fbpx

UTV Market Trending Up?

In 2008, the number of UTVs sold in the U.S. was around 270,000 units before the financial crisis took hold. In 2016, that number had grown to just under 411,000!

In 2008, the number of UTVs sold in the U.S. was around 270,000 units before the financial crisis took hold. In 2016, that number had grown to just under 411,000! Although, UTV sales numbers are speculative because they are not reported to the MIC like motorcycles and ATVs are. But if our estimation is close, we are talking some serious dollars considering what the average priced UTV costs.

While the ATV market is still respectable, more and more consumers are purchasing side-by-sides over quads. Some industry experts believe the industry is mostly dependent on the strength of SxS sales, whether in pre-owned or new. National Powersport Auctions COO Jim Woodruff told MPN last year that SxS sales are up over 300% since 2006 compared to ATV sales, which were down by a third. Woodruff noted that there were ~40% more ATV/UTV used units sold in 2016 than back in 2006, which he surmises is due to SxS pre-owned sales being up by more than 18x than it was in 2006.

In Editor-at-Large Robin Hartfiel’s October 2017 article, RUVs Rocking! ATVs Rolling! he noted the ratio of pre-owned to new registrations is about 2:1 for the overall powersports market. For the ATV/UTV segment, the ratio is 0.7:1 (and <1:1 the last decade), and 0.35:1 for UTV alone (stable the last 6 years as the market matured).

NPA’s Woodruff said these numbers imply that overall ownership of ATVs and UTVs continues to grow, with demand being satisfied by both new and used units. The used/new ratio may also be <1:1 due to off-road owners being more likely to retain their used units when they buy a new one.

For 2018, the momentum in the market doesn’t appear to be slowing for some UTV manufacturers. “We have seen a great start to 2018 thus far, and we are anticipating the biggest first quarter in company history,” said Ryan Daugherty, HISUN Motors Vice President of Marketing and Sales. “Going into this year, we really set our focus on growing relationships with our dealer network and enhancing the user experience through customer service and online touch points.”

According to MPN contributor Seth Woolf of Northcoast Research, in his latest Market Intelligence Report, a recent survey of powersports dealers indicates that the off-road vehicle market saw weakness in the UTV and ATV segment in January. Some dealers have complained that they had low Recreational/Sport SxS inventory in the early part of the year and that had weighed on sales.

Woolf said that dealers were excited about the effects the new tax bill may have on their customers’ buying behavior. In fact, Woolf noted that optimism among dealers about future retail sales is stronger than it has been in months – which is undoubtedly a good sign.

SxS sales last year were up 5% for new and up 15% for used. We estimate that more than 410,000 new UTVs were sold in 2017. So the question is, will 2018 continue to carry the momentum? We think there’s good reason to believe so.

You May Also Like

2025 Beta RX Models

For the 2025 season, Beta enhances the 300 RX and 450 RX models with engine, chassis and suspension updates.

2025-beta-rx-models

Beta USA entered the motocross world in 2021 with the introduction of their 300 RX, a two-stroke model that provided a solid platform in design, handling and looks. Along with the beauty of the bike, the “factory sound” of the 293cc motor was like no other. Riders quickly discovered what Beta likes to call "rideability." In 2024, Beta launched another RX model that would show off the talents of the engineering team based in Florence, Italy. The 450 RX four-stroke had been tested in the prestigious MXGP class for more than three years as a factory prototype model. The production version of this prototype was very well received by riders as well as the media. 

Ducati Honors Senna With Collector’s Limited-Edition Monster

The Monster Senna special edition aims to celebrate the solid relationship established between Ducati and the Brazilian champion.

ducati-monster-senna
2025 Beta RR X-PRO Enduro Models

Designed for enduro enthusiasts seeking versatile trail performance, featuring eight distinct models.

2025-beta-rr-xpro
Triumph Limited Edition 2025 Speed Triple 1200 RR in Collaboration With Breitling

Owners of the new limited-edition motorcycle will also have the unique opportunity to purchase a made-to-order Triumph Owners Exclusive watch.

2025 Triumph Limited Edition Speed Triple 1200 RR
Honda Announces 2025 Grom Makeover and miniMOTO Models

The iconic Honda Grom gets a fresh new look for the 2025 model year, and the ADV160, Ruckus, Metropolitan scooters return for 2025.

2025-grom-action

Other Posts

RWB Adds V-Twin Horsepower to Powersports Sales Team

David Zemla is an industry veteran with experience at multiple powersports companies.

rwb-david-zemla
Segway Powersports Continues to Staff Up

Todd Martin joins as regional business manager and Loren Templeton as the company’s newest business development manager.

segway-martin-templeton
MIC Members Now Have the Power of Data

New interactive dashboards and historical sales data files are now available on the Motorcycle Industry Council’s website.

Motorcycle Industry Council
Honda Announces National Technician Contest

Top qualifiers from Honda’s online technician test will travel to Alpharetta, Georgia, for the National Final.

honda-technician-contest