Despite the economic downturn the market for off-road electric utility vehicles, especially for hunters, is experiencing strong growth. A recent story about Stealth Manufacturing reports that in 2008 the company sold 600 vehicles, five times the sales management expected. Demand has continued to be strong in 2009 with management reporting that their
..entire production is sold out through Dec. 31. We’ve outrun virtually every supplier we have.
Part of the growth of the Louisiana based company is attributed to their television sponsorship program with Primos Hunting Products. Stealth produces the Predator XR, Apache XR and the “Izzy” an industrial vehicle. They are also planning to launch the Patriot LSV which went into production last week. The company employs 38 people in a 82,000 square foot facility and is looking to expand their distribution beyond the current 70 dealers and distributors in 28 states. On the horizon is a new vehicle about which the CEO Bill Krutzer states
It’s probably going to change the complexion of the electric vehicle industry, and we’re testing it right now. It’s a completely different electrical platform. We’re going to bring some pretty sophisticated technology to the game, and we’re not going to do anything but improve the price.
Learn more: Thenewstar.com
Stealth Manufacturing is not the only electric utility vehicle manufacturer with a positive outlook. The leader in the electric utility vehicle market for hunters, Bad Boy Buggies, is expected to reach sales of $17 million this year, up from 2008, but down from a peak in 2007 of $20 million. Despite a recent recall of their standard model the company is reports that their new XT model has been well received. They are also launching an LSV model and have had success selling their utility vehicles outside the hunting market. A key marketing effort for them is teaming up with Bass Pro Shops which is running a test campaign in five markets.
Learn more: Natchezdemocrat.com
A few weeks ago I had the opportunity to talk with Eric Burns of Bad Boy Buggies. He talked about some of their improvements in their new XT model which at the time had a waiting list of customers. The improvements include:
- An independent suspension for better performance and comfort in extreme conditions and/or extended operating times
- Better turning radius
- Re-routing of electrical cables to protect them from the elements
- Improved distribution of battery weight that impacts performance on steep climbs
- General improvements to the construction and design of the vehicle
Some of the non-hunting markets they are looking for gains in include agriculture such as dairy farms, government fleets and construction. Burns noted that in some of these environments the electric utility vehicle allows an operator to more easily hear other vehicles in the work area, use walkie talkies or other communication devices without turning off the engine and avoid the necessity of storing fuel on site. Key obstacles for electric utility buyers are battery replacement costs and the range of the vehicle, which in many instances may be a perceived issue rather than actual. Bad Boy Buggies is looking to expand their distribution network in the Western US from their current strongholds in the South, Southwest and Midwest, usually centered around hunting communities.
Additional signs of strength in the electric utility vehicle market include the recent entry of Polaris, the utility vehicle market leader, and Tomberlin’s plans to launch their electric utility vehicle, the Vanish.
On a related note, the fact that both Stealth and Bad Boy Buggies are coming out with LSV versions indicates an interesting sub-segment is developing in the LSV market. Rather than vehicles that are primarily or exclusively used on-road, another segment of users that need a mix of off-road/rough terrain capabilities and public road access is emerging. Burns of Bad Boy Buggies noted military bases, farms and college campuses as potential buyers of these street legal UTVs. – Marc Cesare
