Future Sled Marketing...
It Ain’t Rocket Science
It has amazed us over the years as to how snowmobile-marketing types think that snowmobile enthusiasts are not very bright. These gurus of hype and product planning seem to think that the average snowmobile fan can’t figure out what’s coming next, or what should be coming next from each manufacturer.
We will agree that often the final execution of a product plan can still surprise us from time to time. For one we have been both surprised and impressed with Yamaha’s commitment to its sled biz. Any normal bottom-line American company would have pulled the plug on snowmobiles about six years ago when Yamaha’s market share was sinking lower and lower into the single digits. But, because Japanese companies tend to think longer term than every financial quarter, Yamaha snowmobiles survived and are doing quite well with the company’s commitment to 4stroke performance.
Still, it should come as little surprise that snowmobile companies that are involved in racing would eventually offer some form of a consumer sled based on the racing machine. Ski-Doo never missed a beat in its history. There were free-air Rotax-powered trail sleds based on oval track racers. There were the Blair Morgan “signature” models. And even this season there is the MXZ X-RS, a snocross-like “big bump” sled for the trail warrior.Arctic Cat historically has followed racing successes with either trail performance models or letting race tricks dribble down into everyday consumer models.
In our opinion, Polaris marketing types have been the most outrageously behind the curve in recent years. Back in September 2005, when it was suggested that the about-to-be-introduced-at-HayDays race sled would lend itself to a nifty “trail version” that could entice the Polaris faithful to Polaris dealerships, we were told in a very arrogantly condescending manner that no such plan would be in the works and, essentially, chastised for suggesting that the almighty Fusion 900 wasn’t worthy of drawing showroom traffic on its own. Sorry! Even with unprecedented offers on Fusions, customers are managing to stay away in droves. Fortunately the Dragon and IQ models are driving some semblance of traffic and helping Polaris regain some respect among its faithful.But, a decontented race sled version for the mogul and ditch set? In ’05, it was a stupid idea. However, rumors of Polaris preparing a preeminent ditch banger with a serious snocross pedigree for the very near future have been on the radar for more than a year. Hey, how hard is it to at least offer a snocross replica for the few hundred (thousand?) wannabe-racers out there?
With snocross racing specifications and rules changing to incorporate 600cc twins and 1,050cc 4stroke triples as the base engines, could we expect to see some new big bump sleds for the aggressive trail riders? While Polaris is rumored to have an 800cc motor ready for next season, does it really take a marketing guru to figure out where Polaris’ sled line is weak? We will admit to liking what Polaris has done with the 140 horsepower, turbocharged Weber 4stroke in the IQ chassis. But it doesn’t take a Masters degree in marketing to figure out that the Weber setup is too heavy and lacks consumer sizzle to be the headliner in the Polaris performance line of the future. It’s nicely suited for trail and cruising performance, yes. Polaris has to fend off Arctic Cat and Ski-Doo, both of which have more than a 700cc twin where it counts. We figure a race-bred mogul masher to battle Ski-Doo’s X-RS at both the 600 and up levels has to be in the plan. If not, Polaris is more arrogant than even we could imagine!Arctic Cat could offer a “Tucker Hibbert” replica that would draw interest, as would an updated “Blair Morgan” Ski-Doo replica. That leaves Yamaha out of the picture—for now!
You snocross fans know by now that Yamaha’s R&D 4stroke snocrosser won its class at Brainerd, Minnesota, earlier this month. In the process the victory became the first ever for a 4stroke in such competition, for which Yamaha is justifiably proud.In an earlier chat with Yamaha’s racing team manager, we learned that the Yamaha race sled has been a constantly evolving work in progress for the R&D team. When asked about the use of a Vector-type engine in the current race sled, we were told that next year’s rules call for a triple cylinder maximum of 1,050cc in a three cylinder maximum format. Final drive cannot be of a gear reduction setup as with the Apex 4stroke. Being very coy, Yamaha suggests that the snocrosser engine meets racing specs and is to the Vector triple as the Apex quad is to the original RX-1 quad. What’s that mean?
What we know beyond a doubt is what we can glean from photos of the snocrossers in action at Brainerd and the Winter X games—where the Yamaha failed to qualify. Check out the early photos of the Yamaha R&D snocrosser at Duluth. Then check out the photos of the Yamaha snocrosser that ran at Brainerd. You tell us what you see. Is that a highly evolved new front suspension? What else can you determine?Check out the Polaris, Ski-Doo and Arctic Cat models as well. How much of that look will make it from snocrosser to trail sled within the next season or two?
Based on the fact that sled sales outside of the western snow states totally stink, we guess that snocross replicas may make the cut for the coming model year to help ignite a spark of interest at the dealerships. There are big bucks spent on racing and a sled manufacturer would be ill served not to use it to create excitement for its dealers and its loyal customer base. But, hey, we’re just your average snowmobile enthusiast, what could we possibly know!
© 2007 Snowmobilia/Jerry Bassett
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