A Q&A with Kawasaki

Kawasaki first offered an ATV in 1981. Today, they offer as many as 12 models. In addition to supporting the ATV Safety Institute and the Discover Today’s ATV Program, the manufacturer is a sponsor of Progressive Farmer Farm Safety Day Camp and has supported ATV racing as far back as the 1980s.

Vince Lorio is the product manager for ATV for Kawasaki and has held that position since the mid 1990s. Prior to becoming product manager, Lorio held positions in advertising, marketing, public relations, and product management. Prior to joining Kawasaki Lorio was a motorcycle magazine journalist. He actually joined Kawasaki in 1995.

ATVSource had an opportunity to question Lorio about Kawasaki’s involvement in the ATV business and sport. Here is the result of that sit down.

ATVSource: When did Kawasaki first offer an ATV?
VL: Kawasaki first introduced a three wheel-wheeler in 1981, the KLT200-A1

ATVSource: How many ATV models do you offer today?
VL: For 2006, Kawasaki offers a variety of models including:
Bayou 250
KFX50
KFX80
Prairie 360 4x4
Prairie 360
KFX400
Brute Force 650 4x4
Brute Force 650 4x4i
KFX700
Prairie 700 4x4
Prairie 700 4x4 Team Green Special Edition Brute Force 750 4x4i

ATVSource: What is the best selling ATV for Kawasaki?
VL: The Brute Force 750 is Kawasaki’s number one selling ATV’s.

ATVSource: How long does it take for a concept ATV to make it to production?
VL: On average, it takes 2- 2 1⁄2 years to bring a model to production.

ATVSource: How many employees does Kawasaki have in the ATV division?
VL: Kawasaki is no longer divisionalized. That is, the marketing department supports all product lines and areas (ATV, Mule, motorcycle, JET SKI watercraft, accessories, racing) not just one specific product line. There are approximately 35 employees within the Kawasaki marketing department.

ATVSource: What do you consider to be the major issues confronting the ATV business and sport today?
VL: Major issues include safety, training and land use. In addition, we believe that after sales support for the many emerging brands, some of which are sold in retail outlets with no service available is also an important issue. We also do all we can to continue to show the CPSC (Consumer Product Safety Commission) our diverse efforts in the areas of education, safety, training and communication.

Another recurring issue is respect for property and property owners. Violation of this trust often results in land closures and anti-ATV sentiment within a community.

ATVSource: How should the industry and ATV owners respond to these issues?
VL: The industry supports a number of recognized trail systems and promotes riding only on open land. We think all ATV enthusiasts should observe and support the TREAD LIGHTLY! philosophy/program and its many positive approaches to land use.

ATVSource: Is there any attempt by any state to limit or restrict the use of ATVs?
VL: Occasionally we see legislative attempts to put restrictions on ATVs, and the industry supports the SVIA (Specialty Vehicle Institute of America) legislative model.

ATVSource: What should the industry and ATV owners do about these attempts or future attempts?
VL: Ride responsibly. Follow the TREAD LIGHTLY! (www.treadlightly.org) guidelines, be respectful of private and public property, ride only on
established trails and without leaving a trace. Concerned ATV owners should also join organizations in their community and national groups such as the Blue Ribbon Coalition (www.sharetrails.org). These are organizations that work tirelessly to protect the rights of ATV owners.

ATVSource: Should ATV drivers be required to get a license or permit to operate an ATV?
VL: Mandatory education or licensing would be a state-level issue. We don’t believe that is necessary. What we do strongly recommend is hands-on basic training (available through ASI or ATV Safety Institute (www.atvsafety.org) for all ATV operators. All of our ATVs come with a $100 certificate good for ATV rider training.

ATVSource: What is Kawasaki doing to promote the sport of ATV?
VL: In addition to supporting the ATV Safety Institute and the Discover Today’s ATV program, Kawasaki is a sponsor of Progressive Farmer Farm Safety Day Camp program. For the past ten years, Progressive Farmer Farm Safety Day Camps(R) has educated parents, children, and volunteers about farming and ATV safe practices. To find out more about this program, please see:
http://sev.prnewswire.com/agriculture/20050505/CLW013X04052005-1.html

ATVSource: What is the worst thing about the ATV sport?
VL: With each of the manufacturers offering such a variety of ATV’s, there are so many choices for customers to choose from. An uninformed customer may end up with product not suited to there size, ability, and particular use.

ATVSource: How is the ATV manufacturers’ lack of involvement in ATV racing affecting the sport?
VL: Actually, many of the OEM’s are involved in ATV racing. The misconception of the manufacturers lack of involvement is because ATV support is overshadowed by the level of support in motorcycle racing.

ATVSource: What are the difficulties in fielding an ATV racing team?
VL: Financial restraints.

ATVSource: How long has Kawasaki been a part of ATV racing?
VL: Kawasaki supported ATV racing back in the 80’s, with riders like Jim White. Then we were the first OE to support ATV racing with our Team Green GNCC support program in the late 90’s. That support took place through 2004. Today, we support ATV racing via a ATV racing contingency program.

ATVSource: What are Kawasaki’s plans for the 2006 race team?
VL: There are no current plans for the 2006 racing season.

ATVSource: Have you set up any consumer clubs? If so, how does one join such a club?
VL: No plans have been set to launch a Kawasaki owners club in the ATV arena.

ATVSource: Have you or will you sponsor special events for ATV owners?
VL: Kawasaki is the title sponsor of the Rocky Mountain ATV Jamboree and the Hatfield McCoy Trails. You can find out more about these events on the web at: www.atvutah.com/rmatv & www.trailsheaven.com.

ATVSource: What is being done to develop new vehicles and accessories?
VL: Kawasaki accessories are developed alongside with the development of new models. Certain accessories are manufactured by Kawasaki, while some are provided by aftermarket companies. Kawasaki tries to work with aftermarket companies to assist with the early development of products specific to the Kawasaki product line-up.

ATVSource: What future plans does Kawasaki have concerning ATVs?
VL: Kawasaki’s primary goal is to develop and produce leading edge products bring new and exciting models to the market.

ATVSource: What is your background in the motorcycle/ATV industry?
VL: I am the ATV Product Manager and I have been with Kawasaki since the mid-1990s. I have held positions in advertising, marketing, PR and product management.

ATVSource: When did you join Kawasaki?
VL: 1995

ATVSource: What other companies did you work for prior to joining Kawasaki?
VL: Before joining Kawasaki, I was a motorcycle magazine journalist.

ATVSource: Out of all the Kawasaki ATVs produced, which one would you like to have in your garage and why?
VL: My favorite model is the Brute Force 750 4x4i. It can handle every type of terrain.