The North American market for side-by-side (SxS) off-road vehicles – also commonly referred to as Utility-Terrain Vehicles (UTVs) – grew by 97,900 units, or nearly 43.5%, from 2009-2012, according to Power Products Marketing, a Minneapolis-based research firm.

Where did that growth come from? Primarily from extraordinary sales successes by Polaris, John Deere, Kawasaki, Kubota and BRP/Can-Am.

Honda, the world’s largest purveyor of powersports vehicles, was late to the SxS market and attracted sales of around 4500 units per year since the introduction of its 675cc Big Red in 2009. The company’s sole UTV offering is decidedly utilitarian and can’t, on its own, stack up against the range of the competition from Polaris, Kawasaki, John Deere and Kubota. On the other end of the customer spectrum, Honda’s die-hard powersports fans wondered why the company’s fun factor had disappeared.
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