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By: Robert Janis 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.
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