In the 1960s, karting was the newest craze for an American public that had become infatuated with racing and speed. But for most people, the dream of racing was unrealistic. The psychedelic 60s was the age of Aquarius, rock & roll and seriously fast cars. How could a simple tube frame mated to a lawnmower engine make sense in this environment?

Manco karts became a sensation in backyards and tracks all across the country. They were every little kid’s dream along with a mini-bike…and many big kids also wanted in on the fun.

But decades later, fun karts have been replaced by much bigger and more expensive off-road machines, in an amalgamation of powersports meets go-kart called a side-by-side. The UTV/SxS does “work” but they are also plenty capable of having fun. With Manco long faded into the lexicon and yard karts no longer holding the imagination of kids, American Landmaster rose from the ashes to meet the moment where American ingenuity finds market acceptance and a slice of the UTV/SxS pie.

From Manco to Landmaster, the company has had a bumpy ride (pardon the pun). In the early 2000s, Manco filed for bankruptcy due to a major recall of their go-karts. The report of a child being killed and a few others injured resulted in the company going out of business. The assets were sold off to a group that later became American Sportworks, a manufacturer of fun-karts and side-by-side go-karts. However, their success was short-lived and later the company was sold again, morphing itself into American Landmaster. The company is still based in Indiana and manufactures UTVs in-house from the ground up with American made parts and components.

While the company has been successful in the pure utility market for years, American Landmaster President Jeff Bannister said they saw the need to make products that were more aligned with the market and the consumer’s demand for affordable work and play vehicles. Thus, the 2021 Landmaster UTVs were born, and include more than 30 new customer and dealer-inspired features, an upgraded suspension system, automotive-grade components, a weather-sealed electrical system and more. The company said these 30+ new features cover important aspects such as safety, reliability, performance, design and riding experience.

The 2021 Landmaster standard lineup includes five models – L3, L4, L5, L7 and L7x. All models received the new features and suspension system, except for the L3.

“We wanted to keep a highly affordable, basic 2WD UTV in the mix so we kept the L3 with all the legacy features, but upgraded the graphics to the new 2021 look. This way, if you just need a basic UTV we have a solution for you. If you want to step up to a smoother ride with stronger components, advanced electric options, and more features, then the L4, L5, L7, L7x are going to be for you,” said David Piercy, marketing director for American Landmaster.

One of the biggest changes to American Landmaster’s 2021 lineup is the unique suspension setup called the L-ROSS (Landmaster Ride Optimization Suspension System).

“The L-ROSS is specifically engineered to optimize the ride performance for each vehicle,” Piercy explained. “This suspension setup is unique to the industry, which combines a super-sport trailing-arm concept with dual-rate shocks, all on an independent suspension platform. These components all work seemingly together to create a more comfortable riding experience even when you have the bed fully loaded. With our new best-in-class suspension system, Landmaster now offers a super smooth trail-riding machine that also serves as a full utility vehicle. Customers can get work done, and then go have fun on the trails. And to top it off, we think that customers will be very impressed with how smooth the ride is on aggressive trails.”

Piercy said they tested the new machines rigorously at several off-site facilities to ensure their product was safe, reliable and capable of handling large tasks or trail riding.

“One of our tests was handled through a 3rd party where they drove our UTV continuously for over 6,000 miles on a track. This is way over the average amount of time a consumer uses the product in their lifetime. The results were very impressive. After 6,000 miles of continuous driving the engine, chassis and all the components performed flawlessly.”

The 2021 2-passenger lineup of UTVs are all listed under $10,000 and dealers have already started to receive shipments across the U.S.

“When you look at all the features you’re getting in the new Landmaster for under $10k, there is a lot of value for your customer with these units,” Piercy said. He also pointed out that because they are made in the USA from raw materials and not just assembled here, there are no issues with parts availability. American Landmaster, while being a smaller manufacturer, offers a lot of support to their dealer network with tech support, shipping and warranty coverage.

Since 1959, American Landmaster has built and distributed American-made off-road vehicles from Fort Wayne with Manco to its now recently consolidated state-of-the-art facility-in Columbia City, Indiana. The company is on a roll and looking to capitalize on the redesigned models to build a broader dealer base. The company has learned lessons from the past and is now looking for the dealer retail channel to help them jump to the next level.

The 2021 models seem to hit a sweet spot in the UTV/SxS market with more trail-capable upgrades and a long history of manufacturing know-how. American Landmaster’s website says that when you sign on as a dealer you’re not only part of the family, you’ll have the added benefit of promoting and selling American-made UTVs and being part of a nationwide network of growing dealers. The company said that new dealers will have exclusive access to their Team Portal, special dealer pricing on vehicles, parts and accessories, referral and Co-Op programs, access to marketing materials and much more.

With the price of SxS/UTVs increasing every year and costing as much as a small SUV, American Landmaster is looking back to its roots and delivering a balance of work and fun at a cost that most consumers can afford without having to give up other hobbies.

Link: American Landmaster