models with ROPS, with Polarisgrowing sales of Ranger side x sides vehicles by 30 percent in 2017 to outpace even the record growth ofthe Australian side x side market (29.5 percent versus 2016) and post 43 percent share of the utility sidex side market. Also leading the charge for Polaris was the unique, single-seat, ROPS-equipped PolarisACE - its popularity reaching new heights with a staggering 52 percent sales growth versus 2016 andclearly outselling most competitor ATV models.
Polaris boasted five of the top 10 selling side x sides in 2017, with Ranger 1000 Diesel HD taking themantle as the number one selling side x side vehicle in Australia and Ranger 570 HD, Ranger 1000 andRanger 500 also featuring prominently.
And whilst the Australian agricultural ATV market experienced a significant 11 percent contraction in2017 as customers flocked to side x side and Polaris ACE models, Polaris still grew agricultural ATV salesby 21 percent – representing a positive swing of 32 per cent - on the back of the durability and versatilityof its impressive big bore ATV range, including the unique Polaris UTE and Australia’s biggest selling ATVmodel, the Sportsman 570.
“Polaris enjoyed 30 percent growth in a booming side x side market place in 2017, and at the same timebacked this up with 21 percent growth in a rapidly-shrinking ATV market – the only brand to growagricultural ATV sales,” said Alan Collins, Polaris Australia Country Manager.
“We have seen vast amounts of substitution over the past year as ATV customers have transferred enmasse to side x side and ACE products due to their capabilities and outstanding safety technology.Based on the fact that Polaris has simultaneously grown both its side x side and agricultural ATV sales,the majority of this transference has come from customers getting off competitor ATVs and onto aPolaris.”