Over the past seven or eight years, sales of
all-terrain vehicles in Canada have increased a phenomenal 10
to 15 percent per year. That translates into 90,000 to 95,000
new units sold each year. In the mid-90s, the figure was about
30,000. What has spawned such tremendous popularity in such a
short period of time?
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Over the past seven or eight years,
sales of all-terrain vehicles in Canada have increased
a phenomenal 10 to 15 percent per year. |
"Likely the biggest factor influencing this
rapid growth is that all-terrain vehicles have diversified
their usage," says Bob Ramsay, president, Canadian All-Terrain
Vehicle Distributors Council. "Today, people use them for all
sorts of different activities - everything from family
recreation, adventure and tourism, to utility use, such as
farming, forestry, law enforcement and so on."
Several new manufacturers have also entered
in the market, which has made the entire industry much more
competitive and ATVs much more affordable, he adds.
"Across the country, there are also a large
number of local ATV clubs and eight provincial ATV federations.
This has led to thousands of new enthusiasts, many relatively
inexperienced, using ATVs."
The challenges posed by this growing market,
says Ramsay, relate mainly to safety and the environment. But
they are challenges that are being met head-on by the
pro-active ATV industry.
One of the largest initiatives currently
underway is ATV NatureWatch. This is a Canada-wide
collaboration between the ATV industry and the Canadian Ecology
Centre that has seen its aims and approaches adopted by
provincial governments across the land.
First, the program produces educational
material designed to make riders more aware of their
environment and how to protect sensitive eco systems. A second
component of the program involves proper use of trails, and
encourages ATVers to ride only on designated trails.
"This not only helps the environment," says
Ramsay, "but trails are much easier to regulate and maintain,
which makes riding a lot safer and a lot more enjoyable for
everyone."
A third aspect is really a hidden benefit -
adventure tourism. Traditionally, snowmobiles have led the way
in this category for the past 15-20 years. Now, Canadians are
discovering ATVs can provide the same type of enjoyment and
adventure all year round.
"ATV tourism is really taking off, especially
in Ontario," says Ramsay. "The Ontario Tourism Marketing
Partnership has launched five pilot projects in northern and
eastern Ontario communities which have helped tourism in those
areas. Whereas snowmobiles only operate a few months of the
year, ATVs can be enjoyed all year round."
Many of the ATV initiatives involve
all-in-one packages where wilderness and adventure tours are
combined with lodge accommodations, meals, camping and other
outdoor activities. Ramsay sees this as a huge opportunity for
economic development and diversification, especially in many of
Canada's more remote rural communities where unemployment can
be a problem.
Safety is also a huge priority within the
industry - and has been for the past 20 years. One of the
biggest challenges has always been to get information to new
riders and, most particularly to new young riders, in the hope
the information will be used.
In the mid-1980s, the ATV industry, in
co-operation with safety organizations in Canada and the United
States, established and publicized which size of vehicle is
appropriate for which age group.
"The message to all riders, and particularly
to new young riders, has always been that ATVs are not toys -
they are powerful machines," says Ramsay. "We've stressed to
parents that they must not only make sure their child uses an
appropriately-sized vehicle, but that they must supervise their
child at all times. In fact, the cuncil's position is that
young people under the age of 16 should not be allowed to ride
a full-sized ATV."
The ATV Distributors Council continues to be
pro-active across Canada in all aspects of safety and the
environment as they relate to All-Terrain Vehicle use.
For more information, visit the council's
NatureWatch website at www.atvnw.ca, or the organization's
website at
www.catv.ca
.
