Polaris: Australia’s #1 Off-Road Vehicle Brand Transitions To Side X Side Vehicles
With recent changes to their marketing strategy, Polaris have retained their title as Australia’s leading off-road brand through significant growth across their industry-leading range of Side x Side vehicles.
Polaris’ withdrawal from the quad bike market and towards Side x Side vehicles came with impeccable timing coincided with the Australian utility Side x Side market increasing a staggering 41% year-to-date.
“This transition is only accelerating with the advent of the Consumer Goods (Quad Bikes) Safety Standard, and customers are voting with their wallets for the choice that Polaris offers with our range of over 30 Side x Side models.”
Polaris themselves reported a 39.4% year-to-date market share in utility Side x Sides, some 21% points or over double that of its nearest competitor, according to the Federal Chamber of Automotive Industries (FCAI).
While the brand remains completely dominant in sports Side x Sides, they have recorded a 56.2 percent market share year-to-date.
October saw utility Side x Side sales soar for the fourth month in a row, with more sold than agricultural quad bikes in the Australian market, up 29% over agricultural quad bikes since September.
“For many years we have been experiencing a significant market transition with customers moving in masse from quad bikes to Side x Sides,” said Alan Collins, Polaris Australia & New Zealand Managing Director.
“Polaris has been at the forefront of this transition with its industry-leading line-up of Ranger, General and RZR Side x Side vehicles offering increased utility, properly engineered Roll Over Protection Structures and factory integrated safety technology, along with a range spanning from youth to full-size products, in 2,3,4 & 6 seat variants and powered by petrol, diesel or electric engines.”
In addition to the enhanced functionality and safety technology of a Side x Side over a quad bike, customers can also purchase an entry-level Ranger Side x Side model for less cost than most credible competitors quad bikes of a comparable engine size.
“Any suggestion that Side x Sides are inherently ‘more expensive’ than quad bikes is a complete misconception,” Collins said. “Our entry-level Ranger line-up offers tremendous value with outstanding features, capability and safety technology for a lower price than many quad bikes on the market.”
Offering even greater versatility to its extensive range of Side x Sides is the expansive and market-leading range of genuine accessory options available for all Polaris models.
To learn more about the Polaris brand or to get your hands on a Polaris Side x Side utility vehicle, contact the team at Vater Machinery.