What niche is next?(INTUNE)

ATV Magazine, March, 2007 by Erickson, Tim

If you were to look up the word "niche" in a dictionary, one of the definitions you would see is "a distinct segment of a market." The ATV industry is becoming a niche business.

After returning from the Yamaha Big Bear First Ride (see p. 54), I started thinking about what is happening to the ATV industry. I'm sure Yamaha will be successful with this ATV. It's a good bike, and the company had a specific target market for the quad. In essence, this machine was built for a niche.

By niche, I mean an audience of specific buyers. In the case of the Big Bear, the updates that the machine had for 2007 were targeted to people in eight specific states.

Yamaha said its research unveiled that five-speed, air-cooled 4x4s are 25 percent of the total 4x4...

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