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Manufacturer BPR Consolidates Powersports Brands Into New Unit

Bertrand Thiébaut

Bombardier Recreational Products Inc. (BPR) — manufacturer of off-road vehicles, watercraft and snowmobiles — is combining its disparate brands into a single powersports unit under the leadership of Bertrand Thiébaut.

Although the company’s three-wheeler Spyder brand Evinrude boat motor products will remain a separate entity, Ski-Doo, Lynx, Sea-Doo, Can-Am and Rotax product lines will now fall under the new combined group. The Group will encompass the activities related to design, vehicle and engine engineering, manufacturing, procurement, global sales, dealer and customer service, according to a press release.

“Today’s announcement will not change anything in BRP’s day-to-day operations and commercial agreements,” a BPR spokesman told Powersports Finance. Those agreements include partnerships with Sheffield Financial for installment loans, Roadrunner Financial for near-prime and subprime financing, and Citi Retail Services for a revolving line of credit, according to a January 2017 press release.  

Sheffield and Roadrunner were unable to comment by press time.

The group’s leader comes with a deep automotive background in Europe in Asia, including a position as manager of Ford Motors’ Finance division in France, according to a Bloomberg executive profile. He has worked with other brands such as Jaguar, Land Rover, Toyota, Lexus, Aston Martin and Volvo with an expertise in global sales and marketing, strategy, regional market development, customer service and dealer operations, along with an in-depth distribution background, according to the release.

“With the creation of the Powersports Group, we are able to maximize efficiencies and deepen our synergies in these operations,” José Boisjoli, BPR president and chief executive said in the statement. “Thiébaut’s arrival will also allow us to consider new business segments that are consistent with the passion and ingenuity for which we are recognized. BRP is increasingly well-positioned as a global leader with a unique emphasis on bringing unforgettable experiences to our customers.”

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