RZR maintains dominance in consumer survey

The StaffDecember 31, 2014

Sand Sport Super Show data shows Maverick moving up

Data compiled by consumer-based marketing research company Clarity Research at the 2014 Sand Sports Super Show in September shows that disregarding price, the Polaris RZR continues to be the most popular side-by-side model by a long shot, ranked first by 73 percent of attendees and second by 11 percent.

The Can-Am Maverick has displaced the Yamaha Rhino/Viking as the next most popular, with 12 percent ranking it first and 30 percent second, disregarding price.

The Polaris RZR is also the most popular side-by-side model for sand riding, with 68 percent ranking it first for sand riding. An additional 11 percent rank the RZR second for sand riding.

The Arctic Cat Wildcat is ranked third, just behind the Maverick, for both overall ranking and sand riding. All model rankings are nearly identical to 2013.

The survey, held at the Orange County Fairgrounds in Costa Mesa, Calif., annually gathers consumers in search of ways to enhance their dune riding experience. The survey includes 300 completed interviews with show attendees, who were offered a lottery ticket for participating in the survey.

The 2015 RZR XP 1000 EPS White Lightning Dunes Hero in action.

The median age of attendees was 41, and they had a median household income of $90,999. Females made up 31 percent of attendees, up from 18 percent in 2013. Of the total attendance, 48 percent were between the ages of 41-60.

Here are some other findings of the survey, administered by Clarity’s Tyler Laird and Dave Pagnucco.

31 percent of survey respondents were attending the event for the first time, a record high for the seven years of the survey. Similarly, 96 percent of respondents said they plan to attend the event again in the future, also a record.
Of the respondents, side-by-side ownership among attendees appears to have stabilized from 2013 to 2014, hovering just below 40 percent. The Polaris RZR series continues to dominate the market, increasing share among attendees from 59 percent in 2013 to 68 percent in 2014.
ATV riders made up 49 percent of the respondents, ahead of buggy/sand rail (42 percent), side-by-side (37 percent), motocross (26 percent) and PWC (13 percent).
In the side-by-side segment, 68 percent of attendees ride a RZR, ahead of Polaris Ranger and Yamaha Rhino, both at 26 percent. Eleven percent selected “other,” with Arctic Cat Wildcat (7 percent) and Kawasaki Teryx (6 percent) next among the 12 side-by-side options offered.
Eleven percent of attendees plan to purchase a new motorcycle in the next year, up from 7 percent last year. Similarly, 8 percent of respondents plan to buy a new ATV in the coming year, up from 7 percent last year. And 9 percent of respondents said they plan to buy a new side-by-side in the next year, up from 8 percent a year ago.