Developing a Growth Strategy to Overcome the Limitations of the Powersports Category

The Challenge

BRP is a publicly traded, powersports vehicle company that was facing growing demand for a jump-shift in performance. Mere growth wasn’t enough, selling to their current consumer was only going to get harder and expanding to new markets would take too long. BRP brought us on board to help them leverage their tremendous engineering capabilities and high-performance heritage to grow beyond their core business.

The powersports category presents several barriers to participation including storage, access to tracks and high price of entry. BRP growth had been reliant on discretionary spending from a niche enthusiast community that was aging out as they developed more of an aversion to risk. We needed to identify uniquely winnable and sustainable new territories to drive growth for BRP that didn’t rely solely on a small niche market.

The Key Insight

For BRP to grow, it needed to appeal to more than just enthusiasts. To help expand beyond its existing product mix and consumer base, we explored a range of category dynamics, cultural trends and consumer insights to identify new market opportunities for the business that could leverage BRP’s assets, capabilities and existing drivers of growth.

We built a strategic framework to help the BRP’s leadership team identify and prioritize opportunities, and a portfolio of innovation platforms designed to both leverage the current portfolio in new ways, as well as develop new products to address emerging and relevant customers.

The Outcome

Our innovation strategy identified key platforms that would enable the company to move from a business defined by a product portfolio to a business defined by diverse experiences that addresses today’s ever-changing consumer expectations. BRP was now in a position to open up the world of powersports and mobility to a broader audience in their core markets.

Following approval by the Board and leadership team to focus on these opportunities, we developed innovation pipelines within each platform that helped translate our strategy into actionable organic growth.