By Chris Officer
Associate Editor
It may have been last‑minute, but it was an opportunity I couldn’t pass up.
When the media team at Yamaha reached out to PSB at the eleventh hour about an off‑road media ride up to Crown King, Arizona, they didn’t really give me any time to think, so I just responded with an “absolutely.”
Being relatively new to the powersports industry, I thought this would be the perfect chance to cut my teeth and experience a true off‑road excursion on a high‑performance machine. The vehicle? The Yamaha Wolverine RMAX 1000 range.
The Bradshaw Mountains can get cold in December, and Yamaha wanted media to experience firsthand the RMAX 1000 furnished with its winter accessories: soft upper door windows and hard cab door weather enclosures; front and tip‑up windshields; sliding glass rear windows; and cab heater kit.
Unfortunately, looking at the weather report that morning when we reached our staging area, it would be an abnormally warm day of riding — about 65 degrees. Nevertheless, we packed up and got in our fully enclosed cabs and hit the trail.
To tackle the 30‑mile ascent up to Crown King, I jumped into the RMAX4 1000, equipped with front and back windshields and hard‑cab door kits. The fully enclosed cab, coupled with the four seats and automotive‑style interior finish, instantly made the side‑by‑side feel like a small truck. After getting situated with the controls and different driving styles, we started our ride.
Powering the RMAX is an 847‑cc twin‑cylinder engine. As an amateur off‑roader, I kept things simple to start. EPS standard, suspension on medium setting, with D‑mode on Trail. These settings produced a relaxed ride all the way up the first 30-mile leg.
Traveling at an incline through a mix of smooth and rocky terrain, the vehicle’s power and capability were present without feeling threatened by the machine taking over — I felt in complete control. The power delivery felt smooth, and the exceptional engine braking let me slow down to take sharp turns by just letting off the gas.
The first hour or so was smooth sailing, and I felt comfortable, despite being the first time doing anything like this. The fully enclosed RMAX4 got a little warm in the near‑70‑degree temperature. But cracking the window and sliding open the rear glass window let air circulate, and I was able to feel some of that Arizona mountain wind.
Then came our first pit stop. The side‑by‑sides started to line up as we approached a daunting part of the trail — a 50‑yard rock crawl up a steep incline littered with large boulders and deep crevices. We got out to access and make a game plan. I had the option to let a more experienced driver take my machine up the difficult terrain. And my initial thought was maybe that was the safer bet — no need to hold up the group with failed attempts. However, the RMAX made me feel at ease up until this point, and I felt confident enough to take on the difficult section.
With the help of the Yamaha team, we picked a line for the vehicle to navigate safely, and talked about the necessary driving adjustments: Low gear, ride mode on Crawl, and four‑wheel drive switched to differential lock — which was the difference‑maker, considering all four wheels were rarely touching the ground simultaneously.
I stayed slow, kept true to the line we committed to, and slowly but surely, the RMAX had no problems going up the steep stretch — even with me behind the wheel. And, for a split second, the vehicle tricked me into thinking I knew what I was doing.
The added accessories also helped with my assurance. The front and rearview cameras gave me extra visibility, while the front bash plate and rock slider kit left little apprehension of attacking the terrain.
After eating lunch at about 6,000 feet, we did some interviews, took some action shots, and made our way back down to our staging site. For the descent down, I switched out of the RMAX4 1000 hard cab and into the RMAX2 1000 with soft upper door windows and the tip‑up windshield.
With the RMAX2, I fully opened the front windshield and ditched the soft windows, which were easily removed and stored in the rear cargo box. Opening the cab gave me a whole different driving experience, one where I was able to truly feel the elements — wind, dust, and water. I also switched my power delivery from Trail to Sport. A quicker throttle response, coupled with the open cab, made the second half of the ride feel faster, leading to a more exhilarating, adrenaline‑boosting and overall sportier experience versus the more luxurious aspects of the enclosed RMAX4.
It was fast‑paced the whole way through when making our way down Crow King, and before I knew it, we were back to our staging area — I guess time really does fly when you’re having fun.
Overall, I left Crown King realizing what the RMAX 1000 was capable of. Never once did I feel in over my head, and I attribute much of that confidence to the vehicle’s performance under an array of diverse terrain. The adjustable drive modes, EPS, and shock settings allowed me to tinker around and find what was comfortable. As far as accessories, the weather enclosures are a must for year‑round riding, especially in four‑season states. I also appreciated the added protection of the rock sliders and bash plate, which allowed more aggressive driving.
The Wolverine RMAX 1000 range handled the Crown King mountain terrain with no problem — even making this amateur feel like I knew what I was doing. And the added OEM accessories provide that extra comfort and security that really made for a great experience. And isn’t that what it’s all about — great experiences for your customer? It seems that every OEM is building fully enclosed, HVAC-equipped side‑by‑sides, so they obviously see a demand — especially with more states giving these vehicles street access. Now they have built them — the RMAX 1000 has a heating kit available, but not air conditioning — will the customers step up to buy them in 2026? We know Yamaha does its homework, so look for the RMAX 1000 to hit the sweet spot in the market.
Soft upper door windows: MSRP $1,499-$2,699
Hard cab front doors: MSRP $3,369
Hard cab rear doors: MSRP $3,999
Glass front windshield: MSRP $1,413
Tip‑up windshield: MSRP $1,1999
Sliding rear window: MSRP $829-$899
Cab Heater: MSRP $1,299
Front/Rear camera: MSRP $169-$199
Side view mirrors (with mounts): MSRP $372
LED light bar: MSRP $739
Front bash plate: MSRP $244
Rock Sliders: MSRP $439-$799
Bed Rack: MSRP $899
Rear cargo box: $579
Expanding inventories, decaying consumer confidence promote uncertainty
By Power Products Marketing
Contributor
Editor’s note: This article is from the 2025 Market Data Book, which will be available to download in late January.
The North American side-by-side, or UTV, market in 2024 dropped in volume just over -7% to nearly 520,000 units following +2% growth in 2023 and a combined downturn of -18% in the two prior years, according to research performed by Minneapolis‑based research firm Power Products Marketing (PPM), which keeps an eye on the market, producing an annual database and associated report that define trends.
Initially a vehicle delegated to commercial uses — such as industrial, construction, and turf maintenance — UTVs found favor with consumer users as it was realized manufacturers were bringing vehicles to market that could offer off‑road adventure in relative comfort with golf car‑like operational ease. Offerings like the Kawasaki Mule were certainly capable for light trail duty, but their designs proved overtly industrial when compared with the first major sport‑oriented models to make an impact on consumer purchase decisions — the Yamaha Rhino and, later, the Polaris RZR.
Based upon PPM analysis, Polaris continued to lead the market last year, followed distantly by Can‑Am, Kawasaki, Honda and Deere. The remaining top‑ten purveyors of UTVs included Kubota, CFMOTO, Yamaha, Club Car and EZGO/Cushman.
Of the 10 best‑selling UTVs in 2024, five were Polaris models that together accounted for 9.5% of the total market volume. Those five Polaris machines were joined in the top‑10 by the best‑selling Can‑Am Defender MAX Ltd. HD10 w/Cab, Deere XUV 835 series, Can‑Am Defender Ltd. HD10 w/Cab, Kubota RTV‑X1140 W and Kubota RTV‑X1100 C/CW. All 10 vehicles together accounted for over 106,500 units, or approx. 20.5% of the total market volume.
PPM splits UTVs into six distinct product categories, including Electric Utility Vehicles (EUV), Pure Utility Vehicles (PUV), Recreational Utility Vehicles (RUV), Sport Recreational Vehicles (SRV), Super Sport Vehicles (SSV) and Utility Crossover Vehicles (UCV).
EUVs are speed‑governed at 25 mph and under, offer a large cargo area, two- and four‑passenger seating, can be either 2WD or 4WD, and are very popular at golf courses, estates and gated communities, hunting trips, and in industrial plants and warehouses.
PUVs are speed‑governed at 35 mph and under, offer a large cargo area, often lack independent rear suspension, feature 2WD or 4WD, feature bench or bucket seats for two- or four‑passengers, carb as well as FI and EFI, and include all diesels.
RUVs feature speeds of 42‑55 mph, sportier styling and a smaller cargo area than UCVs, feature independent rear suspension, FI and EFI, two- and four‑passenger options, bucket seats and 4WD.
SRVs feature speeds of 52‑70 mph, sporty styling yet more cargo area than an SSV, typically with large displacement engines 800cc and over, independent rear suspension, EFI, two- and four‑passengers, bucket seats and 4WD.
SSVs exceed 70mph, offer performance styling with a limited cargo area, and typically feature large displacement engines 800cc and over, independent rear suspension, EFI, two- and four‑passengers, bucket seats, superior handling and suspension and 4WD.
According to PPM research, UCVs are responsible for 48% of the North American UTV market, PUVs account for 15.5%, SSVs hold 14.5% of the market and RUVs maintain a 10% share. SRVs slide in with 5.5% of the market while EUVs hold a 4.5% share.
PPM also splits its findings between consumer applications, commercial applications and — to a much smaller extent — government applications.
Whereas in 2000 the ratio between consumer and commercial applications was approximately 40/60 respectively, there has since been a significant shift to consumer models accounting for the majority of units moved. Of the nearly 520,000 UTVs retailed in North America in 2024, PPM found consumer applications likely accounted for over 85% of sales while commercial applications looked to be responsible for just over 10% of the total, with government applications accounting for nearly 1%.
Each year as part of PPM’s dealer survey, retailers are asked to segment their sales into 10 different categories within each of the three applications — consumer, commercial and government.
For instance, consumer uses include recreational use, farming/ranching, estate use, residential/homestead use, and hunting; commercial uses include industrial, golf, other turf and commercial non‑turf; and government uses represent more than 60 different Federal agencies in the U.S.
Within the consumer application, survey results show recreational use was the largest category in 2024, accounting for 31% of the total market. This was followed by farmers/ranchers (29% market share), estate use (10.5%), hunters (9%) and residential/homestead use (8.5%).
Within the commercial application, results show Industrial use accounted for 5.5% of the total market, followed by other turf (3%), golf (nearly 2%) and commercial non‑turf (less than 1%).
When you think of the UTV market, you’re likely to visualize models supplied by big‑name brands and sold by a brand‑dedicated network of brick‑and‑mortar dealers.
However, there is another layer to the market that’s often overlooked — the non‑traditional‑brand powersports vehicle market. These include units mostly sourced from China and sold not only by brick and motor dealers, but also via big‑box outlets, the online marketplace and independent retailers.
And guess what? PPM finds sales have also been strong for many of these second‑tier brands.
While Covid‑associated supply‑chain issues haunted numerous established brands, manufacturing and shipping woes didn’t seem to impact many of the off‑shore brands that ultimately had them experience a surge in sales, as container after container filled with vehicles continued to arrive unabated at U.S. ports by mostly Chinese importers shipped to their U.S. distributors.
In 2021, for the first time, the top 10 purveyors of UTVs — brands like Polaris, Can‑Am, Kawasaki and Honda — were joined by lesser‑known names, including Hisun and CFMOTO. Also experiencing remarkable growth were importers/distributors like BMS Motorsports, Coleman and Massimo.
For 2024, CFMOTO was the lone second‑tier brand within the top 10 most‑sold brands.
How, and why?
While CFMOTO has focused on growing a traditional dealer network, PPM believes past growth in a few of the other brands correlates with their availability at big‑box retailers, which have in recent years become a major outlet for lower‑cost vehicles that couldn’t be found at traditional multi‑line powersports dealerships.
An often overlooked segment of the market is that supplied by big‑box retailers, the top three being Lowe’s, Home Depot and Tractor Supply. But others such as Rural King, Atwoods, Walmart, Cabela’s, Tracker Off‑Road (Bass Pro) and other on‑line retailers are also notable suppliers.
According to PPM analysis, UTV retail sales from non‑traditional‑brand suppliers through big‑box retail locations has grown substantially, from what had been an average of 5‑10,000 units 10 years ago to 20,000 units in 2020, 43,000 units in 2021 and 42,000 units in 2022. In 2023 sales dropped significantly back to 25,500 as the post-Covid bubble seems to have subsided, and in 2024 sales slid further to 19,040 units or 3.5% of total market volume. As with the customers of leading brands, the price‑conscious consumers of these second‑tier brands were also ultimately impacted by both persistent high interest rates and inflation.
Home Depot retails multiple models sourced from Hisun; Lowe’s retails product from Hisun, Kandi America and Massimo; Tractor Supply stocks multiple models of BMS Motorsports, Bighorn Powersports and Massimo; and Rural King offers product from Hisun and Kandi America.
The neighborhood electric vehicle (NEV) market, which includes street‑legal electric golf cars modified to serve as personal transport vehicles (PTVs) limited to between 15 and 19 mph, and low‑speed Vehicles (LSVs) limited to 20 to 24 mph, is another segment that has grown in recent years, although a separate market altogether from UTVs.
Demand for UTVs was high during the height of the Covid‑19 pandemic, and with inventories low, PPM reported that some consumers searching for hard‑to‑find lower‑cost UTV models instead opted for the purchase of NEVs, outfitting them with lift kits and off‑road wheel/tire sets. The segment has also benefited from an aging population seeking an alternative form of transportation within their communities.
NEV sales for 2024 totaled an estimated 262,000 new units, down -5.2% from 276,500 units in 2023, which was down -5.4% from an all‑time high of 292,000 units sold in 2022. Also important to note is that another 60,000‑70,000 used golf carts on average are reconditioned and upgraded to PTV and LSV speed ratings each year and sold into the consumer market, mostly to retirement communities but also local areas where these vehicles are sanctioned on 35 mph roads, according to certain state regulations.
While leading companies in the golf car market — E‑Z‑Go, Club Car and Yamaha — play a key role in NEV production, here too we find non‑traditional brands marketed by importers/distributors making waves in the market with product sourced from China. Among the leading newcomers are brands like EVolution Electric Vehicles, ICON EV, Denago, Bintelli and newcomer Kandi America, each of which has been making great strides in market share.
Up until 2021, nearly all the NEV volume was going through Golf/Golf Accessory dealerships. With the rapid growth of the market in the last four years, PPM estimates that perhaps 20%‑30% of the NEV sales increase went through powersports dealerships and other independents like marine and RV retailers.
Dealer inventories have become more manageable, though higher interest rates and inflation are raising purchase costs. With consumer confidence teetering, what’s next?
Given the external forces shaping the economy, PPM projects 2025 North American retail UTV sales to be essentially flat with 2024, based off the research firm’s Monthly Tracking report for U.S. UTV retail sales. Whereas the 2025 calendar year started out slow versus 2024 through April, down -6%, sales picked up between May through August 5% and it was appearing that the market might end up in the plus 3% range for the year. However, September and October were disappointing months, both slumping about flat compared to 2024 with year‑to‑date October 2025 slightly down, less than -1%, versus the 10‑month 2024 retail. We project November and December to offset each, with November down and December up and 2025 to end the year at about flat to perhaps up less than 1%.
Power Products Marketing (PPM), a Minneapolis‑based research firm, has curated its powersports retail sales data for more than 20 years. PPM provides detailed market share data and research services to the global power equipment industry.
Just months after showcasing a range of product innovations across its off‑road portfolio at Club BRP in Boston, Can‑Am just announced a new package of the popular Defender and a new color for the Outlander Electric.
The new Defender DPS CAB HD10 comes with a heating, venting, and air‑conditioning climate system. It is available in three‑seat ($23,999) and Max six‑seat ($27,299) configurations — bringing even more options to the fast-growing HVAC‑equipped side‑by‑side category. Meanwhile, the new Dark Wildland Camo Outlander Electric, starting at $13,599, delivers a reliable machine tailored for the hunting and outdoor community.
With a lineup already designed for farmers, ranchers, and off‑road enthusiasts, the new Defender DPS CAB HD10 with HVAC package brings performance and reliability to even more riders, thanks to a lower price point. It comes equipped with a full cab, HVAC‑equipped, a Rotax HD10 powertrain, CVT transmission, and a robust chassis.
Can‑Am is also introducing a new Dark Wildland Camo colorway for its 2026 Outlander Electric. The ATV produces 47 horsepower and 53 lb‑ft of torque, with a claimed range of 50 miles in ideal conditions. Designed with hunters in mind, this new option enhances concealment in natural environments, making it an ideal companion for tracking game, navigating dense trails, and giving hunters a more natural and quiet hunting experience.
“We’re committed to making adventure and utility more accessible to riders everywhere,” says Jeremi Doyon‑Roch, marketing director at Can‑Am Off‑Road. “Our new Can‑Am Defender DPS CAB HD10 with HVAC package means more people can experience the durability and versatility that’s made it the most unstoppable workhorse in the field. And with the introduction of our new Dark Wildland Camo colorway for the Outlander Electric, hunters can now be better equipped than ever before to pursue game in the backcountry.”
The Defender DPS CAB HD10 with HVAC and the Dark Wildland Camo Outlander Electric coloration will be available at select Can‑Am dealers in early 2026.
Toyota rolled into the 2025 SEMA Show with a surprise: the Scion 01 Concept, a bold, hybrid‑powered side‑by‑side that revives the Scion name as a playground for experimentation and next‑gen performance ideas.
Developed by Toyota’s North American engineering team, the Scion 01 packs a high‑output turbocharged four‑cylinder hybrid engine drawn from Toyota’s truck lineup. The setup delivers more than 300 hp and includes a Silent Mode for low‑speed, EV‑only trail running.
According to Don Federico, chief engineer and vice president of vehicle performance development, the concept blends Toyota’s performance know‑how with the passions of its off‑road engineering community — aiming to show how Toyota’s capability can live in new spaces.
“The Scion 01 Concept is about taking what we do best at Toyota and blending it with the passions that drive us. It’s the intersection of advanced performance and our deep enthusiasm for adventure. By bringing those worlds together in a side‑by‑side format, we’re exploring how Toyota performance can live in entirely new spaces — and inspire a new generation of enthusiasts to get out and go,” explains Federico.
Purpose‑built for high‑speed dunes, tight trails, and technical rock crawling, the Scion 01 features long‑travel suspension, a balanced track width, and a compact footprint. Toyota also built a first‑of‑its‑kind FIA‑compliant cage that meets SCORE and FIA racing standards.
Styled by Toyota’s CALTY design team, the concept integrates Toyota driveline, suspension, and brake components for durability in extreme conditions.
The Scion 01 is strictly a concept and not slated for production, but Toyota is using it to demonstrate how hybrid tech can elevate performance and adventure while supporting its broader sustainability goals.
Despite the buzz around the Scion 01 Concept, Toyota isn’t signaling a move into the powersports market. The company describes the project as an engineering experiment, not a production program, and confirms the vehicle isn’t for sale. Although, rumors have been rampant that the company is considering a production version of the UTV.
The concept reflects Toyota engineers’ passion for off‑roading and showcases how hybrid performance tech could translate into new environments. But there’s no announcement, roadmap, or indication that Toyota plans to launch a side‑by‑side or broader powersports lineup.
Bottom line: The Scion 01 is a creative design study, not a preview of Toyota entering the SxS market. Dealers should view it as a tech and design showcase rather than a future competitor.
Powersports and electric vehicle manufacturer Massimo Group announced plans to introduce the Sentinel 1500, a next‑generation UTV featuring a fully enclosed factory cab with integrated heating and air conditioning, as part of the company’s Sentinel Series product roadmap that’s launching Q1 2026.
The Sentinel 1500 is being developed as a fully enclosed, all‑season vehicle, designed to support year‑round operation across a wide range of climates for both work and recreational applications.
The new UTV is expected to be introduced initially in a four‑door crew configuration with seating for up to six passengers. The Sentinel 1500 is just the latest release in the company’s expansion of its UTV lineup, joining the Buck 450 4WD UTV and the T‑Boss 900L Crew UTV, which dropped earlier this year.
A key feature of the Sentinel 1500 is its Massimo‑developed heating and air conditioning system, engineered to deliver strong cooling performance, high efficiency, and dependable heating. While Massimo is headquartered in Texas — where extreme heat conditions helped inform system design — the HVAC system is intended to provide consistent comfort and reliability for customers operating in diverse environments.
The HVAC system is being paired with Massimo’s upcoming four‑cylinder, 1499cc engine platform, which is under development to deliver the power and torque necessary to support both vehicle performance and the demands of a high‑capacity climate‑control system.
“As we look ahead to 2026, our product roadmap reflects the progress we have made in strengthening our development and manufacturing foundation,” says David Shan, CEO of Massimo Group. “We believe that the Sentinel 1500 represents a step forward in higher‑value, engineering‑driven product development, and as we continue to invest in advanced platforms, we are creating a pathway that may support greater manufacturing localization over time, including potential U.S.-based production, as market conditions allow.”
The planned introduction of the Sentinel 1500 follows a year of focused execution during 2025, as Massimo implemented initiatives aimed at strengthening its operating foundation and supporting future product launches. These initiatives included:
Expansion of production capabilities in Vietnam to enhance supply chain flexibility and mitigate tariff exposure.
Nearshoring and supplier diversification efforts to improve efficiency, lead times, and quality control.
Continued investment in engineering, manufacturing processes, and next‑generation vehicle platforms.
These actions are intended to support disciplined growth, improved execution, and long‑term value creation as the company enters 2026.
The Sentinel 1500 remains under development, and additional information regarding specifications, features, and availability is expected to be provided closer to its planned introduction. The Sentinel Series is expected to play an important role in Massimo’s 2026 product strategy as the company continues to prioritize innovation, quality, and responsible execution.