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Right On Target: Club BRP Ski-Doo & Can-Am Edition

The #1 snowmobile manufacturer in the world introduced the 2018 Ski-Doo sleds and a major update to the Can-Am Maverick UTV line-up to more than 1,200 dealers, enthusiasts and media types at the Grand Sierra Resort & Casino.


Wrong Way Corrigan was a Texas aviator who made history back in 1938 when he attempted to fly from New York to Long Beach, California… and ended up in Ireland! Unlike Corrigan, BRP is going every direction but the wrong way! Club BRP’s global product unveil in Reno shows they are right on target in key market niches.

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The #1 snowmobile manufacturer in the world introduced the 2018 Ski-Doo sleds and a major update to the Can-Am Maverick UTV line-up to more than 1,200 dealers, enthusiasts and media types at the Grand Sierra Resort & Casino.

“Over the last two years we have brought to market multiple products and innovations,” says Sandy Scullion, VP and general manager of global retail and services at BRP. “As you can see, we keep reinventing ourselves to offer you the latest trends and technology which will keep you ahead of the curve. Tonight we are pushing the limits even further!”

Scullion’s bold statement got a rise out of the dealers… literally as the  2018 Renegade and MXZ  X-RS rose up from hidden panels under the floor. These two models feature multiple elements derived from racing snowmobiles, including ultra high-performance shocks and chassis refinements for the fourth generation of the Ski-Doo REV platform.


The REV Gen4 850 E-ETC powerplant was combined cMotion and hybrid RAS 3 suspensions for the Renegade Backcountry to create what Ski-Doo calls a “true 50/50 trail/deep snow” machine. “Ski-Doo totally re-imagined the sled,” said Scullion. Setting their sights even higher, the new Freeride’s 165-inch track was specifically designed for fan of the high country looking to climb well above the timberline.

“Customizing your sled for just how you ride changes the game,” added Ski-Doo as it rolled out more than 30 accessories in conjunction with the new models. But that was just the opening shot… the big news for the snowmobiles came as BRP unveiled the SHOT engine starting system.


MythBusters hosts Jamie Hyneman and Adam Savage made a cameo appearance to introduce ultracapacitor technology busting the myth that a snowmobile needs a battery or a pull starter. BRP believes the SHOT system will be most appreciated by mountain riders who want to conserve energy by no longer pull-starting their sleds at high elevations.

“The 2018 Ski-Doo lineup solidifies our industry leadership in rider-focused design, highlighted by the fourth generation REV platform and Rotax 850 E-TEC, as well as our advanced chassis and engine technologies,” added Anne-Marie LaBerge, BRP’s senior VP, global brands, marketing and communications. “By expanding these platforms, especially in the growing 50/50 segment, and by introducing our SHOT starting system, we’ve reaffirmed our technological advantage and commitment to satisfying snowmobilers.”

As big a deal as the new sleds are, the dealers were waiting for the much anticipated 4-seat side-by-side – and their patience was rewarded with the Maverick X3 MAX. The Maverick 4-seater remains as defiant, powerful, precise as the original X3, while making it possible to double your fun.


From the first day the designers put pen to paper for the Maverick X3, the plan was already in the works for the four seater MAX. With a wheelbase that is 15% longer than the competition, combined with the roominess of the Ergo-Lok cockpit, the riding experience for rear occupants is enhanced.

“The Maverick X3 MAX side-by-side vehicle equally fuses its ultimate power, precision handling and astounding comfort levels to create a dynamic new riding experience that includes top-of-the-line styling to rise above the crowded field,” noted LaBerge. Three different packages were rolled out: the Maverick X3 MAX Turbo R, the Maverick X3 MAX X ds Turbo R and the wider Maverick X3 MAX X rs Turbo R.


Not to be overshadowed, Can-Am quads can now make tracks with the Apache Backcountry Track System. It combines snowmobile technology with the Apache 360 Track System to deliver the highest ground clearance, most flotation and best deep-snow performance of any track kit on the market.

ATV, UTV or snowmobile, BRP’s strategy to stay on target includes increasing the marketing spend and investing in digital platforms. The goal is to ensure the perception of BRP products is fun, innovative and powerful, says Scullion. Unlike Wrong Way Corrigan, the Reno rollout proves BRP is right on target.

However, Scullion concluded Ski-Doo and Can-Am can’t reach the goal without one other critical component – you! “A product, no matter how fantastic it is and how well it performs, still needs you, the dealer, to make the difference.”

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