A year and a half ago, when Polaris Industries began work on the Professional Series Workmobiles, the company asked, “How can we incorporate our recreational vehicle technology into a product suitable for the rigorous commercial market?” After conducting market studies and organizing focus groups, the commercial market answered with one particular requirement: take it slow. “Basically, contractors wanted to slow it down,” said Tony Wixo, product manager, Polaris, Medina, Minn. “They wanted to go 25 miles per hour or less. When you are carrying heavy loads, speed can basically pull a machine apart.”
Polaris had already recognized the ability to expand into the commercial market with its popular recreational vehicle features, and after tweaking features such as durability, reliability and performance, unveiled the Professional Series in February. “We saw this as an opportunity to take an existing product as pose it as an extension of the existing product, but with a completely different customer base,” Wixo said.
The Professional Series encompasses four vehicles: the all-surface loader, utility task vehicles (available in 2x4, 4x4 and 6x6), the ATV Pro and the light utility hauler. All four workmobiles offer reinforced suspension, slower speeds and an improved engine cycle to help the vehicle last longer under commercial use stresses.
Expanding into the commercial market with this series allows Polaris to explore an alternate distribution channel, Wixo noted. As a result, the company has been fine-tuning its dealer network, focusing on dealers that are committed to the growing utility vehicle market. “We’re very deliberate in our process to set up dealers, and the dealer for the product has to be the right dealer,” he said. “We are looking primarily at dealers who are dedicated to our existing product line.”
Wixo mentioned that Polaris hopes to continue growing the product line in accordance with upcoming acquisitions. “We’re going to evolve the product as we go on,” he stated.
The Professional Series takes it place as Polaris’ fifth division, joining snowmobiles, ATVs, personal watercraft and Victory Motorcycles.
The author is Assistant Editor – Internet of Lawn & Landscape magazine and can be reached at kmohn@gie.net.