Polaris slashes ATV prices by half as import from China begins

The American manufacturer recently acquired a Chinese ATV manufacturing firm Hammer Head and it will bring the ATV of this brand, as CKD which will reduce the price by half...

US-based ATV (all-terrain vehicle) manufacturer, Polaris has started import of completely knocked down (CKD) ATVs in India and expect the volume to double in a year, Pankaj Dubey, Managing Director, Polaris India told ETAuto in an interview.

The American manufacturer recently acquired a Chinese ATV manufacturing firm Hammer Head and it will bring the ATV of this brand, as CKD which will reduce the price by half.

The Hammer Head ATV is priced at Rs 2.85 lakh compared to the Polaris brand whose price ranges between Rs 5.5 lakh and Rs 30 lakh as they are imported from the US as CBU (Completely Built Unit).

"India is a price sensitive market and we expect that by way of CKD, which attracts lesser duty and the cost production is also lesser, we have lowered the price of the product that will certainly create good volume," Pankaj Dubey told ETAuto.

Polaris has started its CKD unit at Faridabad in Haryana in the same facility where it has ware housing.

The ATV industry in India is still at nascent stage and has very few players in the space. Currently, Polaris is a leading organised player with a market share of about 20% while there are some unorganised players who import ATVs.

Currently the size of the segment is very less at about 1200 units a year but once our global competitors like Honda, Yamaha and others come, the segment will jump to 6000-7000 units a year in the next two years," Pankaj said.

Polaris has mostly sold its product to the experience zones and police forces, para military forces. Since 2013, it has sold about 20 percent of total vehicles to government institutions, which includes police forces of six states and defence sector including BSF.

Polaris, although on a small volume, claimed to have been growing by about 60 percent in the last two years while the overall industry has grown about 20 percent.

Globally the ATV's market is about 10 lakh units and its growth has mellowed down last year, however, before that it was growing at a decent pace. Europe, US and Australia are among the biggest markets for ATVs as in those countries, ATVs are used for agricultural use classified as Tractors. But in India, it is not qualified to be used as tractors.

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NAVNIT MOTORS PRIVATE LIMITED

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Telephone: (+91) 022 66776659 /
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