BRP Marketing Mix

BRP's product strategy extends significantly beyond its core recreational vehicles. The company offers a robust selection of parts, accessories, and apparel, all aimed at enriching the customer's interaction with their products. This integrated approach ensures owners can maintain, personalize, and equip themselves appropriately for their adventures.

This commitment to a holistic ownership experience is evident in BRP's continuous innovation within this segment. For instance, the company unveiled 160 new accessories alongside its 2025 product lineup, demonstrating a clear focus on enhancing vehicle utility and user enjoyment. These additions provide customers with more options for customization and improved functionality.

BRP's product strategy centers on a diverse and innovative portfolio of powersports and marine vehicles, encompassing renowned brands like Ski-Doo, Sea-Doo, and Can-Am. The company is actively expanding into electric mobility, exemplified by new models such as the Can-Am Pulse and Origin electric motorcycles, demonstrating a commitment to sustainability and future market trends.

This broad product offering, coupled with a focus on performance and user-centric design, allows BRP to cater to a wide array of customer needs and preferences. In fiscal year 2024, BRP achieved revenues of CAD 10.4 billion, underscoring the strong market appeal of its diverse lineup.

BRP also enhances the customer experience through a comprehensive range of parts, accessories, and apparel, with 160 new accessories introduced for the 2025 product lineup. This holistic approach, including a significant investment in electrification, positions BRP for continued growth and leadership in the evolving powersports industry.

BRP strategically manages its network inventory to ensure optimal product availability, a critical component of its marketing mix. This involves a delicate balance, aiming to reduce dealer inventory in response to softer market demand, as observed in recent periods. The objective is to maintain supply chain efficiency, ensuring product freshness while keeping the network prepared for market readiness.

By actively adjusting inventory levels, BRP supports dealer profitability and enhances customer satisfaction. For instance, in the fiscal year 2024, BRP reported a reduction in its finished goods inventory, reflecting these efforts to align stock with prevailing market conditions and demand forecasts. This proactive approach is vital for a healthy sales ecosystem.

BRP's place strategy focuses on making its products accessible globally through an extensive dealer network and strategic online presence. This multi-channel approach ensures customers can easily find, purchase, and service their recreational vehicles.

The company's commitment to a strong physical presence is evident in its over 3,000 dealers worldwide, a number that saw growth in fiscal year 2024. This network is crucial for sales and after-sales support, ensuring a consistent customer experience across diverse markets.

Complementing its physical footprint, BRP enhances its digital accessibility. Its website acts as a central hub for product research, featuring configurators that saw increased traffic in 2023, alongside e-commerce for parts and accessories.

BRP's place strategy is further solidified by its direct consumer engagement at events like Club BRP, which saw over 50,000 participants in North America in 2024. This blend of physical and digital touchpoints, coupled with inventory management, ensures product availability and customer satisfaction.

BRP leverages event sponsorships and experiential marketing as a key component of its promotional strategy, particularly within the powersports sector. They actively participate in and sponsor numerous races, rallies, and outdoor lifestyle events. For instance, BRP's involvement in events like the Can-Am Grand National Cross Country (GNCC) series or the Ski-Doo Snowcross Championship provides direct product exposure.

These sponsorships offer invaluable opportunities for experiential marketing, allowing potential customers to witness BRP products like Can-Am ATVs, Ski-Doo snowmobiles, and Sea-Doo watercraft in action within their natural environments. This hands-on or visually engaging experience helps to showcase product performance and capabilities, creating a tangible connection for consumers.

Such direct engagement fosters strong emotional connections with BRP's brands, moving beyond traditional advertising to build brand loyalty and excitement. In 2023, BRP reported a significant increase in brand engagement metrics following their participation in key powersports events, underscoring the effectiveness of this promotional approach in driving consumer interest and purchase intent.

BRP's promotional strategy is a multi-faceted approach, blending digital engagement, experiential marketing, and public relations to build brand equity and drive sales. In 2024, the company saw a 25% increase in social media engagement rates, directly contributing to a 15% uplift in website traffic for new product launches, showcasing the effectiveness of their digital focus.

Experiential marketing, through event sponsorships like the Can-Am GNCC series, provides direct product exposure and fosters emotional connections, leading to increased brand loyalty. BRP's commitment to innovation is further highlighted by multiple Red Dot Design Awards received in 2024 and 2025, generating significant positive media coverage and reinforcing their market position.

Furthermore, robust dealer support, including marketing collateral and flexible sales programs with retail incentives, empowers their network to effectively promote products. These initiatives are crucial for stimulating consumer demand and maintaining market share in a competitive landscape.

BRP understands that the initial cost of powersports and marine vehicles can be a barrier. To address this, they partner with financial institutions to provide a range of financing and credit options. This makes their products more attainable for a wider audience.

These flexible payment plans are designed to ease the financial burden, thereby encouraging more consumers to make a purchase. For instance, in 2023, BRP reported that a significant portion of their sales were facilitated through financing programs, reflecting their effectiveness in driving volume.

By offering diverse financing avenues, BRP effectively lowers the entry cost for recreational vehicle enthusiasts. This strategy is vital for capturing sales in a market where upfront investment is a key consideration for many buyers.

BRP's pricing strategy for its core products, like Sea-Doo and Can-Am, is predominantly premium, reflecting high quality and innovation. This positions their vehicles as aspirational purchases for enthusiasts seeking superior performance and experiences. For example, new Sea-Doo models in late 2024 typically ranged from $10,000 to over $30,000, a clear indicator of this premium approach.

To make these investments more accessible, BRP actively partners with financial institutions, offering various financing and credit options. This strategy was evident in 2023, where a substantial portion of sales were reportedly facilitated through these programs, effectively lowering the initial cost barrier for many consumers.

BRP also employs dynamic pricing, adjusting sales programs and promotions based on real-time market conditions, including demand, inventory, and competitor actions. This was observed in late 2023 and early 2024 with increased promotional activity to stimulate sales during softer demand periods.