By: Robert Janis

Interview: Bernard Guy of Can-Am

Recently we had the chance to sit down and talk to Bernard Guy, marketing director of the ATV division of Bombardier Recreational Products.  Just before the interview took place, BRP re-named the brand Can-Am.

BRP first offered an ATV in 1997.  The first model was the Traxter.  Today, the company offers 15 different models.

Guy was hired by BRP upon his graduation from university.  He had worked for the company in snowmobile R&D as an engineering student.

ATVSource: Why did BRP decide to change its ATV brand?
Guy: We feel the Can-Am name better represents the positioning of our products in the marketplace.  Can-Am recaptures the spirit of BRP's unequaled performance, superb handling and advanced design that we believe are unique in the powersports industry.  Can-Am is part of our history, our heritage and our future.  Many will remember the Bombardier Can-Am rise to motocross fame in the mid-70s, actually winning the AMA MX plates #1, #2 and #3 at the conclusion of the 1974 Championship.  But Can-Am was always more than just the championship it claimed in 1974.  It was a passion and a winning spirit that still lives on within our ATV R&D team.  The change of brand comes with a commitment to restore Can-Am's past glory and that means more exciting future products to come.

ATVSource: When did BRP first offer an ATV?
Guy: We made our debut in the ATV market in 1997.  The first model was the Traxter.  It offered very innovative features such as Visco-Lok auto-locking front differential and earned us our first "ATV of the Year" award by ATV Magazine in 1998.

ATVSource: How many ATV models do you offer today?
Guy: Currently, we offer 15 different models, from Youth DS models, Sport DS 250 and 650 X, Rec-Utility Rally and Outlander family to our new Rec-Sport Renegade.  In Rec-Utility, we offer several color and XT package choices as well as the popular MAX version of our Outlander - which combines one-up styling with two-up versatility.

ATVSource: What is the best selling ATV for BRP?
Guy: Our Outlander family is very popular, specifically the Outlander 400 H.O.  The Outlander 400 was the first introduced, however, since we've launched the 800 and the 650, sales are quickly catching up to the 400.

ATVSource: How long does it take for a concept ATV to make it to production?
Guy: The time frame will vary depending on the platform we start from and the complexity of the project.  It can be as quick as 12 months if the concept is based on mostly existing components, but take as long as 24 to 36 months, if it involves a completely new engine and / or vehicle platform.

ATVSource: What do you consider to be the major issues confronting the ATV business and sport today?
Guy: Keeping access to riding areas/trails can be challenging.  Restrictions to traditionally open areas and improving consumer safety education/awareness are also issues.

ATVSource: How should the industry and ATV owners respond to these issues?
Guy: The industry can respond with better cooperation and long-term objectives (local, state, and national), state interaction, and improved political coordination (national policy making).  ATV users could respond by informing and educating their State and national legislative representatives.  They can participate with grass root user organizations.  Operating responsibly and taking available free and incentive training courses and avoiding certain product modifications would also be helpful.

ATVSource: Is there any attempt by any state to limit or restrict the use of ATVs?
Guy: Yes, near all in some capacity.  Also, national policy makers are actively reviewing public land access.

ATVSource: What should the industry and ATV owners do about these attempts or future attempts?
Guy: AMA, to a large extent, is organized for this purpose and mission.  They can always further emphasize the need to be properly trained, safety oriented, and respectful of the environment.  The manufacturer association (industry) must be better organized and prioritize access threats.  In addition, the SVIA/MIC is relatively unknown in the "Halls of Congress".  Historically, industry has been much focused on responding to the CPSC and compliant with Consent Decree mandates.  Although these issues remain important, the scope of industry activities must effectively address access threats, at local, state, and national levels.

ATVSource: Should ATV driver's be required to get a license or permit to operate an ATV?
Guy: License and/or permits are only effective if government enforcement can be provided.  Enforcement is a challenge for most government bodies (costly).  Therefore, emphasis on safety training and awareness is further needed from the user clubs and most importantly, dealer networks.

ATVSource: What is Can-Am doing to promote the sport of ATV?
Guy: We are presently finalizing our ATV show strategy for Can-Am ATVs.  We would like to include show participation at racing events and are presently confirming several shows throughout North America.

ATVSource: What is the worst thing about the ATV sport?
Guy: The lack of riding areas seems to be a challenge in certain cases.  At BRP, we manufacture products that can be enjoyed in many ways.  Also, it is a great way to spend time with your family and friends.  So we feel keeping access rights is extremely important.

ATVSource: How is the ATV manufacturers lack of involvement in ATV racing affecting the sport?
Guy: For sure, there was a slowdown in the sport segment development following the Consent Decree.  But I think that recent product developments, as well as greater OEM involvement in ATV racing, are definitively changing this situation for the better.  Considering our new positioning towards ATV enthusiasts, you can also expect Can-Am to participate in the Sport segment.

ATVSource: What are the difficulties in fielding an ATV racing team?
Guy: You can develop a race team and you can develop a great racing program.  But we all know that the structure of the team, logistics, and equipment issues can be complicated.  Great programs are built through constant preparation of equipment, riders and ongoing innovation.  Looking for the ideas and techniques that no one else is using, that is where the greatest challenge lies.

ATVSource: How long has Can-Am, and previously Bombardier ATV, been a part of ATV racing?
Guy: As you know, we are a fairly young ATV brand, but our involvement in racing started as soon as we offered our first Sport model, the DS 650, with which we won the 2000 Baja 2000.  The DS 650 has continued to claim many victories in the Baja and also in the prestigious Dakar Rally.  In fact, this year, we claimed the whole ATV class podium.

ATVSource: What are your plans for the 2006 Can-Am race team?
Guy: We are currently racing the Outlander 800 H.O.  EFI in GNCC and WORCS Utility classes, as well as the SCORE/ BAJA series.  As you know racing was at the heart of Can-Am success in the mid 70's and we have every intention to restore the brand to its original glory.  Just like back in the day racing is part of our R&D process.  A good example is the upcoming Can-Am Renegade, which is developed with input from Can-Am X-Team GNCC racers Mike Penland and Scott Kilby.  You can only imagine what else we are working on.

ATVSource: Have you set up any consumer clubs? If so, how does one join such a club?
Guy: We currently do not have a consumer club, but this might be something we would consider in the future.

ATVSource: Have you or will you sponsor special events for ATV owners?
Guy: Presently, we are confirming several shows throughout North-America.

ATVSource: What is being done to develop new vehicles and accessories?
Guy: We evaluate product ideas coming from a lot of different sources: internal, customers, racing, etc.  and funnel the most promising ones through our product development process.  The evaluations are done based on market and business potential, as well as on strategic considerations.

ATVSource: What future plans do you have concerning ATVs?
Guy: With the core values of our new brand name, we are geared towards the enthusiast.  These core values include power, handling, innovation, and cutting edge design.  Can-Am will not try to address each and every market segment, but rather focus on enthusiasts seeking an edge... those for whom ATVing is a passion.  We will seek to provide them with ATVs that are second to none in performance, handling and innovative design.

ATVSource: What is your background in the motorcycle/ATV industry?
Guy: Actually, my background is all in the powersports industry.  I joined BRP in 1987 as project engineer for the Ski-Doo snowmobile R&D department -- which I eventually had the pleasure of heading for a few years.  Before my current position of ATV Marketing Director, I had the chance to occupy several functions in the organization, from Engineering to Business Development to Product Planning -- for snowmobile, watercraft, ATV and sport boats.

ATVSource: What other companies did you work for prior to joining BRP?
Guy: None other... BRP hired me right out of the University.  In fact, I had worked in snowmobile R&D as an engineering student.  I guess the match was made already!

ATVSource:  Out of all the Can-Am ATVs produced, which one would you like to have in your garage and why?
Guy: I really like the power and the handling of the Can-Am Outlander 800 H.O. EFI.  My favorite is the MAX XT version simply because of its versatility.  It goes from sporty one-up to touring two-up - and back within seconds.

We would like to thank Bernard Guy, marketing director of the ATV division of Bombardier Recreational Products, for taking the time to answer our questions.  We wish Can-Am success in the ATV market and look forward to seeing some great ATVs from them.