BRP Inc. (BRP) operates as a global leader in the design, development, manufacturing, distribution and marketing of Powersports Products and Marine Products.
The company is a diversified manufacturer of Powersports Products, propulsion systems and Marine Products, providing enthusiasts with a variety of exhilarating, stylish and powerful products for all year-round use on a variety of terrains and providing access to adventures and experiences across different playgrounds.
The company is a bra...
BRP Inc. (BRP) operates as a global leader in the design, development, manufacturing, distribution and marketing of Powersports Products and Marine Products.
The company is a diversified manufacturer of Powersports Products, propulsion systems and Marine Products, providing enthusiasts with a variety of exhilarating, stylish and powerful products for all year-round use on a variety of terrains and providing access to adventures and experiences across different playgrounds.
The company is a brand of choice for true powersports and boating enthusiasts. BRP’s products are recognized by stunning designs, powerful and efficient engines, and the incorporation of advanced technologies that drive industry-leading performance.
The company’s diversified portfolio of brands and products includes, under the Powersports segment, Year-Round Products, such as Can-Am ATVs, SSVs, 3WVs and Electric 2-wheel motorcycles, Seasonal Products, such as Ski-Doo and Lynx snowmobiles, Sea-Doo PWCs and pontoons, engines for OEMs, such as Rotax engines for karts, recreational aircraft and jet boats, and Pinion gearboxes and e-drive systems for bicycles, and under the Marine segment, Alumacraft, Manitou and Quintrex boats and Rotax S outboard engine with Stealth Technology. Additionally, the company supports its line of Powersports and Marine products with a dedicated PA&A business to fully optimize the riding experience.
The company sells its products in over 130 countries. Powersports and Marine Products are sold in more than 130 countries either directly to an established network of independent dealers or through independent distributors who act as intermediaries with their own dealers. Dealers and distributors are typically provided with marketing and after-sale service support as well as training for service technicians. At the dealer/distributor level, competition is based on a number of factors, including sales and marketing support efforts such as dealer/distributor inventory financing arrangements, dealer/distributor training, store redesign initiatives, flexible ordering systems, advertising and diversity in product offerings.
BRP Brands and Products
The company has 4 main product categories:
Powersports - Year-Round Products
Year-Round Products consist of BRP vehicles that are sold and used throughout the year in most climates and include the ATV, SSV, 3WV and electric 2-wheel motorcycle product lines. All products within the Year-Round Product category are sold under the Can-Am brand. Can-Am ATVs, SSVs, 3WVs and electric 2-wheel motorcycles all leverage BRP’s renowned Rotax engines, with the electric 2-wheel motorcycles featuring the new Rotax E-Power unit.
ATVs
ATVs are four-wheel vehicles used for recreational and utility purposes in all four seasons of the year. Seats are designed to be straddled by the rider who steers using handlebars. ATVs can be broken down into four main categories: sport, recreational-sport, recreational-utility and youth.
The primary manufacturers of ATVs include BRP, CFMoto, Honda, Kawasaki, Polaris, Suzuki, Textron and Yamaha. Certain Chinese and Taiwanese manufacturers also produce ATVs, but primarily focus on entry-level products, which are not included in the industry data.
The Can-Am ATV line-up targets a broad range of consumers within the recreational-utility, recreational-sport, sport and youth sectors. The company offers a total of 61 models, including youth models and six-wheel ATVs.
SSVs
An SSV is driven much like a car, using a steering wheel and pedals, is equipped with seat belts and rollover protection bars and sits the driver and passenger side-by-side. Certain models also include one or two rows of additional seats to accommodate up to six passengers. SSVs can be divided into three categories: Utility Recreational, Recreational Utility and Sport. Powersports consumers are drawn to recreational SSVs in large part by their enhanced functionality, innovation and differentiated riding experience.
The primary manufacturers of recreational SSVs are BRP, CFMoto, Honda, John Deere, Kawasaki, Polaris, Textron and Yamaha.
The primary manufacturers of utility SSVs are Bobcat, CFMoto, John Deere, Kawasaki, Kubota and Polaris.
The company offers one of the widest and deepest line-ups of the SSV market with 88 models.
3WVs
BRP’s Can-Am Spyder, Ryker and Canyon vehicles are non-traditional 3-wheeled vehicles (with two wheels in the front and one in the back) designed to be driven on paved roads, highways and gravel roads. While many jurisdictions have implemented distinct licensing requirements for 3-wheeled vehicles that are generally less expensive, demanding and lengthy to obtain than for traditional motorcycles, certain jurisdictions still apply the same licensing requirement for the Spyder, Ryker and Canyon 3WVs as for traditional motorcycles. Other jurisdictions require only an automobile driver’s license. In Fiscal 2025, to increase accessibility into the adventure touring segment, BRP launched the all-new Can-Am Canyon 3-wheel vehicle.
BRP’s Can-Am Spyder, Ryker and Canyon 3WVs compete for consumers against 3-wheeled vehicle manufacturers such as Harley Davidson, Polaris, Piaggio and Yamaha. The Can-Am 3WV line-up comprises 13 models.
Electric 2-Wheel Motorcycles
In Fiscal 2025, BRP introduced the Can-Am Pulse and Can-Am Origin, marking its return to the motorcycle segment with an all-electric lineup. The Can-Am Pulse is designed for urban commuting, while the Can-Am Origin is a dual-purpose motorcycle as capable for off-road as it is on-road use. These motorcycles feature a clutch-free design, an Active ReGen system for energy recovery and connectivity features, including a 10.25-inch touchscreen display with Apple CarPlay integration.
The Can-Am electric 2-wheel motorcycle line-up comprises 2 models.
Powersports - Seasonal Products
Seasonal Products consist of BRP products that are mostly used in specific seasons. These products include snowmobiles, which are mainly used during the winter season with sales to dealers concentrated in the months of September to January, PWCs and pontoons, which are mainly used during the summer season with sales to dealers concentrated in the months of January to June in North America. BRP leverages its Rotax E-TEC, ACE and E-Power engine technologies to produce snowmobiles and watercraft that are recognized as being among the most fuel-efficient in the market.
Snowmobiles
Snowmobiles are used in various snow-covered riding environments, including on- and off-trail for deep snow, trail, performance, touring and utility purposes. On-trail models have high engine displacement and are generally used on groomed trails. Off-trail models, such as cross-over and deep snow snowmobiles have high engine displacement and are known for their lighter weight and longer tracks. Utility snowmobiles are easier to handle and are generally used for work-related purposes. The primary manufacturers of snowmobiles are BRP, Polaris and Textron.
The company produces 163 different key models of snowmobiles, including youth models, categorized as (i) on-trail models (touring, sport, cross-country, youth and electric), (ii) on/off-trail models (cross-over) and (iii) off-trail models (mountain, utility). These models, addressing the needs of all consumer sectors, are grouped into 19 product families and marketed under two different brand names, Ski-Doo and Lynx. BRP snowmobiles are sold primarily in North America under the Ski-Doo brand and in Europe under the Lynx and Ski-Doo brands. In 2021, the company started selling snowmobiles under the Lynx brand in North America.
PWCs
PWCs include sit-down and stand-up models and are used on lakes, rivers or oceans. PWCs are designed to accommodate one to three riders and are used primarily for recreational purposes, with a small proportion being used for utility purposes, such as marine patrol and rescue. PWCs can be divided into eight primary categories: Rec-Lite, Recreation, Touring, Performance, Tow Sports, Sport Fishing, Adventure and Stand-up.
The primary manufacturers in the PWC market are BRP, Kawasaki, and Yamaha. The company holds the leading market-share position of the global PWC market.
The company produces a full line of PWCs consisting of 36 models marketed under the Sea-Doo brand name, which allows it to compete in the main PWC product categories.
In 2022, the company introduced Switch pontoons as a new product offering under the Sea-Doo brand. The Sea-Doo Switch offers a modular design made of tiles that can be re-configured easily; it is powered by a Rotax jet propulsion engine and is maneuvered by a handlebar steering system and is sold via Sea-Doo dealers. The Sea-Doo Switch comes in two upgrade package options: the Cruise and the Sport, with lengths ranging from 13 to 21 feet. The company offers a total of 15 models.
Powersports - PA&A, Rotax Engines and Pinion Gearboxes
Powersports PA&A
BRP sells a broad range of Powersports PA&A to complement each of its product lines, providing a stable revenue stream with high profit margins, along with increased brand exposure. PA&A products enhance the overall consumer experience and lifestyle associated with powersports products.
The accessories include, for example, bumpers, windshields, rims, winches, passenger seats, covers, racks and cargo boxes. Certain accessories sold by BRP have also been designed and developed by BRP, including a tool-less system for near-instant installation of accessories named LinQ, which management believes is a first in the industry. The accessories designed with the LinQ system offer a sturdy and easy installation experience.
In Fiscal 2025, BRP introduced the new and improved Oxygen Flow helmet. Having already secured its place as a leading trail helmet on the market, important adjustments were made to make the rider experience even better by allowing more control over the helmet’s internal temperature.
BRP designs the vast majority of its PA&A. The parts and accessories are developed alongside the vehicles. They are subject to the same testing and validation processes as the vehicles, resulting in superior assembly, installation and fit. The company’s apparel line-up prominently features its brands.
In February 2024, BRP expanded its omnichannel strategy with a new direct-to-consumer (D2C) program, selling Ski-Doo, Sea-Doo, and Can-Am PA&A online on brand websites directly to consumers in Canada and the United States. In addition, the D2C program seamlessly complements the existing PA&A sales network of authorized dealers, offering enriched product content and online visibility to dealer inventory to increase foot traffic while also providing an additional and convenient shopping option for customers.
Rotax Engines
With their recognized quality, performance, fuel efficiency, light weight and emissions profile, Rotax engines represent a core component of BRP’s industry-leading product performance. They power Can-Am ATVs, SSVs, 3WVs and electric 2-wheel motorcycles, Ski-Doo and Lynx snowmobiles, Sea-Doo PWCs and pontoons. Rotax engines are also sold to distributors and OEMs that manufacture products to be used for civilian recreational purposes and that are not in direct competition with BRP products. When sold to such third parties, the engines are used to power karts, small recreational aircraft, jet propulsion boats and fire pumps.
BRP has developed a comprehensive line-up of compact Rotax engines and gearbox systems with engine specifications varying from one to four cylinders, 2-stroke and 4-stroke and gearboxes varying from reduction gearbox, CVT, shifting gear, semi-automatic to double-clutch-transmission. Expanding its expertise in powertrain innovation, BRP introduced the Rotax E-Power unit, a high-performance electric propulsion system delivering instant torque and a smooth, quiet ride. Designed with advanced battery technology and a liquid-cooled system, the Rotax E-Power unit ensures optimal efficiency, fast charging capabilities, and a dynamic riding experience.
Most of BRP’s powersports competitors power their vehicles with engines they manufacture themselves. For kart engines, the main competitors are IAME, TM Racing and Vortex Engines. For small recreational aircraft engines, the main competitors are Continental Motors and Lycoming.
Pinion Gearboxes
Pinion gearboxes and e-drive units are primarily used in high-performance bicycles and e-bikes by over 100 international manufacturers. These products are sold through bike manufacturers. In contrast to conventional derailleur gears with external cassettes, the Pinion gearboxes and e-drive units are installed centrally in the bike and protected from the weather, resulting in a longer product life, minimal maintenance and unique riding dynamics. Pinion’s gearboxes portfolio comprises two product lines: the powerful P-Line with 18 or 12 gears in a robust aluminum housing and the lightweight C-Line with 12, 9 or 6 gears in a lightweight magnesium housing. The C-Line with Smart.Shift electronic shifting completes the gearbox portfolio.
The Motor-Gearbox-Unit (MGU) is an innovative e-drive unit that combines motor and gearbox in a single unit as a complete drivetrain. The MGU was introduced into the market in 2024 and is available with 9 and 12 gears and as an option in a Speed-Pedelec version. This solution is used by several leading e-bike brands in nearly all e-bike categories, from high-end electric mountain bikes to city and trekking bikes, as well as modern cargo bikes.
Marine – Boats and Engines
Boats
Recreational boats include rigid inflatable boats, pontoon, deck, bowrider, cruiser and fishing boats.
Recreational fishing boats can be divided in two categories: fishing boats mostly used in offshore salt water, that are generally at least 25 feet long; and fishing boats mostly used in fresh water, that are generally less than 23 feet long. The vast majority of fishing boats are powered by outboard engines. Fishing boats mostly used in fresh water are made of either fiberglass or aluminum. The company’s Alumacraft fishing boats are of 21 feet or less, generally used in fresh water, in aluminum and are generally outboard powered. The company’s Quintrex fishing boats range from 7 to 23 feet long, used in offshore salt water and made of aluminum.
Pontoons are leisure boats made in aluminum, almost exclusively used in North America on fresh water, and are generally outboard powered. The company’s Manitou pontoons compete in that category of recreational boats.
Bowriders are generally designed for recreational use such as day cruising or watersports and come in a variety of styles. They range between 16 to 28 feet long, use jet propulsion, stern drive, outboard or inboard engines and carry anywhere from 6 to 10 passengers. The company’s bowriders, which are made of aluminum only, are sold under the Quintrex brands.
BRP’s competition in the boat industry primarily comes from North American manufacturers such as Bass Pro Shops, Brunswick, and Polaris.
Marine Engines
Marine propulsion systems for recreational power boats comprises outboard engines and inboard engines. They are generally sold to independent boat builders that in turn resell the engines and related rigging as part of a boat package, and to independent dealers and distributors. Outboard engines are designed to be affixed to the outside of a boat transom and tend to be lighter, less expensive and more easily replaceable than inboard engines. Inboard engines are designed to be integrated within the boat by the boat builder as part of the production of the boat.
The company continues to sell boats packaged with outboard engines to its Marine dealers and distributors through arrangements and relationships with outboard engine providers including Mercury Marine, Yamaha, Suzuki and Honda. In addition, since August 2022, the company offers boat packages with Rotax S outboard engines with Stealth Technology, which the company offers as fully integrated into its Manitou, Alumacraft and Quintrex boats, allowing for stunning designs.
Distribution, Sales and Marketing
Distribution and Sales
BRP has established an extensive global distribution network selling products, directly or indirectly, in over 130 countries. As of the date hereof, BRP sells products directly to approximately 2,400 dealers in 22 countries. In certain geographic markets, the company prefers to leverage a network of distributors acting as intermediaries with dealers. Through its network of approximately 140 distributors, BRP sells products to approximately 315 additional dealers. In China, the company distributes products through a joint venture with Smooth Marine Equipment Ltd., its long-time distributor in China, and BRP has a majority ownership stake in this joint venture. The company also has an office in Texas, the U.S. for management and staff forming part of the U.S. sales team and other dealer-facing functions.
The company typically enters into agreements with dealers, pursuant to which they are authorized to market specific product lines and are required to stock service parts and perform warranty and out-of-warranty repairs and other services. Most of these contracts do not require a dealer to market the company’s products on an exclusive basis. Based on various business criteria, dealers can become entitled to discounts, co-operative advertising subsidies and inventory financing. The company also enters into agreements with distributors covering specific territories.
The company delivers its products to dealers, distributors and Uncharted Society rental operators directly from strategically located distribution centers and warehouses, which are operated either by the company itself or by third-party logistics providers. Uncharted Society boasts a global presence with destinations in 13 countries, offering over 500 unique experiences across 201 locations. The company collaborates with a network of 169 partners (outfitters) around the world to deliver its unmatched adventure experiences.
The company operates a build-to-order process under which it manufactures products based on orders from dealers, distributors and Uncharted Society rental operators. It also manages a sales and operations process through which it adjusts production schedules on a weekly or monthly basis to precisely tailor production to incoming orders and market conditions. The company produces its Powersports Seasonal Products, namely its snowmobiles and PWCs and pontoons, before and early in their respective seasons of use, while it produces its Powersports Year-Round Products and Marine Products, namely its ATVs, SSVs, 3WVs, electric 2-wheel motorcycles and boats, year-round. Due to the supply chain lead-time for Seasonal Products, flexibility in adjusting production volumes to meet changes in anticipated demand is limited.
The company regularly holds dealer, distributor and Uncharted Society rental operators meetings to introduce new products and register pre-season orders. Dealers, distributors and Uncharted Society rental operators also have the opportunity to modify their orders during the season, either quarterly, monthly or on an ongoing basis, depending on the product line and the geography. The distribution network for Seasonal and Year-Round Products is relatively stable and consists of a majority of dealers, distributors and Uncharted Society rental operators with whom BRP has enjoyed a longstanding relationship. The Rotax inboard jet propulsion engines are distributed exclusively through boat builders. The Alumacraft and Manitou boats are distributed mainly through a network of dealers in the United States and in Canada while the Quintrex boats are distributed through a network of dealers in Australia.
Marketing
The company’s Marketing team is focused on creating and deploying full-funnel marketing plans for all BRP brands to connect with consumers in a consistent and meaningful way, ensure they enjoy best-in-class experiences, and drive consumer loyalty. BRP invests in building global brand equity through creative platforms and compelling storytelling anchored in the reality of its communities, namely by leveraging social media, public relations, and its network of brand ambassadors worldwide.
The company also builds consumer engagement plans to deliver on its regional business targets and convert leads into retail sales, in collaboration with its dealers and distributors. BRP strives to target the right consumers at the right time, providing them with the content and information they are looking for to drive traffic to dealerships, and to its PA&A e-commerce store which enables direct-to-consumer sales. BRP’s marketing channels and tactics include experiential marketing and high-quality product trials, paid media and a digital experience across its websites and Customer Relationship Management platforms.
Seasonality
Some of BRP’s product lines, such as snowmobiles, PWCs and boats, are seasonal. However, certain of these products are also sold during offsetting seasons, reducing the overall seasonal impact on the company. Additionally, BRP’s 3WV, jet boat engines, ATV and SSV products are less subject to seasonal weather patterns than snowmobiles, PWCs and boats.
Intellectual Property
Patents
As at January 31, 2025, the company held more than 2,295 issued patents and pending patent applications to protect its products, designs and technologies, in jurisdictions including the United States, the European Union, Canada and China, among others. The company diligently seeks to protect its key innovations through patent filings. The company determines jurisdictions in which it files patent applications based on strategic considerations and the availability of patent protection in such jurisdictions. As it continues to develop new products, manufacturing processes and technologies, the company plans to apply for patents to protect such innovations.
As an example, the company’s intellectual property portfolio includes patents and applications relating to Can-Am’s on-road modular vehicle platform, as well as multiple newly published patent applications related to its PowerUnit Core, which forms the foundation of this modular platform, Sea-Doo’s adjustable Ergolock-R cockpit design, Sea-Doo Switch modular seating and floor tiles system, Sea-Doo Hydraulic Steering Damper, Maverick R DCT hydraulic control functions; Ski-Doo’s 850 E-TEC Turbo R with Water Injection System and Rotax’s aircraft engine propeller drive hydraulic damper assembly.
Trademarks and Tradenames
The company holds numerous registered trademarks in respect of its brands, including Alumacraft, BRP, Can-Am, Lynx, Manitou, Quintrex, Rotax, Sea-Doo and Ski-Doo. It also holds registered trademarks with respect to its various model lines, including Aurora, Can-Am Origin, Can-Am Pulse, Commander, Defender, Expedition, Fish Pro, Freeride, G2, Maverick, MX-Z, Renegade, Rave, Ryker, RXP, RXT, Skandic, Spark, Spyder, Summit, Switch and Traxter, and additional registered trademarks with respect to certain of its programs and technologies, including 4-TEC, BRP Connect, BRP GO, BV2S, E-TEC, iBR, iCatch, iControl, iS, Learning Key, LinQ, Radien, REV, Uncharted Society, V-Toon, and XPS.
Regulatory Matters
The company is subject to extensive laws and regulations at many steps in its chain of conception, production and distribution of products.
Safety Regulation
The company’s products are subject to extensive laws, rules and regulations relating to product safety promulgated by the governments or regulatory authorities of Canada, individual Canadian provinces, the United States, individual American states or other countries. These requirements pertain to the conception, production and distribution of BRP’s products.
In addition, the company is a member of several industry and trade associations in Canada, the United States, and other countries whose mandate is to promote safety in the manufacture and use of powersports products. Some of those trade associations promulgate voluntary industry product safety standards with which the company complies.
Emissions Regulation
The company’s products are subject to sound and gaseous emissions laws, rules and regulations promulgated by the governments and regulatory authorities of Canada (Environment and Climate Change Canada), the United States (Environmental Protection Agency), individual American states (such as the California Air Resources Board), the European Union and other jurisdictions.
Research and Development
BRP’s significant research and development efforts have materialized into several innovations, including the following recent examples:
New industry-leading platforms (e.g. the all-new Can-Am Canyon 3WV with distinct features like higher ground clearance, longer suspension travel, all-road wheels, enduro anti-slip pegs and more, the all-new four-seat Can-Am Maverick R Max introduced this year, designed to offer the same high-performance experience while accommodating more passengers and the introduction of the all-new high-cc Can-Am Outlander 850 and 1000R ATV models;
New segments (e.g. the Can-Am Pulse and Origin electric motorcycles, featuring the Rotax E-Power technology for instant torque and fast charging, the first ever electric snowmobiles with the Ski-Doo Grand Touring Electric model and the Lynx Adventure Electric model and the expansion of the fishing segment with dedicated Sea-Doo fishing personal watercraft and the Sea-Doo Switch);
New design features (e.g. The first PWC with direct access to front storage from the driver’s seat, Sea-Doo Switch modular furniture and tile system and the marine MAX Deck platform) and the Pinion Smart.Shift with the advantages of pushbutton electronic shifting;
New engine technologies (e.g. Pinion’s award-winning MGU combining motor and gearbox in a single unit; Rotax 916 iS recreational aircraft engine, Rotax S115 and S150 outboard engines with Stealth Technology, Ski-Doo SHOT engine starting system, the first factory produced 2-stroke turbocharged engine referred to as the Ski-Doo 850 E-TEC Turbo; and the Rotax E-Power power unit – BRP’s proprietary electric technology);
New ergonomic features (e.g. the ErgoPrint seat base concept to enhance comfort and stability while reducing the quantity of foam used in the seats on several products, and enhanced proxemics to optimize riders and passengers circulation on Switch and Manitou pontoons by optimizing seat dimensions and locations);
New safety features (e.g. the Sea-Doo speed-limiting Learning Key or the Can-Am Off-Road work key);
New features enhancing the customer’s experience, including digital products and services, business models or functionalities (e.g. the PA&A e-commerce store which enables direct-to-consumer sales; the 10.25-inch color touchscreen with Apple CarPlay enhancing the rider connectivity experience on all Can-Am Spyder F3, RT and Canyon models and Can-Am Pulse and Origin electric 2-wheel motorcycles); and
New accessories (e.g. the Oxygen Flow helmet allowing more control over the helmet’s internal temperature, Ski-Doo 1+1 seat, the Sea-Doo LinQ cooler and the Sea-Doo Switch Premium Audio System).
History
The company was founded in 1937. The company was incorporated under the Canada Business Corporations Act in 2003. The company was formerly known as J.A. Bombardier (J.A.B.) Inc. and changed its name to BRP Inc. in 2013.
