Cub Cadet Recalls UTVs Due to Brake System Issue

Posted on July 18, 2017 by Marc Cesare

2016 Cub Cadet Challenger CX500 and CX700 models are being recalled.

The 2016 Cub Cadet Challenger CX750 is part of the recall as well.

Cub Cadet recently announced the recall of approximately 4,000 2016 Cub Cadet Challenger CX500, CX700 and CX750 Crew utility vehicles. Air in the brake system can cause brake failure and pose a crash hazard to drivers or bystanders. Cub Cadet has received 80 reports of brake failures but no reports of injuries. Consumers should immediately stop using the vehicles and contact their Cub Cadet dealer for a free repair.

While not a large recall in relation to typical UTV recalls, this recall is large for a smaller volume brand such as Cub Cadet. In addition, these vehicles are part of their newest Challenger line which the company has used to revive their utility vehicle product offerings.

The following is information from the Consumer Product Safety Commission.

Name of product: Cub Cadet 2016 Challenger utility vehicles

Hazard: Air in the brake system can cause brake failure, posing a crash hazard to the user or bystander.

Remedy: Repair

Recall date: July 6, 2017

Recall number: 17-753

Recall Details

Description: This recall involves four-wheel drive Cub Cadet 2016 Challenger utility vehicles. Model numbers included in the recall are: CX500 (37AW7CKD010, 37AW7CKD710, 37AW7CLD010, 37AW7CLD710, 37AW7CMD710, 37AW7CND710); CX700 (37AX7CKD010, 37AX7CKD710, 37AX7CLD010, 37AX7CLD710, 37AX7CMD710, 37AX7CND710); and CX750 Crew (37AY8CKD710, 37AY8CLD710, 37AY8CMD710, 37AY8CND710). The utility vehicles were sold in yellow, red, blue and camouflage. The recalled vehicles were manufactured between March 2016 through November 2016. A label located under the driver’s seat lists the model number and the month and year of manufacture.

Remedy: Consumers should immediately stop using the recalled vehicles and contact an authorized Cub Cadet dealer or Cub Cadet customer service to arrange for a free repair.

Incidents/Injuries: Cub Cadet has received 80 reports of brake failure. No injuries have been reported.

Sold At: Independent Cub Cadet dealers nationwide from March 2016 through May 2017 for between $8,500 to $9,500.

Manufacturer(s): Hisun Motors Corp. U.S.A., of McKinney, Texas

Manufactured In: China

Units: About 4,000

Learn more: CPSC.gov

Kawasaki Recalls UTVs Due to Fire Hazard

Posted on July 18, 2017 by Marc Cesare

This 2017 Kawasaki Mule SX is part of the recall.

2017 Kawasaki Teryx models are affected as well.

In June, Kawasaki announced the recall of approximately 6,600 UTVs and ATVs due to the potential for the fuel gauge retainer to collapse, leak fuel and pose a fire hazard. The recall involves model year 2017 Teryx and Mule models. Consumers should immediately stop using the vehicles and contact Kawasaki for a free repair. No injuries have been reported related to this recall.

The following information is from the Consumer Products Safety Commission.

Name of product: Utility vehicles, recreational off-highway vehicles and all-terrain vehicles

Hazard: The fuel gauge retainer can collapse and leak fuel, posing a fire hazard.

Remedy: Repair

Recall date: June 20, 2017

Recall number:17-751

Recall Details

Description:
This recall involves 2017 Mule™ utility vehicles, Teryx® and Teryx4™ recreational off-highway vicles, and Brute Force® 750 all-t The 2017 Mule utility vehicle is a four-wheel off-highway vehicle with side by side seating for two to six people and automotive style controls. The model name is printed on the right and left front fender. For the Mule SX series and the Mule 4000 series, the vehicle identification number (VIN) is located under the seat. For the Pro models, the VIN is located on the steel frame between the right front lower A-arm mounts. The 2017 Teryx recreational off-highway vehicle is a four-wheel off-highway vehicle with seating for two or four people and automotive style controls. The model name is printed on the right and left front fender. The VIN is located on the steel frame between the right front lower A-arm mounts.The 2017 Brute Force 750 4x4i all-terrain vehicle is a four-wheel off-highway vehicle with seating for one person. The model name is printed on the right and left front fender. The VIN is located on the steel frame between the left front lower A-arm mounts. The vehicles were sold in various colors.

2017 Teryx Models: Teryx, Teryx LE, Teryx Camo, Teryx4, Teryx4 LE, teryx4 Camo

VIN Range: JKBRFCH17HB501204 – JKBRTCG10HB507422

2017 Mule Models: MULE SX, MULE SX 4×4 XC, MULE SX 4×4 XC Camo, MULE SX 4×4 XC SE, MULE SX 4×4 SE, MULE 4010 4X4, MULE 4000, MULE 4010 Trans4x4, MULE 4010 Trans4x4 Camo, MULE 4010 4×4 SE, MULE 4010 Trans4x4 SE, MULE PRO-FXT, MULE PRO-FXT EPS, MULE PRO-FXT EPS LE, MULE PRO-FXT EPS Camo, MULE PRO-FX, MULE PRO-FX ESP, MULE PRO-FX ESP LE, MULE PRO-FX ESP Camo, MULE PRO-FXT Ranch Edition, MULE PRO-FX Ranch Edition, MULE PRO-DXT, MULE PRO-DXT EPS, MULE PRO-DXT EPS LE, MULE PRO-DX, MULE PRO-DX EPS

VIN Range: JKBAFSL19HB500313 – JK1AFCR14HB531308

Remedy: Consumers should immediately stop using the recalled vehicles and contact Kawasaki for a free repair. The firm is contacting all known purchasers directly.

Incidents/Injuries: None reported

Sold At: Kawasaki dealers nationwide from March 2017 through April 2017 for between $8,000 and $15,000.

Distributor(s): Kawasaki Motors Corp. U.S.A., of Foothill Ranch, Calif.

Manufactured In: U.S.

Units: About 6,600

Learn more: CPSC.gov

Can Am Introduces 2018 Side-by-Sides

Posted on June 4, 2017 by Marc Cesare

The Can Am Maverick X3 X RS Turbo R is one of the new 2018 models getting a horsepower boost.

A 120 hp entry level model, the Can Am Maverick X3 Turbo, has been added to the lineup.

An entry level crew version was added as well, the Maverick X3 Max Turbo.

Can Am introduced their new 2018 side-by-side models including a 172 hp Maverick X3 Turbo R model with a 0-60 mph time of just 4.4 seconds. This is a 12% increase in power from the previous 154 hp models. The MSRP for the Turbo R is $22,999. Other models featuring the 172 hp turbocharged engine include the Maverick X3 X DS Turbo R ($24,999) and Maverick X3 X RS Turbo R ($26,899) as well as the MAX/crew versions for all three models ranging in price from $24,999 to $29,399.

In a sign of the competitive nature and some slowing in the side-by-side market, Can Am also introduced entry level models, the Maverick X3 Turbo and the Maverick X3 MAX Turbo priced at $19,999 and $21,999, respectively. Both of these models feature a 120 hp turbocharged engine.

The Can Am Defender Max is a lower priced crew option for 2018.

The Defender Max XT Cab features some improved off-road capabilities.

Similarly, an entry level crew model was added for the Defender line, the Defender MAX with an HD8 engine option. This model is priced at $12,399 but does not have power steering like the Defender MAX DPS priced at $14,699. Also added to the Defender line for 2018 is a new Defender MAX XT Cab model with the HD10 engine. This model features an enhanced ground clearance of 11″, arched A-arms, larger 220 mm brakes, and a wider 67″ width.

1000R variations of models like the Can Am Commander XT now feature more horsepower with a 92 hp engine.

For the Commander line the 1000R versions of the Commander DPS, XT, Limited, Mossy Oak Hunting Edition as well as the MAX crew models receive a boost in engine horsepower from 85 hp to 92 hp as well as larger brakes and a wider stance that is increased to 61.2 inches. The price of the entry level Commander 800R has been reduced $1,000 to $11,199.

Learn more: BRP.com

Can Am is dedicated to rolling out new models on a regular basis. These newest models indicate that the horsepower competition between manufacturers is likely to continue. At the same time, the introduction of lower-priced entry level models show there is a sizable part of the market that is price conscious which manufacturers consider worth pursuing. New entry level models are also another indication of the increased competitiveness in the side-by-side market, which is experiencing both more manufacturers targeting specific market segments, as well as, slower overall market growth compared to just a few years ago. The pie is not growing as fast and there are more mouths to feed.

Marc Cesare, Smallvehicleresource.com

Taylor-Dunn Introduces G-100 Gas-Powered UTV

Posted on June 1, 2017 by Marc Cesare

The new Taylor-Dunn G-100 is the first new vehicle in the product line since being acquired by Polaris.

Taylor-Dunn announced the launch of the new G-100 gas-powered off-road utility vehicle co-produced with Polaris. Polaris acquired Taylor-Dunn last year. The G-100 is powered by a Polaris Pro-Star 32 hp engine with electronic fuel injection. The G-100 also features a MacPherson Strut front suspension, dual a-arm independent rear suspension, 9″/10″ of front/rear suspension travel, roof, windshield and four-wheel hydraulic brakes. The G-100 has a 1,000 lb. payload and a 1,500 lb. towing capacity.

The G-100 is basically the Ranger 500 with a 2WD rather than 2WD/4WD drive system, as well as different colored bodywork, slightly different front and a roof and windshield as standard equipment. The following are the specs that the G-100 and the Ranger 500 have in common.

32 hp Pro-Star engine
ROPS
1,000 lb payload capacity
1,500 lb towing capacity
500 lb cargo box capacity
Same suspension and front/rear suspension travel
Hydraulic disc brakes
Same dimensions
Same digital instrumentation
Lock & Ride accessory compatible

The Ranger 500 has 25″ tires compared to 24″ for the G-100 and comes with LED headlights. Learn more: Taylor-Dunn

This addition to the Taylor-Dunn line makes a lot of sense in terms of using the same distribution channel to meet customer needs. Many of the customers that would buy the typical Taylor-Dunn vehicles have a diverse fleet of utility vehicles including those with off-road capabilities. For example, a company campus may have a need for burden carriers inside factories, and utility vehicles for outside landscaping, or a sports stadium could have similar needs. I do know a Polaris GEM dealer that once told me he wish he could sell Rangers as he had demand from his customers for off-road UTVs, but he wasn’t a Ranger dealer so he couldn’t sell them.

This does raise the question of how far Polaris can pursue this strategy with Taylor-Dunn. The G-100/Ranger 500 is essentially the bottom of the product line. Will they be rebranding the more capable Ranger models. There is the possibility of creating conflict with some existing Ranger dealers. On the other hand, there is probably not too much customer overlap between Taylor-Dunn and Ranger customers at this point, and many Ranger dealers are more consumer oriented.

If Taylor-Dunn dealers are successful selling the new G-100 UTV it will validate to a certain extent the Polaris approach of developing a portfolio of small, task-oriented vehicles. Particularly for commercial customers like corporations, parks, universities and the like, the ability to satisfy a wide range of their fleet needs through one dealer should be an advantage in the market. The dealer’s selling efficiency should improve with more opportunities for one-stop selling. Textron is the other vehicle manufacturer that is taking this portfolio approach.

Marc Cesare, Smallvehicleresource.com

Hustler Turf Enters UTV Market with LEVELIFT™ Bed Technology

Posted on May 16, 2017 by Marc Cesare

The new Hustler Turf MDF LevelLift utility vehicle features a patented bed technology.

The new Hustler Turf MDV utility vehicle.

Hustler Turf, a manufacturer of zero-turn mowers, is entering the utility vehicle market with two models, including one with their patented LevelLift bed technology. LevelLift allows the bed to be lowered to the ground or raised back up for easier loading/unloading of material. The bed can lift up to 750 lbs and can dump material from any point in its arc of motion.

The two models being offered by Hustler Turf are the MDV and MDV LevelLift. MDV stands for Maximum Duty Vehicle and as the words suggest the vehicles are designed for heavy-duty applications on ranches or farms, parks, campuses and industrial locations. Some of the key features common to both models include:

Kohler, 1038cc, 23.4 hp diesel engine
2WD/AWD
37 mph top speed
Independent front suspension with flex swing arm
Floating rear axle
4-wheel hydraulic disc brakes
25″ wheels
1,650 lb. towing capacity
8″ of ground clearance
Power steering

The most significant difference between the two models is that the MDV has a 1,200 lb. cargo box capacity and the MDV LevelLift has the bed technology with a 750 lb. cargo box capacity. The manufacturer’s website does not list any MSRPs for the models but I found vehicle pricing on an Internet listing the MDV MSRP at $15,999 and the MDV LevelLift MSRP at $20,999.

Hustler Turf adds to the list of power and farm equipment manufacturers that have been updating or starting utility vehicle lines over the last several years. While some like Cub Cadet are offering value priced vehicles with a nice package of features and others are offering utility vehicles to fill out their stable of products, Hustler Turf is providing a vehicle with a unique technology. The significant price premium for the technology in the MDV LevelLift model suggest that it will probably have a relatively limited market appeal. However, it may prove highly useful for specific applications. This is in line with recent trends in the commercial UTV market, where manufacturers are offering pre-configured vehicles or special option packages designed for specific end-use applications.

Marc Cesare, Smallvehicleresource.com

American LandMaster Announces New HQ & Manufacturing Facility

Posted on May 2, 2017 by Marc Cesare

American LandMaster LandStar LS670 utility vehicle

The LandStar LS670 from American LandMaster.

Utility vehicle manufacturer American LandMaster announced a new facility in Columbia City, IN that will become the company’s headquarters and consolidate manufacturing operations. The new facility will cost $4 million to lease and equip. Manufacturing operations from Roseland, LA and nearby Fort Wayne, IN will be moved to the new location. Nearly 70 jobs are expected to be created and production at the facility is scheduled to begin in September. The company can qualify for up to $420,00 in tax credits and another $70,000 in training grants from the Indiana Economic Development Corporation, based upon reaching certain employment targets. County officials are considering additional incentives.

The investment is another sign of the increasingly competitive utility vehicle market. A number of manufacturers across varied market segments have increased their investments in the market, while at the same time growth in the UTV market has moderated. Companies have introduced new product lines and, similar to American LandMaster expanded or developed new manufacturing facilities. Last April American Sportsworks announced the rebranding of the company as American LandMaster, as well as, a newly re-engineered vehicle lineup. According to management, the new facility will allow for greater efficiency, better customer service and product line expansion, while continuing to manufacture American made products. Learn more: Businessfacilities.com

Marc Cesare, Smallvehicleresource.com

Polaris Reports Q1 2017 Earnings

Posted on April 26, 2017 by Marc Cesare

The General product line with models like the General 1000 EPS Hunter Edition in Polaris Pursuit Camo was a bright spot in Polaris’ Off-Road Vehicle business.

Polaris Industries reported adjusted sales of $1,158.9 for Q1 2017, an 18% increase from q1 2016. Management reported gains in the Off-Road Vehicle (ORV) business, large gains from Global Adjacent Markets and increased revenue from the recent TAP acquisition. In the ORV business Ranger and General product lines improved while the RZR line was down as expected. The side-by-side market continues to be highly competitive with elevated promotional costs. Management reported market share gains for Polaris ATVs. In the Global Adjacent Markets Aixam Mega was strong as well as the government defense business which helped increase revenue by 24%.

The following are highlights from the earnings call related to STOV markets. Figures are in comparison to Q1 2016 unless noted.

ORV retail sales were down 5% for the quarter.
ORV promotions were key as well as a targeted marketing campaign which showed results in March.
RFM inventory management system will be expanded for side-by-sides later this year.
Management reports an improved process for quickly tracking and identifying vehicle issues that will improve product safety and recall response.
Management did not change full year guidance for the ORV business and expects promotional costs to remain elevated and on par with 2016 levels.
ORV promotions are being matched by competitors.
Taylor-Dunn added to the significant increase in Global Adjacent Markets revenue.
Management expects RFM and a revamped marketing organization to create a more customer focused organization and improve sales.
ORV retail sales for the year are expected to be down slightly.
The ORV industry is expected to be flat to down for the year and was down mid-single digits in Q1 2017.
Continued poor performance in the oil and gas regions and the agriculture market are hurting sales.
The Multix launch was underwhelming, and a rapidly changing regulatory framework related to safety requirements and emission standards may provide significant obstacles.

Learn more: Seekingalpha.com (Earnings call transcript)

Another Large Ranger Recall From Polaris

Posted on April 14, 2017 by Marc Cesare

The 2015 Ranger Crew 900 Sage Green is part of another large Polaris recall.

Polaris 2015 Ranger XP 900 EPS Hunter Deluxe Edition

The Ranger XP 900 EPS Hunter Deluxe Edition is included as well.

The wide-ranging recall includes all model year 2015 Polaris Ranger XP 900, XP 900 EPS, and CREW 900 like the Ranger 900 XP Solar Red.

Despite extensive efforts to address recall problems, Polaris announced another large recall of Ranger vehicles. Approximately 51,000 model year 2015 Ranger XP 900 and Ranger Crew utility vehicles are being recalled because “…the heat shield can fall off the vehicle, posing fire and burn hazards…”. The recall also includes about 1,500 2017 Sportsman ATVs that have been sold. Vehicle owners should stop using the vehicles and contact their local dealer for a free repair. (Full recall details follow at the end of the post.)

One question with all these recall is what impact are they having on the company’s sales. Management has reported losing market share in recent quarterly earnings calls, and a chunk of that is likely to Can-Am, which has had successful introductions of their Maverick X3 models in the sport segment and their Defender models targeting the more utility/work oriented segment. The recalls have been so large and persistent and stretching over such a long period of time that one would have to assume some damage to the Polaris brand, even though Polaris management appears to be reacting relatively quickly to the overall recall issue. Management reports making high level personnel hires, bringing in other personnel with specific engineering expertise, developing new processes and spending significant financial resources to address the issue. This latest recall came as a result of their new process to more quickly track post-sales issues.

Besides affecting the brand and sales directly, these recalls may indicate a more deep-seated problem with the company’s product development process. Some of these recalls are the result of underlying engineering and design issues. How did these issues survive their product development process? Addressing this issue is arguably the most critical.

One of Polaris’ advantages on their way to a dominant position in the off-road vehicle market has been their ability to quickly and regularly produce new vehicle models. What CEO Scott Wine likes to refer to as their “armada” of vehicles provides Polaris with an extensive lineup of vehicles to cover a wide range of market sub-segments, end-use applications and price points. This has enabled Polaris to better meet specific customer needs with more tailored vehicles than their competitors.

The ability to innovate and quickly bring new vehicles to market is even more important now as competition in the side-by-side market has elevated in the past 2-3 years. A host of OEMs are now producing more vehicles, more quickly and attacking a wider range of market sub-segments. This translates into greater head-to-head feature and pricing competition between individual vehicle models. If a weakness is revealed in a product lineup then it needs to be quickly remedied with a new model or variation of an existing model or that OEM risks losing sales on an ongoing basis. Therefore, the vehicle product development process is critical to success and Polaris will need to fix any underlying problems in their process.

Marc Cesare, Smallvehicleresource.com

The following recall details are from the Consumer Product Safety Commission.

Recall Details

Units: About 51,000

Description: This recall involves all model year 2015 Polaris Ranger XP 900, XP 900 EPS, and CREW 900 recreational off-highway vehicles (ROVs). The recalled ROVs were sold in a variety of colors and have either three or six seats and a rear box. “Ranger” is printed on the rear box, and “900” is printed on the hood of the ROVs. All 2015 Ranger 900 models and vehicle identification numbers (VINs) are included in this recall. The VIN is printed on the frame on the driver’s side towards the rear of the vehicle. To check for recalled vehicles by VIN, visit www.polaris.com.

Model Year	Model Number	Model
2015	R15RTA87AA	RANGER 900 XP SAGE GREEN
2015	R15RTA87AR	RANGER 900 XP SOLAR RED
2015	R15RTA87AC	RANGER XP 900 POLARIS PURSUIT CAMO
2015	R15RTE87AA	RANGER XP 900 EPS SAGE GREEN
2015	R15RTE87AR	RANGER XP 900 EPS SOLAR RED
2015	R15RUA87AA	RANGER CREW 900 SAGE GREEN
2015	R15RUA87AR	RANGER CREW 900 SOLAR RED
2015	R15RUY87AA	RANGER CREW 900-6 SAGE GREEN
2015	R15RTE87AK	RANGER XP 900 EPS BLACK PEARL
2015 2015	R15RTE87AM	RANGER XP 900 EPS SUPER STEEL GRAY
2015	R15RTE87AS	RANGER XP 900 EPS SUNSET RED
2015	R15RTE87AW	RANGER XP 900 EPS WHITE LIGHTNING
2015	R15RTE87AX	RANGER XP 900 EPS SANDSTONE METALLIC
2015	R15RTE87AZ	RANGER XP 900 EPS SUNSET RED SILVER
2015	R15RTE87AB	RANGER XP 900 EPS HUNTER EDITION
2015	R15RUE87AC	RANGER CREW 900 EPS POLARIS PURSUIT CAMO
2015	R15RUE87AM	RANGER CREW 900 EPS SUPER STEEL GRAY
2015	R15RUE87AS	RANGER CREW 900 EPS SUNSET RED
2015	R15RUE87AW	RANGER CREW 900 EPS WHITE LIGHTNING
2015	R15RUZ87AC	RANGER CREW 900-6 EPS POLARIS PURSUIT CAMO
2015	R15RUZ87AS	RANGER CREW 900-6 EPS SUNSET RED
2015	R15RUZ87AW	RANGER CREW 900-6 EPS WHITE LIGHTNING
2015	R15RTE87AV	RANGER XP 900 EPS VOGUE SILVER DELUXE
2015	R15RTE87A5	RANGER XP 900 EPS HUNTER DELUXE EDITION
2015	R15RTE87A2	RANGER XP 900 EPS NORTHSTAR DELUXE EDITION

Incidents/Injuries: Polaris has received 13 incident reports involving the recalled ROVs, including five reports of fires. No injuries have been reported.

Remedy: Consumer should immediately stop using the recalled ROVs and contact Polaris to schedule a free repair. Polaris is contacting all known purchasers directly.

Sold At: Polaris dealers nationwide from April 2014 through March 2017 for between $13,400 and $21,300.

Manufacturer(s): Polaris Industries Inc., of Medina, Minn.

Importer(s): Polaris Industries Inc., of Medina, Minn.

Manufactured In: U.S. and Mexico

Learn more: CPSC.gov

John Deere Recalls Gator XUV590i Models

Posted on April 13, 2017 by Marc Cesare

The John Deere Gator XUV590i S4 is being recalled because of an issue with the throttle cable.

The four-passenger Gator XUV590i S4 is being recalled as well.

John Deere has announced a recall of approximately 8,500 Gator XUV590i and XUV590i S4 models sold between January 2016 and March 2017. The recall is being initiated because “…the dust boot on the throttle cable can come loose, resulting in the vehicle not slowing down or stopping, posing a crash hazard.” To date there have been no reports of injuries related to the issue.

This is a fairly large recall compared to many of the UTV recalls, which typically number a few thousand or less. It also represents a significant amount of the UTVs that John Deere sells annually as the XUV or crossover Gators have been an important part of their product line in recent years. According to the recall information, there were only two reports, so John Deere appears to have tracked this issue down and initiated a recall fairly quickly. The following is information from the Consumer Product Safety Commission.

Recall Details

Hazard: The dust boot on the throttle cable can come loose, resulting in the vehicle not slowing down or stopping, posing a crash hazard.

Units: About 8,500

Description: This recall involves John Deere Gator™ Utility Vehicles with model number XUV590i or XUV590i S4 printed on the hood and the “John Deere” and “Gator” brand names printed on the cargo box. The serial number, located on the frame on the rear of the machine above the hitch, begins with 1M0590 and fall within the ranges on the chart below. The recalled utility vehicles come in several colors and have four-wheel suspension with side-by-side seating for two or four people depending on model.

Model Serial Number Range

XUV590i 1M0590T+++M010001 – 20742
XUV590i S4 1M0590F+++M010001 – 20277

Incidents/Injuries: John Deere has received two reports of the dust boot on the throttle cable coming loose. No reports of injuries.

Remedy: Consumers should immediately stop using the recalled utility vehicles and contact a John Deere dealer for a free repair. John Deere is contacting all registered owners of the recalled vehicles directly.

Sold At: John Deere dealers nationwide from January 2016 through March 2017 for between $10,000 and $12,900.

Manufacturer(s): Deere & Company of Moline, Ill.

Manufactured In: United States

Learn more: CPSC.gov

Marc Cesare, Smallvehicleresource.com

Bad Boy Off Road Rebranded Textron Off Road

Posted on March 30, 2017 by Marc Cesare

Vehicles like the gas powered Stampede 900 will now be sold under the Textron Off Road brand instead of Bad Boy Off Road.

Textron Specialized Vehicles recently announced the rebranding of their Bad Boy Off Road brand of vehicles to Textron Off Road. The rebranding is designed to take advantage of Textron’s association with strong engineering and manufacturing through their long established brands in aerospace, defense and automotive such as Bell Helicopter, Cessna, Beechcraft, Lycoming and Cushman.

The Textron Off Road brand of side-by-sides currently features the gas powered Stampede and Stampede XTR, the all-electric Recoil, Recoil iS and Recoil iS Crew and the hybrid Ambush iS.

“We are changing our brand from Bad Boy Off Road to Textron Off Road to better reflect the detailed design, precision engineering, manufacturing expertise and high performance for which Textron is known, across a number of major industries,” said John Collins, vice president, consumer for Textron Specialized Vehicles. “Our new name is more indicative of the level of performance, quality and innovation that we build into our side-by-sides, and demonstrates how serious Textron is about its future in the powersports market.”

The rebranding makes sense for Textron for a number of reasons. The Bad Boy name is fairly well known in the hunting segment of the utility vehicle market, but this is more of a niche market, and before being acquired in 2010 by Textron there were some quality issues associated with the brand. In 2016 Textron rebranded Bad Boy Buggies to Bad Boy Off Road so there has not been a lot of time to build brand value, and thus not as much to lose in rebranding at this time. While the Textron brand may not be as well known in the utility vehicle market, the company’s collection of more well known manufacturing brands generates higher brand awareness in general. In addition, utility vehicles from Cushman and E-Z-GO fall under the Textron umbrella and certainly are known in commercial UTV segments and, by association, Textron has some awareness there as well.

A bigger question than whether rebranding is good for business, is how the Textron Off Road product lines integrate with recently acquired Arctic Cat products. While their distribution networks are more likely complimentary than duplicative, the question is how their individual vehicles fit together. Textron Off Road’s electric UTVs are a nice compliment to Arctic Cat’s gas powered vehicles, but how does their Stampede line of UTVs fit with Arctic Cat’s Prowler, HDX and Wild Cat vehicles.

If you look at a comparison between the Stampede 900 EPS, Arctic Cat HDX 700 XT EPS and the Arctic Cat Prowler 1000 XT EPS, they have similar price points and features and specifications. One could imagine the Stampede line could be turned into more of a value-oriented brand with lower price points. Value UTVs have become a competitive segment of the market as better quality imported brands and lower priced offerings from established brands target value consumers. However, Stampede’s initial marketing campaigns have been aiming higher than value-oriented customers. Another option might be to target specific market sub-segments, perhaps, in conjunction with geographic targeting based on the Stampede’s distribution network. The greater the differentiation between the various Textron brands, the better chance Textron has of convincing dealers to carry several Textron UTV brands, and of leveraging the distribution channels of their different brands.

Vehicles under the Textron Off Road brand will be available in April, 2017. Learn more: Textron.com

Small Vehicle Resource Blog

Information on the small, task-oriented vehicle market

Category Archives: utility vehicles

Cub Cadet Recalls UTVs Due to Brake System Issue

Kawasaki Recalls UTVs Due to Fire Hazard

Can Am Introduces 2018 Side-by-Sides

Taylor-Dunn Introduces G-100 Gas-Powered UTV

Hustler Turf Enters UTV Market with LEVELIFT™ Bed Technology

American LandMaster Announces New HQ & Manufacturing Facility

Polaris Reports Q1 2017 Earnings

Another Large Ranger Recall From Polaris

John Deere Recalls Gator XUV590i Models

Bad Boy Off Road Rebranded Textron Off Road