‘Powersports therapy’ has Bombardier spinoff BRP cruising high above its former parent

With all the fuss about Bombardier Inc.’s recent woes about both its trains and planes divisions, it’s easy to forget that the company only made snowmobiles when Joseph-Armand Bombardier founded it as L’Auto-Neige Bombardier Ltée in 1942.

“We are not in competition with other companies except our competitors in our own industry,” José Boisjoli said. “We are focusing on our own story and our own plan, and we are very, very proud of what we have built over the last 10 years.” We are focusing on our own story and our own plan, and we are very, very proud of what we have built over the last 10 years

Yet purveyors of luxury products can expect to take a hit if a recession arrives, as there are only so many snowmobiles and ATVs a person can buy, even in the best economic times. Boisjoli said North America needs a trade agreement in order to be competitive against lower-cost jurisdictions such as Eastern Europe and Asia where competitors such as Yamaha Motor Co. Ltd. and Suzuki Motor Corp. have operations.

Demand for SSVs is rising, and the market for them is less cyclical because farmers, ranchers, hunters and workers in a variety of other industries use them. The utility vehicle market is almost 70 per cent larger than the powersports market based on retail units, Desjardins analyst Benoit Poirier noted last fall.

Last year, BRP released six prototype electric vehicles across its product line, though it could be a while before it commercializes them. Still, the industry so far is meeting increasingly stringent regulations when it comes to reducing its environmental footprint, such as reducing emissions and noise, while increasing safety, Boisjoli said.

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