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BRP’s four-wheel EXIT Concept aimed at Gen Y


August 31, 2006

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September 1, 2006 Gen Y consumers (14 to 23 year olds) are a complex lot, an intriguing market to attract. They are environmentally-conscious, thrill-seeking, competitive and they like to define their own counter culture. In seeking to address these fickle consumers, Bombardier Recreational Products (BRP) has developed an interesting new and innovative motorized recreational vehicle aiming to provide the highest fun factor with the lowest amount of horsepower. The BRP EXIT, is a 4-wheel crossover vehicle, positioned somewhere between a trial motorcycle and a BMX bicycle. Powered by a low horsepower Rotax 4-TEC engine, it is lightweight, small and simple with a high fun factor. To make it light and easier to handle, the frame of the EXIT is a minimalist steel centre beam known as a Surrounding Spar Technology (SST) frame, like the ones used on BRP's all-terrain vehicles, supporting an equally minimalist polyethylene body structure.

Its distinctive character comes mostly from its innovative rear-entry platform. It creates a new kind of man-machine interaction, resulting in a new way of riding and "working" the vehicle. It allows the rider to discover new tricks and continually improve his or her riding skills. The styling and graphics are non-conventional, motivated by Gen Y youths' fondness for the trendy "dark side". Ultra-basic geometric language was used to emphasize the simplicity of the concept and the colour-scheme is borrowed from classic military vehicles. The EXIT is on the forefront of eco-friendly, low-impact motorized performance products. It is a project conceived as part of BRP's design team ongoing search for innovative solutions.

About the Author
Mike Hanlon Mike grew up thinking he would become a mathematician, accidentally started motorcycle racing, got a job writing road tests for a motorcycle magazine while at university, and became a writer. As a travelling photojournalist during his early career, his work was published in a dozen languages across 20+ countries. He went on to edit or manage over 50 print publications, with target audiences ranging from pensioners to plumbers, many different sports, many car and motorcycle magazines, with many more in the fields of communication - narrow subject magazines on topics such as advertising, marketing, visual communications, design, presentation and direct marketing. Then came the internet and Mike managed internet projects for Australia's largest multimedia company, Telstra.com.au (Australia's largest Telco), Seek.com.au (Australia's largest employment site), top100.com.au, hitwise.com, and a dozen other internet start-ups before founding Gizmag in 2002. Now he writes and thinks. All articles by Mike Hanlon
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