The breakthrough.
Pioneering new markets.
Meet Can-Am.
Can-Am, a brand under Bombardier Recreational Products (BRP), is a global leader in powersports vehicles, specialising in side-by-side vehicles (SSVs) and all-terrain vehicles (ATVs). Alongside its sister brands Sea-Doo and Ski-Doo, Can-Am is known for its innovation and high-performance vehicles designed for adventure. In Australia, Can-Am is exploring the recreational riding market as a key growth opportunity, aiming to expand its ecosystem and drive long-term category adoption.
The approach.
Market Development & Growth Strategy: Partnered with Capgemini to conduct a comprehensive market assessment, analysing consumer demand, regulations, growth potential, and financial modeling to determine investment viability.
Stakeholder Influence & Advocacy: Contributed to government lobbying efforts, positioning the sport as an opportunity for economic and community growth.
Land Access Expansion: Identified opportunities to expand access to riding areas, building an approach that balances rider demand with landowner needs.
Go-To-Market Planning: Designed a customer acquisition strategy, connecting riders with landowners and removing adoption barriers through education, financing, and experience-driven marketing.
Brand Activation & Community Building: Organised a nationwide industry event, bringing together media, influencers, dealers, and key stakeholders to drive awareness and advocacy for the sport.
The challenge.
In Australia, side-by-side vehicles (SSVs) are restricted from public land in most states, limiting the growth of recreational riding. Can-Am saw an opportunity to develop this market by unlocking land access, influencing government regulations, and engaging its community. To do so, Can-Am needed a structured market entry strategy, a clear go-to-market plan, and on-the-ground activations to demonstrate the potential of recreational riding and lay the foundation for long-term growth.
The results.
Unlocked the state of Queensland for a trial series of events, setting the stage to prove the model and build the case for national expansion.
Laid the foundation for category creation, providing Can-Am with a roadmap for long-term market expansion in Australia.
Secured stakeholder alignment, ensuring buy-in from government, industry partners, and dealers to support the growth of recreational riding.
Increased brand awareness and advocacy, engaging media, influencers, and dealers to promote the sport.
Accelerated market momentum, driving immediate sales uplift and positioning Can-Am as a leader in growing the recreational off-road segment.