Situation:
Arctic Cat was hot to get a piece of the lucrative sport ATV market. They’d already arranged to have Suzuki supply them with the engine and chassis for one of the industry’s best selling machines. However, it turned out that other industry players had also taken these very same steps. How was Arctic Cat going to differentiate their introductory product in this highly competitive market?
Solution:
The Arctic Cat and WhiteBoard team zeroed in on discovering what factors inspire riders to buy sport ATVs. Seeking answers in Southern California, the mecca of motor sports, they learned that racers cut their fenders off to improve track visibility, all part of a bigger trend in which enthusiasts customize
