Customer engagement, customer experience and customer advocacy insights to fuel your engagement strategy. As an overall industry, ATV and UTV OEMs have just scratched the surface of successful customer engagement; this report identifies strategic opportunities for brands to take the lead.

1. Powering
GrowthThrough
Customer
Engagement
ATV/UTV INSIGHTS REPORT

2. Introduction
Engagement Fuels Advocacy
Engagement Drives Business Growth
The Unique Opportunity for ATV/UTV
ATV/UTV Industry Spotlight
Help Customers Get More Out of Riding
Bond With Riders
Ask For and Reward Advocacy
Create Engagement that is Emotionally Rewarding
Inspire, Motivate, and Empower
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4
5
6
7
9
10
11
12
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CONTENTS
2

3. Powersports riders are a passionate
bunch. They love what they do – from
trailering out to the middle of a desert
for some thrilling trail riding to
tinkering and toying with their ride to
make it exactly theirs. Riding is a part
of who they are — a core component
of their identity.
Tap into the excitement these individuals already have.
Recognize that love, strengthen it, and bond with them.
Empower them and let them become your devoted advocates.
Ignite the flames of rider passion so they feed their enthusiasm
to others and help do the selling for you. Fuel growth through
enthusiasm.
As an overall industry, ATV/UTV OEMs have just scratched the
surface of successful customer engagement. This report
identifies wide-open strategic opportunities for OEM
brands to step up and take the lead.
3

4. CustomerEngagementCreates
MutualValueAfterTheSale
Engagement” is more than an overused marketing buzzword when practiced effectively.
Engagement is a personal connection between a consumer and a brand that is
strengthened over time, resulting in mutual value. (Rosetta Consulting)
In other words, it is going beyond the traditional “marketing funnel” – which ends when the sale is
made – to build relationships with customers in a way that creates trust and activates them as
agents and advocates of your brand.
DIALOGUE
INCENTIVIZATION
ACTIVATION
ACKNOWLEDGEMENT
AWARENESS
INTEREST
DESIRE
ACTION
Joseph Jaffe, Flip the Funnel
“
4

5. }
HigherCustomerEngagement
DrivesBusinessGrowth
We’ve all heard the 80/20 rule: 80 percent of future revenue will come from 20 percent of current
customers. (Gartner). That data point alone should be an impetus to plan how to best satisfy, engage,
reward, thrill, and mobilize that critical 20 percent in order to fuel your growth. Focusing on customer
engagement can help you move the needle on frequency of dealer visits and unit sales, brand loyalty,
future purchase intent, average spend per transaction, and overall growth rate, among other KPIs.
90
Buy
more
frequently
{ %
66
Spend
moreper
transaction
5x
Are
ENGAGED CUSTOMERS
moreloyalto
thebrand
Deliver
50higherrevenue
growth
% %
Rosetta Consulting
5

6. CompetitionisFiercefor
LimitedActiveLeisureTime
Those who work full-time manage to
watch 1.82 hours of TV on
weekdays and 3.05 hours on
weekends. Watching TV is the
leisure activity that occupies the most
time, accounting for more than half
of leisure time on average for those
age 15 and over.
(American Time Use Survey)
Powersports brands are competing for share of customers’ limited leisure time
and with their tendency to sit on the couch binge watching television.
20 18 21
32
How many hours each week
would you say you spend on
leisure activities?
(by age bracket)
Still, Americans 18-67 have an
average of about 20 hours of
leisure time per week. (Statista)
In the U.S., customers are taking the
least amount of vacation time in
nearly 40 years – almost a full week
less than compared to pre-2000
levels. (Project: Time Off)
Customerscanmaketimetogetoutandride,
witheffectivemotivationandinspiration.
18-36 years 37-48 years 49-67 years 58+ years
HOURS
HOURS
HOURS
HOURS
6

7. ATV/UTV OEMs Would Benefit From
Championing the Sport
Providing the inspiration for more people to get out riding ATVs and UTVs more often requires a
champion. And unlike other powersports, ATV/UTV has no clear national industry advocate
promoting the sport. By building on and improving the models of leaders in other powersports
segments, a smart leader in the ATV/UTV category can build experiences that more deeply engage
current customers and bring new customers into the category.
Go RVing
RVIA, a coalition of dealers, manufacturers. and campground
organizations, has been working to attract more families with
children in addition to its traditional 50+/retiree market. They invest
heavily in offline and online media – $15 million in 2015 – to drive
potential leads to their website. To fuel engagement, the site
features many real RVers talking about why they love the lifestyle.
Go RVing says: “Our efforts are designed to increase consumer
awareness about RVing and deliver bodies … we are doing just
that with 35 percent of leads identifying themselves as buyers,
41 percent as rental prospects, and 24 percent as either past or
current RV owners.”
Discover Boating
The National Marine Manufacturers’ Association’s “Stories of
Discovery” content features emotional stories of passionate
boating enthusiasts, including a celebrity ambassador, country
singer Jake Owen (who also does some work with Polaris and its
RZR ATV). In 2014, the campaign generated 3.4 million visitors to
its website, a 38 percent increase. More importantly, Discover
Boating referred 1.8 million people to manufacturer websites in
2014. Based on these published results, this program is
effectively engaging current boaters to help recruit new ones.
INDUSTRY SPOTLIGHT

8. Polaris is Actively Engaging Current Customers;
Other Brands Should Seize Similar Opportunities
Polaris owns the largest
worldwide share of the ATV
market (32% in 2013,
according to PowerSports
Business magazine) and by far
the largest share of the side-
by-side market (43%). Its
customer engagement efforts
bode well for continued
share growth.
These programs, platforms,
and experiences are great
examples of demonstrating
shared values, fueling the love
of riding, getting people riding
more, and bringing the
community of like-minded
ATV/UTV riders together.
Real-world events and
digitally-enhanced
experiences cement the
brand bond and create true
value for customers.
Camp RZR
These major events,
which feature demos,
300+ miles of trails,
and $200K+ in rider giveaways and
concerts, are exciting brand rallies for
RZR riders to gather, bond, and celebrate
their love of riding and of RZR. Polaris
says: “This will be the biggest party on
the trail to say “thank you” to all RZR
owners who have helped RZR become
what it is today.” It’s a smart
acknowledgement of the customer and
fuels their brand love and advocacy
in a big way.
ORV Trails App
This useful app helps Polaris ORV riders – as well
as snowmobile and motorcycle riders via different
app versions – with vehicle management, ride
planning, discovering trails and services, and
recording favorite routes and photos. So it’s easier
for them to get more out of their rides and to share
them with friends, making it a more collective,
higher-value experience. Polaris benefits from
more highly-engaged, active customers and a
treasure trove of real-world data on how they are
using its products, from which it can learn to
create even more value.
INDUSTRY SPOTLIGHT
Bryan Harrold

9. HelpCustomers
GetMoreOutofTheirRiding
Great product engineering and features are important; however, in 2015, these things are simply
not enough. For your customers, real value comes from use of your products. Successful use
and participation creates lasting brand-customer relationships.
Creating unique value requires creating experiences that help customers achieve their
desired results more successfully than they could achieve them by themselves. “Consumers
are more likely to value and pay for outcomes, because with outcomes, they get both the result
they care about and a sense of ownership and achievement of it.” (PwC)
ATV/UTV brands will benefit greatly from content, programs, and experiences that improve a wide
range of customer results ranging from functional ease of use to excitement and challenge to
exploration and having fun with other riders.
Shift from vehicle purchase
to customer outcomes
Convenience
of transaction
Functional
affinity
Emotional
affinity
Individual
outcome
(self-challenge)
Individual
outcome
(comparison
with others)
Collective
outcome
(interaction with
others)
Community
and social
outcome
Richer interactions – Increasing value
Features
Images
Features
Individual result
Images
Features
Individual result
Images
Features
Collective result
Individual result
Images
Features
Community result
Collective result
Individual result
Images
Features
I like this UTV This UTV is a cool brand By tracking my rides on a
portal, I can ride more and
get better
By comparing my rides
with others, I can learn,
explore more, and see
how I stack up
This company has helped
me stay in touch with my
friends who like riding and
have more fun with them
This brand can help
people appreciate the
great outdoors and have
more fun
Buying this UTV
was a nice
experience
PWC: Creating post transaction customer value: How digital technologies are reinventing value for customers after the sale
9

10. BondWithYourRiders
BasedontheValuesYouShare
Shared values are by far the strongest driver of brand loyalty. Of those consumers who said they
had a strong brand relationship, 64% cited shared values as the primary reason. (CEB)
Few brands in the ATV/UTV segment are currently speaking to shared values; it presents an
opportunity for differentiation. Do your customers know and feel what you stand for? How
could you incorporate your shared values to strengthen your customer relationships?
Polaris RZR Pledge to Ride
and National Forest Foundation
Polaris also has a Pledge to
Ride program encouraging
customers to get out riding
during the time between its
RZR camps. For every
pledge, Polaris donates $2
to benefit the National Forest
Foundation, which will help
restore the national forest system and
enhance outdoor experiences for visitors.
Harley-Davidson Riding Academy Military Offer
Harley-Davidson’s recent offer of free riding academy training to all U.S. military was a
powerful way of activating against one of the most core emotional values it shares with its
riders: freedom. Thousands of veterans have learned to ride as a result of this program;
thousands of current Harley-Davidson riders have engaged in sharing it.
a
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Mic Smith/AP Images for Harley-Davidson

11. AskForandRewardAdvocacy
Another key reason why post-purchase customer engagement matters so much: people are four
times more likely to buy when referred by a friend. And 92% of people trust referrals from
people they know. (Nielsen) So the “Flip the Funnel” approach (see page 4) drives unit sales.
Furthermore, most customers (83%) are willing to refer after a positive experience with your brand;
yet only one in three (29%) actually do. (Texas Tech) To increase your advocacy and referral rates,
you need to build a trusting relationship and then ask.
The web and social
media can be effective
channels in which to
ask for reviews and
recommendations;
however, most of
the time, they
happen in person.
In person Via social network Via email/text message Other
How exactly did you hear about the product
from who you know? (Statista)
76
Implement a referral bounty program. Ask us about our experience with the Harley-Davidson V-Twin Win
program, through which we incentivized friends of devoted Harley Owners Group members to refer friends who
ride competitive bikes. It resulted in 13,000 “hot” competitive rider leads, far beyond goals and expectations.
7 8 7
Looking for a proven way to fuel customer referrals and convert them to new sales?
{
11

12. The “typical” points-based loyalty program, like the ones that have been widely implemented in
powersports dealerships in recent years, do little to build actual loyalty. The number of these
programs in which consumers are enrolled continues to climb and as of 2015 is 13.3 programs per
member. Participation, however, is declining, with only about half (6.7) of them actively used.
(Bond 2015 Loyalty Report) Only about 25% of loyalty programs actually reward customers
for some form of engagement. And younger customers, in particular, express high levels of
negative sentiment towards “traditional” loyalty programs. (Cap Gemini)
Still, rewards and loyalty programs do matter
to customers. We advise:
Redefine the loyalty program.
Remember, it’s all about creating more value
and better riding results.
Think bigger.
H.O.G. – Harley Owners Group – is so much
more than just a “loyalty program.” Genuine
customer engagement must go way beyond
points to creating experiences that fuel
passion for riding and are worth advocating.
Be BRAVE.
Use the engagement drivers on the following
page to think about how your program can
create real emotional connection.
76
BuildaCustomer
EngagementProgramThatIs
EmotionallyRewarding
64ofconsumerssay
havingabrand
loyaltyprogramis
important{ 72ofconsumerssay
loyalcustomers
shouldbe
rewarded }% %
12

13. 13
BBelonging
Providinga
genuinesenseof
connectionand
community–
Beingpartof
something
biggerthan
oneself
RRecognition
Acknowledging
andrewarding
participationand
accomplishment
AAccess
Delivering
exclusivecontent,
experiences,and
perksavailable
fromnoother
source
VVoice
Empowering
two-way
dialoguewith
thebrandand
community
EEnrichment
Offering
inspiration,tools,
andmotivation
tohelpowners
getthemostout
oftheproducts
andactivities
theylove
While there is little doubt as to the power of customer engagement, there is also little understanding as to how
brands can engage with owners in deeply satisfying ways. The key is tapping into fundamental human needs and
emotional drivers. Our experience shows that truly compelling, effective, inspiring engagement comes from
delivering value to owners via these five core engagement drivers.
Inspire,Motivate,
andEmpower
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14. HowCanGSHelp?
GS is a customer engagement
agency for premium durable
brands. We create content,
programs, and experiences
that fuel passion, loyalty,
and profitability.
Our clients include top brands in powersports and outdoor
activities. For more than 20 years, we’ve worked hand-in-
hand with Harley-Davidson and Harley Owners Group
(H.O.G.) inspiring riders to fuel their dreams, ride more miles,
and enjoy remarkable experiences. The result is a worldwide
community of brand ambassadors who spread their
devotion, spend more on P&A and apparel, and buy more
bikes faster.
We would be pleased to share additional insights on how
greater customer engagement can increase loyalty and
profitability for your organization.
gsdesign.com
14
Chris Krasovich
Business Development Director
414.228.9666 x114
chris.krasovich@gsdesign.com

15. Powering
Growththrough
Customer
Engagement
ATV/UTV INSIGHTS REPORT
gsdesign.com