Polaris Thinks the People Want a $28,000 Dune Buggy
Polaris pushes the off-road market into luxury-car territory with a brash new machine.
Imagine, if you will, the strategy meeting that led to the new Polaris RZR XP Turbo S.
Of course, it didn’t actually happen that way. The off-road vehicle unveiled this week by Polaris—like the spider cricket—is the result of a natural evolution in the motorized toy market. In the early 2000s, companies like Polaris, Bombardier Recreational Products, Kawasaki and Yamaha added extra seats and a cage to protect riders to their already popular ATVs. The concept took off, and prices for side-by-sides, as such vehicles are known, are now entering luxury territory.