Adding to its line-up of well-known brands, Bombardier Recreational Products Inc. (BRP) has branded its ATV product line with the Can-Am name.
Privately-held BRP designs, develops, manufactures, distributes and markets powersports brands including Ski-Doo and Lynx snowmobiles, Sea-Doo watercraft and sport boats, Johnson and Evinrude outboard engines, Rotax engines and karts, and now Can-Am ATVs.
Those familiar with off-road bikes of the mid-70's will no doubt remember the Can-Am brand name. BRP officials say the Can-Am name recaptures the spirit of BRP's performance, superb handling and advanced design.
“We believe the Can-Am brand better represents the positioning of our products in the marketplace and provides the perfect platform to reach out to and attract powersports enthusiasts,” said Jose Boisjoli, president and chief executive officer, BRP. “Can-Am is part of our history, our heritage and our future. For BRP, Ski-Doo and Lynx mean snowmobiles; Sea-Doo, watercraft and sport boats; Evinrude, outboard engines. Can-Am will, from now on, mean ATVs.”
The name change coincides with the company's launch of its 2007 ATV product line, which included the introduction of the Can-Am Renegade 800 H.O. EFI, a quad designed for recreation-sport riders.
Read the May 15 issue of Powersports Business for a complete report on BRP's plan for the Can-Am line.
Copyright 2006 Powersports Business