By: Robert Janis

A Q&A with Polaris

Polaris Industries located in Medina, Minnesota, is one of the major manufacturers of ATVs. The company offers 24 models and revenue for the ATV division is about 66 percent of the company’s total sales.

We recently had a chance to conduct a Q&A interview with Michael Dougherty, general manager of the ATV/UV division of Polaris. Dougherty joined Polaris in 1998 as the international sales manager for all product lines. In 2000 he moved to France to become Polaris’ first director of Polaris Europe. During the next two years he established Polaris France, Polaris Britain, and Polaris Scandinavia and also helped to launch the company’s Quadicycle initiative.

In 2002 Dougherty returned to Minnesota to take the job of general manager of international operations. During his tenure, Polaris international sales tripled from $70 million to more than $225 million.

He was appointed the general manager of ATV/UV in April, 2005.

ATVSource: When did Polaris first offer an ATV?
MD: 1984 (1985 model year)

ATVSource: How many ATV models do you offer today?
MD: 24

ATVSource: What is the best selling ATV for Polaris?
MD: I believe it’s the Sportsman 500.

ATVSource: How long does it take for a concept ATV to make it to production?
MD: Generally it’s about 4-years.

ATVSource: What is the total revenue of ATV sales a year?
MD: It’s about 66% of the $1.8 Billion in Sales.

ATVSource: What do you consider to be the major issues confronting the ATV business and sport today?
MD: Land Access is a growing concern for ATV enthusiasts and that’s why it’s so important for riders to join local clubs and work together with their local government agency that is responsible for trails as well as local city and county representatives to build and maintain trails.  Safety is another concern, it’s very important that riders take a safety course offered through the SVIA. Information about these courses can be found at http://www.atvsafety.org or (800) 887-2887.

ATVSource: Is there an attempt by any state to limit or restrict the use of ATVs?
MD: The trail regulations and access vary from state to state and even county to county, so it’s important for riders to check with their local government agency representative to learn where it’s legal and safe to ride.

ATVSource: What should the industry and ATV owners do about these attempts or future attempts at restriction?
MD: ATV riders should join a local ATV riding club and get active both in trail building and maintenance as well as proposed government legislation.

ATVSource: Should ATV riders be required to get a license or permit to operate an ATV?
MD: Riders should take a safety training course which is offered through the SVIA. Interested parties can call (800) 887-2887 for more information.

ATVSource: What is Polaris doing to promote the sport of ATV?
MD: Last summer, Polaris announced the Right to Ride program which will provide grants to clubs and state/provincial associations to assist with land access, trail building and maintenance.  Complete information on the Grant program may be found on the Polaris web site under the Riders heading. In January 2005 Polaris announced its sponsorship of GNCC racer Matt Smiley. Smiley has his own portion of Polaris’ Web site which you can visit at http://www.polarisindustries.com/en-US/PolarisPerformance/. In addition to Polaris’ factory effort with Smiley; the company offers a contingency program. The largest GNCC ATV contingency program ever, the potential pay out for GNCC is $250,000 and across all GNCC ATV classes, including the class champion. The maximum per race pay out is $2000 for the pro class. Polaris is currently the only manufacturer offering a contingency program for the new youth circuit. The potential pay out for youth is $10,000 and is available to all three classes, with a maximum per race pay out of $150.

ATVSource: Have you or will you sponsor special events for ATV owners?
MD: Yes. We will be sponsoring Polaris ATV Adventure Tours. More information can be found on our website.

ATVSource: What is being done to develop new vehicles and accessories?
MD: Polaris offers the exclusive Lock n Ride system on our ATVs allowing quick installation and removal of many accessories in a very short period of time.

ATVSource: What future plans does Polaris have concerning ATVs?
MD: We will continue to innovate ATVs and build vehicles that are the hardest-working, toughest vehicles available.

ATVSource: Out of all the Polaris ATVs produced which one would you like to have in your garage and why?
MD: I love all the Polaris products but right now I love my fully loaded Sportsman X2.  I can do anything with it – working or playing, 1 up or 2 up. The 500 EFI engine starts in all conditions and has the smooth power that I love.   I can plow my driveway and then instantly go to trail riding and family fun.   It’s perfect for me and the family, though my kids prefer their Predator 90.   However, I can hardly wait to get my Outlaw – that’s going to be perfect for me – riding fast and hard on the trails.