Polaris Chief Challenges Competitor CEOs to ATV Race
Polaris CEO Tom Tiller is challenging his competitors to a duel in a promotion that touts Polaris’ all-terrain vehicles as the toughest ATVs on the market.
Tiller challenges the CEOs of Honda, Yamaha, Arctic Cat, Can-Am, Kawasaki and Suzuki to ride their own ATVs against Tiller on a Polaris in a Nov. 16 competition in Las Vegas, two days before the sports’ top indoor race, the EnduroCross.
A TV spot of Tiller issuing the challenge broke last week on cable network Versus (formerly The Outdoor Network); the 30-second spot also runs as a video on banner ads online. Polaris is hammering on the message with outdoor, online and guerilla efforts targeting fans of Grand National Cross Country Racing (whose title sponsor is, ironically, Suzuki).
Flyers posted at Polaris dealerships and GNCC races spread word of the challenge with headlines like “The wingtips are off” and “Gentlemen, start your downfalls” (and the self-conscious, “There are only six guys more scared than my p.r. department.”). The Polaris team wears jerseys with The Duel logo, and hand out stickers and a CD with the campaign’s original theme song, “All You Can Eat.” Polaris also puts Tiller’s business card (hand-stamped “PolarisDuel.com” across the front of it) on the windshields of cars parked at GNCC races.
None of the CEOs have taken up the challenge as of yesterday, but they have until Oct. 20 to respond. If any agree to the duel, they’ll be racing on a track built by Pro-Motion Motorsports (which designed the EnduroCross race track) with four challenges chosen by consumers.
Fans who visit Polaris’ site vote for their favorite among the technical challenges that racers could face; the top four will be part of the Nov. 16 competition. Fans also can sign a petition sent to the CEOs urging them to ride against Tiller.
The site also hosts a Declare-A-Duel game that lets fans invent a title to duel over, then compete for the title through a virtual ride between two competitors, with the results e-mailed to both competitors. Raleigh, NC-based McKinney handles the full campaign.
“Every manufacturer claims their product is tougher than the competition’s,” Tiller said in a statement. “Polaris ATVs are made by people who ride. This passion for power sports starts with me, and I’m ready to prove Polaris really does build the world’s toughest ATVs.”
Medina, MN-based Polaris needs a jumpstart: Sales are down 10% to $1.2 billion for the nine months ended Sept. 30 (and down 10% to $490 million for third quarter). The demand for ATVs is shrinking, so dealers are cutting inventory, pushing Polaris’ production down. Polaris is countering that with aggressive promotional spending, including price cuts, and a boost in marketing.
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