Price and Compare Vehicles: The all-new sport utility Prairie® 360 4x4 ATV is aimed at mid-class ATV buyers such as hunters, farmers and outdoors adventurers, and utilizes many of the industry-leading features that were first introduced to the public on the flagship Prairie 650 4x4. Vince Iorio, marketing manager for Kawasaki ATV and utility vehicles, said the Prairie 360 4x4 "provides ATV buyers with the torque of a 400-class ATV, but with the handling and feel of a 300-class ATV. "Plus, the Prairie 360 4x4 offers an abundance of features normally found only on large-displacement ATVs, such as our own Prairie 650," Iorio said. "This gives discriminating buyers a choice they won't find with any other brand." The big news for families is the new KFX80 and KFX50 youth model ATVs. In the past, Kawasaki has focused primarily on marketing industry-leading adult-sized ATVs, but dramatic growth of the youth ATV market and increased demand for Kawasaki-brand ATVs has spurred the company to respond with the new KFX series. The KFX80 is designed for children ages 12-15 and for smaller riders who are new to ATV or off-highway recreation. It features an 82cc two-stroke engine, automatic transmission and electric start. The KFX50 is for children ages 6-11 and features a 49cc two-stroke engine, automatic transmission and full-sized floor boards. Special features of the KFX50 include a throttle limiter and a walk-behind tethering system that enables adult supervisors to regulate their child's riding speed. "We're excited about the KFX series ATVs," Iorio said. "The Kawasaki message is all about good times, fun and recreation. We're proud to say that Kawasaki now has an ATV for every member of the family." Along with the dramatic growth of the children's ATV market, the enormous success of Kawasaki's KLX110 off-highway motorcycle convinced ATV Product Manager Jim Williams that the time was right to introduce youth model "four wheelers." "The KLX110 motorcycle has been a huge success for Kawasaki dealers," Williams said, "and our dealers tell us that parents are practically begging for Kawasaki to sell youth-sized ATVs as well. It sounds funny to adults, but there's something about bright green Kawasakis that draws youth like magnets. The KFX80 and KFX50 are going to be great sellers for us because young riders love the way they look, and parents appreciate the quality and safety features." The big news for sport-minded ATV enthusiasts is the introduction of the 2003 Kawasaki KFX400 sport model ATV. The all-new KFX400 features a liquid-cooled, high-performance four-stroke engine, competition-style chassis and suspension, and body work with Kawasaki Lime Green and black graphics. Due to arrive on dealership floors in the summer of 2002, the KFX400 will appeal to ATV enthusiasts who demand the very best acceleration, handling and braking a high-performance ATV can offer. Iorio said more information about the KFX400 will be made available later in the year. ATV models returning to the 2003 lineup include: The flagship sport utility Prairie 650 4x4, which was awarded Popular Mechanics' Design and Engineering Award for 2002; sport-oriented Mojave™; and the utility-oriented Bayou® 300 4x4 and Bayou 300. Rounding out the lineup is the new Bayou 250 featuring new front-end styling, larger racks and increased engine displacement. Kawasaki expects the Bayou 250 will be even more popular than the Bayou 220, a model that has regularly made the industry's Top Ten of best-sellers. Competitive ATV Market Requires Aggressive Approach The ATV industry has experienced growth that most marketers can only dream about. On average, total industry sales have increased 10 percent each year since 1996, with more than 700,000 ATVs being sold in 2001 alone. Sport-utility ATVs, such as Kawasaki Prairie models, account for more than half of the ATV industry's total sales, primarily because they lend themselves well to both work and recreation applications. For example, an ATV owner may use the Prairie 650 for work on the ranch during the week, but on weekends it's used to reach a favorite hunting spot. Demand for sport-utility ATVs with larger engines has also increased as consumers discover new uses for them. So while those who live in low elevations with flat topography feel a mid-class ATV, such as the all-new Prairie 360 4x4, is perfect for their needs, those who live in power-sapping high elevations or regions where deep mud is a problem will demand an ATV that produces more torque. Williams said some of the appeal of big-bore ATVs stems from the American concept that "bigger is better," much as buyers of sport-utility vehicles and pickup trucks also prefer larger vehicles because of their practicality when towing or hauling. To that end, Williams said Kawasaki is committed to developing advanced ATVs that can meet any riding challenge. Not unrelated is the growth of the youth ATV market. As small children grow up, parents who have long enjoyed outdoors recreation desire to share it with their children. By enjoying ATVs together, parents foster a love of nature and a sense of responsibility. Best of all, it's a pastime the whole family can share. The sport model ATV market is also enjoying a resurgence in popularity. Not surprisingly, much of this demand comes from younger consumers who demand the latest and best technology. ATV distributors are happy to oblige not only because of potential sales, but because high-performance ATVs lend credibility to a brand. A similar approach can be seen in NASCAR where auto manufactures see a direct correlation to "win on Sunday, sell on Monday." Vince Iorio said Kawasaki recognizes this important segment and plans to pursue a larger share of this market in the months ahead. Kawasaki Focused On Spreading the Good Times™ Message In addition to offering a broader range of ATVs for 2003, Kawasaki wants to remind consumers of the brand's heritage and its full range of recreational products. "Kawasaki has a history of creating exciting recreational products," Iorio said. Citing two examples, it was Kawasaki that introduced the world to the Z1 street motorcycle and paved the way for modern superbikes. And Kawasaki introduced the masses to personal watercraft riding, a pastime that has become increasingly popular in the 30 years since the first JET SKI® watercraft was launched. "Over the last few years we lost some of our image in the shuffle of competition," Iorio said. "We want to re-establish that all-important image in the minds of consumers-we want people to associate ATVs, dirtbikes, street motorcycles, personal watercraft and utility vehicles with Kawasaki and our 'Let the good times roll™' message. Some might think that's a tall order, but it's a worthy goal and we're going to do everything we can to make that happen." Kawasaki Motors Corp., U.S.A., is the wholesale distributor of JET SKI® watercraft, ATVs, MULE™ utility vehicles, portable generators, power products, and motorcycles. The product lines are sold through a network of independent retailers. The company employs more than 600 people in the United States, with nearly 400 of them located at the Irvine, Calif., headquarters. # # #
Freeman/McCue Public Relations Kawasaki Motors Corp.,
U.S.A.
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