Presentations made painless

Company > BRP Inc: Business Model, SWOT Analysis, and Competitors 2024

BRP Inc: Business Model, SWOT Analysis, and Competitors 2024

Published: Feb 14, 2024

Inside This Article


    In the rapidly evolving powersports industry, BRP Inc. stands out as a formidable player, renowned for its innovative approach to recreation and utility vehicles. This blog article delves into BRP Inc.'s strategic business model, offering insights into how it has sustained growth and competitiveness amidst challenges. We further dissect its strengths, weaknesses, opportunities, and threats (SWOT) as we head into 2024, providing a comprehensive analysis that highlights potential future paths. Additionally, we compare BRP Inc. with its main competitors, shedding light on the company's market positioning and the competitive landscape it navigates.

    What You Will Learn

    • Ownership and Vision of BRP Inc.: Gain insights into who owns BRP Inc., exploring the key figures and entities behind its success, alongside understanding the company's mission statement and how it guides their strategic direction and operational philosophy.

    • Monetization and Business Framework: Discover the intricacies of how BRP Inc. generates revenue, with a deep dive into their business model canvas, providing a clear picture of their value proposition, customer segments, channels, and key partnerships.

    • Competitive Landscape and Strategic Analysis: Unpack the competitive environment in which BRP Inc. operates, identifying main rivals and how BRP positions itself against them. Plus, explore a comprehensive SWOT analysis to understand the company's strengths, weaknesses, opportunities, and threats in a dynamic marketplace.

    Who owns BRP Inc?

    Who Owns BRP Inc?

    BRP Inc., known for its innovative powersports vehicles, including Ski-Doo and Sea-Doo, operates as a publicly traded company, which means its ownership is distributed among various shareholders who have purchased its stock. The company is listed on the Toronto Stock Exchange under the ticker symbol DOO, allowing investors from around the globe to buy and sell shares.

    Ownership of BRP Inc. is quite diverse, with institutional investors holding a significant portion of its shares. These institutional investors include large financial organizations like banks, mutual funds, and pension funds that invest on behalf of their clients or members. Their investment decisions are based on thorough analysis and the potential for growth and dividends, indicating a strong belief in the company's future prospects.

    Additionally, BRP Inc. has several key individual stakeholders. These are typically company executives and board members who have substantial equity stakes in the company, aligning their interests with the long-term success of the organization. Their insider knowledge and commitment to the company's strategy often make them a stabilizing force for the stock.

    Retail investors, or individual investors who buy and sell shares through brokerage accounts, also play a role in the ownership of BRP Inc. While their individual stakes might be smaller compared to institutional investors or key insiders, collectively, they contribute to the company's market liquidity and valuation.

    It's worth noting that the distribution of ownership can fluctuate over time with stock market trades, investments, and divestments by shareholders. For the most current and detailed breakdown of BRP Inc.'s ownership, investors should refer to the company's latest filings with securities regulators or specialized financial information platforms.

    In essence, BRP Inc.'s ownership is a tapestry of diverse investors who believe in the company's vision and products, from large institutional players to individual enthusiasts of the powersports industry. This mix of stakeholders not only reflects the company's market position but also its broad appeal across different investor types.

    What is the mission statement of BRP Inc?

    What is the mission statement of BRP Inc?

    BRP Inc., also known as Bombardier Recreational Products, is a company that has firmly positioned itself as a leader in the world of motorized recreational vehicles and powersports engines. With a rich history that dates back to the mid-20th century, BRP has consistently pushed the boundaries of innovation, design, and performance in its product offerings, which include Ski-Doo and Lynx snowmobiles, Sea-Doo watercraft, Can-Am on- and off-road vehicles, Alumacraft boats, Manitou pontoons, and Rotax engines for karts, motorcycles, and recreational aircraft.

    At the core of BRP's operational and strategic framework lies its mission statement, which serves as a guiding light for the company's endeavors and decision-making processes. The mission statement of BRP Inc. is centered around the concept of "delivering the ultimate powersports experience." This succinct yet powerful declaration encapsulates the company's commitment to not only developing and manufacturing high-quality, innovative products but also ensuring that these products provide unparalleled experiences to their users.

    Delivering the ultimate powersports experience involves a multifaceted approach that encompasses excellence in design, performance, reliability, and customer service. BRP aims to inspire passion among its customers, enabling them to explore and enjoy the great outdoors to the fullest. Whether it's conquering snow-capped mountains, navigating untamed waters, or exploring rugged terrains, BRP's mission is to be there every step of the way, enhancing the adventure with its cutting-edge products.

    Moreover, BRP's mission statement reflects the company's dedication to sustainability and social responsibility. By continuously working on improving the environmental footprint of its products and operations, BRP strives to contribute positively to the planet and communities it operates in. This commitment to sustainability and innovation ensures that BRP Inc. not only leads in delivering the ultimate powersports experience but does so in a way that is respectful and mindful of the broader impact on the environment and society.

    In conclusion, the mission statement of BRP Inc. is a testament to the company's unwavering dedication to excellence, innovation, and sustainability in the powersports industry. By focusing on delivering the ultimate powersports experience, BRP continues to inspire, excite, and unite enthusiasts around the globe, fostering a community that shares a deep passion for adventure and exploration.

    How does BRP Inc make money?

    How does BRP Inc make money?

    BRP Inc., short for Bombardier Recreational Products, stands as a global leader in the design, development, manufacturing, distribution, and marketing of powersports vehicles and propulsion systems. The company's diverse portfolio is key to its revenue generation, encompassing a wide range of products that cater to various outdoor activities. Here's a closer look at how BRP Inc. makes money:

    1. Sale of Powersports Vehicles

    The core of BRP's revenue comes from the sale of its lineup of powersports vehicles. This includes a broad spectrum of products such as:

    • Snowmobiles: BRP is renowned for its Ski-Doo and Lynx snowmobiles, which are popular in North America and Europe.
    • Watercraft: The Sea-Doo personal watercraft line has a significant share of the global market, appealing to water sports enthusiasts.
    • Off-road vehicles (ORVs): This category comprises all-terrain vehicles (ATVs) and side-by-side vehicles (SSVs) sold under the Can-Am brand, catering to both recreational and utility purposes.
    • On-road vehicles: The Can-Am Spyder and Ryker three-wheeled motorcycles offer a unique riding experience, expanding BRP's reach into the on-road segment.

    2. Propulsion Systems

    Besides vehicles, BRP is also a major provider of propulsion systems. The company manufactures Evinrude outboard engines (note: as of my last update, BRP has discontinued the production of Evinrude outboard engines but the company's historical sales in this segment contributed significantly to revenues) and Rotax engines for motorcycles, karts, and small aircraft. These products not only serve BRP's internal needs for its vehicles but are also supplied to third-party manufacturers, creating an additional revenue stream.

    3. Parts, Accessories, and Apparel (PAA)

    A significant portion of BRP's income is derived from the sale of parts, accessories, and apparel. This includes:

    • OEM Parts: Original equipment manufacturer parts for repairs and upgrades.
    • Accessories: Customization options for vehicles, such as additional storage or enhanced performance parts.
    • Apparel: BRP-branded clothing and gear designed for the outdoor activities its vehicles are used for, enhancing the user experience and promoting brand loyalty.

    4. Service and Warranty Contracts

    Service and warranty contracts provide ongoing revenue through maintenance and repair services. BRP offers a range of service contracts and extended warranties that customers can purchase, ensuring their products are serviced by certified technicians using genuine parts. This not only generates income but also strengthens customer relationships.

    5. Licensing and Other Revenues

    BRP also earns money through licensing agreements, allowing other companies to use its patented technologies and designs. Additionally, the company may generate revenue from other sources such as financing solutions provided to dealers and customers.

    In conclusion, BRP Inc. makes money through a multifaceted approach, leveraging its broad product portfolio and strong global presence. By continuously innovating and expanding its offerings, BRP ensures its position as a leader in the recreational products industry, driving revenue growth and profitability.

    BRP Inc Business Model Canvas Explained

    BRP Inc., also known as Bombardier Recreational Products, is a leader in the design, development, manufacturing, distribution, and marketing of powersports vehicles and propulsion systems. Its portfolio includes Ski-Doo and Lynx snowmobiles, Sea-Doo watercraft, Can-Am off-road and on-road vehicles, Alumacraft, Manitou, Quintrex, Stacer and Savage boats, Rotax engines for karts, motorcycles and recreational aircraft, as well as Rotax engines for BRP vehicles. To understand how BRP Inc. maintains its competitive edge and market position, it's helpful to break down its business model using the Business Model Canvas framework. This framework provides a comprehensive overview of the essential components that make BRP Inc. successful.

    Key Partners

    BRP Inc.'s key partners include its network of suppliers, dealers, and distributors. These partners are crucial for the efficient production and global distribution of its products. Additionally, BRP collaborates with technology companies for innovation in product development and enhances its market reach through strategic partnerships and sponsorships in the motorsports arena.

    Key Activities

    The key activities of BRP Inc. involve research and development (R&D), manufacturing, marketing, and distribution. R&D is central to BRP's operations, focusing on innovation and the development of new products and technologies. Manufacturing is done across multiple global facilities, ensuring the production of high-quality vehicles and engines. Marketing activities are tailored to reach a diverse customer base through various channels, while distribution is managed through a global network of dealers and distributors.

    Value Propositions

    BRP Inc. offers distinct value propositions to its customers, including innovation, quality, performance, and a diverse product range. The company is committed to delivering cutting-edge technologies and designs that enhance the user experience. Its products are known for their reliability, durability, and performance, catering to both recreational and professional users. Moreover, BRP's extensive product lineup ensures that it can meet the varied needs and preferences of its customer base.

    Customer Relationships

    BRP Inc. maintains strong customer relationships through dedicated customer service, warranty programs, and active engagement on social media and community forums. The company also hosts and participates in events and experiences that allow customers to interact with its products firsthand, fostering a sense of community among users.

    Customer Segments

    BRP targets a wide range of customer segments, including outdoor and adventure enthusiasts, professional athletes, and commercial users. Its product offerings cater to individuals looking for recreational vehicles, as well as businesses requiring reliable propulsion systems and vehicles for operational purposes.


    BRP Inc. utilizes a multi-channel distribution strategy, which includes a global network of dealers and distributors, direct sales for certain products, and an online presence that includes e-commerce platforms and digital marketing. This approach ensures broad market access and convenience for customers worldwide.

    Key Resources

    The key resources for BRP Inc. include its intellectual property, such as patents and trademarks, a skilled workforce, and its manufacturing facilities. Additionally, the company's R&D capabilities and global distribution network are vital assets supporting its business model.

    Cost Structure

    BRP Inc.'s cost structure comprises R&D expenses, manufacturing and operational costs, marketing and sales expenses, and distribution costs. The company focuses on optimizing these costs while maintaining the quality and innovation that differentiate its products in the market.

    Revenue Streams

    BRP's primary revenue streams come from the sale of powersports vehicles and propulsion systems. Additionally, the company generates revenue through parts, accessories, and apparel, as well as licensing fees from its intellectual property. Service contracts and financing solutions also contribute to BRP's diversified revenue streams.

    By analyzing BRP Inc. through the Business Model Canvas framework, it becomes clear how each component of its business model contributes to its overall success. Continuous innovation, a strong global presence, and a commitment to quality are at the heart of BRP's strategy, driving its growth and leadership in the powersports industry.

    Which companies are the competitors of BRP Inc?

    Which companies are the competitors of BRP Inc?

    BRP Inc., known for its innovative motorized recreational vehicles and powersports engines, operates in a highly competitive industry. The company's product lines, including Ski-Doo and Lynx snowmobiles, Sea-Doo watercraft, Can-Am off-road and on-road vehicles, and Rotax engines, position it against a diverse range of competitors across different sectors. Understanding who these competitors are provides insight into the market dynamics and the challenges BRP faces.

    Polaris Inc.

    Perhaps the most direct competitor, Polaris Inc., manufactures a wide range of powersports vehicles. This includes snowmobiles, ATVs, and UTVs, under various brand names such as RZR, Ranger, and Sportsman. Polaris also competes in the motorcycle market with its Indian Motorcycle brand, offering an alternative to BRP's Can-Am on-road vehicles.

    Yamaha Motor Co., Ltd.

    Yamaha Motor Co., Ltd. is a global powerhouse in the powersports industry, producing motorcycles, ATVs, side-by-sides, snowmobiles, and personal watercraft. Like BRP, it has a strong presence in the marine sector, manufacturing outboard motors that compete with BRP's Evinrude line before its discontinuation in 2020. Yamaha's diverse portfolio and global reach make it a formidable competitor in several of BRP's key markets.

    Honda Motor Co., Ltd.

    Honda's powersports division includes motorcycles, ATVs, and side-by-sides, positioning it as another competitor to BRP, particularly in the off-road vehicle market. Honda's reputation for reliability and its expansive dealer network provide strong competition for BRP's off-road and on-road segments. Additionally, Honda competes in the marine sector with its range of outboard engines.

    Kawasaki Heavy Industries, Ltd.

    Kawasaki is well-known for its motorcycles, including the Ninja sportbike series, but its product range also encompasses side-by-sides, personal watercraft, and ATVs. Kawasaki's Jet Ski brand competes directly with BRP's Sea-Doo watercraft, making it a key player in the personal watercraft market.

    Textron Inc.

    Through its acquisition of Arctic Cat, Textron Inc. has become an important competitor in the snowmobile and off-road vehicle markets. Its product lineup includes ATVs, UTVs, and snowmobiles, which compete directly with several of BRP's core product lines. Textron's broader portfolio, including aviation and defense products, provides a strong financial foundation to support its powersports division.

    In summary, BRP Inc. competes with a variety of companies across the powersports, marine, and on-road vehicle sectors. Each of these competitors brings unique strengths and product offerings to the table, creating a dynamic and challenging competitive landscape for BRP.

    BRP Inc SWOT Analysis

    BRP Inc, known for its innovation and diversified portfolio in the power sports industry, stands as a notable player. The company designs, develops, manufactures, distributes, and markets powersports vehicles and propulsion systems. A SWOT analysis provides a comprehensive look into the strengths, weaknesses, opportunities, and threats that BRP Inc faces in its operational environment. Here's an in-depth look at each of these aspects.


    • Innovative Product Line: BRP Inc is renowned for its continuous innovation, particularly in the design and engineering of its products. The company's commitment to innovation not only enhances its product offerings but also strengthens its market position.

    • Global Presence: With a wide distribution network that spans across the Americas, Europe, and Asia-Pacific, BRP Inc has established a strong global presence. This allows the company to tap into various markets and diversify its revenue streams.

    • Strong Brand Portfolio: The company owns several powerful brands like Ski-Doo, Sea-Doo, and Can-Am, each of which holds significant recognition and loyalty within the powersports industry. This brand equity is a critical asset for BRP Inc.

    • Vertical Integration: BRP Inc's approach to vertical integration, controlling its manufacturing, distribution, and retailing process, enhances its operational efficiency and reduces dependency on external suppliers.


    • Dependence on Discretionary Spending: BRP Inc's products are largely considered luxury items, making their sales sensitive to economic fluctuations. In times of economic downturn, the company's financial performance could be adversely affected.

    • Environmental Regulations: The powersports industry is increasingly subject to strict environmental regulations. Compliance with these evolving standards incurs additional costs and requires continuous adaptation of product lines, posing a challenge for BRP Inc.

    • Limited Diversification: Despite having a diversified product range within the powersports industry, BRP Inc's overall business is still heavily reliant on this single industry. This focus can be a vulnerability if the sector experiences a downturn.


    • Expansion into Emerging Markets: Developing economies present significant growth opportunities for BRP Inc. Expanding its market presence in these regions can lead to increased sales and market share.

    • Growing Demand for Eco-Friendly Products: There is a rising trend towards environmentally friendly and electric vehicles. Investing in the development of green technologies and electric models can open new revenue streams for BRP Inc.

    • Strategic Partnerships and Acquisitions: Collaborating with or acquiring complementary businesses can provide BRP Inc with access to new technologies, markets, and distribution channels, enhancing its competitive edge.


    • Competition: The powersports industry is highly competitive, with several well-established players vying for market share. Intense competition can lead to price wars, affecting profitability.

    • Economic Volatility: Global economic instability can significantly impact consumer spending on luxury items like powersports vehicles, directly affecting BRP Inc's sales and profitability.

    • Supply Chain Disruptions: Events like pandemics, natural disasters, or geopolitical tensions can disrupt global supply chains, impacting BRP Inc's ability to manufacture and distribute products efficiently.

    In conclusion, while BRP Inc enjoys a strong market position thanks to its innovation, global presence, and strong brand portfolio, it must navigate economic sensitivities, regulatory challenges, and competitive pressures. By leveraging its strengths and opportunities while addressing its weaknesses and threats, BRP Inc can continue to thrive in the dynamic powersports industry.

    Key Takeaways

    • Ownership and Mission Clarity: BRP Inc. is a publicly traded company with a diverse set of investors, including institutional and individual stakeholders. Its mission revolves around delivering the ultimate powersports experience through innovative designs and technology, emphasizing passion and customer satisfaction in the powersports industry.

    • Revenue Generation Strategies: BRP Inc. makes money through the design, manufacture, and global distribution of recreational vehicles, including Ski-Doo and Lynx snowmobiles, Sea-Doo watercraft, Can-Am off-road and on-road vehicles, as well as Rotax engines for karts, motorcycles, and recreational aircraft. Their revenue streams are diversified across product sales, parts, accessories, and clothing, alongside financing services.

    • Business Model Insights: The BRP Inc Business Model Canvas highlights a strong focus on value propositions such as innovation, performance, and reliability, catering to a passionate consumer base. Key partners include a global dealer network and suppliers, with key activities spanning R&D, manufacturing, and marketing. The company leverages direct and indirect sales channels to reach a broad customer base, ensuring customer relationships are strengthened through exceptional service and community engagement.

    • Competitive Landscape: BRP Inc. faces competition from several global companies in the powersports industry, including Yamaha, Polaris Industries, and Honda Motor Co. These competitors challenge BRP in various segments, including off-road vehicles, motorcycles, and marine products, pushing BRP to continuously innovate and expand its market presence.

    • Strategic Outlook Through SWOT Analysis: The SWOT analysis of BRP Inc. highlights its strong innovation capabilities and extensive dealer network as major strengths. Opportunities exist in expanding global markets and embracing electric vehicle trends. However, challenges such as intense competition and sensitivity to economic fluctuations pose threats, alongside operational risks related to supply chain disruptions. By addressing these areas, BRP Inc. can strengthen its market position and drive sustainable growth.


    In conclusion, BRP Inc., with its ownership structure rooted in a mix of public shareholders and influential entities like Bain Capital, stands as a testament to innovation and resilience in the recreational powersports industry. The company's mission to deliver the ultimate powersports experience through cutting-edge design, technology, and engineering underpins every aspect of its operations. BRP Inc. harnesses a diverse revenue model, capitalizing on the sale of high-quality recreational vehicles, parts, accessories, and related services, which is further elucidated through the Business Model Canvas. This framework reveals BRP's robust value proposition, key partnerships, customer segments, and revenue streams, painting a comprehensive picture of its strategic approach.

    In the face of stiff competition from industry giants such as Yamaha, Polaris, and Honda, BRP Inc. has managed to carve out a significant market share, thanks in part to its relentless focus on innovation and customer satisfaction. The SWOT analysis of BRP Inc. highlights its strengths, such as a strong brand image and a wide product range, while also acknowledging weaknesses, including dependence on a limited number of suppliers. Opportunities for global expansion and diversification of product lines stand out, even as the company navigates threats from economic downturns and increasing environmental regulations.

    Understanding BRP Inc.'s ownership, mission, revenue generation strategies, business model, competitive landscape, and SWOT analysis offers invaluable insights into its operational excellence and market position. As the company continues to evolve and adapt to the changing dynamics of the powersports industry, its commitment to innovation, quality, and customer satisfaction will undoubtedly remain central to its strategy, driving future success and growth in an increasingly competitive environment.


    What is a SWOT analysis for a medical company?


    1. Highly skilled and experienced medical professionals
    2. State-of-the-art medical facilities and equipment
    3. Strong reputation and brand recognition
    4. Diverse range of medical services offered
    5. Strong financial position


    1. Dependence on third-party payers for revenue
    2. Limited geographical reach
    3. High operating costs
    4. Lack of digital presence and technology integration
    5. Limited access to specialized medical resources


    1. Expansion into new markets or regions
    2. Introduction of new medical services or treatments
    3. Partnership with other healthcare providers or organizations
    4. Integration of telemedicine services
    5. Increasing demand for healthcare services due to aging population


    1. Regulatory changes and compliance requirements
    2. Competition from other medical providers
    3. Economic downturn affecting healthcare spending
    4. Technological advancements disrupting traditional healthcare models
    5. Public health crises impacting healthcare delivery and demand.

    What are the 5 elements of SWOT analysis?

    1. Strengths
    2. Weaknesses
    3. Opportunities
    4. Threats
    5. Trends

    What are 5 examples of weakness in SWOT analysis?

    1. Limited financial resources
    2. Lack of brand recognition
    3. Inadequate marketing capabilities
    4. Poor employee morale
    5. Vulnerability to economic downturns

    What will be your SWOT analysis for the company?


    1. Strong brand recognition and reputation in the market.
    2. Diverse product portfolio catering to various customer segments.
    3. Robust distribution network and presence in multiple geographic markets.
    4. Strong financial performance and stable revenue streams.
    5. Experienced management team with a track record of success.


    1. Dependence on a few key suppliers for raw materials.
    2. Limited online presence and e-commerce capabilities.
    3. Limited innovation in product development compared to competitors.
    4. High production costs leading to lower profit margins.
    5. Lack of diversification in revenue streams.


    1. Expansion into emerging markets to tap into new customer segments.
    2. Increasing demand for sustainable and eco-friendly products.
    3. Launching new product lines to cater to changing consumer preferences.
    4. Strategic partnerships and collaborations with other companies in the industry.
    5. Leveraging digital marketing and social media to reach a wider audience.


    1. Intense competition from other established brands and new entrants in the market.
    2. Fluctuating raw material prices impacting production costs.
    3. Changes in consumer preferences and trends affecting sales.
    4. Regulatory changes and compliance requirements impacting operations.
    5. Economic downturns and global events affecting consumer spending.

    Want to create a presentation now?

    • instantly

      Instantly Create A Deck

      Let PitchGrade do this for me

    • smile

      Hassle Free

      We will create your text and designs for you. Sit back and relax while we do the work.

    Explore More Content