Yesterday Polaris (PII) issued a press release announcing its new 2025 lineup of 570cc 2-up Sportsman ATVs. This follows its April 10 announcement of new 2025 Full-Size Ranger Utility SxSs. It’s worth noting that PII is sticking with its new strategy of releasing new models when they are ready rather than waiting until its dealer meetings in late July. These 2025 models will be shipping to dealers this month.
I like the strategy. I’ve followed this industry long enough to know that newness and innovation sells (especially during the riding season). And it’s vitally important in tough economic times. Rather than hunkering down, lowering price, and de-contenting, these companies need to keep their foot on that gas and keep on innovating. Just look back at the PII’s 2008 release of its original RZR recreational SxS line. 2008 seemed like a terrible time to launch a new product line. But the innovation was transformative and PII’s business thrived through the Great Financial Crisis (while just about every other company in the space lost money). PII’s business then absolutely took off when the economy improved, quadrupling pre-GFC earnings by 2015 and swiping the ORV market share crown from Honda.
As far as the new lineup is concerned, PII calls out a refreshed look, more rigid chassis, increased ground clearance, better suspension travel, removable passenger seat, and improved storage. PII is increasing price on these models by about +7% (Sportsman Touring 570 +5%, 570 EPS +5%, 570 Premium +7%, 6x6 570 +11%). There are two all new models: Sportsman Touring X2 570 and Sportsman Touring 570 Ultimate.
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2moWell-deserved recognition, EWI Worldwide. Getting these designed, engineered, built, and installed required work from countless people. Great team effort.