Extreme terrain
Argo motors into ATV market
NEW HAMBURG — Argo, the extreme terrain vehicle manufacturer, is celebrating its 50th anniversary by shedding some wheels.
The New Hamburg-based company has launched a brand-new line of four-wheel allterrain vehicles (ATVs), complementing its well-known and long-running series of six and eight-wheeled amphibious extreme terrain vehicles (XTVs).
It’s a logical step for Argo, recognizing that the reputation it has established with its amphibious vehicles among recreational and commercial clients can extend to the recreational ATV market.
“Not everybody that has an Argo XTV is potentially an ATV customer,” acknowledged Argo president Brad Darling. But 67 per cent of current Argo XTV owners also own an ATV, he noted.
“We have a strong brand on the XTV side that allows us to get our customers, our owners today to consider an ATV.”
The new products were on display Wednesday during an event marking the company’s 50th anniversary.
The Xplorer series comes in single and two-seat configurations.
Recalling the introduction of the first Argo in 1967 — five years after parent company Ontario Drive & Gear was founded — chair Joerg Stieber said “it was the start of an amazing journey.”
Whereas the amphibious vehicles — sold in more than 80 countries — are all made in New Hamburg, the new ATVs will be built offshore by a contract manufacturer but be branded as Argos.
While the ATVs stand to boost overall Argo sales, it’s really a strategic move to expand its dealer network and move even more XTV units, Darling said.
“It allows our dealers incremental sales, it allows us to build the sales force that we want to really grow our six and eight-wheel amphibious vehicles,” he said.
Argo vehicles are currently sold by about 300 dealers across North America; Darling said he’d like to grow that to 624. Dealers will be able to sell ATVs and XTVs, or XTVs only.
As sales increase through a larger dealer network, Darling said the company’s goal is to triple its XTV business by 2020.
That, in turn, will add jobs in New Hamburg, he said, adding that the company already is renovating the office and factory space to allow for increased production.
“Argo’s vision is to remain the leading manufacturer of amphibious vehicles worldwide,” Darling told guests at Wednesday’s event.
All-terrain vehicles aren’t completely new to Argo; the company entered into the three-wheeled market in the early 1980s, but when safety concerns essentially put the brakes on three-wheeled ATV production in the late 1980s, Argo decided not to pursue the emerging four-wheel market at that time.