Despite a challenging marketplace suffering the effects of widespread drought Polaris was again crowned Australia's number one off-road vehicle brand in 2018, capturing 27.8 percent share of the Australian ATV and side x side market.
Impressively, Polaris finished the year a substantial 883 units or 4.3 market share percentage points ahead of its nearest rival, according to data recently released by industry data provider Potentiate.
Leading the way was Polaris' industry-leading range of 23 models with Roll Over Protection Structures (ROPS), with Polaris capturing 38 percent share of the utility side x side vehicle market with its RANGER line-up to be 17 market share percentage points clear of the nearest competitor. Capping off its dominance in side x sides, Polaris also grabbed 57 percent of the sports side x side market with its RZR product line.
Polaris' performance in the side x side segments is hugely significant, particularly considering the substantial market transition from ATVs to side x sides has now propelled side x sides to represent almost 39 percent of the entire Australian off-road vehicle market.
Polaris boasted four of the top 10 selling side x sides in 2018, with Ranger 570 HD, Ranger Diesel 1000, Ranger 1000 HD and Ranger 500 all featuring.
Not to be outdone in key ATV segments, Polaris also maintained its dominance in big bore ATVs by annexing 39.9 percent share of the 551cc + market – the second largest ATV market segment – to be 17 market share percentage points ahead of its nearest rival. Leading the charge was the Polaris Sportsman 570 HD, which was Australia's best-selling ATV of any kind.
Whilst the Australian off-road vehicle market was down 14 percent in 2018 on the back of extreme drought conditions, Polaris still managed to sell over 3,000 side x side vehicles (3,025) and 2,418 ATV and ACE products.
"We posted a strong result in tough market conditions in 2018," said Polaris Australia Country Manager, Alan Collins. "The fact we were able to prosper and grow our market leadership in more challenging market conditions is largely due to the unique combination of choice, value and durability that the Polaris range offers and the support and service offered by our nationwide dealer network."
"We are seeing record amounts of substitution as more and more ATV customers transfer to side x side and ACE products in recognition of the outstanding capabilities and safety technology these ROPS-equipped vehicles offer. With our extensive range of 23 models with ROPS, Polaris is best-equipped to offer choice and solutions to safety-conscious consumers."
"There's no doubt the ongoing drought has hit Aussie farmers hard, which has a natural flow-on to agricultural markets like our own. However, we are proud to be partnering with the likes of Rural Aid and Burrumbuttock Hayrunners to help drought-affected farmers and give something back to those who have been such active users of our products over many years."
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