All-terrain Vehicle Market

[294 Pages Report] The all-terrain vehicle market value is projected to grow to USD 3.7 billion by 2028 from USD 3.2 billion in 2023, at a CAGR of 3.0% during the forecast period. ATVs are used in multiple applications such as sports, agriculture, military & defense, construction, etc. Key driving factors for the market include increasing recreational activities, growing usage of ATVs in agriculture and defense, and increased purchasing power and spending capacity of individuals. Product launches and increasing players' market share, such as Polaris Inc. (US), Textron Inc. (US) Honda (Japan) etc., are expected to drive the ATV market. Thus, looking at the abovementioned factors, the ATV market is expected to boost globally during the forecast period.

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Market Dynamics

DRIVER: Increased demand for recreational activities, agriculture, and military operations.

ATVs were earlier endorsed and traded as leisure vehicles designed to deliver thrilling experiences to the rider. However, it was soon realized that ATVs are useful machines to travel through zones inaccessible by trucks, four-wheel drives, or other vehicles. Gradually, ATVs became popular with their many applications in agriculture, such as inspecting crops and livestock, applying fertilizers and chemicals, repairing irrigation systems and pipelines, supervising field crews, and transporting materials. Today, ATVs are found in all types of farms, orchards, nurseries, and forests.

John Deere, a major agricultural and farm equipment manufacturer, recently launched UTV models for farming applications. The company plans to update its various utility vehicles for farming purposes owing to the higher demand for such vehicles by customers working in the agriculture sector for multiple applications. In July 2022, John Deere introduced its AutoTrac-assisted steering system for its Gator Utility Vehicles. The AutoTrac-assisted steering system was created to help operators be more productive and less tired. This system ensures that the vehicle maintains consistency and precise accuracy while moving through the field, allowing for efficient and reliable performance. This AutoTrack Steering system comes in models such as XUV835M HVAC, XUV835R, XUV835R Signature Edition, XUV865M HVAC, XUV865R, and the XUV865R Signature Edition. Other players like BRP’s Outlander, Outlander Pro, Commander, Suzuki KingQuad, Polaris Sportsman Series, Honda TRX420 Fourtrax, etc., also have an extensive portfolio of ATVs for farming use worldwide.

RESTRAINTS: High accident rates and subsequent regulations may hamper the ATV demand.

Ensuring the safety of passengers and vehicles is a top priority for both buyers and original equipment manufacturers (OEMs). Worldwide regulatory authorities are actively working towards enhancing vehicle safety. It is crucial for drivers to remain attentive to the speed, navigation, and other ATV-related data. Failure to do so can result in significant accidents. One common type of accident occurs when the ATV flips or rolls over, which can cause the driver and passenger to be thrown from the vehicle or trapped underneath it. Despite a widespread misconception, ATVs are generally not designed to carry passengers at the rear. Doing so significantly increases the risk of accidents for both the passengers and the vehicle operator.

ATVs do not require much balancing, but these vehicles do not have safety features such as seat belts. Therefore, when brakes are applied at high speed, the chances of the rider falling or getting thrown out of the vehicle are high. These accidents can cause major head and spinal cord injuries that may lead to death.

According to the Canadian Association of Road Safety Professionals, an average of 100 Canadians lose their lives every year, and over 2,000 individuals require hospitalization due to injuries caused by all-terrain vehicles (ATVs). In these recent deaths and many quad fatalities in Canada, the common theme is death due to vehicle rollover. Considering the high number of injuries and fatal incidents has raised regional authorities' attention toward an emphasis on enforcing laws related to ATV safety. Thus, governments worldwide may impose strict safety and security regulations to avoid fatal accidents, which may hamper the demand for ATVs.

OPPORTUNITIES: Positive outlook toward electric ATVs will create new opportunities.

The ‘UN-Habitat’ global report claims that cities account for 70% of greenhouse emissions and energy consumption worldwide. With such alarming environmental threats, most automotive manufacturers have been looking to introduce fuel-efficient and emission-free models in the coming years. The adoption of technologies related to electric ATVs has been increasing among manufacturers. Leading markets for electric ATVs, such as China, the US, and Germany, are investing heavily in R&D infrastructure for off-road vehicles. Since there is a lot of pressure on OEMs, mainly due to new regulations implemented by countries worldwide to reduce their greenhouse gas emissions, most of the investments are likely to go towards developing electric-powered vehicles. The same applies to the ATV market as well.

In 2021, Polaris launched its EV ATV, a Ranger XP Kinetic model developed in collaboration with Zero Motorcycles. It has a 14.9kWH battery and can travel 45 miles on a single full charge. Polaris also partnered with Qmerit, a provider of residential EV charging infrastructure. Further, companies such as Ecocharger, Powerland, evoletIndia, and DRR USA focus on developing ATVs and Side-by-side vehicles for applications such as agriculture, sports, and recreational activities.

In the UK, Ecocharger, an all-electric ATV manufacturer, offers models primarily driven by lead-acid or lithium-ion batteries. With a strong presence in Europe, the company plans to expand its dealerships across southern and central Europe. This indicates customers are demanding more electric ATVs due to climate consciousness or to comply with regulations. Electric ATVs are set to have a growing market share in the future. Few other manufacturers are also starting to produce electric ATVs. Components such as batteries becoming cheaper would also make these ATVs more accessible. Planet-conscious customers and increased GHG regulations across the globe will drive the adoption of electrification in the ATV industry. It is not only an opportunity but also imperative for OEMs to become early movers and capture the EV ATV market share in the near future.

CHALLENGES: Trade barriers across different regions & high cost of ATVs.

The trade barriers between the US and China have had a negative impact on the economies of both countries, causing a slowdown. China has imposed various export restrictions on the US for key raw materials, utilizing its position as a major producer. This situation affects the cost of ATVs, as the US, China, and the EU are the largest markets for ATV exports globally. High tariffs and currency exchange rate differences between these regions contribute to increased costs. Furthermore, the emergence of electric ATVs has compelled OEMs to invest more in their development, leading to higher prices as they aim to recover their investments. The prices of ATV models vary based on desired features, with more features increasing manufacturing costs and ultimately affecting consumer buying behavior.

All-Terrain Vehicle Market Ecosystem:

The ecosystem analysis highlights various players in the all-terrain vehicle market ecosystem, which is primarily represented by ATV OEMs, component manufacturers (tier I), tier I tire manufacturers, and dealers and distributors.

All-Terrain Vehicle manufacturers

• ATV manufacturers are responsible for creating, designing, and manufacturing ATVs. They dedicate resources to research and development in order to enhance ATV performance, safety features, and fuel efficiency. Some well-known ATV manufacturers include Polaris Inc., Yamaha Motor Corporation, Honda Motor Co., Ltd., Arctic Cat Inc., and CF Moto.

Raw Material/Component Suppliers:

• Raw material suppliers are responsible for providing the necessary components, parts, and raw materials needed for manufacturing ATVs. Their role is vital in ensuring that manufacturers have access to high-quality components to meet their production requirements.

Government and Regulatory Authorities:

• Government bodies and regulatory authorities create and enforce rules regarding the manufacturing of ATVs, safety standards, emissions control, and registration procedures. These regulations aim to promote the safe and responsible usage of ATVs while also safeguarding the environment.

DealerS and Distributors:

• Dealers and distributors serve as middlemen between ATV manufacturers and customers. They buy ATVs from manufacturers and then sell them either to retail stores or directly to consumers. Additionally, dealers offer post-purchase services like maintenance and repair.

Service and Repair Centers:

• Service and repair centers focus on the upkeep, servicing, and fixing of ATVs. Their primary role is to ensure that ATVs have a long lifespan and perform at their best. These centers can either be authorized by ATV manufacturers or operate as independent businesses.

End USers

• End users are key participants in the ATV market ecosystem. They are the individuals who buy and use ATVs for a wide range of purposes, including recreation, utility work, sports, or transportation.

4WD ATVs are estimated to be the largest market during the forecast period.

By Drive type, 4WD drive holds the largest market share in the global all-terrain vehicle market trends, whereas AWD ATV is expected to grow fastest during the forecast period. The key growth factor for AWD ATVs is the growing deployment of advanced technologies to make ATVs more practical for sports, agriculture, and military applications. AWD provides benefits such as a continuous power supply to all four wheels, so the rider doesn't have to switch on or off the 4WD mode. It offers better holdback when driving downhill, is less likely to flip while uphill, and has better traction in slippery riding conditions. This is especially advantageous when rapid and smooth power transfer to all wheels is essential, like when the traction suddenly changes or when navigating unpredictable off-road terrain.

Further, 4WD ATVs are also helpful for utility activities such as farming due to their superior control capability and performance in various terrains. These ATVs are specifically designed to provide efficient pulling power, making them ideal for tasks like crop and livestock inspections, application of fertilizers and chemicals, timber marking, dirt moving, and material transportation. Their capabilities in these utility activities stem from their enhanced traction and stability, allowing farmers to navigate challenging terrains easily. With all of these advantages offered by ATVs with 4WD, this market is anticipated to remain predominant in the global market during the forecast period.

Military & Defense application is projected to grow at the fastest-growing segment in the all-terrain vehicles market.

ATVs have been growing in popularity in military and defense applications across different parts of the world in recent years. Distinct benefits such as sheer enhanced mobility, versatility, responsiveness, and capability needed in various military operations, from tactical missions to base support, have widened its scope of use in different military operations and applications. Defense and military bodies of several countries are planning to procure ATVs to extend their vehicle portfolio. For instance, in January 2023, Indian Army procured an extremely mobile and versatile Polaris MRZR 4 all-terrain vehicle. These ATVs can be used for various operations and even in challenging terrain. Earlier in 2022, The Ministry of Defense of India intended plans to acquire 250 All-Terrain Vehicles (ATVs) through the Fast Track Procedure (FTP) under the Buy (Indian) category.

Additionally,  in September 2021, The US Army procured the light combat tactical all-terrain vehicle (L-ATV), which Oshkosh Defense designed as part of the Joint Light Tactical Vehicle (JLTV) program. Also, multiple NATO countries are operating all-terrain vehicles that can stand on cold and icy surfaces, which can be helpful during the present Russia-Ukraine war situation in the European region. Thus, demand for ATVs is anticipated to grow in military operations due to increased government spending on mobility solutions for rugged and difficult terrains.

“North America to be the largest market for all-terrain vehicles during the forecast period.”

North America will lead the all-terrain vehicle market during the forecast period. The North American all-terrain vehicle industry is one of the most advanced industries globally, contributing more than 50% of global demand. The US is the leading market in the region due to the increasing usage of ATVs in sports and outdoor events as well as growing use in agriculture and military & defense applications. According to Yamaha Factbook 2022, the US market accounts for over 50% of the global ATV demand. Further, the US and Canada together accounted for around 75% of the total all-terrain vehicle production in the region in 2022. The demand for ATVs has witnessed a significant rise in this region. The market growth is attributed to consumers' higher inclination towards outdoor recreational activities in the US and Canada. North American countries have long unpaved terrains of mountain trails, flat surfaces, and sandy locations. These vehicles are used for recreational and sports activities and utility purposes in agriculture, farmlands, and hunting & forestry. Polaris dominates the North American ATV market along with other established players such as Textron, BRP, Honda, Yamaha, and John Deere.

Key Market Players & Startups

The all-terrain vehicle market is dominated by players such as Polaris Inc. (US), BRP (Canada), Honda Motor Co., Ltd (Japan), Textron Inc. (US), Yamaha Motor Corporation (Japan), Kawasaki Heavy Industries Ltd (Japan), Suzuki Motor Corporation (Japan), CFMoto (China), and Kymco (Taiwan). These companies offer advanced ATVs and have strong distribution networks at the global level. These companies have adopted comprehensive expansion strategies; and undertaken collaborations, partnerships, and mergers & acquisitions to gain traction in the growing market for all-terrain vehicle market forecast.

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Scope of the Report

The study categorizes the all-terrain vehicle market based on By type, drive type, Application, seating capacity, engine capacity, number of wheels, fuel type, side-by-side vehicle by region, and region.

By Type

• Sports
• Utility

By Drive Type

• 2WD
• 4WD
• AWD

By Application

• Sports
• Agricultutre
• Entertainment
• Military and Defense
• Others

By Seating Capacity

• One Seat
• ≥Two Seat

By Engine Capacity

• <400 cc
• 400-800 cc
• >800 cc

By Number of Wheels

• Four Wheel
• >Four Wheel

By Fuel Type

• Gasoline
• Electric

Side-by-side vehicle, by region

• Asia Oceania
• Europe
• North America

By Region

• Asia Oceania
• Europe
• North America
• Rest of the World

Recent Developments

• In May 2023, Polaris Inc. introduced the 2024 XPEDITION XP and ADV models, establishing a brand-new category known as"Adventure side-by-sides." These innovative vehicles blend the off-road prowess of traditional side-by-sides with the comfort and cargo capacity typically associated with top-tier overlanding experiences.
• In March 2023, Polaris Inc. introduced the RZR Pro R Factory, a UTV designed exclusively for competitive racing. This purpose-built vehicle has been meticulously engineered to excel in the challenging conditions of open desert racing.
• In March 2023, Polaris Inc. launched the latest iteration of their highly popular sport side-by-side, the RZR XP, marking a significant leap forward in the industry. The 2024 RZR XP has been completely redesigned, aiming to set a new benchmark for sport side-by-side by offering unparalleled durability, comfort, and performance. This next-generation model raises the bar, elevating the standards for the entire industry.
• In August 2022, Yamaha Motor Corporation introduced its off-road ATVs and Side-by-Side (SxS) vehicles for the 2023 model year. These vehicles are precisely designed, rigorously tested, and expertly crafted to offer all off-road enthusiasts’ exceptional capability, comfort, and confidence. Whether tackling tough ranch work or embarking on thrilling expeditions across challenging terrains, Yamaha surpasses customer expectations by delivering products that meet and exceed industry standards.
• In January 2022, John Deere unveiled the XUV835R Signature Edition Gator Utility Vehicle and the XUV865R Signature Edition Gator Utility Vehicle, both equipped with premium, automotive-inspired features. These additions elevate John Deere's lineup of utility vehicles, offering enhanced features and capabilities to meet the needs of its customers.
• In September 2021, Suzuki Motor Corporation introduced its KingQuad ATV product line. These KingQuad ATVs are known for their exceptional engineering and sturdy construction. Suzuki’s KingQuad ATVs have a 722 CC engine capacity with power steering. The 2023 KingQuad 750AXi Power Steering SE+ helps tackle challenging terrain with the capabilities that only a KingQuad possesses.
• In October 2021, Polaris acquired a manufacturing facility in Monticello, which has enhanced its capabilities by adding in-house die-casting capabilities. This acquisition has made the facility vertically integrated, resulting in improved product quality and production efficiency.
• In August 2021, Textron has unveiled the Alterra EPS 600, a new ATV model featuring a redesigned chassis and electronic power steering (EPS). The ATV's dashboard includes a Garmin GPS screen for easy tracking of location, music, and other group members. Additionally, the innovative design of the ATV helps to keep the rider protected from engine heat.
• In July 2021, Polaris has unveiled its inaugural electric drive train series, which is equipped with a 110HP electric motor delivering 1401b-ft of torque. The lineup offers customers three different drive modes and boasts an impressive 80-mile range on a single charge. Additionally, the vehicle is designed to support fast charging for its battery pack.
• In June 2021, Kawasaki has introduced the BRUTE FORCE 750 4x4i, a powerful off-road vehicle equipped with a fuel-injected 749cc V-twin engine, ensuring exceptional performance during outdoor expeditions. It offers features such as front differential lock, selectable drive modes, and continuous variable transmission (CVT) to enhance traction and overall performance. With a towing capacity of 1,250 pounds, independent suspension, and a double-cradle steel-tube frame, the vehicle delivers excellent straight-line tracking and responsive handling.
• In September 2021, Yamaha has developed the Grizzly 90 specifically for young ATV riders aged ten and above. This sports model is equipped with a low-maintenance 90cc engine that utilizes air-cooling and wet-sump lubrication. The vehicle also features a CVT (continuously variable transmission) for improved transmission efficiency.
• In March 2021, Honda has launched a new model with an overhead valve (OHV) longitudinally mounted engine that enhances power transfer efficiency. The vehicle offers manual clutch actuation, allowing riders to have a more interactive experience. With an air-cooled 229cc engine and independent double-wishbone front suspension, it provides a smooth and comfortable ride. Additionally, the vehicle is equipped with the innovative Honda SportClutch technology.

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