Polaris Industries, stepping up its ATV promotional efforts, has negotiated a personal tie-in with NASCAR superstar Dale Earnhardt, Jr. Under the new personal services agreement, Earnhardt will represent Polaris ATVs in a variety of promotions, such as the “Ride Of Your Life” sweepstakes in April 2004, and lend his signature to a new special-edition 2004 Predator 500.
Beginning April 1, the “Ride Of Your Life” Sweepstakes will launch in Polaris dealerships across the U.S. and Canada.
Earnhardt, Jr. will be the promotional spokesperson for the sweepstakes, appearing in print and radio advertising. Consumers can enter the sweepstakes by visiting their local Polaris dealer between April 1 and April 30. One winner and a guest will meet Earnhardt, Jr. and ride Polaris ATVs with him near his home in North Carolina.
Additionally, Polaris will manufacture Predator 500 Dale Earnhardt, Jr. special edition ATVs. The newly styled Predator will feature a red and black chassis, complete with racing stripes, Earnhardt, Jr.’s signature and the No. 8 on each rear fender. The standard Predator carries an MSRP of about $6,300, while the Earnhardt special edition will retail for about $200 more.
The Predator Dale Earnhardt, Jr. special-edition is the second in Polaris ATVs’ line featuring NASCAR stars. The company’s Sportsman 500 H.O. Richard Petty special edition, which was produced in 2002, was a hit with ATV riders and NASCAR fans alike.
Earnhardt Jr., who was voted NASCAR’s Most Popular Driver in 2003, has raced four full seasons in the Winston Cup Series. In 147 career starts, he has won nine races and more than $20 million in prize money. In 2003, Earnhardt Jr. finished third overall in Winston Cup points, his best season finish to date.
“NASCAR fans... they hunt, they fish, they’re into recreational activity,” Polaris’ Kevin Mollet told the Pioneer Press newspaper. “They’re a pretty good target for us.”