Bigger but not numb
When you compare a RAM 1500 or Chevrolet Silverado to a Ford Ranger or a Toyota Hilux, you will understand why we need the designations truck and ute.
Polaris New Zealand is now a stand-alone subsidiary based in Auckland; it finished last year with 36% sales growth over 2013.
This growth result in New Zealand comes just days after it was announced Polaris had made history across the Tasman by taking the mantle as Australia's number one off-road vehicle brand for the first time ever.
According to data recently released by the Motor Industry Association of New Zealand, Polaris annexed 20.2% of the national market in December to post a market share result of 15.4% for 2014, 2.9% up on its 2013 share.
With its industry-leading range of 15 models with roll over protection structures (ROPS), Polaris was a clear leader in the side x side market with 39.1% market share, posting year-on-year growth of 29.7% and selling 43% more side x sides than its nearest rival.
The growth of its ATV business, however, was even more pronounced, with sales growth of 43.6% in 2014 versus the previous year.
Making this result all the more impressive is that Polaris grew its New Zealand sales by 36% in 2014 versus 2013 in a market which grew by just 8.9%, representing a swing of over 27%.
The company says over the past five years alone in New Zealand, Polaris has grown sales by 282% to post an average annual growth rate in excess of 56%.
"Not a bad accomplishment when you consider the market has grown by just 33% over the same period," the company says.
"The growth of Polaris in New Zealand is the direct result of years of constant and relentless product innovation which has seen the US brand dominate the global market to lead the enormous US market along with key markets across Australasia, Europe and Asia.
"This innovation is best illustrated through Polaris' industry-leading range of 15 models with roll over protection structures, the revolutionary Sportsman ACE, locally-designed products such as Polaris UTE and heavy duty specification models and a phenomenal range of lock and ride accessories."
After managing its New Zealand business remotely from its Australian head office for the past 15 years, Polaris recently announced its biggest investment in the New Zealand market to date with the establishment of Polaris New Zealand as a stand-alone subsidiary from January 1.
Headquartered in Auckland, Polaris New Zealand will manage the Polaris, Victory and Indian brands in New Zealand and will oversee further investments in product development, customer service and support to lead the brand through its next exciting phase of growth.
"The growth we have seen in 2014 is the result of the long-term investments Polaris has made both locally and abroad over the past decade," says Polaris New Zealand country manager, Alan Collins.
"These investments have resulted in us establishing Polaris New Zealand as a stand-alone subsidiary in Auckland to better cater for the local market and improve our support, service and bring us closer to the voice of our customers.
"We are an aggressive growth company built around innovation and product development. Not just product development, in fact, but also the development of entirely new markets.
"The global economy has seen some lean times over the past decade, however Polaris has always maintained and grown its focus on product innovation and outstanding customer experience through thick and thin.
"We now have 15 models with ROPS, we have the Sportsman ACE, we have the Polaris UTE which has been designed for New Zealand, and we have products that range from 50cc to 1000cc.
We are better equipped than ever to provide practical solutions for New Zealand consumers across agricultural, recreational and fleet applications," Collins says.
