Reaching New Segments of UTV Purchasers

Joe Kalbas is sales manager for Paige Tractors of Paige, Texas. The dealership carries the Cub Cadet, Kioti and Hustler lines. He says his customer base has remained mostly steady, but a new segment, women, are purchasing more units.

“In my market, it’s always been the farm and ranch owner and the hunter, but more women are buying the units. The guys want power and want to know how much they can pull. The ladies are concerned about how quiet it is,” Kalbas says. The quiet factor also appeals to his hunting customers.

The two-seater models make up about 40% of his sales. He says the Cub Cadet Challenger model has been a top seller. “The Challenger is a great unit and it’s priced right. It’s a lighter unit. The Cub Cadet Volunteer had a wider unit and a beefier build. It had a bigger hauling capacity, but it was louder. The Challenger is slicker, smaller and quieter. Plus, it’s fast and less expensive than the Volunteer.”

He says the Challenger includes some add-ons as standard features, including the top, windshield, winch and light package.

“Normally, those accessories for the Volunteer would run close to $1,200. I don’t make as much from a dealer perspective, but they’ve been able to keep the price of the unit with those add-ons competitive, and I can make a decent mark-up,” he says.

Changing Uses

There are many uses for utility vehicles and ATVs, so they open up a wide range of customers for your dealership. Although the vehicles are intended for off-road use, some local ordinances are being enacted that allow utility vehicles to be driven on streets. The Consumer Products Safety Commission website (www.cpsc.gov/en/safety-education/safety-education-centers/) has links to state highway patrols, so you can stay current on regulations in your area.