16 • September 2024 • Powersports Business

BY GILLIAN LUCE CONTRIBUTING WRITER

It ’ s no secret that leveraging data can prove fruitful for dealers ’ bottom line . The most up-to-date data can give a competitive edge in understanding trends , preferences , and shifts in the market , empowering dealerships to make data-driven decisions . For example , if dealers understand consumer search behavior in their market , then they could secure the right inventory mix to be most attractive to buyers . ATV Trader pulled together key year-over-year datainsights to help dealers refine their inventory , marketing strategies , and customer service in 2024 .

NEW VS USED UNITS MARKET SHARE

Between 2022 and 2024 , there has been a consistent rise in new ATV listings compared to used models . By early 2024 , new ATV sales accounted for 89 % of inventory on ATV Trader , while used units only made up 11 %.

CONSUMER PREFERENCES BASED ON SEARCH BEHAVIOR

Top Makes YOY By Search Results Page Impressions 2022 : 1 . Polaris 2 . Can-Am 3 . Honda 4 . Yamaha 5 . Kawasaki

2023 : 1 . Polaris 2 . Can-Am 3 . Honda 4 . Kawasaki 5 . Yamaha

2024 : 1 . Polaris 2 . Can-Am 3 . Honda 4 . Kawasaki 5 . Yamaha Since 2022 , Polaris , Can-Am , and Honda have remained as the ATV brands with the highest search volume . Kawasaki and Yamaha have also climbed into the top 5 most sought-after ATV brands from 2022 to 2024 . In terms of vehicle detail page views , Polaris has held number one position since

2024 Polaris RZR XP 1000 . Photo courtesy of Polaris

2022 , with Can-Am maintaining a strong second place .

Top Make / Models YOY By Search Results Page Impressions 2022 : 1 . Polaris-RZR 2 . Polaris-Ranger 3 . Can-Am-Maverick 4 . Can-Am-Defender 5 . Honda-Pioneer

2023 : 1 . Polaris-RZR 2 . Polaris-Ranger 3 . Can-Am-Defender 4 . Can-Am-Maverick 5 . Honda-Pioneer

2024 : 1 . Polaris-RZR 2 . Polaris-Ranger 3 . Can-Am-Defender 4 . Honda-Pioneer 5 . Can-Am-Maverick