By Brendan Baker | Editor in chief
In just a few short years, Denago Powersports has gone from having no dealers to building a network of more than 160 across the United States — and the company isn’t slowing down.
According to GM David Garibyan, that kind of growth has been intentional from the start. Rather than chasing volume at any cost, Denago has focused on building a foundation around value-driven products, experienced personnel and strong dealer relationships.
Speaking on the Powersports Business Power Hour back in mid-February, Garibyan said the company is entering 2026 with real momentum.
“We’ve had a great start to the year, and we think this is definitely going to be our breakout year,” he explains.
Denago’s rise is notable in a powersports landscape where dealer relationships often take years, if not decades, to establish. The company launched with zero dealers in 2023, crossed the 100 mark in 2025, and has since climbed past 160, with expectations to push closer to 180 in the near future.
Garibyan credits that growth largely to the team behind the brand. Many of Denago’s staff, from regional sales managers to marketing leadership, bring years of industry experience and established relationships.
“It’s not just what you know, it’s who you know,” Garibyan explains. “We’ve got a team that understands the industry and understands what dealers need.”
We’ve always said that people buy from people, and the relationship counts as a significant part of the equation. Equally important, Garibyan says, is following through on commitments.
“We’ve stayed true to what we said from day one,” he adds. “Everything we told our dealers we were going to do, we’ve done.”
That consistency has helped build trust with dealers, especially those willing to take a chance on a newer OEM. In many cases, Denago has found a home inside multiline dealerships where it fills a gap: offering more affordable options alongside premium brands.
One example highlighted during the discussion was a top-performing dealer in rural Minnesota. In a market already served by major OEMs, the dealership leaned into Denago as a key offering, attracting customers who were looking for something more budget-friendly without sacrificing utility.
“It’s a great example of how this can work,” Garibyan says. “They’ve done really well with the brand, and we’re proud to be part of their growth.”
Importantly, Garibyan emphasized that Denago doesn’t require exclusivity. Dealers are free to carry multiple brands, and success with Denago often helps them expand their overall business.
“At the end of the day, if the dealer is successful, it helps everybody,” he says.
At the center of Denago’s strategy is a simple idea: give customers solid, usable machines at prices they can justify.
Garibyan is clear that this doesn’t mean racing to the bottom.
“There are always going to be cheaper products out there,” he shares. “That’s not what we’re trying to be.”
Instead, Denago aims to strike a balance — offering competitive pricing while still delivering features and quality that resonate with both dealers and consumers.
That approach is evident in its newest UTV, the Rancher 650, which made its debut at AIMExpo. With a price point around $10,000, the vehicle is positioned to compete in one of the most price-sensitive segments of the market.
The early response was strong. According to Garibyan, the first allocation of roughly 100 units sold out in about two and a half days during the show.
“That was a big moment for us,” he notes. “It showed that dealers trust what we’re doing and believe in the product.”
The success of the launch also reinforced a broader trend Garibyan sees playing out across the industry: consumers are becoming more practical in their buying decisions.
“You still have those high-end units, and they’re great,” he says. “But most people don’t need that. They want something dependable that fits their budget.”
Denago’s current lineup reflects that mindset. Its UTVs and ATVs — including the Rancher 650 and the Freelander 300 and 500 — are designed to cover the core utility segment, where demand has remained steady.
“These are workhorse-type machines,” Garibyan says. “They’re built to do a job, and they’re built to last.”
That positioning puts Denago squarely in the middle of a shifting market. While high-performance models continue to draw attention, many buyers are gravitating toward smaller-displacement, more affordable units.
The Motorcycle Industry Council has noted similar trends, with increased interest in entry-level and mid-range products.
Garibyan believes that creates an opportunity. “There’s a big part of the market that’s being overlooked,” he shares. “Not everybody needs the biggest, fastest, most expensive machine.”
Denago’s lower-priced youth ATVs and dirt bikes also play a role in that strategy. These entry-level products help bring new customers into dealerships, many of whom may not have previously considered powersports.
“Sometimes it starts with a $2,000 purchase,” Garibyan says. “But that customer could come back later for something bigger.”
As Denago grows, it’s also working to improve product quality and durability — particularly as it moves further into full-size machines.
Garibyan described the company’s latest offerings as “generation two” products, reflecting upgrades in engineering, materials and overall build quality.
“We’ve invested a lot into making these better,” he says. “We’ve brought in engineers who have worked for major OEMs, and that experience shows.”
Those improvements are especially important in the utility segment, where customers expect machines to handle real-world workloads over time.
“When someone buys one of these, they’re going to use it,” Garibyan says. “It has to hold up.”
He encouraged dealers and consumers to see the products in person, noting that build quality is something that becomes obvious up close.
“You can tell right away,” he says. “Just by looking at it, by touching it.”
Denago is also exploring electric vehicles, but Garibyan said the company is taking a measured approach.
Rather than jumping into full-size electric UTVs or motorcycles, Denago has focused on youth models, where the benefits of electric power are more immediate. The E-Hawk 6, for example, has gained traction thanks to its quiet operation and smooth power delivery — qualities that appeal to first-time youth riders.
“For kids, that’s a big deal,” Garibyan says. “The noise and vibration of a gas engine can be intimidating.”
Electric models remove that barrier, making it easier for younger riders to get comfortable.
A larger version, the E-Hawk 10, is currently in development and will offer increased power and capacity for older youth riders.
When it comes to adult-sized electric vehicles, however, Garibyan remains cautious.
“We don’t feel like the demand is there yet,” he adds. “It’s something we’re watching, but it’s not our focus right now.”
One of the biggest challenges in the value segment is differentiation. Low-priced products are widely available, particularly through online channels, but many lack the infrastructure needed to support customers after the sale.
Garibyan sees that as a key opportunity for Denago.
“You can buy something online for cheap,” he shares. “But then what happens when you need parts or service?”
By building out a nationwide dealer network, Denago is aiming to provide a more complete ownership experience — one that includes parts availability, service support and ongoing customer relationships.
“That’s really important to us,” Garibyan reveals. “We want dealers to feel confident selling our products, and we want customers to know they’re taken care of.”
With its dealer base now established, Denago is planning to increase its visibility through events and consumer engagement in 2026.
The company expects to attend a range of shows, including overland and off-road events, sand sports expos and potentially SEMA.
Garibyan said the timing is deliberate. In the early days, Denago held back on aggressive marketing because it didn’t yet have the dealer coverage to support it.
“We didn’t want to create demand that we couldn’t fulfill,” he says.
Now, with dealers in place across most regions, the company is ready to push harder.
Events also provide an opportunity for hands-on interaction, which Garibyan believes is critical for a newer brand.
“If someone gets on one of our machines and rides it, even for a few minutes, it makes a difference,” he says. “They understand what we’re about.”
Looking ahead, Garibyan expressed cautious optimism about the powersports market in 2026.
He believes steady economic conditions and continued interest in outdoor recreation will support demand, particularly in the utility segment.
“I think it’s going to be a good year,” he shared as we spoke in February. “There’s still strong interest in powersports.”
For Denago, the focus remains straightforward: continue expanding the dealer network, introduce new products, and stay aligned with what customers actually want.
“We’re not trying to overcomplicate it,” Garibyan says. “We want to build good, reliable machines at prices people can afford.”
If the company continues on its current path, Denago could soon establish itself as a long-term player in the industry.
“We want people to look at our products and say, ‘That’s a solid machine. I can count on it,’” Garibyan says.
And by many indications, dealers (and customers) are starting to do just that.
By Brendan Baker | Editor in chief
The invitation alone raised a few eyebrows. A global ATV launch hosted in the south of France — far from the largest off-road market in the U.S. — wasn’t the typical setting for a major product debut in my experience. But as it turned out, the location said as much about CFMOTO’s global ambitions as the machines themselves.
For nearly 200 attendees — media, distributors, dealers and industry insiders — the French Riviera became the stage for the unveiling of an all-new generation of ATVs: the ‘27 CFORCE C4, C5 and C6 Pro. And while the scenery leaned more Mediterranean than Midwestern trail system, the message was clearly aimed at a worldwide audience, including North America.
ATVs may not dominate headlines the way side-by-sides do, but writing them off would be a mistake. In the U.S., the segment has quietly maintained a solid base. According to the Motorcycle Industry Council, annual ATV sales have hovered around 200,000 units in recent years. Yes, down from the pandemic-driven spike of more than 276,000 units in 2020, but still significant.
That consistency stands in contrast to the explosive growth of UTVs, which now push roughly half a million units annually. Yet, taken together, ATVs and UTVs still account for roughly three-quarters of the total powersports market in the U.S., a reality that hasn’t gone unnoticed by manufacturers looking for their next growth lever.
In Europe, the dynamic shifts even further in ATVs’ favor. Utility-focused machines dominate in agricultural settings like vineyards, while rental fleets in destinations such as Greece and southern France rely heavily on quads for tourism. That regional nuance helps explain why CFMOTO chose to spotlight its latest lineup here.
Taking the stage during the launch event, Tristan Hipps, senior product manager of ORV for CFMOTO USA, made it clear that this wasn’t a cosmetic refresh.
“One thing that has always frustrated me,” he says, “is how often companies roll out the same product year after year. Even when they change them, it’s often just new plastics over the same machine.”
That philosophy shaped what CFMOTO calls its fourth-generation CFORCE lineup. The C4, C5 and C6 Pro were designed from the ground up, with a focus on tangible gains in performance, usability and rider experience.
It’s a notable evolution for a platform that traces its roots back to the mid-2000s. Since then, the CFORCE family has grown into a global volume player, with more than 400,000 units in the midsize category alone finding homes worldwide.
At the top of the new lineup sits the CFORCE C6 Pro, aimed squarely at the heart of the 500cc to 700cc segment. If there was a centerpiece to the event, this was it.
Powered by an all-new 647cc single-cylinder DOHC engine, the C6 Pro delivers 54 horsepower and 42 ft.lbs of torque, with more than 37 ft.lbs available across a broad portion of the rev range. The result is strong, accessible power, whether crawling through technical terrain or accelerating on open stretches.
Performance aside, much of the development effort went into refinement. Dual balancer shafts help reduce vibration, while revised intake and exhaust routing directs heat away from the rider, an often overlooked but meaningful improvement for long days in the saddle.
The chassis has also grown. Now riding on a 48-inch platform (up from 46 inches), the C6 Pro gains stability and carrying capacity without sacrificing maneuverability. Suspension travel is up significantly, ground clearance has increased, and turning radius has actually decreased, a combination that translates to a more confident ride across varied terrain.
Technology plays a larger role as well. The introduction of an electronic shift system, or E-shift, allows for quick, intuitive gear changes, supported by features like auto park, transport mode and a mechanical backup. A 6.2-inch TFT display with smartphone integration brings connectivity into the mix, reflecting broader trends seen across powersports.
While the C6 Pro grabbed the spotlight, the C4 and C5 arguably carry equal weight from a volume standpoint. Designed for entry- to mid-level buyers, these models target a wide range of use cases — from small farm work to recreational trail riding.
According to Jason Rutz, ATV product manager at CFMOTO USA, the goal wasn’t just incremental improvement.
“We started with a strong foundation,” he says, “and re-engineered it from the ground up.”
That process included redesigning nearly 200 individual components, resulting in improved power delivery, durability and efficiency.
The C4 now produces 33 horsepower, while the C5 pushes that figure to 39 horsepower, with notable gains in torque and acceleration. Both models also benefit from a new DOHC engine architecture — an upgrade over the single overhead cam setups commonly found in this class.
But the real story may be in usability. Fuel efficiency has improved by roughly 20%, service intervals have been extended by 25%, and maintenance has been simplified through features like quick-release panels and easier access to key components.
For working applications, both models offer a towing capacity of 612 kg (about 1,350 pounds), along with increased rack capacity and integrated tie-down points. A 2,500-pound winch option further enhances their utility.
Across all three models, a consistent theme emerged: rider-centric design. That philosophy shows up in both big and small ways.
Narrower midsections improve rider mobility. Thicker seats enhance comfort over long distances. Redesigned controls place frequently used functions within easier reach. Even heat management — often a secondary consideration — received attention through improved exhaust routing.
Visually, the lineup adopts a more modern, angular design language. On the C6 Pro, features like dot-matrix lighting and integrated LED systems create a distinctive look, while still serving functional purposes such as improved nighttime visibility.
Yet, despite the sharper styling, practicality remains front and center. Integrated storage compartments, updated rack systems and easy-access fueling all reinforce the machines’ dual-purpose nature.
Rather than relying solely on presentations, CFMOTO structured the launch around six riding “workshops,” with each station designed to simulate real-world conditions.
On acceleration runs, the C6 Pro’s power delivery stood out, hitting 0–60 km/h in under four seconds. The C5 wasn’t far behind, while the C4 held its own in the entry-level category.
Trail sections highlighted handling and ergonomics, with the wider stance of the C6 Pro contributing to a more planted feel. Meanwhile, tighter, more technical sections emphasized the maneuverability and ease of use of the C4 and C5.
In utility-focused tests, including towing and obstacle clearing, the practical strengths of the smaller models came into focus. Pulling loaded trailers and navigating uneven terrain underscored their role as workhorses, not just recreational machines.
The Nice launch wasn’t just about three new models — it was a statement about where CFMOTO sees opportunity.
With UTV growth beginning to normalize, attention is shifting back to adjacent segments that offer stability and untapped potential. ATVs, particularly in the midsize and utility categories, fit that bill.
By investing in a full redesign rather than incremental updates, CFMOTO is taking the long-range view on the segment. And by launching globally, with input from teams across regions — including the U.S. — the company is aiming to deliver products that resonate across diverse markets.
For dealers and consumers alike, that could translate into more competitive options in a category that has, at times, taken a back seat to flashier segments. CFMOTO USA’s marketing director, John Tranby, who was also on hand at the event, told us that this rollout was mainly aimed at the European market and that the new lineup will be introduced more fully to the North American market during their dealer show this summer in Minneapolis.
As the dust settled in southern France, one thing was clear: ATVs may not be the fastest-growing part of the industry, but they’re far from standing still. And with its new CFORCE lineup, CFMOTO is making a strong case for evolution over iteration.