Press Release –
Bombardier Recreational Products Inc. (BRP) launches its 2007 all-terrain vehicle (ATV) line-up and re-brands its ATV products to Can Am. The Can Am name recaptures the spirit of BRP’s unequalled performance, superb handling and advanced design that are unique in the industry. In June 2005, BRP unveiled its new ATV strategy, shifting its focus to ATV and powersports enthusiasts.
“We believe the Can Am brand better represents the positioning of our products in the marketplace and provides the perfect platform to reach out to and attract powersports enthusiasts,” said José Boisjoli, president and chief executive officer, BRP.
BRP made its debut in the ATV market in 1997. By 1999, the Traxter® was named “ATV of the Year” by ATV Magazine. In 2003, BRP became the first and only manufacturer to offer a full line-up of ATVs designed for two riders.
In 2005, the Outlander 800 H.O. EFI was introduced and reaffirmed BRP’s commitment to making products with powersports enthusiasts in mind. Since then, the Outlander has been the company’s rising star and flagship model, embodying power, performance and a truly exhilarating ride.
Last September, BRP introduced the Outlander 650 H.O. EFI in North America and it, too, received great ratings. Today, BRP achieves yet another milestone in its ATV strategy: the revival of the Can Am brand, which further reinforces the company’s commitment to ATV enthusiasts.
BRP’s category-leading Ski Doo® and Sea Doo® products have demonstrated its passion for innovative and market-shaping products. That same spirit, which was also behind the original creation and triumph of Can Am in the mid-70’s, comes alive again through the 2007 Can Am ATV line-up.
“Can Am is part of our history, our heritage and our future,” concluded Boisjoli. For BRP, Ski Doo and Lynx mean snowmobiles; Sea Doo, watercraft and sport boats; Evinrude, outboard engines. Can Am will, from now on, mean ATVs.