US-based all-terrain vehiclemaker Polaris to roar into India

Roudra Bhattacharya Mumbai | Updated on November 14, 2017


For Motorsport enthusiasts

With the first Indian F1 Grand Prix around the corner and the MotoGP bike championships rumoured to follow next year, the average motorsport enthusiast may also soon be able to get a bit of the rush for themselves.

Polaris Industries, maker of All Terrain Vehicles (ATVs), snowmobiles and motorcycles, is set to give a fillip to the nascent motorsports market with its entry this year. The US-based manufacturer of All Terrain Vehicles (ATVs), snowmobiles and motorcycles hopes to begin operations through a wholly-owned subsidiary by August-September.

The company has hired Mr Pankaj Dubey from Yamaha India as its new India chief, and has identified New Delhi as its local headquarters. It aims to have 10 dealerships across the country in the first year itself.

“The company is planning to start operations before Diwali, most probably around August-September. It has shortlisted 25 towns for opening its first few dealerships. Of this, 10 dealers will be finalised and announced by the end of the year,” the industry source said.

Polaris plans to import Completely Built Units of a few models, but as volumes grow it may also look at local assembly of vehicles. The initial plan is to launch two model ranges – 4X4 ATVs and ‘Ranger' off- road jeeps.

The jeep would be comparable to adventure vehicles like Mahindra Thar, though the pricing would be more premium.

However, unlike the Thar which is also a road-going jeep, these vehicles would focus on the niche market of adventure sports, rallying and off road activities.

“The company is targeting a very niche market, where it sees a huge potential in the country. Many people have large farms and the interest in off-roading has also grown of late. It will not look at very large volumes, but instead try to create a new market for ATVs,” the source said.

As the next stage of its market strategy, the company also plans to launch its motorcycles. These will be sold under the Victory and Indian brands.


Published on June 19, 2011

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