Can-Am: Creating A Market

Crashing The Party At Can-Am’s F3 Launch


Can-Am recognizes that a significant number of its buyers are not motorcyclists adding a wheel, but outdoor-adventure people subtracting a wheel, and looking for an open-air experience. The F3 can be a sedate, stable touring platform that just plain won’t fall over, or it can be ridden in a sporting manner that results in much fun. We’re not lying. ~ Cycle World

[dropcap]C[/dropcap]an-Am has quietly carved out a new market niche for itself and the motorcycle media is finally admitting it after seven years and more than 100,000 Spyders sold to an ever growing legion of fans. Last fall MPN crashed the party when the mainstream moto-press were introduced to the F3-T (touring) and F3 Limited Edition 2016 Spyders were launched.

Believing the best way to get editors to understand what the Spyder is means butts in seats and a long ride through Southern California foothills. Our demo units came straight from the Can-Am dealer meeting in Nashville where 2,300 dealers from around the globe had just seen the new models for the very first time.

PP_TR1_5725The butts in seats approach worked! Count us in among the folks who have experienced the Spyder difference. After a full day in the saddle traveling from Pasadena out to Wrightwood and the desert beyond for the press ride and photo sessions, we then rode the unit home for a 300-mile day.

We will leave the road-testing comments to the consumer media types and focus on the niche marketing message instead, but we can endorse the positive comments made by the experts in publications ranging from Cycle World to Ultimate Motorcycling.

It isn’t just magazine hacks who are getting caught in the Spyder’s web. The F3 roadster won four major across three different continents, including a red dot, Good Design, Good Design Australia and Good Design Japan honors. Of particular note, the prestigious Red Dot Design Awards competition based in Germany receives more than 17,000 entries each year from all over the world.

While not every rider will be attracted to anything with more than two wheels, the Can-Am has found its place in motorcycling and its buyers, for many reasons, are committed to and enthusiastic with the brand. ~ Ultimate Motorcycling

So who buys a Spyder? “Motorcyclists are still the greatest percentage of buyers,” notes Brian Manning, BRP/Can-Am Spyder public relations go-to guy. However more than 25% of Spyder riders are classified as “new entrants” to the market. “They are not powersports enthusiasts, per se, but they like to play outside,” Manning explains. “They don’t compare the Spyder experience to either a motorcycle or car.” RT buyers especially make up this new market… interestingly it is older empty nesters as much as millennials who make up the new rider mix Can-Am is bringing into the market.

Percentage of sales for the F3 is currently 20% of the total (bulk of the sales are still for the RT), but Can-Am expects F3 sales to shift to 30%-40% after this year.

The short of it: You don’t have to wait until a certain age to get grinning on a Can-Am. Really. It’s an outdoor, interactive riding experience that’s fun – a road-legal snowmobile on tires, if you will.
~ Cycle World

You May Also Like

Yamaha Announces New YZ250FX & WR250F

Yamaha’s announcement comes with additional updates to its off-road lineup.


Yamaha Motor Corporation, USA is introducing its new lineup of 2025 off-road motorcycles with thrilling options for enthusiasts ranging from young beginning riders to seasoned professionals. The spotlight for 2025 falls on the exciting and ultra-capable new YZ250FX and WR250F. Based closely on Yamaha’s class-dominating YZ250F motocrosser, the new YZ250FX and WR250F are both designed to be slim, light and agile off-road weapons, ready for competition straight out of the box. The YZ250FX includes specific suspension and engine tuning suited to the extreme conditions of cross country racing, while the WR250F is prepped for enduro with unique engine and suspension tuning, an H4 headlight, LED taillight, shortened muffler with spark arrestor and other specific enduro features.


Drawing inspiration from races bearing its name, the 2025 KTM 300 XC-W HARDENDURO stands as a testament to conquering the toughest enduro competitions worldwide.

Ryvid Power Controller Upgrade for Anthem and Outset Motorcycles

The new optional Power Controller Upgrade by ASI significantly increases acceleration, power and torque by 30% without sacrificing range.

2025 KTM EXC-F Range

The 2025 KTM 500 EXC-F Six Days is ready to race in Spain.

Indian Motorcycle Brings Challenger RR, FTR750 to Goodwood

Experience the power of King Of The Baggers and American Flat Track racing as these iconic bikes take on the famous hill climb.

Other Posts
Racing Is at the Heart of Top Pro Motorsports

From sport bikes to parts and accessories to race spec engines, Alex Arango has a lot going on at Top Pro Motorsports with a customer base all over the U.S. and abroad.

Top Pro Motorsports
MAP Services Corp. Adds 14 New Brands

MAP Services Corp. offers advanced seller identification and policy adherence monitoring, providing valuable insights for clients.

MAP Services
Charlie Hadayia Jr. Returns to S&S Cycle

With his industry experience and proven track record, Charlie Hadayia’s return aims to drive growth, innovation and market expansion.

Segway Powersports Hires 2 New Managers

Ton Truong has been promoted to service manager, while Collin Mikottis joins as field marketing manager at Segway Powersports.