Bloomberg calls the new-nearly-$20,000 Polaris General the Cadillac Escalade of off-road vehicles.
Part Ranger, part RZR, the General aims to offer shoppers the best of both worlds. Utilitarian capability with some sporting pretences, Polaris is betting they can exploit this white space.
“This is going to catch the industry off guard a little bit,” David Longren, head of Polaris’s off-road-vehicle business to Bloomberg. “It definitely has a potential to impact the fourth quarter.”
“One of the things we heard loud and clear from our dealers was a need for an SUV of the segment,” Longren said. “It’s clear that there’s an emerging market in this space.”
Polaris says they expect some 2/3 of buyers to be new to ORV's. This from a company that already comfortably controls half the market.
What say you, is the General the Escalade of the ORV segment?