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Powersports Business • September 2026 • 29

UTILITY REMAINS THE FOUNDATION The shift toward utility and crossover products is occurring in a market that was already heavily weighted toward those categories.

PPM divides UTVs into six categories: Electric Utility Vehicles, Pure Utility Vehicles, Recreational Utility Vehicles, Sport Recreational Vehicles, Super Sport Vehicles and Utility Crossover Vehicles. Utility Crossover Vehicles represented 48 % of the North American UTV market in 2024, followed by Pure Utility Vehicles at 15.5 %, Super Sport Vehicles at 14.5 % and Recreational Utility Vehicles at 10 %.

The application mix also demonstrates how far UTVs have moved beyond their traditional work-oriented roots. More than 85 % of 2024 sales were tied to consumer applications, with recreation accounting for 31 % of the market and farming / ranching another 29 %.

At the same time, the sport market continues to face pressure. PPM estimates the sport segment is off several percentage points and says it has struggled for several years.

That creates a significant divide within the category: high-performance machines continue to push horsepower, suspension technology and pricing, while utility and crossover products increasingly emphasize comfort, versatility and value.

Top: The ATV market has seen a bit of a resurgence this year, with more manufacturers focused on affordability. Bottom: The sport SxS segment has seen a significant drop in sales.

VALUE BECOMES A BIGGER OPPORTUNITY The growing sophistication of UTVs has also pushed prices higher, opening an opportunity at the lower end of the market.