A respected presence in the off-road ATV world as well as snowmobiles and personal watercraft, Bombardier Recreational Products (BRP) had one last frontier to conquer – asphalt. But the on-road motorcycle touring market was already impacted with long-entrenched brands. BRP took up the challenge with a “blue ocean strategy” and adopted a vehicular architecture from the distant past in a cutting-edge application. In doing so, a new market segment was born.
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