BRP Continues to Go for Gen Y Buyers

ACAPULCO, Mexico — BRP is continuing its drive for the young crowd with the introduction of a lightweight, maneuverable, low-cost snowmobile, that sells for only $3,999 U.S. — the 2006 Ski-Doo Freestyle
The move seemed to hit the mark with dealers attending BRP’s Club Ski-Doo 2006 meeting here in February. Dealers said they liked the machine and said they thought it could be a good seller.
The introduction will be supported by aggressive advertising and marketing aimed at the Generation Y audience, including a specially-designed Web site and a cross promotion with Burton Snowboards, one of the largest snowboard companies in the world.
What is Gen Y? Born between about 1980 and 1995, Gen Y members in America total more than 60 million persons, estimated to be the largest consumer group in the history of the United States. They’re also called Echo Boomers or the Millennium Generation. Young adults —20 years old and older — in this group spend more than $60 billion annually, according to one study. They are at the age where they are starting to buy cars and other power machines.
Gen Y members tend to disregard established brands, ignore typical advertising messages, use the Internet extensively and favor unstructured activities such as skateboarding and snowboarding.
“This is not about teenage marketing,” a marketing executive told Business Week magazine. “It’s about the coming of age of a generation.”
BRP’s first step in the chase to attract buyers from this generation began several years ago when it began developing its Sea-Doo 3D model personal watercraft.
The 3D was introduced last year and bucked the trend toward larger, heavier and more expensive machines. The 3D is unlike any watercraft produced. The unique design allows the rider to sit in three different positions, creating the ride that he wants at that moment. Unstructured. Exciting. Flexible. And it was priced at a low $6,999. Even though it seemed to be targeted perfectly to attract the Gen Y buyer, sales in the first season were mixed.
“We want to convince Gen Y that the 3D is cool,” said Jose Boisjoli, president of BRP. “It wasn’t the best launch we’ve done,” he said, because of timing and poor weather in many areas., but some dealers “had good success” with the 3D. A new campaign will be launched this year.
The Ski-Doo Freestyle is another step in attracting the Gen Y buyer, one that seems to have another solid product and one that is backed up with a coordinated marketing campaign.
Noting that the average age of snowmobilers has increased from 37.2 years in 1997 to nearly 44 years in 2004, BRP says it’s necessary “to rejuvenate” the sport to ensure the future of the industry.
The all-new Ski-Doo Freestyle is BRP’s answer. It’s priced at the bottom of the BRP adult sled line and provides the flexible, easy ride demanded by Gen Y members. This rider doesn’t want highly branded machines that are restricted to trails or tracks — they want something that they can ride like a snowboard. That means freestyle in areas that they chose.
The Freestyle is super lightweight at only 370 lbs., has a new RF platform adapted from Ski-Doo’s successful REV design and is powered by a 300cc single cylinder Rotax engine. The RF platform is designed for the smaller rider.
Since it’s targeted to younger people new to snowmobiling, the Freestyle is inexpensive to own and simple to ride.
Marketing for the Freestyle will have an irreverent tone and will use snowmobile magazines, direct mail, the Internet and cross promotions.
“If you wet your pants,” screams one print ad, “you’re doing it right.”
The Freestyle will have its own Web site at ridefreestyle.com, one that enables viewers to interactively learn about features and benefits.
BRP also will co-promote with Burton Snowboards, one of the leading snowboard manufacurers in the world. The Ski-Doo Freestyle will be endorsed by Burton as its “official snowmobile.” It will be included in Burton marketing materials including its marketing brochure, its Web site and its marketing video.