BRP’s three-pronged strategy for capturing untapped customers
Three words summed up Club BRP 2017, BRP’s global dealer meeting held in Orlando in late August: Defiant. Precise. Powerful. While there were many new products and programs presented at the Orange County Convention Center (coincidentally held in the same North Hall that the AIMExpo is occupying in October), a trio of scene stealers were clearly the defining factors for BRP’s strategy to continue to capture customers the powersports industry has missed.
Foremost among the missing customers are the Millennials. Dealers from more than 60 countries were given a first hand look at the three innovative vehicles that will help BRP reach the next generation of customers: The Sea-Doo Spark TRIXX, an affordable new way to have fun on the water; the Can‑Am Spyder F3 Limited, an ideal on-road vehicle for two-up weekend getaways; and the much anticipated Can-Am Maverick X3 model, an all-new UTV specifically designed for those customers on the extreme fringe!
Defining the “Defiant” portion of BRP’s strategy is the Spark TRIXX… as the name implies an adjustable riser, step wedges and extended-range Variable Trim System (VTS) make it possible for first-time PWC riders to perform tricks like a pro. Further easing the barrier to entry for the PWC market are rock bottom retail prices, which BRP is betting will bring the PWC experience to more Millennials than ever. “The Sea-Doo watercraft line has never been stronger,” said Anne Bélec, SVP global brand, communications and PAC. “By offering new models that continue to focus on rider needs such as affordability and efficiency, and of course fun, more people can find the right model for them and make the dream of owning a Sea-Doo watercraft a reality.”
Lowering the Spark TRIXX and Can-Am Spyder F3 from the ceiling of the convention center sublimely emphasized the lower prices for 2017. Like the rest of the Spyders, the all-new F3 Limited model offers several riding positions, a muscular design and even more storage space. BRP brought the house down even more when Bélec announced the new Spyder pricing structure – almost 15% lower than last year! The “Precise” portion of BRP’s product market strategy is clarified by the Spyder. Of the more than 100,000 units sold since the unique three-wheeler was introduced a decade ago, the Spyder continues to carve out all-new customers for BRP.
While 25% of F3 ownership are converts from the existing cruiser market (read H-D), more than 35% of Spyder buyers are entirely new entrants to the powersports market! “F3 is attacking our youngest buyers ever,” explains Bélec. “It is also attracting our highest proportion of new entrants compared to other Spyder models. It also appeals to more female customers (28%) and an average age that is a full 10-years younger than the typical RT buyer. Seems like BRP knows “precisely” what it is doing to pursue untapped markets.
However, the hero of Club BRP 2017 was the Can-Am Maverick X3. With more than 150 horsepower and 113 ft.-lbs. of torque the ground breaking X3 clearly handled the “powerful” portion of the program! Having Hoonigan/Gymkhana legend Ken Block and desert racing phenom BJ Baldwin roost out onto a makeshift dirt track layed out on the convention center floor brought the dealers to their feet… and will hopefully have customers swarming to showroom floors.
Led by the “hero” Maverick X3, Can-Am is clearly focused on dominating the UTV arena, the fastest growing niche in the powersports world. “After the launch of the Can-Am Defender vehicle in September 2015 and the six-passenger Defender MAX model in March 2016, the Can-Am Maverick X3 is the third vehicle to show our focus on the side-by-side sector,” said BRP’s president and CEO, José Boisjoli. “We are committed to launching a new side-by-side vehicle every six months through 2020. I’m proud of the work of the BRP team, who supports our commitment by delivering quality products that satisfy the wishes of our consumers,” concluded Boisjoli.
One word for Can-Am’s three-pronged strategy and triumvirate of innovative new vehicles:
WINNING!
Can-Am Connects With Customers/Dealers
VIA App Added
[dropcap]B[/dropcap]RP tried something new with Club BRP 2017 and the Maverick X3 launch. The new BRP Vehicle Information App (VIA) is an innovative resource for dealers/consumers/media to gain vital information about a new product. Heck, even magazine hacks and aftermarket exhibitors in Orlando found it to be a great quick-reference and reminder source. It is iOS and Android compatible and is FREE! What’s not to like? Simply go to the APP store and search for BRP VIA.
“The VIA app was very well received at Club and we already have more than 1,000 downloads from our dealers,” said Marc Lacroix, director of Global Product Management, BRP. “It’s a great way to get key info on the Maverick X3 and Spark TRIXX at your fingertips!”
As you can surmise, there was a lot of behind the scenes work (edit/design/budget) that had to happen to ensure the App was completed to BRP’s standards. But the final product works as BRP billed.
The VIA App is not exclusive to BRP dealers and does note require any sort of sign-up, but best of all, it works! “The Club BRP schedule, product information and everything we needed on show site was in the handy dandy VIA app,” added Megan Dible, DragonFire’s sales & marketing manager who was one of a select group of aftermarket vendors invited to participate in Club BRP.
Although it was created to cater to hardcore enthusiasts, the VIA App can come in handy for dealers and their employees, editors/journalists and PR folks. All that is required is a simple search for “BRP VIA App” and then the no-cost download.
