Trader Interactive shares top snowmobile makes, models, and consumer preferences

This article originally appeared in the August edition of Powersports Business.

The snowmobile market is shifting into high gear, driven by technological advancements and evolving consumer preferences. As enthusiasts seek out the latest in performance and comfort, manufacturers are responding with innovative designs and features that cater to a diverse range of riders. The high level of buyer activity in the snowmobile market is clear. Historically, demand for specific criteria has been shifting, reflecting changes in consumer priorities and preferences.

Consumer trends to watch in 2024

One significant trend is the strong preference for new snowmobiles over used snowmobiles. From 2022 to 2024, there has been an 81% increase in new snowmobile inventory on SnowmobileTrader.com, the sister brand of Cycle Trader. This surge demonstrates a growing market and provides a solid starting point for dealers. However, to truly capitalize on this growth, dealers need to understand specific brand and model preferences. These insights gathered from Snowmobile Trader’s marketplace data can be used to create a strategy that is more likely to boost sales and meet consumer demand.

Search Results Page Impressions:

1. Ski-Doo
2. Polaris
3. Arctic Cat
4. Yamaha
5. Lynx

Vehicle Detail Page Views:

1. Ski-Doo
2. Polaris
3. Arctic Cat
4. Yamaha
5. Lynx

The snowmobile market in 2024 has seen notable shifts in brand popularity and consumer preferences compared to previous years. Ski-Doo has reclaimed significant market attention, outperforming its 2023 ranking when it was second. This resurgence highlights Ski-Doo’s effective response to market demands, likely driven by innovative features and strong marketing efforts.

Polaris, another key player, remains a strong contender, maintaining its presence near the top of the rankings. However, it has been edged out slightly by Ski-Doo this year.

Arctic Cat and Yamaha continue to hold steady in the mid-tier rankings, demonstrating consistent demand and loyal customer bases. Additionally, marketing plays a crucial role in engaging customers further, making it essential for dealers to focus not only on attracting new customers but also on retaining existing ones. This engagement is evident not only in the brands consumers actively seek out but also in those they delve deeper into for more details.

Search Results Page Impressions:

1. Ski-Doo MXZ
2. Polaris Switchback XC
3. Ski-Doo Grand Touring
4. Polaris Indy VR1 137
5. Arctic Cat ZR

Vehicle Detail Page Views:

1. Yamaha Sidewinder
2. Ski-Doo Grand Touring
3. Ski-Doo Renegade X-Rs
4. Ski-Doo Summit
5. Polaris Indy VR1 137

There is a noticeable variation between the models consumers are searching for and those they are viewing in detail. This discrepancy provides valuable insights for dealers and manufacturers. For instance, while the models highest in search volume showcase initial interest, models that garnered more vehicle detail page views may indicate a higher likelihood of purchase.

Top Models of 2024 by Search Activity | January-June 10

There is a noticeable variation between the models consumers are looking up on Snowmobile Trader and the ones they are actually viewing in detail. Ski-Doo and Polaris models are generally favorites, a trend consistent from 2022 to 2023. This indicates that with the right marketing efforts, specific models can become more appealing, particularly when advertisements are tailored to reflect consumer brand preferences.

The increasing preference for new snowmobiles and the shifting demand for specific brands and models highlight the necessity for dealers to stay attuned to these trends. By leveraging these detailed insights into consumer behavior and preferences, dealers can craft targeted marketing strategies that resonate with potential buyers, thereby increasing the likelihood of positive sales outcomes. Understanding the shifts in consumer searches versus detailed views can help manufacturers and dealers better align their inventory offerings and marketing messages with actual consumer interests, ultimately driving greater engagement and sales in the competitive snowmobile market.

This article was written by Gillian Luce, the AVP of Recreation Marketing for Trader Interactive. With nearly 20 years of experience in online marketplace marketing, Gillian channels that expertise as part of the team at the leading powersports marketplaces.