Polaris Evolves Brand to Reflect Growth and Encourages Consumers to Think Outside
July 29 2019 - 7:00AM
Business Wire
Corporate branding connects millions of established and
new customers with Polaris’ growing family of products,
services
For more than 65 years, Polaris (NYSE: PII), the world leader in
powersports, has powered millions of people’s ability to work and
play outside through ingenuity and determination. Today, the
company revealed a new corporate brand platform that represents its
remarkable evolution to a global market leader with more than 30
brands and multiple services responsible for the company’s growth
into a major influencer on powersports and beyond.
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"Think Outside" reflects Polaris'
pioneering approach to advance how consumers work and play outside.
(Photo: Polaris)
Think Outside – the evolved Polaris brand position – articulates
the company’s corporate brand in a way that supports its vision,
defines its pioneering spirit, sets it in the marketplace and
expresses the value offered through its expansive products and
services.
“Our founders built the first snowmobile so they could embark
farther into the snow-covered woods of northern Minnesota, and we
have spent the last 65 years continuing to bring that pioneering
approach to everything we do, from creating the first automatic ATV
and sport-recreational side-by-side vehicle to introducing RIDE
COMMAND and other technology solutions to assist in the adventure,”
said Chairman and Chief Executive Officer of Polaris Scott Wine.
“Today, Polaris offers a wide range of products and services
designed to help our customers experience ultimate enjoyment
outside. Our evolved Polaris branding, Think Outside, articulates
the unifying thread that runs across every product, experience and
service we offer.”
From the latest product designs and strategic partnerships to
introducing ride and drive experiences like Polaris Adventures,
Polaris continues to expand its offerings. Reflecting on the
company’s commitment to customer centricity and growth, Polaris
will use the updated corporate branding as a part of its efforts to
share the larger Polaris story that is representative of its entire
business portfolio. The new branding is part of the company’s
overall customer growth strategy.
“Think Outside is reflective of our pioneering approach to
advance how our customers work and play outside. It highlights our
unbreakable bond with the outdoors and our past, current and future
focus on ingenuity. Whether you are getting out on the sand, snow,
water, trails or road, Polaris is driven to help people find
innovative ways to do more outside,” said Wine. “The new brand
tells our story in a way that connects us with our current
consumers while also inviting new ones into the Polaris community.
Over the next 10 years, we aim to grow our Polaris customer base by
nearly 50%, both through people who currently know and enjoy
powersports and by introducing new consumers to the space and all
that Polaris has to offer.”
In addition to Think Outside, the brand work includes a
corporate brand purpose, updated logo and emblem, and
visual-identity system focused on sharing the meaningful
connections people have with outdoor work and play when supported
by the right products and experiences. The last significant Polaris
brand evolution took place in in 1981.
The new branding will appear across the company’s advertising,
website and social channels. The new logo will roll out gradually
to other areas of the business, including products that display the
Polaris logo, buildings and other physical signage, over the course
of the next several years. As a part of the efforts, Polaris is
also changing the full name of its legal entity from Polaris
Industries, Inc. to Polaris Inc.
About Polaris
As the global leader in powersports, Polaris Inc. (NYSE: PII)
pioneers product breakthroughs and enriching experiences and
services that have invited people to discover the joy of being
outdoors since our founding in 1954. With annual 2018 sales of $6.1
billion, Polaris’ high-quality product line-up includes the Polaris
RANGER, RZR and GENERAL side-by-side off-road vehicles; Sportsman
all-terrain off-road vehicles; Indian Motorcycle mid-size and
heavyweight motorcycles; Slingshot moto-roadsters; snowmobiles; and
deck, cruiser and pontoon boats, including industry-leading
Bennington pontoons. Polaris enhances the riding experience with
parts, garments and accessories, along with a growing aftermarket
portfolio, including Transamerican Auto Parts. Polaris’ presence in
adjacent markets includes military and commercial off-road
vehicles, quadricycles, and electric vehicles. Proudly
headquartered in Minnesota, Polaris serves more than 100 countries
across the globe. www.polaris.com.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20190729005177/en/
Jessica Rogers Polaris (763) 513-3445
jessica.rogers@polaris.com
Leonard Pollard Padilla (612) 455-1758
leonard.pollard@padillaco.com
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