Harley-Davidson HOG saw a surge in sales as Americans gravitated toward outdoor leisure activities en masse during the pandemic. Can-Am On-Road is one of the few motorcycle manufacturers that have seen a heyday in the North American market, which makes motorcycles that ride on three wheels instead of two.
Can-Am On-Road has performed two times better than the motorcycle industry average, according to Martin Ethier, Can-Am On-Road Director of Global Marketing at Yahoo Finance. It shows that it is not only COVID that is responsible for the motorcycle industry boom, Can-Am On-Road, a division of Bombardier Recreational Products Inc. DOOO or BRP, a Canadian motorcycle manufacturer that specializes in three-wheeled motorcycles. BRP is known for producing its Sea-Doo line of personal watercraft and its Ski-Doo line of snowmobiles.
As for Can-Am On-Road, its current product lineup consists of the Ryker sportbike starting at $8,999, the Spyder F 3 sport-tourer starting at $17,999 and the Spyder RT tourer starting at $23,899.
Ethier elaborated on Can-Am On-Road's sales momentum and market penetration throughout the pandemic.
Since the Ryker launch in 2018 we have tripled our market share in the motorcycle industry, he said. We have tripled our business revenues because of this. That's why the momentum is not only associated with COVID. According to Ethier, 43% of Can-Am On-Road customers were first-time Can-Am owners in Q 2, 2021, up 2% from Q 1.
The industry of powersports is growing, and that's why it's growing, said Ethier. It's so important to give a hell of an experience to make sure customers stay with us after that. In terms of the Y-shaped design of their motorcycles, Ethier said that it is the stability and performance that the platform offers that attracts riders of varying skill levels to Can-Am On-Road's products.
It means that riding should be open to everyone, regardless of gender, regardless of your age or nationality, or experiences, according to Ethier. One of the ways that Can-Am On-Road seeks to encourage new riders of diverse backgrounds is through its Women of On-Road program, designed to help overcome barriers that prevent women from experiencing the power of riding through inclusivity and education. The program offers women of varying motorcycle riding skill levels with a community and educational resources to hit the road in a safe and enjoyable manner.
The company also offers its Can-Am Rider Education Program, a three-wheel riding course that allows new riders to learn more about the basics and gain confidence in handling a 3 wheel vehicle under the supervision of a certified instructor.
That's just kind of stuff that we're doing that helped to remove barriers, said Ethier. That's why all of the programs are paying up because there are many more new entrants coming to the sport.