Honda owns 40% of the total ATV market.
Polaris owns 60% of the total UTV market.
Those were market research numbers I received as of 2014/2015 (assuming they are accurate).
What that tells me is that once you find your niche, it's hard to be knocked off the top. Polaris Ranger, in terms of ride (smoothness and travel) and speed, was the first real "fun" mass produced SxS. Sure, there were Gators, Mules, XRTs, Cushmans, Dingo Deuce, etc. but IMO none could touch the Ranger. It was no contest with speed and ride quality.
Then came the Rhino, etc., then here we are today. Everybody is playing catch up with Polaris - always has. Even when the Rhino was dropped, Polaris already had more power and travel. Yamaha started behind. Kawasaki jumped in with the 2-seater Teryx. Behind. While everybody else was trying to get in the game, Polaris owned the game and decided a RZR (mind blown considering this was a ground breaking, non existent division in the marketplace at the time) would throw the key away on everybody else, and it did. When other mfg's are trying to figure out how to compete with the Ranger, Polaris opens up the demand to a completely new segment demanding more power, more travel, etc. and totally kills everyone else. Now, they have to compete with the Ranger and the RZR as well as a totally new mindset from their customer base - "well Polaris has 16 inches of travel and this brand only has "X". Think about it - only 10 years earlier customers thought the log wagon mule with 3" of travel and 18hp was perfect for their hunting club (all about perception). Look at Yamaha - they drop a Wolverine to compete with the Commander and somewhat the crossover Teryx, and Polaris drops the General 1000 with gobs of suspension travel, power, and features once again owning a class feature-wise. Polaris has always been about owning and dominating by concepts and lavish features. This has not translated into quality, but when you own the market, you own the market. Accessories, Johnny and Jimmy own one, features, etc. all propel them onward. Plus, when you are making 1800-2000 margins on units plus making 50% margin on acc's plus install charges, you would push Polaris too. The margins on accessorized RZRs are killer. I know a dealer that just grossed over $6K on a loaded RZR + rebate (unit sold for 25.5K + tax). How many non-accessorized Hondas would he have to move? Polaris dealers know their Popo customers are more prone to the upsell not because they are any less savvy, but because Popo has a ton of cool options and Jimmy and John did it so Joe will do it. Went to local dealer up here this weekend, and had loaded Polaris UTVs on the floor already set up, while his other lines were sitting base, maybe a roof and w/s here and there. Says all it needs to say to me. Sure, mfg's and dealers are starting to catch up to the Polaris model, but good luck catching them. Just my 2 cents. I'd rather have a Honda. Better parts, better R&D, etc.
