ATVs still selling despite major brands walking away

Despite major companies pulling out of the ATV market after new safety standards came in two years ago, the four-wheelers are still in demand.

ATV sales used to number about 22,000 a year.

A tailing off of side-by-side sales could reflect farmers switching back to four-wheelers by lesser-known brands, or even importing them direct from the United States.

While ATV sales used to number about 22,000 a year, official annual side-by-side sales are sitting at about 15,000 – which industry analysts said could show buyers aren’t necessarily switching from one vehicle type to the other.

Current ATV sale numbers are hard to know as the companies still selling them won’t join the nation’s peak body.

The Federal Chamber of Automotive Industries formally tracks sales of ATVs and side-by-side vehicles sold by its members, including players such as Polaris, Honda and Yamaha.

Major companies pulled out of the ATV market when the 2019 Consumer Goods (Quad Bikes) Safety Standard took full effect in October 2021, which meant ATVs needed to be sold with crash protection.

Companies still selling ATVs, such as CF Moto, do not belong to the FCAI.

CF Moto did not respond to requests for comment.

FCAI motorcycle manager Rhys Griffiths said it was frustrating to not know actual ATV sales figures but imagined they were doing “very good business”.

Mr Griffiths said ATVs were also being imported from the US, either direct by a buyer or as a group lot, which were then on-sold.

He said while side-by side vehicles had taken some of the ATV market, the higher cost of them was also starting to bite.

“People could buy a smaller ATV for $5000-6000 but even the bottom of a range side-by-side is at least double that and some go up to $20,000 or more,” Mr Griffiths said.

“ATVs are still wanted.”

In terms of sales, Mr Griffiths said the side-by-side market was “not so expansive”.

“We used to see about 22,000 ATV sales a year but the gross numbers of side-by-sides is about 15,000 a year,” he said.

Polaris national marketing manager Michael Blundo said side-by-side sales across the industry increased 6 per cent last year but were down 13 per cent this year, which was put down to tighter financial conditions.

Polaris pulled out of the ATV market in 2021.

Mr Blundo said those farmers who were buying side-by-sides did so because they were “a safer, more versatile and manoeuverable vehicle on their farm”.

“Interestingly enough, with the dual cab ute market becoming more saturated and more expensive, we are also seeing customers transition to side-by-sides which are more fit for purpose around the farm,” Mr Blundo said.