Polaris 2005 Annual Report Download - page 11

2005 ANNUAL REPORT 7
Tapping experience to provide a great ride. Most
Polaris employees own at least one Polaris
vehicle. Many ride them to work and over
lunch. So it’s not surprising that employees
contribute significantly to product design.
For example, a Polaris technician who was
tired of shifting gears while doing farm work
came up with the idea of an ATV automatic
transmission. And, after one of many Victory
team rides, employees realized that a 6-speed
transmission would make our motorcycles
even more comfortable and enjoyable by
further reducing vibration and noise.
Creating new ways to keep customers engaged.
As riders, we know what it’s like to be
obsessive about powersports. There is the
anticipation that comes with researching
the latest machines, the pride in wearing
branded gear and the camaraderie of hanging
out with other enthusiasts. We deliver
Our success in delighting customers comes from our deep understanding as riders. Just like
our customers, we revel in the journey, appreciate good craftsmanship and don’t let obstacles get
in the way of a great riding experience.
A CULTURE BORNE OF WINTER WARRIORS The Polaris spirit
can be traced back to co-founder Edgar Hetteen. In 1960, Edgar was
determined to prove that his company’s new snowmobiles weren’t
just frivolous toys. After all, employees had been using them for years
to get to their remote hunting shacks. So Edgar and three friends
embarked on a 1,200-mile journey across the Alaskan wilderness to
demonstrate the vehicle’s durability.
The team traveled on 10- and 7-horsepower Polaris Sno-Travelers,
lugging 900 pounds of provisions on toboggans. They endured
minus-40 degree temperatures, thin ice, 6-foot snowdrifts and 60-mph
windstorms to complete the journey in 12 days. Their determination
paid off. The machines became so popular that Polaris began
manufacturing snowmobiles exclusively, which it did for many years
before adding ATVs in 1985.
ways to keep riders engaged in all aspects
of their favorite sport.
Our online tools make it easy for
customers to window-shop from home. Victory,
ATV and RANGER customers can even build
the machine of their dreams, right before their
eyes, with our Internet-based customization
program. In 2005, we announced a Design-
Your-Own Snowmobile contest. Response
was overwhelming and the winner’s design,
nicknamed “Ripped Metal,” will become an
exclusive 2007 graphic look. Fans can even
follow its progress on our Web site. To help
connect riders with other enthusiasts, we
offer Adventure Tours, online forums and our
Escape magazine.
Creating innovative PG&A to spark sales.
In 2004 we introduced the patented
Lock & Ride ATV attachment system and
in 2005 we reaped the rewards. Sales
EXPERIENCES THAT IGNITE PASSION
of the revolutionary, easy-to-use accessories
increased dramatically: by 45 percent in cabs,
50 percent in cargo boxes and 64 percent in
gun holders, for example. When an accessory
can be attached in seconds without any tools,
customers are more apt to buy.
Another accessory innovation resulted
in a huge sales spike in 2005. Sales of the
RANGER SpeedKey,
™which allows owners to
set the speed at which others drive their
vehicle, increased more than 250 percent
over 2004.
To meet the demand of Victory owners,
who spend an average $2,000 each on PG&A,
we expanded the Pure Victory apparel line
to over 100 items and introduced 150 new
accessories in the past two years.
•Lock & Ride
accessories, like
this ATV Glacier Plow,
can be attached in
less than one minute,
thanks to our exclusive
mounting system.