A recent story in the Wall Street Journal focuses on a back to the country movement by “ruralpolitans”, people moving from cities and towns into more rural areas. The ruralpolitans can be split into three groups: young people buying land as an asset or investment, exurban commuters hoping to escape sprawl; and back-to-the-land types, sometimes referred to as hobby farmers. The trend is being driven by both the old and young. Baby boomers are the biggest driver but 20 and 30 somethings whose less tangible investments took a hit in the recession are also a force.
The ruralpolitan trend is impacting not only rural real estate markets but ancillary markets like utility vehicles. Manufacturers are taking notice and responding to this growing segment.
Manufacturers also are tweaking seats and designs to suit this new generation of first-time users, including females. “We took a lot of women out on tests to make sure the vehicles are still badass for guys but comfortable enough for a woman to drive every day,” says Aaron Hanlon, product manager for Cub Cadet Utility Vehicles, a brand of MTD Products Inc. Polaris Industries Inc., known for its powerful off-road utility vehicles, this month is rolling out its first low-maintenance, eco-model: an all battery-powered ride called the Ranger EV.